Map showing Canadian smokers


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. PRIZM is a registered trademark of Claritas, LLC.

  • PRIZM® classifies Canada's neighbourhoods into 67 unique lifestyle types by integrating geographic, demographic and psychographic data.
  • PRIZM® QC captures the unique qualities of Quebec lifestyle as defined by 57 segments that have been optimized for Quebec.
  • DELTA is used to differentiate customers for profiling and modelling applications, classifies 150 segments based on the six-digit postal code level and key demographic factors.

Custom Profiling and Segmentation: in addition to our robust off-the-shelf segmentation systems, we can also create custom segments, B2B segments and economic segments that are aligned with your goals and objectives.

All New PRIZM Segmentation

Gain a fresh perspective on Canada’s distinct communities and markets

PRIZM helps decision-makers with everything from designing marketing strategies and choosing store locations to merchandising, media planning, and executing campaigns across traditional and digital media channels. Understand what consumers are buying, doing and thinking – and anticipate their behaviour in the future.

Now in its fourth generation, PRIZM offers:

  • 67 lifestyle types based on income, urbanity and life stage
  • 40,000+ PRIZM-coded variables
  • Francophone segments
  • Cultural diversity index
  • Neighbourhood insight at the 6-digit postal code level
  • Created using more than 40 data sources


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