Please log in to access this document. PRIZM® consists of 67 segments that capture current demographics, lifestyles, consumer behaviours and settlement patterns in Canada. The lifestyle types include a dozen Baby Boomer segments and almost as many dominated by Millennials—each with its own unique profile. PRIZM® reflects Canada’s demographic diversity, with 14 francophone segments, another 17 culturally diverse segments and two segments containing both a significant presence of francophones and diverse groups. Together, the segments help you understand what customers are buying, doing and thinking. From target marketing and trade area analysis to merchandising and media planning, PRIZM® helps you determine the best way to reach your customers with the right products, media and messages., Not peer reviewed, Handbook
