Research Now And Environics Analytics Announce Partnership Linking PRIZM C2 Segmentation To Online Survey Panel
Environics Analytics and Research Now today announced a partnership to code the Research Now online panel of 400,000 Canadians with PRIZM C2, Environics Analytics‟ popular PRIZM C2 segmentation system. The agreement marks the union of Canada‟s most widely used segmentation system with the largest online survey panel in Canada.
Research Now, a global company specializing in online data collection and panel development, operates 36 panels, with over 2 million panellists worldwide. Its Canadian panel provides research on more than 500 attributes in areas such as demographics, marketplace behaviour, media preferences, finance and health care. Meanwhile, through EA‟s partnership with key Canadian providers of media and marketing research, PRIZM C2 offers links to over 11,000 variables to help marketers match their company‟s products and services to those most receptive to them.
The agreement resulted from a global partnership between Research Now and Experian, which combines Experian‟s numerous segmentation systems with the Research Now worldwide panel. Environics Analytics is Experian‟s partner for demographics and segmentation data in Canada.
As a result of the new Environics Analytics-Research Now partnership, companies and not-for-profits will gain detailed insights into targeted audiences based on the 66 PRIZM C2 lifestyle types—whether they‟re classified Cosmopolitan Elite (affluent urban families), Young Digerati (younger, upscale singles) or Heartlanders (mature, working-class couples). In addition, Research Now‟s PRIZM C2-linked panel offers clients and their researchers a cost-effective way to obtain opinions on a range of issues, activities and products from custom target groups. Through EA‟s online micromarketing tool Envision, users also can identify prospects that resemble targeted customers defined by a PRIZM C2-coded Research Now profile.
“This is a great partnership that will allow our clients to get deeper insights into the behaviour and mindset of Canadian consumers,” says Jan Kestle, President and Founder of Environics Analytics. “It allows marketers to augment their customer data with the power of thousands of variables available through Research Now panel participants linked to PRIZM C2. We can provide companies with vivid consumer portraits through our PRIZM C2 Links, and this partnership allows them to „talk to their best PRIZM C2 segment‟ to enhance their customer data. It‟s like having access to a PRIZM C2-selected focus group.”
According to John Visser, Senior Vice President of Business Development at Research Now, “We are very excited about this partnership with Environics Analytics, which we believe will enable organizations to significantly enhance their understanding of key consumer groups. We look forward to working with Environics Analytics to deepen the profiles for each of the PRIZM C2 segments, and we look forward to working with its clients and researchers to help them rapidly and cost-effectively obtain the opinions of consumers within key clusters.”