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What does your PRIZM C2 cluster say about you?

by Amber Bartlett.

Recently, we were named Partner of the Year by Environics Analytics (EA) in recognition of our collaboration in building databases on how Canadians behave and think.  By linking AskingCanadians respondents to the 66 lifestyles types of EA’s PRIZM C2 segmentation system (our panel has been PRIZM coded for the past two years); EA and AskingCanadians have developed a series of databases describing the retail, mobile and social media behaviour of Canadians.

Personally, I’ve always found the PRIZM C2 piece really interesting.  It’s like an onion with lots of layers.

There’s the piece that AskingCanadians contributes by providing the retail, mobile and social media behaviours of our panellists to EA to layer into their segmentation. There’s the research piece where we can append the PRIZM C2 segmentation codes of our respondents to our data, providing additional depth and breadth of material for the researcher.  And lastly, there’s the personal piece; this piece of the onion is where I can drop my postal code into the PRIZM Segmentation Lifestyle Lookup and learn a little about the neighbourhood that I live in.  You should check it out!

Our piece starts with us profiling our panellists with three different profilers.  We go out yearly and capture 20,000 completes with retail, mobile and social media profilers.  We then provide this information along with additional panellist information (postal code, age, gender, etc.) to Environics Analytics. From there EA works their magic.

On the researcher side of things, the PRIZM C2 segmentation piece is interesting because it captures data that is hard to uncover in a single ad hoc study.  Being able to take the data you have captured in your survey – be it about consumer goods, autos, banking or some other consumer product – and line it up with information about the communities the respondents live in, provides a full story.  It allows grocery chains to determine neighbourhoods with young families or large ethnic populations, and to stock their shelves appropriately.  It allows car companies to place their dealerships in neighbourhoods with demand for their product lines and to avoid large foot-traffic areas.  Ultimately, it allows smart decisions to be made due to the additional data at hand.

On the personal side of things, being able to access information about the neighbourhood you’re looking to move into equals piece of mind.  When I was house hunting earlier this year, I naturally used the PRIZM C2 cluster lookup (insert nerdy market research joke here) to look up the areas we were interested in.  I also noticed that some real estate websites were actually providing basic Environics Analytics information on their pages, such as age, gender and income demographics. I think this is great; it’s nice to know a little a bit about what you’re getting into when you’re making a big purchase like a home.

We live in a Big Data world and having a partnership with EA and access to PRIZM C2 makes life a little less scary and a lot more detailed. It’s an umbrella in the storm of data.

Fun Fact # 1: At the end of the day my recent move landed me in the PRIZM C2 cluster “Continental Culture”. I can’t say we check all the boxes when I look at the description of the neighbourhood but there are quite a few, including my love of “The Daily Show”, that are bang on.

Fun Fact # 2: Pat Prunskus lives in my PRIZM C2 cluster and owns 764 Eddie Bauer shirts (this number is an estimate but isn’t far off). I guess it’s not a fluke that this is apparently one of the stores folks in our hood apparently like to shop at. I think he might be the reason for this piece of data.