School of Business Course Materials
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- 2022 PRIZM Handbook
- Please log in to access this document. PRIZM is the latest release of Environics’ pioneering segmentation system that classifies Canada’s neighbourhoods into 67 unique lifestyle types that capture current demographics, lifestyles, consumer behaviour and settlement patterns. Continuing with methodology that integrates geographic, demographic and psychographic data, PRIZM incorporates the latest authoritative data from nearly a dozen demographic, marketing and media sources to help you better analyze and understand your customers and markets. Please log in to access this document., Handbook
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- 2022 PRIZM Handbook - Reference Table
- Please log in to access this document. This is an Add-on document to the 2022 PRIZM Handbook. This document goes over the Lifestages and Social Groups.
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- 2022 Taking Notice: Advertising Awareness and Effectiveness in Canada (vividata)
- For this report, we’re sharing a few of our topline findings on ad awareness and effectiveness in media in Canada, based on a series of new questions and statements added to the latest SCC | Study of the Canadian Consumer 2022.
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- 2023 Vividata Insights: How Canadians are Responding to Bill C-18
- This June, Bill C-18, a controversial Canadian law, mandated that major tech firms compensate media outlets if they want to retain Canadian news content on their platforms. So, what does Bill C-18 mean for Canadians? Are they aware of the implications of this bill? Are they willing to adjust how they get news?
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- PRIZM Marketer’s Guide 2020
- 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., Please log in to access this document.
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- PRIZM Marketer’s Guide 2021
- 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. Please log in to access this document.
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- PRIZM5 Marketer's Handbook 2019
- Please log in to access this document. PRIZM consists of 68 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., Please log in to access this document., Peer reviewed