Map showing Canadian smokers




The 2016 CensusPlus database includes approximately 850 popular variables, based on data collected by Statistics Canada during the 2016 Census. This database is enhanced by our modellers to fill in missing values where data are suppressed by Statistics Canada and to correct for random rounding, while maintaining a close relationship to the original census. This work ensures that there are no missing values in CensusPlus and the variables add up within thematic categories and across all levels of geography. CensusPlus offers a snapshot of Canadians in 2016; it does not include any projections. Creating target sets by grouping together demographically similar customer segments can help marketers develop meaningful messaging that is more likely to resonate with current and prospective customers.

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Create a comprehensive picture of your customers according to their shared demographic, lifestyle and behavioural traits. Discover where they live and understand their preferences to create more effective marketing strategies. In addition to custom segmentation services, we offer four off-the-shelf segmentation systems, including PRIZM, Canada’s leading consumer segmentation system.


Develop engaging media and marketing strategies by understanding the behaviours, preferences and attitudes of your target market. We partner with leading data and survey providers to produce 12 databases that offer insights on a range of topics, from media and shopping habits to attitudes on charitable giving and the environment. All of our behavioural data can be linked to PRIZM segments and are available at the postal code level.

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