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Data

PRIZM®

Canada’s leading segmentation system for understanding customers and markets

PRIZM® features 67 segments that capture current demographics, lifestyles and values in Canada. PRIZM is a registered trademark of Claritas, LLC. Developed using dozens of authoritative data sources, PRIZM gives you access to over 30,000 data points and can be combined with your own customer data.

From marketing strategies and site decisions to merchandising, mobile analytics and media planning, PRIZM powers decision-making.  Businesses, not-for-profits and government agencies all use PRIZM to analyze and engage their customers and markets at the neighbourhood level anywhere in Canada.



A preview of the PRIZM Highlights dashboard

 

PRIZM® Highlights

Get a glimpse into deeper demographic and behavioural insights on PRIZM®’s 67 lifestyle segments with our new PRIZM® Highlights dashboard. This interactive tool leverages select databases to provide high-level segment characteristics, including who they are, how they think, what they do and how to reach them.

Explore Now

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Understand your customers

Differentiate products and services based on your best customers, prospects and competitors.

 

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Identify top markets

Pinpoint high-potential neighbourhoods and markets. 

 

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Execute your strategy

Determine the right products, media and messages for reaching your customers.

 

Want to know more about PRIZM?

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See Canada Through a Whole New PRIZM

 

Now in its fourth generation, PRIZM and the databases it connects to offer users access to more than 30,000 data points about consumers’ motivations and behaviours. 

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

 

  • 67 PRIZM segments reflect the evolution of Canada’s lifestyles and increasing cultural diversity including 14 francophone segments and 16 segments with high immigrant populations.
    • New segments capture social currents including the growing prominence of millennials, an increasing senior population and the rise in multigenerational households.
    • A new "Urban Fringe" classification highlights once-suburban areas that are now much more urban as a result of intensification.

         

        Download PRIZM Variables:

        Dot Map of Canada with PRIZM Segment Images

        Assortment of PRIZM Segment Cards

        Answer key marketing questions about customers

         

        • Who are they (age, wealth, diversity, education)?
        • What are they like (sports, leisure, arts, spending)?
        • Where do they live, work and shop?
        • How do they think (psychographics, values)?
        • How can they be reached (media preferences)?

         

        Sample PRIZM data for free on the PRIZM postal code lookup.

         

        Try the Postal Code Lookup

        Accurate, comprehensive and privacy-compliant information

         

        • PRIZM is developed by leading experts in Canadian demographics and geography at the city, provincial and regional levels.
          • Access information at all levels of geography down to the postal code and dissemination area.
          • Built with psychographic information to better understand the drivers behind behaviours and consumer choices.

              Find more information about the PRIZM database including metadata, release notes, technical documents and glossaries on our community site.


              Community Site
              PRIZM Segmentation System Dot Map

              Triptych image showing case studies for Walmart (save money, live better), Enbridge (life takes energy), and Royal Canadian Mint.

              PRIZM case studies

               

              Businesses, not-for-profits and government agencies all use PRIZM to analyze and engage their customers and markets. 

              See how we help organizations use data analytics for evidence-based decision making to improve marketing, guide high-level strategic planning and drive operational improvements.

              Ready to turn data into actionable insights for your business?

              Get in Touch

              Frequently Asked Questions

              • Yes. The methodology that produced 68 segments for the last release—based on the 2011 Census and National Household Survey—produced 67 segments based on the latest data from StatsCan, our databases and other sources.

                The exurban classification disappeared as a result of suburban sprawl absorbing the exurban landscape. In addition, a new urbanity classification, “urban fringe,” emerged in major cities between urban and suburban areas. This category captures once-suburban areas that have become more urbanized as cities expanded over the last 30 years.
              • PRIZM undergoes an annual update, but the latest edition represents a complete rebuild, which typically occurs after every ten years—the time it takes for new neighbourhood formation.

              • Yes. PRIZM is created using anonymized, geodemographic or survey data at the postal code or dissemination area (DA) level in Canada. In providing PRIZM, we do not collect, use or disclose any personally identifiable information on any individual or household (PII).

                Read more about our privacy policy here.
              • Among the key demographic trends evident in PRIZM are the aging Baby Boomer population, the growing prominence of Millennials, more condo dwellers and high-rise neighbourhoods, more older children living at home and increasing cultural diversity, especially beyond Toronto and Vancouver. 
              • EA analysts used nearly a dozen values from Environics Research’s SocialValues database to create PRIZM. Among them: Religiosity, Multiculturalism, Civic Engagement and Importance of Price.
              • For a methodology statement about how we created PRIZM, see the Technical Documentation on our Community site.

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