Prizm Methodology

Marketers Handbook 2008
2008 Environics Analytics Group Ltd.
This document may not be copied or reproduced without the permission of Environics Analytics Group Ltd.
PRIZMCE is a product of Environics Analytics Group Ltd.
PRIZMCE is based, in part, on Computer File(s) licensed from Statistics Canada. (c) Copyright, HER MAJESTY
THE QUEEN IN RIGHT OF CANADA, as represented by the Minister of Industry, Statistics Canada 2004.
Environics Analytics Group is an Authorized User of selected Statistics Canada Computer File(s) and Distributor of
derived Information Products under Licensing Agreement 6894. No confidential information about an individual,
family, household, organisation or business has been obtained from Statistics Canada.
Sources of data also include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with
permission).
Icon illustrations by Scott Brooks, Scott@SGBrooks.com
PRIZM and Claritas are registered trademarks of Claritas Inc. and are used with permission. Selected PRIZMCE
nicknames are trademarks of Claritas Inc. and are used with permission. Other PRIZMCE nicknames are trademarks
of Environics Analytics Group Ltd.
Claritas Inc. is a Sales Agent for Environics Analytics in the United States.
DISCLAIMER:
This PRIZMCE Marketers Handbook displays indices for a selection of demographics, product and activity
preferences and attitudes. Each index pertains to a particular selection of variables for a particular time period and
benchmark. These indices cannot replace profiling of current data or other customized analysis. Making marketing
decisions based solely on these examples can lead to errors. Please ask your Environics Analytics Group
representative for advice regarding the use of these data and the PRIZMCELinks from which they were derived.
Environics Analytics Group, Inc. believes that the information in this handbook is accurate as of the publication
date, but no warranty or fitness is implied. The information is provided on an as is basis. Environics Analytics
Group, Inc. will not be responsible for errors or omissions. All information in this handbook is subject to change
without notice.
For more information, please contact:
Emma Flood
Marketing Coordinator
365 Bloor Street East, Suite 300
Toronto, Ontario, Canada
M4W 3L4
416- 969-2733
emma.flood@environicsanalytics.ca
PRIZM CE Marketers Handbook i
Contents
Putting PRIZM CE to Work ............................................................................................................................ 1
U1 - Urban Elite ........................................................................................................................................... 3
01 - Cosmopolitan Elite ............................................................................................................................................ 4
02 - Urbane Villagers................................................................................................................................................ 6
08 - Money & Brains ................................................................................................................................................ 8
09 - Furs & Philanthropy ........................................................................................................................................ 10
S1 - Suburban Elite ..................................................................................................................................... 13
03 - Suburban Gentry.............................................................................................................................................. 14
06 - Nouveaux Riches ............................................................................................................................................. 16
11 - Pets & PCs ....................................................................................................................................................... 18
E1 - Exurban Elite ....................................................................................................................................... 21
07 - Winner's Circle ................................................................................................................................................ 22
10 - Mr. & Ms. Manager ......................................................................................................................................... 24
12 - God's Country .................................................................................................................................................. 26
S2 - Suburban Upscale Ethnic .................................................................................................................... 29
04 - Asian Affluence ............................................................................................................................................... 30
20 - South Asian Society ........................................................................................................................................ 32
22 - Asian Up-and-Comers ..................................................................................................................................... 34
24 - Suburban Rows................................................................................................................................................ 36
U2 - Urban Upscale Ethnic ......................................................................................................................... 39
13 - Continental Culture ......................................................................................................................................... 40
17 - Cluttered Nests ................................................................................................................................................ 42
40 - New Italy ......................................................................................................................................................... 44
41 - Old World Style............................................................................................................................................... 46
U3 - Urban Young ...................................................................................................................................... 49
05 - Young Digerati ................................................................................................................................................ 50
15 - Electric Avenues.............................................................................................................................................. 52
32 - Grads & Pads ................................................................................................................................................... 54
E2 - Exurban Midscale................................................................................................................................ 57
18 - Blue-Collar Comfort........................................................................................................................................ 58
23 - Fast-Track Families ......................................................................................................................................... 60
29 - Exurban Crossroads ......................................................................................................................................... 62
38 - White Picket Fences ........................................................................................................................................ 64
E3 - Exurban Francophone ......................................................................................................................... 67
16 - Mini Van & Vin Rouge ................................................................................................................................... 68
30 - Traditional Quebec Towns .............................................................................................................................. 70
44 - Villes Tranquilles ............................................................................................................................................ 72
S3 - Suburban Midscale .............................................................................................................................. 75
14 - Upward Bound ................................................................................................................................................ 76
19 - Rods & Wheels ................................................................................................................................................ 78
25 - Nearly Empty Nests ......................................................................................................................................... 80
35 - Grey Pride........................................................................................................................................................ 82
39 - Simple Pleasures.............................................................................................................................................. 84
R1 - Rural Midscale .................................................................................................................................... 87
28 - Fields of Dreams ............................................................................................................................................. 88
34 - New Homesteaders .......................................................................................................................................... 90
PRIZM CE Marketers Handbook ii
37 - Big Sky Families ............................................................................................................................................. 92

T1 - Town Midscale .................................................................................................................................... 95
26 - Tools & Trucks ................................................................................................................................................ 96
36 - Ontario Originals ............................................................................................................................................. 98
42 - Heartlanders................................................................................................................................................... 100
53 - Golden Ponds ................................................................................................................................................ 102
U4 - Urban Mix......................................................................................................................................... 105
27 - Startups & Seniors ......................................................................................................................................... 106
46 - Lunch at Tim's ............................................................................................................................................... 108
51 - Mobility Blues ............................................................................................................................................... 110
52 - Crafting & Curling ........................................................................................................................................ 112
T2 - Town/Rural Francophone.................................................................................................................. 115
47 - Quebec Rustics .............................................................................................................................................. 116
48 - Bons Vivants ................................................................................................................................................. 118
60 - La Vie Bucolique........................................................................................................................................... 120
U5 - Urban Downscale Ethnic .................................................................................................................. 123
33 - Newcomers Rising......................................................................................................................................... 124
43 - Urban Spice ................................................................................................................................................... 126
65 - Big City Blues ............................................................................................................................................... 128
S4 - Suburban Francophone ...................................................................................................................... 131
31 - Les Qubcois Sportifs .................................................................................................................................. 132
57 - Les Pensionns .............................................................................................................................................. 134
63 - Aging Quebecers ........................................................................................................................................... 136
R2 - Rural Downscale ............................................................................................................................... 139
54 - Down on the Farm ......................................................................................................................................... 140
56 - Back Country Folks ....................................................................................................................................... 142
59 - First Nations Families.................................................................................................................................... 144
U6 - Urban Francophone .......................................................................................................................... 147
21 - Les Chics ....................................................................................................................................................... 148
50 - Jeunes et Actifs .............................................................................................................................................. 150
62 - La Cit Nomade............................................................................................................................................. 152
64 - Quebec Melting Pot ....................................................................................................................................... 154
66 - Struggling en Ville ........................................................................................................................................ 156
U7 - Urban Downscale.............................................................................................................................. 159
45 - Daytrippers & Nightowls .............................................................................................................................. 160
49 - Rooms with a View ....................................................................................................................................... 162
55 - Single City Renters ........................................................................................................................................ 164
58 - Solo Scramble................................................................................................................................................ 166
61 - Park Bench Seniors........................................................................................................................................ 168
APPENDIX A: PRIZM CEDefinitions ...................................................................................................... 171
APPENDIX B: PRIZMCE Methodology.. 173
APPENDIX C: PRIZM CEDeveloper Bios ............................................................................................... 179
APPENDIX D: PRIZM CEOverview Table .............................................................................................. 181
APPENDIX E: PRIZM CE3D Plot ............................................................................................................ 183
APPENDIX F: PRIZM CECase Study ...................................................................................................... 185
APPENDIX G: PRIZM CELinks............................................................................................................... 187
PRIZM CE Marketers Handbook Page 1
Putting to Work
PRIZMCE provides greater targeting precision by answering key
marketing questions:
WHO are my customers?

PRIZMCE links your customer data with neighbourhood
demographics, syndicated survey data and marketing research. It
reveals what types of consumers are most likely to use your product
or service, and it highlights which similar segments will form a
target group to produce the greatest marketing efficiency and reach.
Any customer file, list or survey can be coded with PRIZMCE data.
If you dont have a customer database, Environics Analytics can
create a surrogate customer profile for you from our storehouse of
syndicated consumer surveys and marketing data.
WHAT are they like?

Once you have identified and defined your consumer targets, you
can use PRIZMCE to generate a thorough profile that describes their
predominant lifestyle, hobbies, product and usage patterns, attitudes
and beliefs. You can also find out how your targets dont spend their
time and money so you can avoid making costly and ineffective
marketing decisions.
WHAT do they buy?

PRIZMCE provides important insight on sales potential within your markets through its ability to predict purchasing
preferences across all types of industries. You can zero in on the usage patterns for any type of product, service,
brand or category from the local market to the national level. PRIZMCE can also provide valuable insights into
your competitors market share.
WHERE can I find them?

PRIZMCE works at all levels of geography, which means that you
can discover where your current customers or prospects live and
locate more people like them anywhere in Canada and, through a
partnership with San Diego-based Claritas, anywhere in North
America. Accurate geographic information is essential to effective
site selection, product distribution, media planning, resource
allocation and many more marketing applications. As shown in this
map, PRIZMCE was created at the neighbourhood (i.e.,
Dissemination Area) level.
HOW can I reach them?

Once you understand your targets, you can use PRIZMCE to evaluate the best ways to reach them. For media
planning, you can learn which magazines and newspapers they read, and which cable or radio shows they prefer. For
direct marketing, you can define selection criteria for mailing lists. With PRIZMCE, you can also analyze site
potential and optimize in-store promotions and merchandise mix. The links to Environics Social Values even let you
tailor your products, offers and messages to the mindset of your PRIZMCE target group.
We are here to help

Environics Analytics is a team of seasoned professionals with
extensive industry experience in geodemography, market
research and client-side marketing analytics. Our experience
opens up a wealth of knowledge to you in proven strategies for
solving many marketing challenges. We welcome the
opportunity to work directly with you in applying PRIZMCE, or
any of our products, to your real-world applications. In our
experience, when we work interactively, we find our clients
receive the most value from our products. Specifically, we can
help with:
Determining how best to answer your marketing

question
Recommending the best data sources to use
Interpretation and communication of results
Strategies for applying results to the real world
NOTE: How to Read the Cluster Distribution

Charts
Each cluster description page includes a chart similar to the one at the
right. The light green bar shows the percentage of Canadian households in
each region across the country. The dark green bar shows the percentage
of that clusters households in the same region.
PRIZMCE Marketers Handbook - 2008 Page 3
U1 - Urban Elite
The most affluent of Canadian neighbourhood types belong to Urban Elite, the social group that ranks at the top of many
demographic measures: income, home value and educational achievement. With their university degrees and positions as
executives and professionals, these middle-aged and older residents tend to live in fashionable homes and condos in big-city
neighbourhoods and close-in suburbs. Befitting their lofty incomes, Urban Elite members are big consumers of expensive
clothes, luxury cars, financial products and travel services. Theyre also involved in their communities, politically active and
philanthropic supporters of the arts.
WHO THEY ARE

Cluster Index Adult Cluster Index Cluster Index
Population % Canada Population % Canada Households % Canada
Age Class of Family Status
0-4 4.54 87 Worker Non-family 21.69 73
5-14 11.89 102 Employed 80.45 92 Couples w/ kids 40.60 126
15-24 13.97 103 Self-employed 19.20 160 Couples, no kids 30.13 110
25-44 21.90 78 Unpaid 0.35 87 Lone parent 7.58 70
45-64 31.55 113 Occupation Age of
65-74 8.26 114 Primary 1.28 27 Children
75-84 5.72 122 Blue-collar 15.21 60 <6 16.26 78
85+ 2.17 120 Service sector 35.72 90 6-14 34.67 96
Mother White-collar 47.79 157 15-17 13.41 104
Tongue Education
18-24 24.47 123
English 74.12 126 < Grade 9 25+ 11.19 109
3.26 32
French 5.65 26 Grade 9-13 17.28 56
Non-official 19.07 107 Cluster Index
Trade 6.82 58
Dwellings % Canada
Immigration College 20.02 88
Immigrant 25.69 127 Some university 10.50 148 Tenure
University Own 85.96 125
Arrived < 1961 25.27 154 degree 42.12 245 Rent 14.03 46
1961-1970 20.48 150 Band 0.00 0
1971-1980 19.66 114 Cluster Index Period of
1981-1990 16.58 87 Households % Canada Construction
1991-1995 9.26 58 Maintainer < 1946 15.45 127
> 1996 8.74 49 Age 1946-1960 21.05 151
Visible < 25 1.11 30 1961-1970 15.75 118
Minority 25-34 8.19 53 1971-1980 13.37 71
Yes 11.04 80 35-44 17.15 86 1981-1990 15.15 94
45-54 24.87 111 1991-1995 4.85 70
Adult Cluster Index
55-64 22.30 128 1996-2000 5.70 70
Population % Canada
65-74 13.39 120 2001-2006 4.67 73
Marital Status 75+ 12.99 131 > 2006 4.00 97
Single 28.54 82
Size Type
Married 58.47 121
1 person 19.84 75 Single 72.24 130
Wid/Div/Sep 12.99 76
2 people 33.89 101 Semi 3.83 80
Mode of 3 people 15.98 100 Row 4.43 78
Transport 4+ people 30.30 127 Duplex 4.36 81
Car 54.79 100 Low-rise 7.09 39
Public transport 7.41 111 High-rise 7.90 88
Mobile 0.08 6
Dwelling
Value Index 215
U1
01 - COSMOPOLITAN ELITE
Very affluent middle-aged and older city dwellers
Population 82,032 (0.24% of Canada)
Households 26,915 (0.2% of Canada)
Average Household Income $388,007
Housing Tenure Homeowners

Education University
Occupation White-collar
Ethnic Presence Some
Sample Social Value Pursuit of Originality
Canadas wealthiest lifestyle, Cosmopolitan Elite is an urban oasis for both new-money entrepreneurs and the heirs to old-money
fortunes. Concentrated in a handful of established neighbourhoods--like Montreals Westmount, Torontos Forest Hill and Rosedale,
Calgarys Mount Royal and West Vancouver--it is home to super-rich, middle-aged families and older couples who live in elegant
homes, drive luxury imports and send their kids to private schools. No cluster has a higher index for participating in yoga, owning a
private cottage and supporting the arts. When theyre not tracking their investments on the web, the Cosmopolitan Elite are active in
the community. Members take an interest in social issues and community projects, and they donate to cultural, educational and
environmental groups--often as a way to give back to the community.
Representing only 0.2 percent of the nations households, Cosmopolitan Elite is the smallest Canadian cluster. But what it lacks in
size it more than makes up for in the affluence of its residents. These highly educated professionals and executives are wise and
wealthy--the average household income is $388,000--and they frequent stores that sell gourmet foods, designer clothes and the latest
in consumer electronics. The cluster features some diversity: nearly a quarter of residents immigrated to Canada years ago and 18
percent are Jewish. But most of the members of Cosmopolitan Elite are Canadian-born families who take getaways to private
cottages and vacation abroad--especially to cultured settings across Europe and for winter getaways to Florida.
WHERE THEY LIVE

Westmount, Toronto, West Vancouver, Calgary, Ottawa
HOW THEY THINK

Residents of Cosmopolitan Elite are strongest on the values that so often define the most successful members of society: Rejection
of Authority and Need for Autonomy. They register a strong Need for Personal Achievement and wish to exercise their Personal
Creativity. These Canadians see themselves as citizens not only of their local communities (they are strong on Community
Involvement), but of the world: they have a sense of Belonging to the Global Village and Global Ecological Consciousness, no
doubt bolstered by their travel experiences. They use technology to keep in touch both with professional contacts and with family
and friends. With Awareness of Mortality, they are conscious of the Legacy they will leave behind. But on the whole, members of
this cluster embrace the lives they have chosen and the rewards that have accrued to them. Cosmopolitan Elite residents appreciate
marketing efforts that appeal to their open-minded, sophisticated outlook on the world.
2008 Environics Analytics Group Ltd. PRIZM and Claritas are registered trademarks of Claritas Inc. and are used with
permission. Selected PRIZMCE nicknames are trademarks of Claritas Inc. and are used with permission. Other PRIZMCE
nicknames are trademarks of Environics Analytics Group Ltd. PRIZMCE is based, in part, on computer files licensed from
Statistics Canada under Licensing Agreement 6894. No confidential information has been obtained from Statistics Canada.
Sources of data shown include Environics Research, Print Measurement Bureau, BBM RTS Canada (all used with permission).
WHO THEY ARE HOW THEY LIVE

Cluster Index Cluster Index Leisure
Population % Canada Households % Canada golf
Age Maintainer Age sailing
0-4 4.17 80 < 25 0.71 19 theatre
5-14 14.04 121 25-34 5.50 36 ballet
15-24 15.80 117 35-44 15.60 78 travel outside Canada
25-44 18.54 66 45-54 27.66 123
45-64 33.18 119 55-64 25.57 146 Shopping
65-74 7.84 108 65-74 13.58 122 $2,500+ on womens clothes
75-84 4.79 102 75+ 11.38 115 books
85+ 1.63 90 facials
Size Holt Renfrew
Mother Tongue 1 person 16.14 61 Talbots
English 73.49 125 2 people 30.16 90
French 7.10 32 3 people 15.31 96 Media
Non-Official 18.35 103 4+ people 38.39 160 televised tennis
Immigration Family Status classical music radio
Immigrant 25.66 127 Non-family 16.88 57 Canadian House and Home
Couples w/ kids 48.48 150 "Report on Business"
Arrived < 1961 24.81 151 Couples, no kids 28.07 103 newspaper financial sections
1961-1970 20.49 150 Lone parent 6.58 61
1971-1980 22.44 131 Age of Children
Food/Drink
1981-1990 15.54 81 <6 12.50 60 fresh fish and seafood
1991-1995 8.43 53 6-14 36.75 102 rice cakes
> 1996 8.28 47 15-17 14.18 110 wine
premium ice cream
Visible Minority 18-24 26.15 132
Yes 12.57 91 25+ 10.43 102 eat-in restaurants
Cluster Index Cluster Index Financial
Adult Population % Canada Dwellings % Canada $500,000+ in securities and savings
Marital Status Tenure stocks and bonds
Single 30.38 87 Own 88.92 129 self-directed RRSPs
Married 60.12 125 Rent 11.08 36 private banking
W/D/S 9.50 56 Band 0.00 0 vacation property insurance
Mode of Period of
Transport Construction Automotive
Car 53.64 98 < 1946 34.36 283 $50,000+ on latest vehicle
Public Transport 8.32 125 1946-1960 18.57 133 prestige luxury cars
1961-1970 10.79 81 luxury SUVs
Class of Worker sport coupes
Employed 70.90 81 1971-1980 9.98 53
1981-1990 9.63 60 Mercedes-Benz
Self-Employed 28.51 238
Unpaid 0.59 147 1991-1995 4.28 62
1996-2000 5.48 67 Attitudes
Occupation 2001-2006 4.18 66 I like to dine at fine restaurants as often
Primary 1.82 39 > 2006 2.74 66 as possible
Blue-collar 11.35 45 Exercise is an important part of my life
Service sector Type When shopping for clothes, I generally
29.21 74
White-collar 57.61 190 Single 77.64 140 look for designer labels
Semi 4.62 97 Contact with other cultures is enriching
Education Row 2.44 43 I never look at specials in flyers &
< Grade 9 1.93 19 Duplex 3.02 56 newspaper inserts when planning my
Grade 9-13 11.58 37 Low Rise 6.88 38 shopping lists
Trade 3.45 29 High Rise 5.35 60
College 13.45 59 Mobile 0.00 0
Some University 11.50 162
University Degree Dwelling Value
58.09 338
Index 464
U1
02 - URBANE VILLAGERS
Wealthy middle-aged urban sophisticates

Occupation White-collar
Ethnic Presence Low
Sample Social Value Adaptability to Complexity in Life
Located in Canadas largest cities, Urbane Villagers is a prosperous world of stately homes and high-end cars, charity auctions and
golf club memberships. The nations second wealthiest cluster, its characterized by married couples with university degrees and
university-aged children, and it includes a significant percentage of European and Asian immigrants. With their hefty salaries--
average household incomes top $201,000--Urbane Villagers members enjoy the trappings of wealth: designer clothes, vacation
cottages and frequent trips abroad. But these Canadians also tend to be involved in their communities, as active and philanthropic
members of cultural, political and environmental groups.
Slightly younger and less affluent than Canadas top-ranked citizens, Urbane Villagers residents are among the top contributors to
RRSPs. They are also a bit more style-conscious and less formal in their consumption patterns. Theyre more likely to shop at
stores like Banana Republic and Club Monaco, the men more likely to wear cologne, the women more likely to wear less expensive
jewellery. Although theyre able to afford flying business and first class, theyre not above flying economy as well. They rank near
the top for buying books, personal computers and Australian wine, and also are heavily involved in the arts, as both benefactors and
patrons of museums, art galleries and orchestras.
WHERE THEY LIVE

Mont-Royal, West Vancouver, King, Aurora, Oakville, Caledon, Mississauga, Toronto
HOW THEY THINK

Urbane Villagers is an affluent but not insular cluster. Residents are most distinguished by their openness to new ideas and people as
well as their feeling of responsibility for their local environments and neighbourhoods. This connectedness to place and people gives
rise to a number of progressive values, including Global Ecological Consciousness, Cultural Fusion, a belief in Equal Relationship
with Youth and a sense of Vitality. Urbane Villagers residents believe that diversity gives life richness: they reject Ethnic
Intolerance, and their Importance of Aesthetics and Adaptability to Complexity in Life suggests that they are seeking rich new
experiences. The threads of diversity, aesthetics and community connectedness weave together strongly; Urbane Villagers residents
love the idea of vibrant street life championed by urban theorist Jane Jacobs. And these Canadians are attracted to green products
and local business.

Population % Canada Households % Canada skiing
Age Maintainer Age theatre
0-4 4.53 87 < 25 0.96 26 art galleries
5-14 12.74 110 25-34 8.27 54 vacation homes
15-24 14.89 110 35-44 18.50 93 sailing
25-44 22.17 79 45-54 27.20 121
45-64 32.60 117 55-64 24.07 138 Shopping
65-74 7.25 100 65-74 11.91 107 $1,500+ on mens clothing
75-84 4.27 91 75+ 9.10 92 laptops/notebooks
85+ 1.54 85 dry cleaning
Size Holt Renfrew
Mother Tongue 1 person 18.03 68 MEXX
English 72.58 124 2 people 31.20 93
Non-Official 19.65 110 4+ people 34.90 146 TV golf
Immigration Family Status Food & Drink
Immigrant 26.67 132 Non-family 19.69 67 Canadian House & Home
Couples w/ kids 45.50 141 newspaper business sections
Arrived < 1961 21.42 130 Couples, no kids 28.48 104 Internet to track investments
1961-1970 20.42 149 Lone parent 6.32 58
1971-1980 20.97 122 Age of Children
Food/Drink
1981-1990 16.24 85 <6 15.73 76 premium ice cream
1991-1995 10.79 68 6-14 35.19 97 nuts
> 1996 10.15 57 15-17 13.81 107 gourmet coffee
Scotch whisky
Yes 13.46 98 25+ 10.38 101 seafood restaurants
Marital Status Tenure have mutual funds outside RRSP
Single 29.87 86 Own 85.71 125 $10,000+ yearly contributed to RRSPs
Married 59.40 123 Rent 14.29 47 Stocks & Bonds
W/D/S 10.73 63 Band 0.00 0 have a will
Mode of Period of
Public Transport 8.46 127 1946-1960 13.57 97 purchase or lease new vehicles
1961-1970 9.75 73 luxury cars
Class of Worker Saab models
Employed 77.56 89 1971-1980 10.61 56
1981-1990 19.96 124 public transit
Unpaid 0.37 93 1991-1995 6.81 98
1996-2000 7.58 93 Attitudes
Occupation 2001-2006 7.02 110 I avoid using the products of companies
Primary 1.56 33 > 2006 5.27 128 with a poor environmental record
Blue-collar 14.95 59 Ive taken steps to ensure that I have
Service sector Type sufficient money for retirement
33.09 84
White-collar 50.40 166 Single 70.91 128 I have great confidence in my creative
Semi 4.79 100 abilities
Education Row 4.09 72 I am willing to pay more for
< Grade 9 2.58 26 Duplex 2.98 55 environmentally friendly products
Grade 9-13 14.72 47 Low Rise 7.81 43 It is important to enjoy the simple things
Trade 5.66 48 High Rise 9.33 104 in life"
47.49 277
Index 285
U1
08 - MONEY & BRAINS
Upscale and educated professionals and their families

Occupation White-collar & Service Sector
Ethnic Presence Low
Sample Social Value Control of Destiny
The residents of Money & Brains seem to have it all: high incomes, advanced degrees and sophisticated tastes to match their
credentials. Many of these Canadians are empty-nesters or married couples with university-aged children who live in older,
fashionable homes on small, manicured lots in urban and suburban areas. With 37 percent holding university degrees, Money &
Brains consumers exhibit cultured sensibilities in the marketplace. They tend to support the arts, buy lots of books, listen to classical
music radio stations, travel abroad and subscribe to business, news and travel magazines. A politically active cluster, residents here
rank high for working on community projects, serving as volunteers and writing letters to public officials.
Money & Brains is one of the top clusters for buying financial products. These savvy Canadians invest in virtually every kind of
mutual fund available. But these households are also home to a significant proportion of young adults living with their parents, and
surveys reveal the popularity of a number of athletic activities--from skiing and sailing to swimming and tennis--among both parents
and their children. The residents of Money & Brains like to cultivate both mind and body.
WHERE THEY LIVE

Baie-d'Urf, Oak Bay, North Saanich, Beaconsfield, Blue Mountains, White Rock, West Vancouver, Pointe-Claire, Niagara-on-the-
Lake, Lac-Brome, North Vancouver, Dollard-des-Ormeaux, Ottawa, Fredericton
HOW THEY THINK

The residents of Money & Brains have cultivated comfortable and fulfilling lives, and their values reflect both their sense of security
and their satisfaction with their current state. Having believed in Discriminating Consumerism and Control of Destiny, these
Canadians have taken responsibility for their own well-being, financial and otherwise, and have been rewarded. This is an engaged
and curious cluster that seeks to learn from people and situations that are new for them (Social Learning), striving to better
understand itself and others (Introspection and Empathy). Open minded, these Canadians embrace Cultural Fusion - and believe in
Flexible Gender Identity. Money & Brains residents are looking not only for fulfillment but also for fun as they age: they believe in
the Importance of Spontaneity in Daily Life, love to escape the routine, and put a high value on aesthetics. Money & Brains residents
are more likely to crave experiencesat least, ones they can sharethan physical objects.

Population % Canada Households % Canada theatre
Age Maintainer Age art galleries
0-4 4.28 82 < 25 1.14 31 skiing
5-14 10.76 93 25-34 8.00 52 garden shows
15-24 12.99 96 35-44 16.23 81 entertaining at home
25-44 21.84 78 45-54 23.46 104
45-64 31.55 113 55-64 21.64 124 Shopping
65-74 9.28 128 65-74 14.61 131 lawn care products
75-84 6.79 144 75+ 14.92 151 vitamins, minerals, herbal supplements
85+ 2.51 138 department store rewards programs
Size Tabi International
Mother Tongue 1 person 20.60 78 Pier 1 Imports
English 79.10 135 2 people 37.11 111
Non-Official 15.79 88 4+ people 26.11 109 TV figure skating
Immigration Family Status CBC The National
Immigrant 21.89 108 Non-family 22.65 77 50Plus
Couples w/ kids 36.32 112 TV Times
Arrived < 1961 29.99 183 Couples, no kids 32.77 120 EnRoute
1961-1970 22.86 167 Lone parent 8.26 76
1971-1980 18.88 110 Age of Children
Food/Drink
1981-1990 15.47 81 <6 16.75 81 frozen vegetables
1991-1995 6.79 43 6-14 34.13 94 applesauce
> 1996 6.01 34 15-17 13.20 102 decaffeinated coffee
skim milk
Yes 8.99 65 25+ 11.76 115 high quality restaurants
Marital Status Tenure personal property insurance
Single 27.31 78 Own 88.39 128 senior banking packages
Married 58.09 121 Rent 11.60 38 pre-authorized bill payment
W/D/S 14.60 86 Band 0.00 1 guaranteed investment funds
Mode of Period of
Public Transport 5.89 88 1946-1960 25.68 184 luxury vehicles
1961-1970 20.46 153 purchase vehicle with trade-in
Class of Worker purchase vehicle at the end of a lease plan
Employed 83.75 96 1971-1980 15.46 82
1981-1990 10.82 67 Volvo models
Unpaid 0.29 73 1991-1995 3.33 48
1996-2000 4.77 58 Attitudes
Occupation 2001-2006 3.16 49 I am comfortable with new technologies
Primary 1.25 26 > 2006 3.56 86 that are entering all aspects of life
Blue-collar 15.64 62 Ive taken steps so that I have sufficient
Service sector Type funds for retirement
37.93 96
White-collar 45.17 149 Single 78.08 141 It should be tougher to obtain welfare
Semi 2.80 59 and employment insurance
Education Row 4.72 84 I would rather go out than spend an
< Grade 9 3.17 31 Duplex 5.00 93 evening at home
Grade 9-13 19.02 61 Low Rise 5.64 31 I am willing to pay a little extra to save
Trade 8.22 70 High Rise 3.54 40 time shopping
37.44 218
Index 152
U1
09 - FURS & PHILANTHROPY
High-achieving cultured urban families

Ethnic Presence High
Sample Social Value Introspection and Empathy
Educated, upscale and nearly two-thirds Jewish, Furs & Philanthropy consists of both larger families and empty nests concentrated in
a handful of big-city neighbourhoods like the Bathurst Street section of Toronto and Ctes-des-Neiges in Montreal. Many of these
households contain second- and third-generation Canadian Jews in addition to recent Russian migrs. These households tend to
have late teens and older children at home, own elegant houses or apartments and work as professionals and corporate executives.
Maintaining active social lives, they go to the ballet, frequent art galleries, attend food exhibitions and exercise at health clubs.
These in-town sophisticates are both well-travelled--they frequently fly to the north-eastern U.S., Florida and the Caribbean--and
eclectic in their philanthropy. They donate to a wide range of medical, cultural and religious groups.
In Furs & Philanthropy, educated and well-off residents enjoy a leisure-intensive lifestyle. They have high rates for going to the
theatre, buying jewellery, taking aerobic fitness classes and getting away to their vacation homes. Even though many cluster
households have only one wage-earner, their average household income of $108,000 allows these families to invest heavily in stocks,
bonds and mutual funds. And there are few segments with a higher propensity for travelling--within Canada and abroad, often to the
U.S. as snowbirds. Furs & Philanthropy residents are both worldly and rooted in their communities.
WHERE THEY LIVE

Hampstead, Cte-Saint-Luc, Toronto, Vaughan
HOW THEY THINK

Furs & Philanthropy residents are both comfortable and connected: their Community Involvement, Introspection & Empathy and
Religiosity cause them to give generously of both time and money. They also enjoy the Networking that this generosity provides to
their lives. But this cluster is not insular. A sense of Belonging to the Global Village links these residents to communities beyond
their own neighbourhoods. Through their Search for Roots and Ritual, this cluster wants deeply to connect to their history and
traditions. Furs & Philanthropy residents delight in making their own decisions and steering their own ship: they register a Need for
Autonomy and they manifest great Adaptability to Complexity in Life. Feeling Financial Concern Regarding the Future, they are
oriented towards Saving on Principle. Sometimes this creates challenges in the face of the importance they place on Ostentatious
Consumption and appearing attractive (Importance of Physical Beauty). These Canadians are attracted to marketing that emphasizes
home, family and community, while acknowledging that theres a fascinating world beyond those boundaries.

Population % Canada Households % Canada fitness aerobics
0-4 5.95 114 < 25 1.66 45 classical music concerts
5-14 13.15 113 25-34 10.29 67 food shows
15-24 14.47 107 35-44 18.26 92 foreign films
25-44 23.19 83 45-54 23.07 103
45-64 27.19 98 55-64 18.31 105 Shopping
65-74 7.05 97 65-74 11.85 107 $1,500+ on women's clothing
75-84 6.02 128 75+ 16.56 168 The Bay
85+ 2.98 165 dry cleaning
Size disposable contact lenses
Mother Tongue 1 person 23.71 89 Tip Top Tailors
English 56.45 96 2 people 28.20 84
Non-Official 32.81 183 4+ people 32.45 136 NBA basketball
Immigration Family Status CTV News
Immigrant 39.98 198 Non-family 25.77 87 news/talk radio
Couples w/ kids 42.25 131 Canadian Business
Arrived < 1961 21.44 131 Couples, no kids 23.21 85 Toronto Life
1961-1970 14.60 107 Lone parent 8.77 81
1971-1980 17.94 104 Age of Children
Food/Drink
1981-1990 20.48 107 <6 18.23 88 cream cheese
1991-1995 12.63 79 6-14 33.95 94 frozen yogurt
> 1996 12.92 73 15-17 12.50 97 seltzer
Italian wine
Yes 11.81 86 25+ 11.94 117 high quality restaurants
Marital Status Tenure maximum RRSP contribution
Single 29.03 83 Own 73.06 106 will/estate planning services
Married 56.33 117 Rent 26.94 88 secured line of credit
W/D/S 14.64 86 Band 0.00 0 avoid ATMs
Mode of Period of
Car 50.88 93 < 1946 6.51 54 $40,000-$50,000 on latest vehicle
Public Transport 10.77 162 1946-1960 22.95 165 new versus used vehicles
1961-1970 13.80 103 auto club membership
Class of Worker pay-at-pump self-serve gas
Employed 79.71 91 1971-1980 13.49 72
1981-1990 24.42 152 Buick models
Unpaid 0.40 99 1991-1995 6.51 94
1996-2000 4.47 55 Attitudes
Occupation 2001-2006 5.04 79 Other cultures have a lot to teach us
Primary 0.16 3 > 2006 2.82 68 There should be more restrictions on
Blue-collar 16.22 64 smoking in public areas
Service sector Type I like to dine at fine restaurants as often as
37.68 95
White-collar 45.94 151 Single 44.37 80 possible
Semi 5.48 115 I believe that each stage of our lives has a
Education Row 5.09 90 corresponding way to live and think, and
< Grade 9 6.66 66 Duplex 6.24 116 we need to live according to our real age
Grade 9-13 20.32 65 Low Rise 12.14 67 When jobs are scarce, men have more
Trade 5.68 48 High Rise 26.59 297 right to a job than women
38.56 225
Index 189
S1 - Suburban Elite
The three clusters in Suburban Elite represent the most upscale suburban social group, characterized by young and middle-aged
families living in recently built homes. One socioeconomic rung down from Urban Elite, these Canadians have both college and
university educations, and hold service sector and white-collar jobs. Suburban Elite also consists of a significant concentration of
Quebecers in Nouveaux Riches, the most affluent Francophones in the nation. As a group, these consumers tend to indulge in
products and activities aimed at families: sports gear, consumer electronics, casual restaurants, amusement parks and all manner
of toys, books, video games and pets.
WHO THEY ARE

75-84 2.16 46 Blue-collar 23.04 91 <6 25.31 122
85+ 0.71 39 Service sector 38.03 96 6-14 37.94 105
Tongue Education
18-24 18.05 91
English 65.87 112 < Grade 9 25+ 7.07 69
3.99 40
French 10.02 45 Grade 9-13 22.68 73
Trade 10.26 87
Dwellings % Canada
1961-1970 13.04 95 Band 0.00 0
1991-1995 18.31 115 Maintainer < 1946 1.32 11
> 1996 15.64 88 Age 1946-1960 2.76 20
Visible < 25 1.73 47 1961-1970 3.15 24
Minority 25-34 19.35 125 1971-1980 6.19 33
Yes 20.48 149 35-44 28.50 143 1981-1990 11.35 71
45-54 24.52 109 1991-1995 9.05 130
Adult Cluster Index
55-64 15.03 86 1996-2000 32.19 395
Population % Canada
65-74 6.91 62 2001-2006 23.61 370
Marital Status 75+ 3.96 40 > 2006 10.39 252
Single 27.76 80
Size Type
Married 61.64 128
1 person 11.83 44 Single 74.38 134
2 people 27.98 83 Semi 8.03 168
Car 68.10 124 Low-rise 3.61 20
Mobile 0.25 19
Dwelling
Value Index 142
S1
03 - SUBURBAN GENTRY
Well-off middle-aged suburban families

Ethnic Presence Low
Sample Social Value Need for Autonomy
The Suburban Gentry segment is a magnet for Canadas up-and-coming business class: a prosperous suburban world of dual-income
couples who have university degrees and large families, typically with teens or university-aged children. Given its high percentage
of managers and self-employed professionals, theres a decided business streak to this cluster. Suburban Gentry residents rank near
the top for owning laptop computers and fax machines as well as for taking business trips and reading newspaper business sections.
These consumers are big spenders who like to golf, go out to eat and drive luxury SUVs. Fitness conscious, theyre much more
likely than average Canadians to engage in yoga, own a home gym and declare, Exercise is an important part of my life.
Suburban Gentry represents Canadas version of suburban wealth. Residents have turned their sprawling new homes into gadget-
filled castles, complete with DVD players, cordless phones, wireless computers and video game systems. With its large families--40
percent have at least two kids--this cluster scores high for outdoor sports activities. While they golf, sail and ski, many of these
households seem to prefer exercising their minds indoors, reading a lot of financial magazines, watching news and educational
channels and spending a healthy amount of time online to browse books, check out vacation spots and track investments. To reward
themselves for their hard work, theyre more than twice as likely as the general population to buy an expensive car.
WHERE THEY LIVE

North Vancouver, Foothills No.31, Baie-d'Urf, Sainte-Anne-de-Bellevue, Ottawa, Headingley, Calgary
HOW THEY THINK

Suburban Gentry residents have been successful in setting their place in society, as their affluence and business success suggest.
Along with this success, these residents have low Confidence in Small Business and Confidence in Government, reflecting their
affinity to Corporate Canada. These Canadians believe its up to them to make their futures (Control of Destiny) and their Need for
Autonomy and Social Darwinism ensure that they will work hard to maintain their status. But they are not focused solely on
themselves: their strong Legacy indicates that they are turning their attention to the kind of society they will leave behind for their
children. And to maintain their success, this cluster is open to new people, technology, and ideas making an impact on their lives, as
demonstrated by their support of Cultural Fusion, Equal Relationship with Youth, and Flexible Gender Identity. As consumers, they
express Confidence in Advertising, and while they feel strongly about the Importance of Aesthetics, they have a very low Need for
Status Recognition.

Age Maintainer Age walking/hiking
0-4 4.42 85 < 25 0.93 25 art galleries
5-14 13.04 112 25-34 7.82 51 exercising at home
15-24 15.76 117 35-44 18.90 95 travel to California
25-44 21.77 78 45-54 31.19 139
45-64 33.99 122 55-64 23.36 134 Shopping
65-74 6.55 90 65-74 10.97 99 $500+ for fine jewellery
75-84 3.46 73 75+ 6.83 69 $2,500+ on womens clothing
85+ 1.01 56 frequent flyer programs
Size Costco
Mother Tongue 1 person 12.46 47 The Shoe Company
English 75.61 129 2 people 31.98 95
Non-Official 19.11 107 4+ people 37.30 156 Canadian Business
Immigration Family Status The Tonight Show
Immigrant 24.16 119 Non-family 13.68 46 "CBC Morning"
Couples w/ kids 49.72 154 Tech TV
Arrived < 1961 15.11 92 Couples, no kids 29.23 107 TV Times
1961-1970 15.26 111 Lone parent 7.37 68
1971-1980 20.27 118 Age of Children
Food/Drink
1981-1990 16.13 84 <6 15.38 74 meal replacement drinks/bars
1991-1995 17.44 110 6-14 34.76 96 olive oil
> 1996 15.78 89 15-17 14.96 116 tortilla flat bread
soft drinks/colas
Yes 16.20 118 25+ 9.13 89 casual restaurants
Marital Status Tenure mutual funds within RRSP
Single 28.40 82 Own 92.60 135 whole life term insurance
Married 61.78 128 Rent 7.40 24 stocks
W/D/S 9.82 58 Band 0.00 1 have a will
Mode of Period of
Public Transport 6.33 95 1946-1960 8.68 62 2-vehicle households
1961-1970 9.91 74 purchase or lease new vehicles
Class of Worker SUVs
Employed 83.76 96 1971-1980 17.62 94
1981-1990 28.39 176 Infiniti models
Unpaid 0.25 62 1991-1995 11.95 172
1996-2000 6.06 74 Attitudes
Occupation 2001-2006 8.47 133 I am of the firm conviction that idle time
Primary 3.09 65 > 2006 4.47 109 is wasted time
Blue-collar 15.49 61 Women are not fairly represented in
Service sector Type business and politics
38.10 96
White-collar 43.32 143 Single 82.81 149 Exercise is an important part of my life
Semi 3.37 70 The future looks good for young people
Education Row 5.44 96 I try to keep abreast of changes in
< Grade 9 2.41 24 Duplex 4.46 83 fashion
Grade 9-13 18.25 59 Low Rise 3.09 17
37.31 217
Index 172
S1
06 - NOUVEAUX RICHES
Prosperous Quebec suburban families

Occupation White-collar & Self-Employed
Ethnic Presence Low
Sample Social Value Concern for Appearance
The most affluent of the Francophone clusters, Nouveaux Riches is centred in the new suburbs outside Montreal and Quebec City, in
communities like St-Bruno, Lac-Beauport, Lorraine and Boucherville. As children of the Quiet Revolution, residents here are the
first generation of self-made affluent Quebecers. With their university educations, fluency in both French and English, and
professional and entrepreneurial jobs, these middle-aged men and women today can afford to house their large families in new
suburban splendour--their stately homes adorned with backyard pools, hot tubs and gourmet barbecues. Nouveaux Riches residents
drive expensive imports, buy trendy clothes and go to spa resorts. Serious and status-conscious, theyve earned their way to the top
and are unashamed to spend their money on themselves and their children.
The lifestyle of Nouveaux Riches residents reflects both their affluence and Qubcois roots. Like other well-to-do Canadians--their
average household income is $129,000--they travel abroad, shop at chi-chi chains like Holt Renfrew and own a range of investments.
But they also exhibit social and marketplace patterns typical of French-speaking residents at all income levels. Nouveaux Riches
includes a high percentage of common-law marriages as well as a fondness for caisses populaires (credit unions), French wine and
any kind of television--from current affairs to sports to satire.
WHERE THEY LIVE

Cap-Rouge, Lac-Beauport, L'le-Bizard, Sillery, Rosemre, Boucherville, La Prairie, Saint-Lambert, Aylmer
HOW THEY THINK

Nouveaux Riches residents pride themselves on keeping up with the times, styles, and Joneses (or, more appropriately, the
Tremblays). Very strong on Enthusiasm for Technology and Adaptability to Complexity in Life, these Quebecers are flexible and
open to change both technological and social. Nouveaux Riches residents have roundly rejected Quebecs traditional Catholicism
(their Religiosity is very low) but still ponder the Meaning of Life and score high on Spiritual Quest. This cluster is in part
responsible for Montreals reputation for stylish residents: Nouveaux Riches is strong on Concern for Appearance. Nouveaux
Riches residents appreciate the beautiful and well-designedwhether an ad, a garment or a household object. They tend to seek
symbols of status and enjoy the Pursuit of Novelty. Nouveaux Riches represents much of Quebecs managerial class and believes
firmly in Control of Destiny, though unlike their Anglophone cousins in Suburban Gentry, they exhibit a strong Confidence in
Government.

Population % Canada Households % Canada cross-country skiing
Age Maintainer Age exercising at home
0-4 5.55 106 < 25 0.71 20 book shows
5-14 13.92 120 25-34 10.92 71 pop music concerts
15-24 14.26 106 35-44 22.50 113 travel within Canada
25-44 24.67 88 45-54 31.41 140
45-64 32.82 118 55-64 22.00 126 Shopping
65-74 5.62 78 65-74 8.46 76 childrens toys
75-84 2.47 52 75+ 3.99 40 fruit and vegetable stores
85+ 0.70 38 eye shadow
Size Costco
Mother Tongue 1 person 13.95 52 Les Ailes de la Mode
English 8.82 15 2 people 32.19 96
Non-Official 6.81 38 4+ people 34.60 145 RDI
Immigration Family Status Zone libre
Immigrant 8.99 44 Non-family 15.02 51 multicultural radio
Couples w/ kids 48.96 152 Les Affaires
Arrived < 1961 13.75 84 Couples, no kids 28.47 104 Lactualit
1961-1970 21.63 158 Lone parent 7.55 69
1971-1980 21.38 124 Age of Children
Food/Drink
1981-1990 21.00 110 <6 18.48 89 fresh pasta
1991-1995 12.77 80 6-14 39.82 110 rice cakes
> 1996 9.48 54 15-17 14.06 109 granola bars
decaffeinated whole coffee beans
Yes 4.76 35 25+ 6.26 61 French red wine
Adult Population % Canada Dwellings % Canada $100,000-$250,000 in securities and
Marital Status Tenure savings
Single 37.54 108 Own 93.59 136 common stock
Married 49.10 102 Rent 6.41 21 auto loans
W/D/S 13.36 78 Band 0.00 0 life insurance
Mode of Period of
Internet banking
Transport Construction
Car 64.85 118 < 1946 2.07 17 Automotive
Public Transport 7.61 114 1946-1960 6.53 47 $50,000+ on latest vehicle
1961-1970 7.70 58 households with 2+ vehicles
Class of Worker compact SUVs
Employed 86.07 98 1971-1980 18.05 96
1981-1990 32.17 200 lease rather than purchase
Self-Employed 13.69 114 Mercedes-Benz models
Unpaid 0.24 60 1991-1995 9.97 144
1996-2000 11.15 137
Occupation 2001-2006 7.39 116 Attitudes
Primary 0.59 12 > 2006 4.96 120 I only hang around with people who can
Blue-collar 18.27 72 be of some real use to my personal
Service sector Type development
39.35 99
White-collar 41.79 138 Single 80.65 146 Its important to me to rely on the new
Semi 5.31 111 technologies to save time
Education Row 2.48 44 I hate being told what to do; I must feel
< Grade 9 3.43 34 Duplex 1.45 27 that I have total control over all the
Grade 9-13 17.24 56 Low Rise 5.39 30 different areas of my life
Trade 7.91 67 High Rise 4.57 51 I prefer to buy clothes that are classic
College 25.08 110 Mobile 0.06 4 and timeless in style
University Degree Dwelling Value I enjoy dressing for formal occasions
38.16 222
Index 105
S1
11 - PETS & PCS
Large upscale suburban families
Population 2,028,549 (6.05% of Canada)

Education University/College
Occupation Mixed
Sample Social Value Enthusiasm for Technology
With its many younger, upwardly mobile, multi-ethnic families, Pets & PCs could be considered an incubator cluster. No segment
has a greater concentration of new housing--two-thirds of the homes were built after 1996--or residents who have moved in the last
five years: a startling 76 percent. Many of these high-earning newcomers, with an average household income of $117,000 have
settled into single-home and townhouse subdivisions where theyve crafted an active, child-centred lifestyle. They have high rates
for enjoying pets, toys and desktop computers. Educated and optimistic, these first-time homeowners tell researchers, I like to be in
complex situations that challenge me to figure out how to come out ahead--and they are busily going about their lives to prove it.
Scattered around larger cities across Canada, Pets & PCs has attracted a wide-ranging mix of immigrants from India, China, the
U.K., Italy and the Philippines. With a disproportionate number of children under six years old, these younger families frequent
department stores, pizza parlours and amusement parks. But when it comes to culture, you wont find Pets & PCs residents at an art
gallery or a ballet performance. A big night is to entertain friends and neighbours at home.
WHERE THEY LIVE

Okotoks, Cochrane, Devon, Airdrie, Vaughan, Barrie, Caledon, Richmond Hill, Brampton, Red Deer, Aurora, Canmore, Calgary,
Fort Saskatchewan, Maple Ridge, Halton Hills, Langley, Mississauga, Petawawa
HOW THEY THINK

Pets & PCs is a dynamic cluster whose residents are fulfilled and successful. These often new but proud Canadians also have
flexible, autonomous values which should help them achieve even greater success in the future. Strong on Networking and Cultural
Fusion, as well as scoring high on both Enthusiasm for Technology and Time Management Technology, these wired Canadians are
not preoccupied with bordersthey see themselves as citizens of the world and are skilled at accessing it using technology. This is
an ambitious cluster that often feels time-pressed with all its residents are trying to achieve. Their efforts are driven by a strong Need
for Autonomy and belief in Social Darwinism which should allow them to make their own decisions and set their course in life. They
are attracted to the idea that technology can grant them both connectedness and independence simultaneously. Pets & PCs express a
high Primacy of the Family, indicating that home life is a priority. With Confidence in Advertising, they pay attention to the
Importance of Aesthetics, being attracted to innovative and sophisticated, modern designs.

Population % Canada Households % Canada walking/hiking
Age Maintainer Age amusement parks
0-4 8.71 166 < 25 2.05 56 zoos/aquariums
5-14 15.48 133 25-34 23.25 151 computer shows
25-44 36.54 130 45-54 22.00 98
45-64 20.99 75 55-64 12.09 69 Shopping
65-74 3.73 52 65-74 5.72 51 Pet Smart
75-84 1.83 39 75+ 3.26 33 exercise equipment
85+ 0.64 35 scanners
Size Toys R Us
Mother Tongue 1 person 11.39 43 Sam's Club
English 70.46 120 2 people 26.45 79
Non-Official 25.37 142 4+ people 41.91 175 cartoons
Immigration Family Status Survivor
Immigrant 28.91 143 Non-family 13.00 44 Hockey Night in Canada
Couples w/ kids 53.41 165 classic rock radio
Arrived < 1961 8.12 49 Couples, no kids 24.74 91 Internet general entertainment sites
1961-1970 11.63 85 Lone parent 8.85 81
1971-1980 19.65 114 Age of Children
Food/Drink
1981-1990 25.59 134 <6 28.31 136 $200+ monthly on groceries
1991-1995 19.02 119 6-14 38.42 106 cheese strings
> 1996 16.00 91 15-17 10.61 82 waffles
sports drinks
Yes 23.32 170 25+ 6.70 65 Boston Pizza
Adult Population % Canada Dwellings % Canada $1,001 To $1,500 monthly on credit cards
Marital Status Tenure mortgages
Single 26.36 76 Own 93.95 136 mutual funds
Married 63.19 131 Rent 6.05 20 lines of credit
W/D/S 10.45 61 Band 0.00 0 telephone banking to transfer funds
Mode of Period of
Car 70.04 128 < 1946 0.46 4 households with 2+ vehicles
Public Transport 5.93 89 1946-1960 0.82 6 purchase/lease new vehicles
1961-1970 0.91 7 mid-sized SUVs
Class of Worker minivans
Employed 89.42 102 1971-1980 1.85 10
1981-1990 4.49 28 Volvo models
Unpaid 0.18 45 1991-1995 8.23 119
1996-2000 41.29 506 Attitudes
Occupation 2001-2006 29.41 461 I am willing to pay a little extra to save
Primary 2.26 48 > 2006 12.54 304 time shopping
Blue-collar 27.34 108 I love gadget products, things that are not
Service sector Type necessarily useful but are fun to interact
37.71 95
White-collar 32.69 108 Single 71.51 129 with
Semi 9.52 199 I believe that one should strive to be as
Education Row 12.86 228 active and occupied as possible in order to
< Grade 9 4.44 44 Duplex 1.78 33 get the most out of life, even if it means
Grade 9-13 24.43 79 Low Rise 3.50 19 always being on the run
Trade 10.99 93 High Rise 0.46 5 I enjoy entertaining
23.98 140
Index 137
E1 - Exurban Elite
Exurban Elite consists of the three wealthiest lifestyle types outside the nations metropolitan sprawl, beyond the suburbs but
within reasonable commutes of city jobs. The residents in this exurban group tend to be married, middle-aged couples and
families who live in comfortable homes and hold white-collar and service sector jobs. With their large families of teens and
tweens, households here have high rates for going camping and playing organized sports, visiting amusement parks and ski
resorts, and playing video games. Living in recently built subdivisions, residents are inextricably tied to their cars, and frequently
purchase $30,000 SUVs and sporty luxury cars for commuting to work and chauffeuring the kids.
WHO THEY ARE

75-84 2.81 60 Blue-collar 25.14 99 <6 17.33 83
85+ 0.82 45 Service sector 38.88 98 6-14 36.34 100
Tongue Education
18-24 23.24 117
English 80.13 137 < Grade 9 25+ 9.25 90
4.35 43
French 3.31 15 Grade 9-13 27.04 87
Trade 11.83 100
Dwellings % Canada
1961-1970 20.71 151 Band 0.03 7
1991-1995 8.81 55 Maintainer < 1946 4.18 34
> 1996 6.79 38 Age 1946-1960 5.38 39
Visible < 25 0.88 24 1961-1970 8.68 65
Minority 25-34 10.78 70 1971-1980 19.67 104
Yes 10.85 79 35-44 22.75 114 1981-1990 26.92 167
45-54 29.44 131 1991-1995 11.85 171
Adult Cluster Index
55-64 21.08 121 1996-2000 10.79 132
Population % Canada
65-74 9.62 87 2001-2006 7.00 110
Marital Status 75+ 5.45 55 > 2006 5.55 135
Single 28.26 81
Size Type
Married 60.92 127
1 person 11.54 43 Single 85.48 154
2 people 30.81 92 Semi 3.75 78
Car 68.52 125 Low-rise 2.10 12
Mobile 0.49 37
Dwelling
Value Index 136
E1
07 - WINNER'S CIRCLE
Well-off middle-aged exurban families

Occupation Mixed
Ethnic Presence Low
Sample Social Value Racing Against the Clock
Among the upscale suburban lifestyles, Winners Circle is known for its sprawling families--43 percent have three or more children--
and new-money subdivisions, with one-third of the homes built since 1990. Surrounding their homes are all the signs of affluence:
landscaped gardens, recreational parks, golf courses and malls filled with high-end boutiques. With average household incomes over
$121,000, residents of Winners Circle are big spenders whove installed home theatre systems in their family rooms, luxury SUVs
in their garages and lots of consumer electronics in their kids bedrooms. Only their optimism exceeds their spirited consumerism;
surveys show that they have both the energy and imagination to succeed in life.
Winners Circle members can point to more drive than education as the engine of their success. Only 23 percent have a university
degree--relatively low for such an upscale cluster. But in these households concentrated around Toronto, the busy moms and dads
have enough disposable income from their white-collar and service jobs to create cushy lifestyles. They carry BlackBerries, shop at
Home Depot and enjoy going to cottage shows. Lots of kids means lots of sports, but Winners Circle parents do more than sign
them up for league hockey and baseball. They also broaden their horizons by taking their youngsters on plenty of trips outside of
Canada--to Florida, Mexico and Europe.
WHERE THEY LIVE

Pickering, Saint-Lazare, Milton, King, Newmarket, Caledon, Oakville, Mississauga, Halton Hills, Orangeville
HOW THEY THINK

Winners Circle is a conservative, outer-directed cluster with a consumerist streak. They have little interest in ethnic identities,
scoring high on Ethnic Intolerance and low on Search for Roots. They simply see themselves as having Canadian Identity.
Members of Winners Circle, though settled in suburban homes, still crave excitement and are strong on Need for Escape and
Attraction to Crowds. They like to participate in the latest experiences--especially technology and family-related events--and they
enjoy spending their hard-earned money on these experiential goods and services. They tend to place a premium on Early Adoption,
and they are strong on Adaptive Navigation. Winners Circle residents lead busy lives, constantly feeling that they are Racing
Against the Clock in the quest to maintain their high-spending lifestyles. Many rely on technological devices to help them (Time
Management Technology) but many are also working towards a day when they can make work less of a priority in their lives.

Age Maintainer Age water parks
0-4 5.00 96 < 25 0.74 20 adventure sports
5-14 14.78 127 25-34 10.41 67 cottage shows
25-44 26.31 94 45-54 32.05 142
45-64 29.58 106 55-64 20.09 115 Shopping
65-74 4.93 68 65-74 7.87 71 $1,501+ on men's clothing
75-84 2.33 50 75+ 3.86 39 PDAs
85+ 0.64 35 DVDs
Size Danier Leather
Mother Tongue 1 person 9.56 36 Home Depot
English 74.41 127 2 people 25.15 75
Non-Official 21.67 121 4+ people 45.93 192 The Sports Network
Immigration Family Status Winter Olympics
Immigrant 27.35 135 Non-family 10.33 35 Without A Trace
Couples w/ kids 56.67 175 top-40 radio
Arrived < 1961 14.93 91 Couples, no kids 23.75 87 Teen Tribute
1961-1970 19.24 141 Lone parent 9.25 85
1971-1980 24.02 140 Age of Children
Food/Drink
1991-1995 12.04 76 6-14 36.24 100 toaster products
> 1996 8.47 48 15-17 13.37 103 cookies
bottled water
Yes 17.77 129 25+ 10.41 102 The Keg
Single 29.62 85 Own 93.95 136 mortgages
Married 60.32 125 Rent 6.05 20 will/estate planning
W/D/S 10.07 59 Band 0.00 0 children's banking packages
Mode of Period of
RESP's
Car 68.50 125 < 1946 2.10 17 Automotive
Public Transport 5.44 82 1946-1960 3.37 24 $40,000-$49,000 on latest vehicle
1961-1970 4.83 36 2+ vehicle households
Class of Worker new versus used vehicles
Employed 88.09 101 1971-1980 12.89 68
1981-1990 34.00 211 large SUVs
Self-Employed 11.69 98 Volkswagen models
Unpaid 0.22 56 1991-1995 19.50 281
1996-2000 9.50 117
Primary 1.17 25 > 2006 5.18 126 I often feel the need to get away from
Blue-collar 26.50 105 the city
Service sector Type Immigrants of different races and ethnic
38.68 98
White-collar 33.65 111 Single 81.32 147 groups should set aside their cultural
Semi 4.50 94 backgrounds and try to blend into the
Education Row 7.65 136 Canadian culture
< Grade 9 4.87 48 Duplex 3.71 69 I enjoy entertaining
Grade 9-13 25.18 81 Low Rise 1.64 9 Big businesses generally try to strike a
Trade 9.87 84 High Rise 0.93 10 fair balance between profits and the
College 28.01 123 Mobile 0.15 12 public interest
23.16 135
Index 155
E1
10 - MR. & MS. MANAGER
High-achieving dual-income households in exurbia

Ethnic Presence Low
Sample Social Value Openness Toward Others
Theres money to be found outside of the nations largest cities, and youre most likely to find it in Mr. & Ms. Manager. The
residents of these communities spread across Canada tend to be prosperous executives who like their toys: computers, home theatre
systems and impressive collections of sporting equipment. These couples and families enjoy athletic activities like golf, skiing,
baseball and exercising at home. And though Mr. & Ms. Manager residents have above-average incomes and education levels,
theyre a more active group, tuning their TV sets to hockey games rather than news shows, and preferring to go hiking rather than
visiting a museum.
Mr. & Ms. Manager has one of the highest rates for dual-income couples in Canada, and their always-on-the-go lifestyle results in a
few frayed edges. While they work hard for their healthy $112,000 average household incomes, they long for a respite from their
intense 9-to-5 lives. Hardly the style mavens of wealthier neighbourhoods, Mr. & Ms. Manager residents admit that theyre blas
about home decorating and declare, I feel most comfortable in my jeans. Keeping up with their jobs and teenagers takes most of
their energy.
WHERE THEY LIVE

East St. Paul, St. Franois Xavier, Tsawwassen, Chestermere, St. Albert, Fort Saskatchewan, Leduc, Delta, Squamish, Airdrie,
Langley, Marathon, Sarnia, Regina
HOW THEY THINK

Mr. & Ms. Manager is a cluster that is financially comfortable and at ease in its environment. These Canadians are not desperate to
show others theyve made it: weak on Joy of Consumption and Ostentatious Consumption, Mr. & Ms. Manager residents would
rather spend time with family at home than in a mall, and they dont feel compelled to display their success in front of others. This
cluster is not particularly introspective; it is weak on Spiritual Quest, Intuition and Meaning of Life. But these Canadians dont need
to be seeking enlightenment in order to live thoughtfully. Their high levels of Legacy, Openness Toward Others, Equality of the
Sexes and Equal Relationship with Youth all suggest they are secure in their own autonomy and are willing to treat others as peers.
This time-stressed cluster is looking for a break; products and services that free up an hour or grease the wheels of daily life are
welcomed with a grateful sigh.

Age Maintainer Age skiing
0-4 5.03 96 < 25 0.95 26 camping
5-14 13.28 114 25-34 10.57 68 exercising at home
15-24 15.25 113 35-44 21.21 106 visiting friends and family in Canada
25-44 24.76 88 45-54 29.80 132
45-64 32.22 116 55-64 22.23 127 Shopping
65-74 5.95 82 65-74 10.00 90 $250+ weekly on groceries
75-84 2.75 58 75+ 5.25 53 photofinishing from Costco
85+ 0.76 42 credit card rewards programs
Size IKEA
Mother Tongue 1 person 12.28 46 Marks Work Wearhouse
English 83.28 142 2 people 33.80 101
Non-Official 11.49 64 4+ people 35.33 148 TV sports
Immigration Family Status top-40 radio
Immigrant 14.14 70 Non-family 13.77 47 Homemakers
Arrived < 1961 22.83 139 Couples, no kids 31.23 114 newspaper sports sections
1961-1970 20.64 151 Lone parent 7.94 73
1971-1980 25.73 150 Age of Children
Food/Drink
1981-1990 19.31 101 <6 17.26 83 lunch kits
1991-1995 5.76 36 6-14 36.65 101 yogurt
> 1996 5.72 32 15-17 14.68 113 boxed chocolates
popcorn
Yes 7.64 56 25+ 7.79 76 casual restaurants
Single 27.85 80 Own 92.64 135 stocks
Married 61.59 128 Rent 7.28 24 mutual funds
W/D/S 10.56 62 Band 0.08 17 electronic banking packages
Mode of Period of
contribute max. allowable to RRSPs
Car 68.63 125 < 1946 2.07 17 Automotive
Employed 87.74 100 1971-1980 26.78 142
1981-1990 27.00 168 sports cars
Self-Employed 12.01 100 Saturn models
Unpaid 0.24 61 1991-1995 9.12 131
1996-2000 8.75 107
Primary 3.47 73 > 2006 5.36 130 I definitely have contact with people
Blue-collar 21.01 83 who come from all kinds of social classes
Service sector Type and backgrounds
40.47 102
White-collar 35.06 115 Single 88.06 159 I often feel the need to get away from
Semi 3.07 64 the city
Education Row 2.35 42 It's perfectly normal for even the most
< Grade 9 3.35 33 Duplex 2.80 52 feminine woman to demonstrate what are
Grade 9-13 25.36 82 Low Rise 2.57 14 thought of as masculine qualities
Trade 13.04 111 High Rise 0.19 2 We should show respect to people in
College 26.31 115 Mobile 0.89 68 positions of authority
22.44 131
Index 119
E1
12 - GOD'S COUNTRY
Prosperous middle-aged exurban couples and families

Education Grade 9/College/High School
Occupation Mixed
Ethnic Presence Low
Sample Social Value Global Ecological Consciousness
As the wealthiest working-class cluster, Gods Country is home to upscale families and couples living in single-family homes made
affordable by both parents working in a variety of occupations. The cluster is concentrated in the small towns orbiting southern
Ontarios cities, and most residents commute to city jobs but take advantage of their small-town communities when it comes to
leisure. Gods Country scores high for gardening, bird-watching and hiking. With more than half of all households filled with
children, residents tend to purchase lots of toys and pets, as well as participate in organized sports such as hockey and swimming.
Conservative in their outlook on family values, these Canadians have an independent streak befitting their outlying locations.
The residents of Gods Country straddle two worlds: close enough to the city for their work but far enough away to raise their
children amid the small-town comforts of large gardens, decent schools and sprawling sports facilities. Many of these middle-aged
adults have only finished high school or college, but theyve managed to turn average educations into impressive dual incomes
totalling $101,000 a year. And while the Internet and entertainment gadgets may be present at home, parents here prefer to get their
kids out of doors, especially to a beach or amusement park. Gods Country families never met a theme park they didnt like.
WHERE THEY LIVE

Erin, Puslinch, Uxbridge, Scugog, Whitchurch-Stouffville, Grimsby, Caledon, Halton Hills, Bradford West Gwillimbury, Clarington,
Niagara-on-the-Lake, Whitby, Kincardine, Innisfil, Cobourg
HOW THEY THINK

Members of Gods Country have worked hard to achieve their current financial comfort, and they now feel secure enough to focus
on quality-of-life concerns as opposed to matters of raw survival. They register little interest in showing others that they have made
it: they are blas about Need for Status Recognition and report low levels of Joy of Consumption. These proud, working Canadians
would rather play catch with their kids than traipse around the mall with them. Strong on Religiosity, this cluster has a traditional
streak but is not stuck in the past: supporting Equality of the Sexes, Global Ecological Consciousness and Openness Toward Others,
these Canadians are tolerant of social change and are willing to see themselves as members of a complex world that stretches beyond
their small, usually homogeneous towns. Many seek to improve their quality of life through the Reprioritizing of Work. Between
their jobs, families, and commutes, Gods Country residents are busy; marketers would do well to emphasize saving time and stress
relief in their messages.

Population % Canada Households % Canada bird watching
0-4 5.37 103 < 25 0.99 27 film festivals
5-14 12.85 111 25-34 11.71 76 cottage shows
15-24 14.09 104 35-44 22.10 111 amusement parks
25-44 26.44 94 45-54 24.78 110
45-64 29.28 105 55-64 20.55 118 Shopping
65-74 6.98 96 65-74 11.63 105 board games
75-84 3.75 80 75+ 8.24 83 riding lawn mowers
85+ 1.24 68 frozen food stores
Size Old Navy
Mother Tongue 1 person 13.25 50 Zehr
English 84.22 143 2 people 34.14 102
Non-Official 12.16 68 4+ people 34.52 144 TSN
Immigration Family Status CSI
Immigrant 17.09 84 Non-family 14.43 49 jazz radio
Couples w/ kids 45.71 142 People
Arrived < 1961 35.08 214 Couples, no kids 32.05 117 Canadian Home Workshop
1961-1970 25.37 185 Lone parent 7.81 72
1971-1980 18.14 106 Age of Children
Food/Drink
1981-1990 13.79 72 <6 19.39 93 English muffins
1991-1995 4.15 26 6-14 35.95 99 $250+ on food shopping
> 1996 3.47 20 15-17 13.19 102 ready-to-serve soups
premium ice cream
Yes 4.80 35 25+ 9.68 94 drive-thrus
Single 26.71 77 Own 91.78 133 $101-$500 on credit cards
Married 60.72 126 Rent 8.22 27 have a will
W/D/S 12.57 74 Band 0.00 0 mutual funds outside RRSPs
Mode of Period of
have small business loan
Car 68.37 125 < 1946 11.15 92 Automotive
Class of Worker purchase vehicle at end of lease plan
Employed 84.57 97 1971-1980 17.33 92
1981-1990 15.90 99 sporty vehicles
Self-Employed 14.89 124 Buick models
Unpaid 0.55 136 1991-1995 5.01 72
1996-2000 16.42 201
Primary 4.78 101 > 2006 6.45 157 I am of the firm conviction that idle time
Blue-collar 31.13 123 is wasted time
Service sector Type The pace of my life is just too fast, I have
35.94 91
White-collar 28.16 93 Single 87.25 157 the impression that I'm missing out on
Semi 3.84 80 some of the most important things and
Education Row 3.82 68 experiences that life has to offer
< Grade 9 5.24 52 Duplex 2.13 40 I get a great deal of pleasure from doing
Grade 9-13 33.06 107 Low Rise 1.95 11 simple things like looking after plants or
Trade 12.93 110 High Rise 0.51 6 taking care of my home
College 26.94 118 Mobile 0.27 21 Children gain by being exposed to other
University Degree Dwelling Value cultures when they are very young
15.02 87
Index 139
S2 - Suburban Upscale Ethnic

The four clusters in Suburban Upscale Ethnic are filled with relatively recent immigrants from China, India, Pakistan and the
Philippines. Predominantly upper-middle-class, these younger and middle-aged family clusters encompass white-collar and
service sector jobs as well as an eclectic mix of suburban homes, row houses and apartments. Households in this group tend to
have children of varying ages who play outdoor sports, own lots of consumer electronics and computer gear, and frequent venues
like rock concerts and amusement parks. Exhibiting average rates for speaking English at home, these residents make a strong
market for mainstream media: TV sports and cartoons, news and rock radio, entertainment and sports magazines. They are
enthusiastic participants in the North American lifestyle that first beckoned them to this continent.
WHO THEY ARE

75-84 3.25 69 Blue-collar 25.38 100 <6 18.94 91
85+ 1.08 59 Service sector 42.78 108 6-14 32.84 91
Tongue Education
18-24 22.18 112
English 50.97 87 < Grade 9 25+ 14.38 140
8.48 84
French 2.53 11 Grade 9-13 29.06 94
Trade 9.24 78
Dwellings % Canada
1961-1970 8.53 62 Band 0.01 3
1991-1995 23.78 149 Maintainer < 1946 3.11 26
> 1996 20.72 117 Age 1946-1960 6.94 50
Visible < 25 2.87 79 1961-1970 9.98 75
Minority 25-34 16.15 105 1971-1980 22.36 119
Yes 49.92 363 35-44 23.71 119 1981-1990 24.67 153
45-54 25.38 113 1991-1995 10.98 158
Adult Cluster Index
55-64 17.50 100 1996-2000 8.68 107
Population % Canada
65-74 8.63 78 2001-2006 8.60 135
Marital Status 75+ 5.77 58 > 2006 4.68 114
Single 33.43 96
Size Type
Married 52.70 109
1 person 17.13 64 Single 36.92 67
2 people 26.59 79 Semi 5.49 115
Car 56.00 102 Low-rise 11.45 63
Mobile 0.28 21
Dwelling
Value Index 138
S2
04 - ASIAN AFFLUENCE
Established Chinese families in suburbia

Sample Social Value Primacy of the Family
The most affluent of the Chinese-dominated lifestyles, Asian Affluence is home to educated, middle-aged families, 34 percent of
whom speak Chinese as their first language. Most residents came to Canada in the 1980s and 1990s, settling in a handful of
prosperous neighbourhoods in Toronto and Vancouver. With lofty household incomes of nearly $124,000, Asian Affluence
residents enjoy active--and activist--lifestyles. They travel abroad frequently, drive luxury cars, attend computer shows and the
opera. Theyre also active in community affairs, donating money to environmental and religious groups. And these mostly
university-educated consumers are early adopters, patronizing high-end stores for the latest in fashion and technology.
Few clusters have more wanderlust than Asian Affluence. According to surveys, residents rank near the top in a dozen travel
categories--from travelling to Hong Kong and Americas western states to staying at resort lodges. Indeed, they are three times more
likely than the general population to travel internationally with their children in tow. When these frequent flyers get home, they have
the wherewithal to indulge their taste in fine jewellery, books, photography and designer clothes: they like shopping at Talbots,
Fairweather and The Bay. Though originally from other countries, these residents are now card-carrying Canadians with wallets full
of membership cards in various customer rewards programs as well as an impressive array of credit cards.
WHERE THEY LIVE

Markham, Richmond Hill, Brossard, Richmond, Coquitlam, Oak Bay
HOW THEY THINK

Asian Affluence is a strongly outer-directed cluster. Scoring high on Ostentatious Consumption, Enthusiasm for Technology and
Concern for Appearance, these Canadians are eager to show others that theyve made it, scoring among the lowest on Importance of
Price. They want their possessions and personal appearance to denote status, success, and style. This desire for status spills over
into their approach to nationalism: Asian Affluence residents are strong on Importance of National Superiority. In addition, they
cope with the change and frenzy of modern life by focusing on their traditional families--they're very strong on Primacy of the
Family but very weak on Flexible Definition of Family and Flexible Gender Identity--and by pursuing the clear, measurable goals of
status and material success.

Population % Canada Households % Canada jogging
Age Maintainer Age museum
0-4 3.48 67 < 25 0.91 25 classical music concerts
5-14 10.36 89 25-34 7.98 52 computer shows
15-24 16.89 125 35-44 17.78 89 travel to Hong Kong
25-44 24.58 88 45-54 29.48 131
45-64 32.46 117 55-64 26.49 152 Shopping
65-74 7.20 99 65-74 11.41 103 foreign movies
75-84 3.82 81 75+ 5.97 60 rechargeable batteries
85+ 1.20 66 gourmet food stores
Size Old Navy
Mother Tongue 1 person 10.46 39 Talbots
English 40.40 69 2 people 23.79 71
Non-Official 56.48 316 4+ people 45.43 190 Food Network Canada
Immigration Family Status TV tennis
Immigrant 59.93 296 Non-family 11.24 38 World Cup soccer
Couples w/ kids 54.69 169 multicultural radio
Arrived < 1961 6.27 38 Couples, no kids 24.11 88 news/talk radio
1961-1970 9.38 68 Lone parent 9.97 92
1971-1980 17.84 104 Age of Children
Food/Drink
1991-1995 25.13 158 6-14 26.19 72 vegetarian products
> 1996 18.81 106 15-17 12.24 95 soy beverages
organic meat
Yes 58.86 428 25+ 20.94 204 Starbucks
Single 32.37 93 Own 91.25 133 stocks and bonds
Married 58.47 121 Rent 8.75 29 GICs
W/D/S 9.16 54 Band 0.00 0 RESPs
Mode of Period of
$1,001-$1,500 monthly on credit cards
Car 52.44 96 < 1946 3.20 26 Automotive
1961-1970 12.14 91 3+ vehicle households
Class of Worker coupes/hatchbacks
Employed 81.64 93 1971-1980 17.67 94
1981-1990 32.16 200 new versus used vehicles
Self-Employed 17.80 149 Volvo models
Unpaid 0.56 141 1991-1995 10.33 149
1996-2000 7.39 91
Primary 0.36 8 > 2006 4.82 117 Successful people truly deserve what
Blue-collar 17.48 69 they have
Service sector Type Knowing that a product has a tradition
38.57 97
White-collar 43.59 144 Single 76.29 138 behind is very important to me
Semi 2.83 59 It is important to me that people admire
Education Row 5.37 95 the things I own
< Grade 9 6.86 68 Duplex 6.61 123 Anything in life that forces me to change
Grade 9-13 20.98 68 Low Rise 2.34 13 my habits is unpleasant for me
35.76 208
Index 227
S2
20 - SOUTH ASIAN SOCIETY
Young upper-middle-class South Asian families

Education Mixed
Occupation Blue-collar & Service Sector
Sample Social Value Belonging to the Global Village
Canadas original wave of immigrants from Europe has given way to new populations arriving from Asia, Latin America and the
Middle East. South Asian Society reflects this trend, consisting of younger, recent immigrants--38 percent are from South Asia and
22 percent are Sikhs--who have come for the North American Dream in suburban Canada. Cluster households are characterized by
average educations, skilled blue-collar and service jobs, upper-middle-class incomes and child-centred lifestyles. In neighbourhoods
filled with houses, duplexes and parks, families enjoy soccer and basketball - indoors, theyre one of the top-ranked clusters for
renting videos and DVDs. Still making their way in Canadian popular culture--one-third speak a language other than English--these
residents have a high rate for going to school in hopes of bettering their lives.
Nearly two-thirds of residents in South Asian Society are classified visible minorities, including a significant proportion of blacks,
Filipinos and Latin Americans. As consumers, they have high rates for travelling to their native countries, buying cosmetics and
owning lots of consumer electronics. Yet for all this ethnic diversity, their taste in television looks surprisingly like that of native-
born English-speaking Canadians: they frequently tune in Headline News, Star! The Entertainment Information Station and the
Comedy Network. While South Asian Society may get local news on multicultural radio, they turn to mainstream media to stay
abreast of what is happening in Canadian life.
WHERE THEY LIVE

Surrey, Delta, Brampton, Abbotsford, Squamish, Mississauga, Toronto, Calgary
HOW THEY THINK

South Asian Society is a cluster whose values reveal its transitional status in Canadian society. Their belief in the Importance of
National Superiority and Belonging to the Global Village reflects both pride in their nation of origin and their wish that the risk they
have taken in emigrating to Canada be affirmed by Canadas superiority to other countries. This cluster is strong on Primacy of the
Family, a reflection of both life stage (this value is not unusual among young families) and the need to stick together and support one
another in a new environment. South Asian Society residents feel somewhat disconnected from society at large, as evidenced by
their Anomie, Fulfillment Through Work, Ethnic Intolerance and Fear of Violence. Strong on Ostentatious Consumption, Saving on
Principle and Financial Concern Regarding the Future, these Canadians want to be able to show others that they are succeeding, but
they take pride in handling their money wiselynot wastefully.

Population % Canada Households % Canada soccer
Age Maintainer Age basketball
0-4 6.37 122 < 25 2.44 67 dancing
5-14 13.88 120 25-34 16.50 107 overseas calling
15-24 15.28 113 35-44 25.42 127 fitness clubs
25-44 30.55 109 45-54 25.77 114
45-64 25.02 90 55-64 17.95 103 Shopping
65-74 5.54 77 65-74 7.87 71 rent videos and DVDs
75-84 2.61 56 75+ 4.05 41 $1,001 or more on software
85+ 0.75 41 home security systems
Size Zellers
Mother Tongue 1 person 11.45 43 Indigo Books & Music
English 46.30 79 2 people 20.51 61
Non-Official 50.18 281 4+ people 49.58 207 childrens cartoons
Immigration Family Status Family Channel
Immigrant 53.68 265 Non-family 12.16 41 Headline News
Couples w/ kids 52.35 162 sports radio
Arrived < 1961 4.23 26 Couples, no kids 22.40 82 Starweek
1961-1970 8.10 59 Lone parent 13.09 121
1971-1980 20.70 120 Age of Children
Food/Drink
1981-1990 25.52 134 <6 20.25 97 baby food
1991-1995 22.27 140 6-14 33.17 92 instant soup/meal in a cup
> 1996 19.17 108 15-17 10.84 84 toaster products
frozen desserts
Yes 63.88 465 25+ 13.95 136 tea
Adult Population % Canada Dwellings % Canada $5,001-$10,000 in securities and savings
Marital Status Tenure $500-$1,000 monthly on credit cards
Single 30.40 87 Own 77.43 112 telephone banking
Married 57.96 120 Rent 22.57 74 children's banking package
W/D/S 11.63 68 Band 0.00 0 mortgage insurance
Mode of Period of
Car 59.68 109 < 1946 1.59 13 3-vehicle households
Public Transport 9.67 145 1946-1960 4.54 33 auto club membership
1961-1970 8.46 63 SUVs
Class of Worker purchase vehicle at end of the lease
Employed 91.38 104 1971-1980 20.35 108
1981-1990 33.46 208 Mazda models
Unpaid 0.23 57 1991-1995 10.96 158
1996-2000 8.96 110 Attitudes
Occupation 2001-2006 6.66 104 If ethnic groups maintained their cultural
Primary 2.25 48 > 2006 5.01 122 identities, our country would be a more
Blue-collar 33.77 133 interesting place
Service sector Type Being a Canadian is a lot more important
39.67 100
White-collar 24.30 80 Single 47.11 85 to me than the fact of being from my
Semi 4.90 102 province or from my region
Education Row 7.55 134 I don't really feel in touch with what's
< Grade 9 11.63 115 Duplex 24.24 450 happening in society
Grade 9-13 32.68 105 Low Rise 11.91 66 Religion is very important to me
15.28 89
Index 141
S2
22 - ASIAN UP-AND-COMERS
Successful middle-aged Asian families

Occupation Mixed
Sample Social Value Cultural Fusion
Divided between Vancouver and Toronto, Asian Up-and-Comers is often the first stop for new immigrants from China and, to a
lesser degree, the Philippines, Vietnam and South Asia. These middle-aged families typically are well-educated and ethnically
diverse. More than a third speak Chinese, nearly two-thirds speak a language other than English and 60 percent are foreign born.
While their incomes are just average, their priorities around family, education and planning for the future are reflected in their
spending patterns: investment real estate, household gadgets and symphony tickets. Self-described early adopters, Asian Up-and-
Comers residents are especially fond of the latest in computers, consumer electronics and Internet technology--often to stay
connected to relatives back home.
The residents of Asian Up-and-Comers are relatively recent immigrants: nearly half have come to Canada since 1990. But these
large, often multigenerational families are beginning to prosper in their adopted country. Many have recently moved or bought their
first home, and the 25 percent who still rent their residences represent a future market for houses. Already, many adults have
university degrees and white-collar jobs. And they apply their smarts when shopping, first researching products on the Internet to
get the best deals. Theyre big on travel to Hong Kong and the western United States. And theyre active in the community, not just
in patronizing local shops and restaurants, but in writing public officials and donating money to political groups.
WHERE THEY LIVE

Richmond, Vancouver, Markham, Toronto, Burnaby, Brossard
HOW THEY THINK

Asian Up-and-Comers is a cluster that is modern, autonomous and idealistic in its values. This cluster isnt particularly enthusiastic
about consumption: they instead are judicious in what they buy, as reflected in their Discriminating Consumerism and Saving on
Principle. Asian Up-and-Comers are strong on a number of idealistic trends from Global Ecological Consciousness to Ethical
Consumerism to Equality of the Sexes. They see themselves as citizens of the world and like to make connections with others, as
reflected by their Cultural Fusion and Networking, controlling their destiny and valuing their autonomy. The members of this cluster
like to feel as well as think, and create as well as produce. Asian Up-and-Comers is flexible and open: it has no particular Aversion
to Complexity in Life and has little time for Ethnic Intolerance, being strong instead on Social Learning. In marketing programs
sleekness and good design -in addition to requisite performance- attract these visually astute Canadians.

Population % Canada Households % Canada tennis
Age Maintainer Age foreign films
0-4 4.51 86 < 25 2.26 62 basketball
5-14 10.68 92 25-34 11.73 76 theatre
15-24 13.96 103 35-44 22.01 110 auto shows
25-44 29.67 106 45-54 25.66 114
45-64 27.85 100 55-64 17.86 102 Shopping
65-74 7.26 100 65-74 11.03 99 cell phones
75-84 4.61 98 75+ 9.46 96 laptops/notebooks
85+ 1.46 81 call forwarding service
Size Future Shop
Mother Tongue 1 person 16.67 63 Costco
English 31.90 54 2 people 25.74 77
Non-Official 65.19 365 4+ people 37.60 157 Food Network
Immigration Family Status World Cup soccer
Immigrant 63.60 314 Non-family 19.09 65 NBA games
Couples w/ kids 45.02 139 ethnic/multicultural radio
Arrived < 1961 5.70 35 Couples, no kids 23.50 86 Westworld
1961-1970 7.47 55 Lone parent 12.39 114
1971-1980 16.11 94 Age of Children
Food/Drink
1981-1990 21.35 112 <6 15.66 75 organic vegetables
1991-1995 26.67 168 6-14 28.03 78 veggie dogs
> 1996 22.70 128 15-17 11.14 86 premium ice cream
soy beverages
Yes 70.64 514 25+ 20.72 202 Chinese restaurants
Adult Population % Canada Dwellings % Canada RESPs
Single 33.47 96 Own 74.91 109 credit unions
Married 54.33 113 Rent 25.09 82 term deposits
W/D/S 12.20 72 Band 0.00 0 senior banking packages
Mode of Period of
Internet banking
Car 48.64 89 < 1946 9.26 76 Automotive
Public Transport 10.57 159 1946-1960 13.08 94 households with 3 vehicles
1961-1970 10.27 77 Sedans
Class of Worker entry luxury cars
Employed 86.65 99 1971-1980 16.01 85
1981-1990 19.18 119 will consider a hybrid vehicle
Self-Employed 12.93 108 Toyota models
Unpaid 0.42 106 1991-1995 11.73 169
1996-2000 7.61 93
Primary 0.65 14 > 2006 4.31 105 Children born to parents who come from
Blue-collar 21.73 86 different cultural or ethnic groups start
Service sector Type life with a richer heritage than other
44.50 112
White-collar 33.12 109 Single 44.29 80 children
Semi 3.73 78 Successful people truly deserve what
Education Row 6.84 121 they have
< Grade 9 12.18 121 Duplex 25.37 471 Being a Canadian is a part of my own
Grade 9-13 27.98 90 Low Rise 14.35 79 personal identity
Trade 7.65 65 High Rise 5.20 58 Knowing that a product has a tradition
College 20.11 88 Mobile 0.06 4 behind it is very important to me
21.85 127
Index 190
S2
24 - SUBURBAN ROWS
Young and comfortable immigrant families in suburbia
Housing Tenure Homeowners & Renters

Education College/University
Sample Social Value Financial Concern Regarding Future
Scattered across the provinces, Suburban Rows is comprised of younger, upper-middle-class immigrant families living in new
suburban townhouses. More than a quarter of cluster residents are classified visible minorities: 5 percent black, 5 percent South
Asian and the rest a mix of Asians and South Americans. With their college educations and service sector jobs, these newcomers
have found opportunity and material comfort in their adopted homeland. They have high rates for buying the latest technology--
handheld organizers, video game systems and home theatre systems perpetually tuned to the Family Channel. Admitting that they
spend more than they save, Suburban Rows consumers indulge their children with frequent trips to restaurants, amusement parks and
discount department stores. And unlike less assimilated immigrants, theyre relatively cool toward religion and traditional values.
As consumers, Suburban Rows present a mixed portrait. Theyre frequent travellers--especially to destinations outside Canada--but
these penny-pinchers spent a relatively modest $500-$1,000 on their last trip. Their typical row and detached houses are modestly
priced, as are their compact cars and SUVs. These residents especially enjoy attending shows and exhibitions, no matter the topic.
The citizens of Suburban Rows have high rates for going to expositions that feature wine and cheese, food, sports, cottages--just
about any of lifes little luxuries.
WHERE THEY LIVE

Port Moody, Petawawa, Shannon, Cold Lake, Canmore, Dollard-des-Ormeaux, Port Coquitlam, Ottawa, Mississauga, Surrey,
London, Burnaby, Ajax, Aurora, Kitchener, Burlington, Oshawa, Whitby, Hamilton, Calgary, Toronto
HOW THEY THINK

Suburban Rows is a cluster dominated by immigrants who have been fairly successful at integrating themselves into the Canadian
economy. This clusters values, though, reveal some unease about its current position in society. Suburban Rows residents register
high levels of Financial Concern Regarding the Future and Fear of Violence, and a weak sense of Fulfillment Through Work. Their
attraction to Ostentatious Consumption suggests that they wish to show others that they have succeeded in their adoptive country,
and their low Adaptability to Complexity in Life suggests that their lives, though on the whole successful, are already complicated
enough by the challenges they have faced as immigrants and/or members of minority groups. This segments Attraction to Crowds
and Networking suggest that they seek to make connections with others to enshrine their participation in society. Their strong sense
of New Social Responsibility reflects a desire to see all members of society succeed.

Age Maintainer Age bowling
0-4 6.13 117 < 25 3.71 102 soccer
5-14 13.47 116 25-34 19.39 126 wine and cheese shows
15-24 14.82 110 35-44 24.63 123 basketball games
25-44 31.73 113 45-54 24.34 108
45-64 24.90 89 55-64 15.53 89 Shopping
65-74 5.02 69 65-74 7.45 67 gaming software
75-84 2.86 61 75+ 4.95 50 VCR/DVD players
85+ 1.07 59 science fiction videos/DVDs
Size Lenscrafters
English 66.43 113 2 people 30.67 92
Non-Official 26.82 150 4+ people 27.88 117 The Life Network
Immigration Family Status Simpsons
Immigrant 32.73 162 Non-family 24.81 84 Star Trek: Enterprise
Arrived < 1961 7.50 46 Couples, no kids 22.09 81 Shop TV Canada
1961-1970 9.79 71 Lone parent 17.57 162
1971-1980 16.11 94 Age of Children
Food/Drink
1981-1990 23.47 123 <6 21.22 102 sorbet
1991-1995 21.93 138 6-14 36.60 101 Mexican dinner kits
> 1996 21.20 120 15-17 12.44 96 potato chips
soft drinks/cola
Yes 27.46 200 25+ 9.92 97 ice cream parlours
Adult Population % Canada Dwellings % Canada life insurance
Marital Status Tenure Canadian Money Market RRSP
Single 35.72 103 Own 66.55 97 American Express Credit Card
Married 46.86 97 Rent 33.42 109 bank account with service charge
W/D/S 17.41 102 Band 0.03 6 line of credit
Mode of Period of
Car 58.33 106 < 1946 1.09 9 households with 1 vehicle
Public Transport 10.52 158 1946-1960 5.47 39 lease vehicles
1961-1970 10.28 77 SUVs
Class of Worker compact cars
Employed 91.40 104 1971-1980 27.14 144
1981-1990 21.24 132 Accura models
Unpaid 0.17 43 1991-1995 10.76 155
1996-2000 9.25 113 Attitudes
Occupation 2001-2006 10.12 159 I try to do as much car maintenance work
Primary 1.26 27 > 2006 4.65 113 myself as possible
Blue-collar 23.21 92 The country should hold a strong position
Service sector Type in the world
44.87 113
White-collar 30.65 101 Single 21.35 39 The father of the family must be the
Semi 7.07 148 master in his own house
Education Row 49.36 874 I am more of a spender than a saver
< Grade 9 4.61 46 Duplex 1.99 37 Violence is a part of life; its no big deal
Grade 9-13 29.04 94 Low Rise 11.47 63
19.95 116
Index 97
U2 - Urban Upscale Ethnic

Geo-centred in Toronto and Montreal, the Urban Upscale Ethnic group consists of four middle- to upper-middle-class clusters
with high concentrations of European immigrants--especially those from Italy, Portugal and Greece. Their households are a mix
of older and middle-aged couples and large families, with children in their late teens and twenties. Most share an Old World
lifestyle, with 55 percent reporting a language other than English as their mother tongue. Popular leisure activities include
attending the theatre and opera, frequenting restaurants and food shows and shopping at boutiques. In their urban
neighbourhoods, many residents take public transportation, but internationally they exhibit high rates for travelling to their home
country.
WHO THEY ARE

75-84 5.97 127 Blue-collar 28.48 112 <6 17.71 85
85+ 1.72 95 Service sector 39.67 100 6-14 29.82 82
Tongue Education
18-24 21.30 107
English 43.90 75 < Grade 9 18.40 182 25+ 20.84 203
French 8.68 39 Grade 9-13 28.06 90
Trade 8.74 74
Dwellings % Canada
1961-1970 19.87 145 Band 0.00 0
1991-1995 12.88 81 Maintainer < 1946 17.10 141
> 1996 11.16 63 Age 1946-1960 29.11 209
Visible < 25 1.73 47 1961-1970 21.22 158
Minority 25-34 11.69 76 1971-1980 13.51 72
Yes 25.75 187 35-44 19.98 100 1981-1990 9.68 60
45-54 21.51 96 1991-1995 1.90 27
Adult Cluster Index
55-64 18.11 104 1996-2000 2.74 34
Population % Canada
65-74 14.44 130 2001-2006 1.93 30
Marital Status 75+ 12.54 127 > 2006 2.81 68
Single 33.39 96
Size Type
Married 50.79 106
1 person 22.46 85 Single 42.88 77
2 people 30.66 91 Semi 12.58 263
Car 43.47 79 Low-rise 24.87 137
Mobile 0.03 3
Dwelling
Value Index 138
U2
13 - CONTINENTAL CULTURE
Successful multi-ethnic urban households

Sample Social Value Confidence in Government
Centred in Toronto, Continental Culture is an old-fashioned melting pot of native-born Canadians and second-generation European
immigrants, especially those from the U.K., Italy, Greece, Ukraine and Poland. Living in older urban singles, semis and high-rises,
these younger residents tend to have university degrees, white-collar jobs and cultured lifestyles. They have high rates for going to
the theatre, attending the opera and frequenting book exhibitions. Despite the Old World roots of many residents, they nonetheless
hold relatively progressive social views, stating that, "its perfectly normal for even the most masculine man to demonstrate what are
thought of as feminine qualities."
Continental Culture is noteworthy for its split-personality populace, with new, young families moving in next door to couples who
have been there for decades. In the marketplace, Continental Cultures dual nature results in high rates for both rock concerts and
craft shows, cordials and cell phones. The $85,000 average income allows these city dwellers to travel frequently, shop at upscale
stores like Eddie Bauer and Danier Leather, and sock away more than $250,000 in investments and savings. The urban setting also
makes Continental Culture a strong market for public transportation and public markets; residents score high for attending the full
range of shows from garden to sporting equipment.
WHERE THEY LIVE

Toronto, Saint-Leonard, Cte-Saint-Luc
HOW THEY THINK

Continental Culture is a cool, open cluster strongly focused on quality of life. These Canadians love the richness of their urban
environment. Strong on Openness Towards Others, Cultural Fusion, and Flexible Definition of Family, Continental Culture
residents enjoy diversity and are willing to grant others the same autonomy they seek for themselves (Need for Autonomy, Rejection
of Authority). There is a strong idealistic streak in this cluster; residents tend to support Ethical Consumerism and Ecological
Consumption, as well as Equality of the Sexes and Equal Relationship with Youth. Strong on Introspection and Empathy, these
Canadians make a habit of considering the feelings and perspectives of others; this translates into openness, flexibility and a strong
feeling of connectedness. Skeptical consumers, this cluster is among the weakest on Confidence in Big Business, Advertising as
Stimulus and Importance of Brand. To appeal to Continental Culture residents, marketing efforts should emphasize ethics and
experiential factors--this cluster is strong on Personal Creativity and Importance of Aesthetics--over price and status.

Population % Canada Households % Canada yoga
0-4 5.75 110 < 25 2.46 67 art galleries
5-14 9.92 85 25-34 16.46 107 vacation cottages
15-24 10.74 80 35-44 24.58 123 Travelocity. com
25-44 34.72 124 45-54 21.99 98
45-64 26.80 96 55-64 16.00 92 Shopping
65-74 5.86 81 65-74 9.08 82 pomade
75-84 4.41 94 75+ 9.43 95 books
85+ 1.79 99 health food stores
Size Eddie Bauer
Mother Tongue 1 person 28.75 108 The Gap
English 63.10 108 2 people 31.95 95
Non-Official 32.15 180 4+ people 21.65 90 Academy Awards
Immigration Family Status 20/20
Immigrant 36.18 179 Non-family 33.45 113 CBCs Late Night News
Couples w/ kids 31.05 96 news/talk radio
Arrived < 1961 20.37 124 Couples, no kids 24.05 88 Eye Weekly
1961-1970 22.67 166 Lone parent 11.45 105
1971-1980 20.50 119 Age of Children
Food/Drink
1981-1990 15.46 81 <6 23.97 115 frozen main courses
> 1996 10.76 61 15-17 9.33 72 gourmet coffee
citrus-flavoured soft drinks
Yes 18.98 138 25+ 17.68 173 Second Cup
Single 39.02 112 Own 71.85 104 stocks and mutual funds
Married 45.03 94 Rent 28.15 92 consult financial advisor
W/D/S 15.94 93 Band 0.00 0 electronic banking
Mode of Period of
RESP
Car 36.77 67 < 1946 63.99 526 Automotive
Public Transport 26.85 403 1946-1960 16.50 118 households with 0-1 vehicle
1961-1970 5.32 40 $30,000-$39,999 on latest vehicle
Class of Worker new and used vehicles
Employed 85.19 97 1971-1980 3.57 19
1981-1990 4.06 25 public transit
Self-Employed 14.68 123 Honda models
Unpaid 0.14 34 1991-1995 1.19 17
1996-2000 2.20 27
Primary 0.28 6 > 2006 2.14 52 Use of marijuana should be legalised in
Blue-collar 15.40 61 Canada
Service sector Type There should be more public funding
38.25 97
White-collar 46.07 152 Single 28.47 51 available for the arts
Semi 25.97 543 I would never buy products from a
Education Row 3.51 62 company that discriminated against
< Grade 9 10.54 104 Duplex 7.46 138 employees
Grade 9-13 19.06 61 Low Rise 30.43 167 I am willing to pay more for
Trade 5.91 50 High Rise 3.98 44 environmentally friendly products
College 19.90 87 Mobile 0.03 3 I like to consider homeopathic and
University Degree Dwelling Value herbal remedies
35.71 208
Index 166
U2
17 - CLUTTERED NESTS
Upper-middle-class multigenerational families

Education Mixed
Occupation Mixed
Sample Social Value Religiosity
Cluttered Nests is named for this clusters high concentration of multigenerational families living primarily in the older, inner
suburbs of Toronto. In these communities, households typically contain the original European, Asian and Caribbean immigrants,
their older children now in their late teens and twenties, and sometimes their grandchildren. Given the clusters wide-ranging ages,
its not surprising that residents enjoy divergent leisure pursuits such as a fondness for both museums and baseball games. And with
average household incomes of $79,000 from their white-collar and service jobs, these consumers live comfortable lifestyles, whether
that means shopping at Fairweather and Laura, going out to buffet and chicken restaurants, or sailing on Lake Ontario. Typically,
they do most of these activities together as a family.
Cluttered Nests is a classic transitional lifestyle type. Residents express interest in products and services targeting all life-stages,
from radio-controlled toys to bridal shows to seniors banking packages. Although the older children have certainly brought a greater
affinity for outdoor sports--the cluster ranks high for soccer, football and skateboarding--the one constant among all residents is the
desire to spend time with their families. In attitudinal surveys, they proudly admit that not only is their family the primary concern in
their lives but that they also derive their meaning of life from their loved ones.
WHERE THEY LIVE

Pointe-Claire, Dollard-des-Ormeaux, Dorval, Toronto, Pierrefonds, Greenfield Park, Mississauga, Burlington
HOW THEY THINK

Like their consumption patterns, the values of Cluttered Nests residents exhibit some internal contrasts due to age disparities. The
clusters high levels of Religiosity and Saving on Principle can be attributed to its older residents, and its Reprioritizing of Work
signifies a move toward retirement (although this clusters young families, too, may be striving to balance work and home). Older
members drive high scores on Legacy and Search for Roots. Trends like Early Adoption, Connectivity, Equality of the Sexes and
Openness Toward Others likely predominate among younger residents. Focused on fostering happy, well kept homes, the two
component groups of Cluttered Nests share considerable common ground in both their neighbourhoods and their values: strong
commitment to the Primacy of the Family and low levels of Acceptance of Violence. Yet, with such diverse neighbourhoods, many
lack a sense of Community Involvement. These Canadians are open to marketing efforts that emphasize high-quality products and
services and low-key pitches; they seek things that will make life easier, their homes more pleasant or the day more entertaining.

Population % Canada Households % Canada RV shows
Age Maintainer Age baseball games
0-4 4.68 89 < 25 1.12 31 museums
5-14 11.02 95 25-34 9.39 61 auto racing
15-24 12.46 92 35-44 19.30 97 casinos
25-44 26.60 95 45-54 23.19 103
45-64 27.76 100 55-64 17.62 101 Shopping
65-74 8.67 120 65-74 14.53 131 lawn mowers
75-84 6.75 143 75+ 14.85 150 action figures
85+ 2.06 113 $2,501+ on womens clothing
Size Fairweather
Mother Tongue 1 person 20.31 76 Grand & Toy
English 59.65 102 2 people 31.32 93
Non-Official 34.78 195 4+ people 29.92 125 Womens Television Network
Immigration Family Status Showcase
Immigrant 41.26 204 Non-family 22.05 75 CityLine
Couples w/ kids 38.63 120 traffic radio
Arrived < 1961 20.74 126 Couples, no kids 26.57 97 Starweek
1961-1970 17.62 129 Lone parent 12.75 117
1971-1980 17.42 101 Age of Children
Food/Drink
1981-1990 17.85 93 <6 17.03 82 veal
> 1996 12.14 69 15-17 10.91 84 cookies
waffles
Yes 25.11 183 25+ 20.26 198 Country Style Donuts
Single 30.89 89 Own 86.15 125 GICs/term deposits
Married 53.16 110 Rent 13.85 45 stocks
W/D/S 15.95 93 Band 0.00 0 telephone banking
Mode of Period of
$2,500-$5,000 yearly contribution to
Transport Construction RRSPs
Car 46.27 84 < 1946 10.49 86
Public Transport 15.13 227 1946-1960 47.53 341 Automotive
Employed 89.31 102 1971-1980 8.46 45
1981-1990 4.76 30 luxury cars
Self-Employed 10.38 87 SUVs
Unpaid 0.31 77 1991-1995 1.32 19
1996-2000 2.55 31 Pontiac models
Occupation 2001-2006 1.55 24
Primary 0.27 6 > 2006 2.37 57 Attitudes
Blue-collar 26.32 104 Getting married and having children is
Service sector Type the only real way of having a family
39.53 100
White-collar 33.88 112 Single 72.64 131 It was better when men's and women's
Semi 4.15 87 roles were more clearly defined and
Education Row 2.96 52 easier to understand
< Grade 9 10.38 103 Duplex 10.23 190 I try to keep abreast of changes in style
Grade 9-13 30.50 98 Low Rise 6.69 37 and fashion
Trade 9.65 82 High Rise 3.20 36 Being Canadian is more important than
College 22.68 99 Mobile 0.02 2 being from my province or region
18.85 110
Index 138
U2
40 - NEW ITALY
Established Italian city families

Education Grade 9/High School
Occupation Mixed
Sample Social Value Meaning of Life Through Family
With nearly 30 percent of its residents having Italian as their mother tongue, its no surprise that New Italy is one of the top clusters
for consuming olives and pasta. But the other 70 percent of the population, which includes small numbers of immigrants from many
countries, also contributes to the ethnic flavour of this cluster concentrated in Toronto, Montreal and Hamilton. Despite more than a
quarter of residents having less than a 9th grade education, theyve done well in their blue-collar jobs--the average income is more
than $71,000--and theyve created comfortable, Old World lifestyles. Residents shop at midscale stores, drink cognac, visit spas and
drive mid-priced imports. And while many settled in Canada before 1970, they still call and frequently visit their native countries,
claiming its important to feel connected to their heritage.
Although half of all its maintainers are first-generation immigrants over 55 years old, New Italy is also home to the second
generation, often living together as traditional extended families. And these young adults influence consuming patterns, especially
the popularity of soccer, basketball and theme parks. Because its customary in this Old World cluster for young people to remain at
home until they marry, many have disposable income to spend on jewellery, cosmetics and consumer electronics. But theres also a
generational debate over values in New Italy, and while the young people sign up for dating services, their parents worry that their
children need more religious education.
WHERE THEY LIVE

Saint-Lonard, Vaughan, Montral-Nord, Anjou, Montral, Hamilton, Toronto
HOW THEY THINK

New Italy is a cluster influenced by tradition but comfortable with modern life in Canada. Strong on Religiosity, these Canadians
(especially the older ones) stick to the faith in which they were raised. In many cases, New Italy residents have weathered the
challenges of immigrant life bolstered by the support of strong families; hence the cluster belief in the Primacy of the Family and
Meaning of Life Through Family found here. Also strong on Legacy, these Canadians ponder the bigger questions of existence as
they age. This clusters low Adaptability to Complexity in Life is a product of age and perhaps a slight discomfort with the pace of
technological change. But in terms of life decisions, New Italy residents are fairly autonomous (Rejection of Authority), and their
aversion to complexity doesnt lead them to hostility toward outsiders or disconnectedness from society at large. These Canadians
feel very little Financial Concern Regarding the Future, so they focus less on the Importance of Price in the marketplace

Population % Canada Households % Canada soccer
Age Maintainer Age bingo
0-4 4.36 83 < 25 1.37 38 auto racing
5-14 10.49 90 25-34 9.74 63 playing the lottery
15-24 11.42 85 35-44 18.20 91 travel outside Canada
25-44 27.28 97 45-54 19.36 86
45-64 27.23 98 55-64 19.98 114 Shopping
65-74 10.70 148 65-74 17.63 159 perfume and cologne
75-84 6.67 142 75+ 13.72 139 $500+ on fine jewellery
85+ 1.85 102 $501-$1,000 on womens clothing
Size La Senza
Mother Tongue 1 person 22.44 84 Club Monaco
English 25.52 43 2 people 31.53 94
Non-Official 53.08 297 4+ people 27.94 117 TV auto racing
Immigration Family Status Telelatino
Immigrant 47.25 234 Non-family 24.34 82 big band radio
Couples w/ kids 37.31 116 hot adult contemporary radio
Arrived < 1961 27.90 170 Couples, no kids 26.39 97 "Voil!"
1961-1970 26.23 192 Lone parent 11.96 110
1971-1980 16.56 96 Age of Children
Food/Drink
1991-1995 9.04 57 6-14 28.30 78 packaged pasta
> 1996 6.66 38 15-17 9.97 77 fresh fruit
cognac
Yes 17.53 128 25+ 23.26 227 Harveys
Marital Status Tenure $10,000+ yearly contribution to RRSPs
Single 31.71 91 Own 64.46 94 money market mutual funds
Married 52.73 110 Rent 35.54 116 student banking packages
W/D/S 15.55 91 Band 0.00 0 unsecured line of credit
Mode of Period of
1961-1970 26.98 201 lease vehicles
Class of Worker entry SUVs
Employed 90.13 103 1971-1980 18.79 100
1981-1990 18.35 114 Honda models
Unpaid 0.22 56 1991-1995 2.75 40
1996-2000 3.12 38 Attitudes
Occupation 2001-2006 2.50 39 I consider myself to be a member of a
Primary 0.20 4 > 2006 2.85 69 religious faith
Blue-collar 32.67 129 Current scientific developments will
Service sector Type likely cause more problems than they
39.13 99
White-collar 28.00 92 Single 38.88 70 solve
Semi 6.03 126 We usually have a sit-down meal every
Education Row 2.01 36 evening
< Grade 9 26.73 265 Duplex 15.33 285 When considering the good moments in
Grade 9-13 26.13 84 Low Rise 34.37 189 my life, I think first of those I spend with
Trade 9.58 81 High Rise 3.10 35 my family
12.54 73
Index 137
U2
41 - OLD WORLD STYLE
Multi-ethnic middle-aged families in cities

Sample Social Value Fear of Violence
Concentrated in Toronto and Montreal, Old World Style is a portrait of diversity--a mix of ages, housing styles and, most important,
ethnicities. A magnet for first-generation immigrants from Portugal, Italy and Greece, the clusters population includes owners and
renters, those from 25 to 65 years old and a housing stock that consists of both older duplexes and semi-detached houses. More than
half of the residents never went to college or university--including many who immigrated for work without a high school education--
but their incomes and lifestyles are firmly middle-class. Theyre willing to spend their hard-earned money at casinos, travelling
outside Canada and taking trips to amusement parks. Not surprisingly, their attitudes are also a mixed bag, with residents saying that
theyre religious in one breath but tolerant of extramarital affairs in the next.
Old World Style is mostly a family cluster though not in the traditional nuclear sense: nearly a fifth of households feature single-
parent families, and still others include multigenerational families. With such wide-ranging ages and ethnicities, the commercial
districts of Old World Style have to strive to keep up with constantly changing trends and community needs, offering shops that sell
both childrens toys and fine jewellery, imported cheese as well as cell phones. But theres always one business thats guaranteed to
thrive in Old World Style: travel agencies.
WHERE THEY LIVE

LaSalle, Brossard, Toronto, Saint-Laurent, Pierrefonds, Mississauga, Montral
HOW THEY THINK

The values of Old World Style skew slightly toward a traditional perspective; these are likely concentrated among the older, first-
generation immigrants in this cluster. Among the weakest values are those associated with control: Old World Style has little need
for Control of Destiny and registers minimal Adaptability to Complexity in Life. It is also among the weakest clusters on Social
Learning. These residents are anxious about the direction the world is taking, exhibiting a number of fearful values: Fear of
Violence, Technological Anxiety and Ethnic Intolerance. But the clusters more youthful side is apparent in a number of status-
oriented, outer-directed values on which Old World Style scores high: Advertising as Stimulus, Early Adoption and Importance of
Physical Beauty are good examples. With a high Financial Concern Regarding the Future, the emphasis they place on the
Importance of Brand reflects a desire to find brands they can trust.

Population % Canada Households % Canada movies
Age Maintainer Age casinos
0-4 4.95 95 < 25 2.44 67 garden shows
5-14 11.25 97 25-34 14.19 92 baseball
15-24 13.20 98 35-44 20.54 103 auto shows
25-44 30.75 110 45-54 21.41 95
45-64 25.53 92 55-64 17.79 102 Shopping
65-74 8.14 112 65-74 13.52 122 $200+ on children's clothing
75-84 5.01 106 75+ 10.10 102 fine jewellery
85+ 1.19 65 department store customer rewards
Size programs
Mother Tongue 1 person 22.43 84 Future Shop
English 35.40 60 2 people 28.63 85 Stitches
French 7.94 36 3 people 18.97 119
Non-Official 53.86 301 4+ people 29.97 125 Media
Immigration Family Status Womens Television Network
Immigrant 55.18 273 Non-family 25.52 86 Newsworld Business News
Couples w/ kids 36.78 114 World Cup Soccer
Arrived < 1961 12.76 78 Couples, no kids 22.41 82 multicultural radio
1961-1970 16.55 121 Lone parent 15.29 141 Starweek
1971-1980 19.47 113 Age of Children
1981-1990 22.45 118 <6 17.27 83 Food/Drink
1991-1995 15.10 95 6-14 30.41 84 lamb
> 1996 13.67 77 15-17 10.29 79 fresh fish & seafood
espresso
Yes 35.98 262 25+ 20.32 198 frozen yogurt
buffet restaurants
Cluster Index Cluster Index
Adult Population % Canada Dwellings % Canada Financial
Marital Status Tenure no securities and savings
Single 35.74 103 Own 62.96 91 precious metal assets
Married 48.40 101 Rent 37.04 121 $100-$500 monthly on credit cards
W/D/S 15.86 93 Band 0.00 0 private banking
Mode of Period of
telephone banking to pay bills
Car 40.29 73 < 1946 18.38 151 Automotive
Public Transport 19.42 292 1946-1960 20.68 148 less than $10,000 on latest vehicle
1961-1970 22.52 168 households with no vehicles
Class of Worker lease vehicles
Employed 91.44 104 1971-1980 18.27 97
1981-1990 9.52 59 motorcycles
Self-Employed 8.31 69 Pontiac models
Unpaid 0.24 60 1991-1995 2.04 29
1996-2000 2.82 35
Primary 0.20 4 > 2006 3.55 86 It should be tougher to obtain welfare and
Blue-collar 32.75 129 Employment Insurance
Service sector Type We should show respect to people in
40.87 103
White-collar 26.18 86 Single 18.74 34 positions of authority
Semi 22.77 476 Religion is very important to me
Education Row 5.98 106 It is important to have a home as well-
< Grade 9 22.80 226 Duplex 10.12 188 equipped and furnished as that of certain
Grade 9-13 30.18 97 Low Rise 34.49 190 people I know
13.16 77
Index 126
U3 - Urban Young
Home to the nations youngest residents, Urban Young consists of three clusters where most household maintainers are under 40
years old. These university-educated singles and couples tend to be upscale or middle class, hold white-collar jobs, live in older
apartments and lead hip, progressive lifestyles. Urban Young residents typically are night owls who frequent bars, health clubs,
theatres and art galleries. Theyre early adopters who like to purchase the latest designer clothes and consumer electronics. And
they also tend to be community activists who volunteer for social causes and political groups that reflect their typically liberal
views.
WHO THEY ARE

75-84 3.87 82 Blue-collar 12.16 48 <6 25.49 123
85+ 1.74 96 Service sector 40.09 101 6-14 29.91 83
Tongue Education
18-24 20.81 105
English 67.40 115 < Grade 9 25+ 12.89 126
2.95 29
French 6.61 30 Grade 9-13 14.51 47
Trade 6.33 54
Dwellings % Canada
1961-1970 13.56 99 Band 0.00 0
1991-1995 15.29 96 Maintainer < 1946 22.77 187
> 1996 22.91 130 Age 1946-1960 12.80 92
Visible < 25 8.90 244 1961-1970 13.30 99
Minority 25-34 29.07 188 1971-1980 14.07 75
Yes 20.00 145 35-44 19.93 100 1981-1990 11.95 74
45-54 16.43 73 1991-1995 4.67 67
Adult Cluster Index
55-64 12.54 72 1996-2000 8.99 110
Population % Canada
65-74 6.29 57 2001-2006 5.99 94
Marital Status 75+ 6.84 69 > 2006 5.46 133
Single 52.20 150
Size Type
Married 31.97 66
1 person 48.84 184 Single 10.35 19
2 people 33.03 99 Semi 3.22 67
Car 36.95 67 Low-rise 35.14 193
Mobile 0.06 5
Dwelling
Value Index 152
U3
05 - YOUNG DIGERATI
Young and well-off urban trendsetters

Sample Social Value Primacy of Environmental Protection
Young Digerati consists of the nations tech-savvy singles and couples living in fashionable in-town neighbourhoods in a handful of
big cities. Affluent, highly educated and ethnically mixed, Young Digerati communities are typically filled with tasteful, high-rise
apartments and expensive condos with home offices, fitness clubs, clothing boutiques and all types of bars--from juice to coffee to
microbrew. With their deep pockets, Young Digerati residents enjoy shopping for the latest styles at Banana Republic, The Gap and
Eddie Bauer. But theyre not simply acquisitive materialists; many are socially-conscious consumers who support arts causes and
donate money to environmental groups.
In Young Digerati, residents have used their higher education--more than half hold university degrees--to pursue technology- and
information-intensive lifestyles. With household incomes averaging more than $112,000, theyre big purchasers of laptops and
PDAs, DVD players and digital cameras. They go online daily to bank, shop, invest, conduct research and check out job postings.
These residents typically prefer cable networks like A&E and CTV Newsnet, as well as magazine titles such as Report on Business
and Toronto Life. And though theyre frequently on the move--travelling for business and pleasure--they still find time to read
books and join bookstore loyalty clubs at high rates.
WHERE THEY LIVE

Montral-Ouest, Westmount, Vancouver, Toronto, White Rock, Ottawa, Montral
HOW THEY THINK

The values of Young Digerati residents are as cutting-edge as their laptops. These young Canadians see themselves as Belonging to
the Global Village and show their recognition of the shrinking world in their Global Ecological Consciousness. While they are eager
to succeed, they dont want to climb an outdated corporate hierarchy to do so; their Need for Autonomy and belief in their ability to
chart their own course (Control of Destiny) suggests that they are confident in their ability to both achieve success and enjoy its fruits
without being under the wing of large institutions like corporations or churches. Members of Young Digerati believe others should
have the same freedom from the dictates of tradition and convention: they believe strongly in the Equality of the Sexes and espouse a
Flexible Definition of Family. These young Canadians rely on their Enthusiasm for Technology and Networking savvy to build and
maintain their connections to others. Young Digerati residents dont insist on Utilitarian Consumerismtheyll pay for some bells
and whistles, especially when it comes to technologybut theyre too savvy for superficial frills.

Age Maintainer Age snowboarding
0-4 4.20 80 < 25 3.86 106 art galleries
5-14 7.03 61 25-34 23.77 154 wine and cheese shows
15-24 10.51 78 35-44 20.69 104 travel to U. S.
25-44 37.81 135 45-54 18.58 83
45-64 27.08 97 55-64 15.61 89 Shopping
65-74 6.47 89 65-74 8.25 74 $2,500+ on mens clothes
75-84 4.76 101 75+ 9.24 94 $100+ on books
85+ 2.14 118 laptops/notebooks
Size dry cleaning
Mother Tongue 1 person 42.50 160 Roots
English 66.41 113 2 people 33.68 101
Non-Official 25.08 140 4+ people 12.35 52 Cable Pulse 24
Immigration Family Status Golden Globe Awards
Immigrant 33.80 167 Non-family 48.83 165 modern rock radio
Couples w/ kids 19.31 60 newspaper lifestyle sections
Arrived < 1961 18.31 111 Couples, no kids 24.83 91 Internet newspaper sites
1961-1970 16.51 121 Lone parent 7.02 65
1971-1980 19.64 114 Age of Children
Food/Drink
1981-1990 16.46 86 <6 23.62 114 low fat yogurt
1991-1995 13.43 84 6-14 29.83 83 granola
> 1996 15.64 88 15-17 11.11 86 bottled water
imported beer
Yes 18.66 136 25+ 13.63 133 restaurant delivery
Adult Population % Canada Dwellings % Canada $1,500+ monthly on credit cards
Marital Status Tenure stocks and bonds
Single 42.82 123 Own 54.34 79 home office banking packages
Married 40.47 84 Rent 45.66 149 have RRSPs
W/D/S 16.71 98 Band 0.00 0 telephone/Internet banking
Mode of Period of
1961-1970 8.69 65 SUVs
Class of Worker pay-at-pump self-serve gas
Employed 82.14 94 1971-1980 8.85 47
1981-1990 11.97 74 Volvo models
Unpaid 0.21 52 1991-1995 4.67 67
1996-2000 11.82 145 Attitudes
Occupation 2001-2006 7.21 113 I like activities which push my mental
Primary 0.49 10 > 2006 6.62 161 and physical limits
Blue-collar 11.17 44 I am prepared to pay more for products
Service sector Type that are a little bit different from those
35.74 90
White-collar 52.60 173 Single 15.32 28 one sees all over
Semi 5.96 125 There should be more public funding
Education Row 4.42 78 from the arts
< Grade 9 2.73 27 Duplex 4.42 82 I feel that I am more a citizen of the
Grade 9-13 12.86 41 Low Rise 25.81 142 world than a citizen of my country
Trade 4.95 42 High Rise 43.81 489 New technologies are solving more
College 17.97 79 Mobile 0.06 5 problems than they are causing
50.53 294
Index 209
U3
15 - ELECTRIC AVENUES
Young upper-middle-class urban singles
Housing Tenure Renters

Ethnic Presence Low
Sample Social Value Equality of the Sexes
Urban lifestyles typically attract young singles and couples, and Electric Avenues is no exception. These neighbourhoods--
concentrated in Vancouver, Calgary, Toronto, Ottawa-Hull and Montreal--are known as havens for university graduates who rent
apartments (in low- and high-rise buildings), have white-collar jobs and pursue yuppie lifestyles. While residents here have slightly
above-average household incomes, their spending power appears greater because so many are childless households. Like their
younger cousins in Grads & Pads, they spend freely on entertainment, designer clothes and cultural events. But being more
established, they devote more time to tracking their investments and less time to patronizing local nightclubs. While no one would
consider Electric Avenues residents conservative, they are less liberal in their outlook than Grads & Pads.
Electric Avenues brings together a diverse mix of cultures in a vibrant city setting: apartment-dwelling singles from a dozen Asian
and European countries all united by a youthful, educated sensibility. As consumers, theyre big on travel, computers, jazz concerts
and yoga. And though supermarket surveys would seem to indicate that theyre starving--spending less than $50 weekly on
groceries--they frequent all types of restaurants. Electric Avenues residents like nothing more than to arrange business lunches and
dinners, indulging their tastes for fine dining restaurants.
WHERE THEY LIVE

Kananaskis, Whistler, Wolfville, Westmount, Vancouver, Fredericton, Oak Bay, Halifax, Calgary, Toronto, London, Waterloo,
Edmonton, Ottawa
HOW THEY THINK

Electric Avenues is a cluster of autonomous, flexible, and engaged young Canadians. Electric Avenues residents openness to
change is evident particularly in their orientation to matters of gender, sexuality, and family: this cluster is among the strongest on
Flexible Definition of the Family, Flexibility of Gender Identity, and Sexual Permissiveness. Electric Avenues residents want the
freedom to make their own decisions without deferring to the wishes of a boss, father, religious leader, or other authority figure: this
cluster is strong on Control of Destiny and Adaptability to Complexity in Life. There is a dash of youthful thrill-seeking here, evident
in the clusters high scores on Penchant for Risk-Taking and Importance of Spontaneity in Daily Life. But these young Canadians
find no thrill in showing others theyre richer or better off; this cluster is among the weakest on the Need for Status Recognition and
the Importance of Brand. Yet they score high on Pursuit of Originality and Importance of Aesthetics.

Age Maintainer Age museums
0-4 3.79 72 < 25 8.01 220 nightclubs
5-14 5.90 51 25-34 27.79 180 film festivals
15-24 13.21 98 35-44 20.20 101 spas
25-44 41.58 148 45-54 17.31 77
45-64 24.37 88 55-64 12.74 73 Shopping
65-74 5.21 72 65-74 6.54 59 $100+ on books
85+ 1.89 104 jazz tapes/CDs
Size stereo equipment
Mother Tongue 1 person 45.69 172 The Gap
English 69.87 119 2 people 33.83 101
Non-Official 21.35 119 4+ people 9.80 41 TV news/current affairs
Immigration Family Status "Amazing Race"
Immigrant 28.85 143 Non-family 55.02 186 "This Hour Has 22 Minutes"
Couples w/ kids 14.74 46 classical radio
Arrived < 1961 14.17 86 Couples, no kids 23.49 86 TV Times
1961-1970 15.31 112 Lone parent 6.75 62
1971-1980 19.47 113 Age of Children
Food/Drink
1981-1990 17.56 92 <6 25.02 120 multi-grain bread
1991-1995 14.63 92 6-14 31.17 86 veggie dogs
> 1996 18.86 107 15-17 11.09 86 herbal tea
restaurant delivery
Yes 17.14 125 25+ 12.47 122 Starbucks
Adult Population % Canada Dwellings % Canada stocks
Marital Status Tenure debit cards
Single 50.70 146 Own 42.49 62 $100-$500 monthly on credit cards
W/D/S 16.23 95 Band 0.00 0 Internet banking
Mode of Period of
Car 39.89 73 < 1946 27.48 226 households with no vehicles
Public Transport 16.63 250 1946-1960 14.59 105 new and used vehicles
1961-1970 11.42 85 lease vehicles
Class of Worker coupe/hatchback
Employed 86.83 99 1971-1980 11.11 59
1981-1990 11.15 69 Volkswagen models
Unpaid 0.12 29 1991-1995 4.91 71
1996-2000 9.11 112 Attitudes
Occupation 2001-2006 5.44 85 "My confidence is greatly enhanced when
Primary 1.21 26 > 2006 4.78 116 I know I look my best"
Blue-collar 12.06 48 "I am willing to pay more for
Service sector Type environmentally-friendly products"
39.94 101
White-collar 46.79 154 Single 14.07 25 "I am very interested in more exotic,
Semi 3.66 77 unfamiliar destinations"
Education Row 3.92 69 "The use of marijuana should be legalized
< Grade 9 3.30 33 Duplex 8.11 151 in Canada"
Grade 9-13 14.64 47 Low Rise 38.99 214
Trade 6.43 55 High Rise 30.98 346
43.89 256
Index 162
U3
32 - GRADS & PADS
Young midscale urban singles

Sample Social Value Fulfillment Through Work
A collection of young, ethnically-diverse city dwellers living near universities, Grads & Pads represents the nations most liberal
lifestyle. Its residents are a progressive mix of well-educated singles, students and recent grads, service workers and professionals--
all living in apartments usually near universities in large metros and mid-sized cities. Their incomes arent high, but these young
adults just entering the workforce enjoy the freedom of spending their first paycheques. With three-quarters of the adults unattached,
Grads & Pads residents are night owls who frequent health clubs, rock concerts, art galleries and ballet performances. They like to
drink: beer, tequila, rum, gin--you name it. Theyre also political activists who work for social causes, write to public officials and
volunteer for political parties and politicians who typically support their liberal views.
Grads & Pads is a magnet for young and footloose men and women: many have moved into their current apartments within the past
year, typically looking for more convenient access to nearby jobs. Theyre also frequent travellers who are sometimes willing to
spend a lot of money--$3,000+ on last trip--to international destinations like Europe, Latin America and Asia. Back in their
apartments, they enjoy surfing the Internet (for research and entertainment), cooking gourmet meals and listening to music,
especially jazz and alternative rock. When they turn on the TV, its typically to watch programs with a satiric edge--favourites
include Scrubs and South Park--and Grads & Pads residents get all the pop culture references.
WHERE THEY LIVE

Vancouver, Wolfville, Banff, Fredericton, Kingston, Calgary, Victoria, Saskatoon, Toronto
HOW THEY THINK

Grads & Pads is in many ways the opposite of the stereotype of lazy, disaffected youth. Busy, thoughtful, and happy, these young
Canadians are among the most dedicated to Community Involvement, register strong engagement with social and environmental
issues (Global Ecological Consciousness, Ethical Consumerism) and are passionate about finding ways to express their Personal
Creativity. The Equality of the Sexes goes without saying for this progressive cluster. Residents here see themselves as Belonging to
the Global Village not only because their families have in many cases arrived in Canada from elsewhere, but because the idea of the
world being shrunk by technology is a self-evident truth experienced daily. Residents of this diverse cluster live together happily,
eschewing all Ethnic Intolerance and strongly rejecting the Importance of National Superiority. With a strong sense of Control of
Destiny, this cluster is Adaptable to Complexity. While weak on Religiosity, they frequently contemplate the Meaning of Life.

Age Maintainer Age health clubs
0-4 2.62 50 < 25 13.39 367 rock concerts
25-44 48.23 172 45-54 14.09 63
45-64 20.57 74 55-64 10.08 58 Shopping
65-74 4.12 57 65-74 4.62 42 books
85+ 1.23 68 Macintosh computers
Size Banana Republic
Mother Tongue 1 person 56.17 211 Mountain Equipment Co-op
English 65.93 112 2 people 31.90 95
Non-Official 26.85 150 4+ people 4.71 20 TV documentaries/biographies
Immigration Family Status MuchMusic Video Awards
Immigrant 30.99 153 Non-family 67.64 229 foreign videos
Arrived < 1961 9.19 56 Couples, no kids 20.08 74 Internet radio
1961-1970 9.39 69 Lone parent 4.47 41
1971-1980 15.22 89 Age of Children
Food/Drink
1981-1990 15.73 82 <6 29.62 142 packaged pasta
1991-1995 17.53 110 6-14 28.06 78 organic cold cereals
> 1996 32.95 186 15-17 10.23 79 vegetarian products
pancake mix
Adult Population % Canada Dwellings % Canada stocks & bonds
Marital Status Tenure $1,500+ monthly on credit cards
Single 61.43 177 Own 23.89 35 student banking packages
Married 23.83 50 Rent 76.11 248 use ATM weekly
Mode of Period of
Public Transport 14.62 220 1946-1960 11.55 83 households with 0-1 vehicle
1961-1970 18.27 136 compact cars
Class of Worker used versus new vehicles
Employed 89.76 102 1971-1980 20.41 108
Unpaid 0.31 79 1991-1995 4.47 64
1996-2000 6.78 83 Attitudes
Occupation 2001-2006 5.54 87 I prefer to be with people in my own age
Primary 1.49 32 > 2006 5.16 125 group; everything is simpler and I feel
Blue-collar 13.04 51 more comfortable
Service sector Type From time to time, I'd like to do things
43.70 110
White-collar 41.77 138 Single 3.57 6 that are dangerous or forbidden, just for the
Semi 0.82 17 sake of the risk and the sensation"
Education Row 2.02 36 The use of marijuana should be legalized
< Grade 9 2.82 28 Duplex 2.15 40 in Canada
Grade 9-13 15.79 51 Low Rise 38.89 214 Ive been active in a social issue
Trade 7.38 63 High Rise 52.31 584 Drinking is a part of my lifestyle
37.68 219
Index 103
E2 - Exurban Midscale
The four Exurban Midscale clusters represent the nations middle-class families living in the satellite suburbs of older towns and
cities across Canada. In this group, young to middle-aged parents tend to work at blue-collar and service sector jobs, their
children are typically under 18 years old and their homes are mostly single- and semi-detached houses built after 1970. With their
communities outside the big cities, the cost of living is lower, and residents pursue leisure-intensive lifestyles. They have high
rates for owning power boats, campers, motorcycles and personal watercraft. These young families also play a lot of sports
outdoors, and board games and video games indoors. And theyre a strong market for family-style restaurants.
WHO THEY ARE

75-84 2.92 62 Blue-collar 27.31 108 <6 21.19 102
85+ 0.93 51 Service sector 42.22 107 6-14 37.84 105
Tongue Education
18-24 19.41 98
English 83.98 143 < Grade 9 25+ 8.07 79
5.82 58
French 3.38 15 Grade 9-13 34.99 113
Trade 15.08 128
Dwellings % Canada
1961-1970 16.87 123 Band 0.02 5
1991-1995 12.06 76 Maintainer < 1946 4.11 34
> 1996 9.45 53 Age 1946-1960 8.05 58
Visible < 25 3.37 92 1961-1970 12.42 93
Minority 25-34 16.87 109 1971-1980 29.72 158
Yes 8.68 63 35-44 22.86 115 1981-1990 20.29 126
45-54 24.85 110 1991-1995 7.53 108
Adult Cluster Index
55-64 17.02 97 1996-2000 7.60 93
Population % Canada
65-74 8.92 80 2001-2006 6.36 100
Marital Status 75+ 6.12 62 > 2006 3.92 95
Single 32.07 92
Size Type
Married 52.70 109
1 person 18.15 68 Single 66.69 120
2 people 32.85 98 Semi 9.91 207
Car 66.12 120 Low-rise 8.36 46
Mobile 1.83 139
Dwelling
Value Index 88
E2
18 - BLUE-COLLAR COMFORT
Young prosperous blue-collar families in exurbia

Education High School/Trade/College
Ethnic Presence Low
Sample Social Value Attraction to Crowds
Found across southern Ontario, Blue-Collar Comfort features large families whose younger parents work at skilled blue-collar jobs.
These high school and college-educated Canadians have secured well-paying positions--the average income is nearly $80,000--that
allow them to pursue leisure-intensive lifestyles. Residents have high rates for canoeing, going to casinos and playing soccer.
Around their single and semi-detached homes, relaxation means nothing more taxing than tuning in to TV sports or watching a
rented movie. Blue-Collar Comfort consumers have enough money in their jeans to travel--the cluster includes a high percentage of
snowbirds--but many of these wage earners are content to go only as far as the local pizza parlour or sports bar for a night out.
Blue-Collar Comfort residents tend to live in moderately-priced housing in markets with easy access to leisure activities, so theyre
well-equipped: they have higher rates for owning personal watercraft and hockey equipment than the average Canadian household.
Befitting their factory and assembly line jobs, Blue-Collar Comfort residents gravitate to motor sports for relaxation--whether its
taking their motorcycles out on back trails, buying their kids toy racing sets or watching NASCAR races on television. No wonder
they tell researchers, I wish I could slow down the pace of my life.
WHERE THEY LIVE

Shelburne, Innisfil, Orangeville, Lincoln, St. Marys, Tillsonburg, Clarington, East Gwillimbury, Barrie, Oshawa, Brampton, Ajax
HOW THEY THINK

Blue-Collar Comfort residents have worked hard to achieve the middle-class comfort they enjoy, and theyre sticking to the
straightforward, deferential values that have brought them this far. Strong on the Reprioritizing of Money, these Canadians seek to
reduce the importance of money and career, looking forward, instead, to getting home to their spouse and kids as shown by their
strong Primacy of Family. Their families try to keep life fun and interesting: strong on Importance of Spontaneity in Daily Life and
Attraction to Crowds, they like the thrill of a spontaneous joy ride, big game or show. Dads in this cluster like marketing efforts that
appeal to their inner adventurer. Although they do not make much Effort for Health, they are concerned about the Legacy they will
ultimately leave behind. This cluster scores low on both Adaptability to Complexity and Rejection of Authority; Blue-Collar Comfort
residents are happy to go to work, do whats expected of them and feel secure in the knowledge that their jobs will be there next
week. Scoring low on both Confidence in Government and New Social Responsibility, this cluster believes in hard work and self-
reliance.

Population % Canada Households % Canada canoeing
Age Maintainer Age gardens
0-4 5.53 106 < 25 2.11 58 casinos
5-14 13.61 117 25-34 14.88 96 baseball
15-24 14.85 110 35-44 23.56 118 theme parks
25-44 28.83 103 45-54 25.79 115
45-64 27.29 98 55-64 17.59 101 Shopping
65-74 5.79 80 65-74 9.57 86 video games
75-84 3.13 67 75+ 6.51 66 toy racing sets
85+ 0.96 53 Zellers
Size Home Depot
Mother Tongue 1 person 15.42 58 Pet Smart
English 83.03 141 2 people 30.84 92
Non-Official 13.90 78 4+ people 34.07 142 Family Channel
Immigration Family Status NHL Hockey
Immigrant 20.02 99 Non-family 17.02 58 Major League Baseball
Couples w/ kids 43.74 135 classic rock radio
Arrived < 1961 19.92 121 Couples, no kids 26.31 96 Internet company/corporate sites
1961-1970 19.81 145 Lone parent 12.93 119
1971-1980 20.62 120 Age of Children
Food/Drink
1981-1990 19.88 104 <6 19.34 93 canned pasta
1991-1995 11.66 73 6-14 36.41 101 processed cheese
> 1996 8.11 46 15-17 13.07 101 instant hot cereals
fruit juices
Yes 9.92 72 25+ 10.15 99 Tim Hortons
Adult Population % Canada Dwellings % Canada trust company RRSPs
Marital Status Tenure life insurance
Single 30.46 88 Own 87.14 127 Canada Savings Bonds
Married 54.30 113 Rent 12.86 42 debit cards
W/D/S 15.23 89 Band 0.00 0 childrens banking packages
Mode of Period of
1961-1970 13.40 100 compact pickups
Class of Worker full-sized vans
Employed 90.95 104 1971-1980 26.04 138
1981-1990 20.83 129 Oldsmobile models
Unpaid 0.23 58 1991-1995 6.62 95
1996-2000 7.61 93 Attitudes
Occupation 2001-2006 5.74 90 It is very likely that, if a product is
Primary 1.25 26 > 2006 3.95 96 widely advertised, it will be a good
Blue-collar 35.61 141 product
Service sector Type Behaviour problems in school should
37.97 96
White-collar 25.17 83 Single 64.05 116 receive zero tolerance
Semi 15.96 334 Overall, there is too much immigration.
Education Row 8.63 153 It threatens the purity of the country
< Grade 9 6.11 61 Duplex 3.62 67 I never meditate on the meaning of my
Grade 9-13 37.47 121 Low Rise 6.01 33 life
Trade 12.48 106 High Rise 1.35 15 I have enough trouble worrying about
College 28.11 123 Mobile 0.22 16 my own problems without worrying about
University Degree Dwelling Value others
10.36 60
Index 104
E2
23 - FAST-TRACK FAMILIES
Upper-middle-class exurban Boomer families
Households 267,346 (2% of Canada)

Education Trade/College
Ethnic Presence Low
Sample Social Value Importance of Spontaneity in Daily Life
A cluster of upper-middle-class exurban communities, Fast-Track Families is known for its active lifestyle. Most of the middle-aged
adults are married, own their homes and work in service sector or white-collar professions; about half have children. Typically
located in areas with many outdoor amenities, these households enjoy activities such as boating, camping and jogging. But they are
also close enough to big cities to expose their kids to culture through the occasional visit to a museum or art gallery. In their homes,
most built since 1970, the presence of children can be seen in the popularity of toys, pets and sports equipment for hockey or
snowboarding. Fast-Track Families is one of the highest ranking clusters for purchasing childrens games. Few are more emphatic
about supporting equality of the sexes--especially when it comes to men sharing child care duties at home.
Their exurban settings colour the consuming patterns of most Fast-Track Families. In these towns and suburbs that are widely
dispersed around Canada, pickup trucks and sport-utility vehicles are must-haves to haul athletic gear and adult toys like power
boats, snowmobiles and campers. These consumers appear ambivalent about wiring their homes for the Internet or acquiring the
latest in consumer electronics. Rather than be glued to a video monitor, Fast-Track Families prefer to pursue games in the real
world.
WHERE THEY LIVE

Calgary, Edmonton, Winnipeg, Halifax, St. Johns, Fredericton, Sexsmith, Paradise, Martensville, Gander, New Maryland, Sylvan
Lake, Conception Bay South, Spruce Grove, Terrace, Petawawa, Cold Lake, Oromocto, Stellarton
HOW THEY THINK

The values of the Fast-Track Families cluster lean toward a kind of wholesome hedonism. They support the Importance of
Spontaneity in Daily Life, noting that they are bored with Ritual and express a Need for Escape from everyday routine. Strong on
Adaptability to Complexity in Life and rejecting Fatalism, these Canadians feel they have goals they are working towards. Few stop
to question the Meaning of Life, nor do they express anxiety through Fear of Violence. With a moderately idealistic streak,
evidenced by their Global Ecological Consciousness and belief in the Equality of the Sexes, members of Fast-Track Families are
strongly preoccupied with quality-of-life issues. They express some Financial Concern Regarding the Future, so they focus on the
Importance of Price and are wary of Advertising as Stimulus and the Need for Status Recognition. Marketing efforts aimed at this
cluster should emphasize family activities and leisure pursuits, and communicate clear value for the money in all offers.

Population % Canada Households % Canada curling
Age Maintainer Age golf
0-4 5.88 112 < 25 2.47 68 camping
5-14 13.68 118 25-34 16.11 104 boating
15-24 14.55 108 35-44 23.38 117 outdoor sports shows
25-44 28.97 103 45-54 25.96 115
45-64 28.18 101 55-64 17.90 102 Shopping
65-74 5.33 74 65-74 8.79 79 childrens toys
75-84 2.59 55 75+ 5.38 54 gas lawn mowers
85+ 0.80 44 call display service
Size Jack Fraser
English 87.01 148 2 people 33.65 100
Non-Official 8.01 45 4+ people 31.31 131 Super Channel
Immigration Family Status Live with Regis and Kelly
Immigrant 9.74 48 Non-family 18.10 61 CFL Football Playoffs
Couples w/ kids 41.75 129 gold/oldies radio
Arrived < 1961 22.13 135 Couples, no kids 29.34 107 Readers Digest
1961-1970 19.38 142 Lone parent 10.81 100
1971-1980 25.48 148 Age of Children
Food/Drink
1981-1990 22.20 116 <6 20.78 100 Mexican dinner kits
1991-1995 6.26 39 6-14 38.47 106 flavoured pasta
> 1996 4.55 26 15-17 14.12 109 frozen hot snacks
waffles
Yes 5.70 41 25+ 6.82 67 iced tea
Adult Population % Canada Dwellings % Canada savings bonds
Marital Status Tenure credit union RRSPs
Married 56.55 117 Rent 14.30 47 $500-$1,000 monthly on credit cards
W/D/S 13.54 79 Band 0.00 0 childrens banking packages
Mode of Period of
Public Transport 2.56 38 1946-1960 5.39 39 households with 2+ vehicles
1961-1970 10.09 75 purchase used vehicles
Class of Worker pickup trucks
Employed 89.87 103 1971-1980 29.72 158
1981-1990 22.20 138 Jeep models
Unpaid 0.20 51 1991-1995 9.50 137
1996-2000 8.68 107 Attitudes
Occupation 2001-2006 7.61 119 When I think about my life, I may not be
Primary 3.88 82 > 2006 4.29 104 getting ahead financially but I feel that I
Blue-collar 22.38 88 am making progress on a personal level
Service sector Type Canadian beer is the best beer in the
44.25 112
White-collar 29.50 97 Single 76.89 139 world
Semi 6.19 129 I like to do handicrafts
Education Row 4.48 79 I get quite attached to my car
< Grade 9 4.50 45 Duplex 5.83 108 Its acceptable that an industrial society
Grade 9-13 31.73 102 Low Rise 4.64 25 such as ours produce some pollution
College 26.87 118 Mobile 1.51 115
12.23 71
Index 88
E2
29 - EXURBAN CROSSROADS
Young middle-class homeowners in exurbia

Education High School/College/Trade
Ethnic Presence Low
Sample Social Value Enthusiasm for Consumption
The Exurban Crossroads cluster is distinctive in its ordinariness: younger, middle-class households with lots of children, living in
the satellite suburbs of older towns and cities. The educational levels here are typically high school, trade school or community
college. And the lifestyle is a mix of activities befitting the clusters high concentration of Baby Boom parents and their offspring.
Exurban Crossroads households enjoy going out for pizza, camping, playing volleyball and attending football games. At home, they
like to make crafts, play video games and log on to games on the Web. Their conservative social values are typical of smaller cities
and towns: theyre anti-big government, support tougher standards for welfare recipients and are skeptical towards big business.
Most of the residents of Exurban Crossroads work at blue-collar and service sector jobs, but their relatively inexpensive housing--a
mix of detached and semi-detached houses--allows them more disposable income for leisure-intensive lives. They can afford to buy
vans, RVs and coupes--which they do at high rates. They enjoy shopping at mall clothing boutiques like Bootlegger and Smart Set.
They dont do much travelling outside Canada, but usually take a couple of trips each a year within Canada. Exurban Crossroads
folks are happy to hang out in their communities or haul their power boats to their cottages for a weekend getaway.
WHERE THEY LIVE

Peace River country, Brooks, Swan Hills, Hay River, Chapleau, Sioux Lookout, Campbell River, Slave Lake, Winkler, Port Hardy,
Windsor, Calgary, Edmonton
HOW THEY THINK

Members of Exurban Crossroads are holding their own materially, but theyre vaguely frustrated. Weak on Openness Toward Others
and strong on Anomie, these residents dont have a sure sense of purpose or connectedness. Materialism (Enthusiasm for
Consumption) fills this void to some extent, as does thrill-seeking (Need for Escape, Attraction to Violence). They are also
preoccupied with the Control of Privacy. Despite dissatisfaction with their social and inner lives, Exurban Crossroads residents are
turning their attention to the world they will leave behind with above-average scores on Legacy and Global Ecological
Consciousness. Their conservatism suggests that they have little sympathy for those who cant make their own way in the world as
they have done: go to work, stop complaining, dont ask for handouts and remember that nobody said that life would be a party.

Age Maintainer Age home shows
0-4 6.02 115 < 25 3.41 94 skiing
5-14 13.30 114 25-34 17.17 111 basketball
25-44 29.57 105 45-54 24.77 110
45-64 26.96 97 55-64 16.59 95 Shopping
65-74 5.55 77 65-74 8.93 80 $250+ weekly on groceries
75-84 3.03 64 75+ 6.48 66 children's toys and games
85+ 0.99 54 fitness videos/DVDs
Size grocery store rewards programs
Mother Tongue 1 person 19.20 72 Bootlegger
English 79.06 135 2 people 33.09 99
Non-Official 16.33 91 4+ people 29.16 122 Treehouse TV
Immigration Family Status Canadian Learning Channel
Immigrant 17.07 84 Non-family 22.42 76 TV suspense/crime dramas
Couples w/ kids 37.18 115 traditional country radio
Arrived < 1961 11.94 73 Couples, no kids 27.51 101 Today's Parent
1961-1970 10.83 79 Lone parent 12.89 119
1971-1980 18.65 109 Age of Children
Food/Drink
1981-1990 22.19 116 <6 21.72 104 oriental noodles
1991-1995 19.45 122 6-14 37.78 104 frozen vegetables
> 1996 16.94 96 15-17 13.37 103 potato chips
frozen hot snacks
Yes 13.38 97 25+ 8.20 80 iced tea
Adult Population % Canada Dwellings % Canada credit unions
Married 51.56 107 Rent 20.25 66 electronic banking
W/D/S 15.46 91 Band 0.02 5 RRSPs
Mode of Period of
Public Transport 4.38 66 1946-1960 8.81 63 used versus new vehicles
1961-1970 11.99 90 coupes
Class of Worker car maintenance by self
Employed 90.35 103 1971-1980 32.95 175
1981-1990 19.50 121 GMC models
Unpaid 0.20 51 1991-1995 6.68 96
1996-2000 6.44 79 Attitudes
Occupation 2001-2006 5.71 90 "I consider work as a source of income,
Primary 4.57 97 > 2006 3.67 89 not a place for personal satisfaction"
Blue-collar 27.41 108 "Current scientific developments will
Service sector Type likely cause more problems than they will
42.05 106
White-collar 25.97 86 Single 69.02 125 solve"
Semi 7.73 162 "Society would be better off with less
Education Row 6.22 110 government involvement"
< Grade 9 7.07 70 Duplex 5.40 100 "Knowing that a product has a tradition
Grade 9-13 35.94 116 Low Rise 7.88 43 behind it is very important to me"
Trade 14.93 127 High Rise 0.57 6 "I am willing to buy a car that is not fuel
College 24.97 109 Mobile 3.05 232 efficient"
10.10 59
Index 80
E2
38 - WHITE PICKET FENCES
New middle-income exurban families

Education Trade/High School/College
Ethnic Presence Low
Sample Social Value Sensualism
White Picket Fences reflects the social changes that have come to Canadas small towns. No longer quaint, farm-based hamlets,
these communities are steadily morphing into bedroom suburbs with a service sector mix of young, small families; one in three
households with kids is a single parent. These residents tend to be high school-educated and have rugged lifestyles--camping,
working on their cars, bar-hopping and going to auto races all at high rates. But their youthful perspective makes them relatively
tolerant on social issues: they support ethnic diversity, equality of the sexes and non-traditional gender roles in the family.
Geographically centred in the Prairie provinces, White Picket Fences offers residents a narrow range of entertainment options. Few
clusters have more people who go to burger joints or taco restaurants. In their older homes and semi-detached houses, residents
enjoy playing video games, listening to country music and watching action movies on videos and DVDs. What they dont do is
travel much, buy a lot of technology or plunk down cash on premium sports cars. In White Picket Fences, buying used cars and
keeping them going for decades is de rigueur.
WHERE THEY LIVE

High Prairie, Dawson, Watson Lake, La Ronge, Smithers, Prince Rupert, Port Hardy, Tofino, Fort St. John, High Level, Dawson
Creek, the Pas, Port Hawkesbury, Drumheller, Thompson, Williams Lake, Hay River, Golden, Langford, Happy Valley-Goose Bay,
Swan Hills
HOW THEY THINK

White Picket Fences residents are just trying to get through the day. By no means on a quest for meaning, theyre trying to put food
on the table, look out for their kids and enjoy little things (like a cold beer or two) along the way. These younger Canadians have
little time for the Rejection of Authority that has transformed Canadian society within the past two generations. They express no
great longing to manifest their Personal Creativity, nor a desire to pursue a personal Spiritual Quest. Their relative open-mindedness
is a reflection of their generation and life experiences. Having grown up with official multiculturalism in a connected age, they are
open to media (Confidence in Advertising), other people (Cultural Fusion) and non-traditional gender roles (Equality of the Sexes).
As consumers, they have a weak Need for Status Recognition, are Skeptical of Big Business and prefer to focus on the Importance of
Price when shopping.

Population % Canada Households % Canada motorcycling
Age Maintainer Age crafts
0-4 6.48 124 < 25 6.58 180 national/provincial parks
5-14 13.40 115 25-34 20.52 133 hockey
15-24 15.38 114 35-44 21.24 107 auto shows
25-44 30.40 108 45-54 21.73 97
45-64 24.85 89 55-64 15.24 87 Shopping
65-74 5.34 74 65-74 8.27 74 $500 or less on mens clothing
75-84 3.08 65 75+ 6.43 65 Mark's Work Wearhouse
85+ 1.07 59 grocery store rewards programs
Size toy stores
Mother Tongue 1 person 24.54 92 Wal-Mart
English 86.03 147 2 people 33.92 101
Non-Official 9.39 52 4+ people 23.66 99 Treehouse
Immigration Family Status Prime TV
Immigrant 9.74 48 Non-family 28.82 98 TV curling
Couples w/ kids 30.03 93 science fiction videos/DVDs
Arrived < 1961 22.28 136 Couples, no kids 25.30 93 Chatelaine
1961-1970 16.83 123 Lone parent 15.85 146
1971-1980 24.89 145 Age of Children
Food/Drink
1981-1990 23.16 121 <6 24.55 118 Mexican dinner kits
1991-1995 7.22 45 6-14 39.13 108 butter flavoured syrup
> 1996 5.63 32 15-17 13.14 101 flavoured pastas
frozen vegetables with butter or cheese
Yes 6.40 47 25+ 6.81 66 sauce
aerosol whipped topping
Marital Status Tenure $1-$5,000 in securities and savings
Married 44.29 92 Rent 36.13 118 $1-$100 monthly on credit cards
W/D/S 18.21 107 Band 0.09 20 personal loans
Mode of Period of
debit card purchases
Car 62.14 113 < 1946 4.02 33 Automotive
1961-1970 15.57 116 used versus new vehicles
Class of Worker full-size pickups
Employed 91.28 104 1971-1980 30.86 164
1981-1990 17.23 107 mid-size SUVs
Self-Employed 8.55 71 Dodge models
Unpaid 0.17 43 1991-1995 6.37 92
1996-2000 7.12 87
Primary 5.11 108 > 2006 3.56 86 I love direct people; I know I can trust
Blue-collar 23.79 94 them
Service sector Type I am concerned that I will not have
45.09 114
White-collar 26.00 86 Single 49.95 90 enough money to live comfortably in the
Semi 10.67 223 future
Education Row 11.51 204 I definitely have contact with people who
< Grade 9 6.24 62 Duplex 4.99 93 come from all kinds of social classes and
Grade 9-13 36.10 116 Low Rise 18.51 102 backgrounds
Trade 16.15 137 High Rise 1.05 12 The father of the family must be master in
College 25.47 112 Mobile 3.14 238 his own house
University Degree Dwelling Value Violence is a part of life; its no big deal
9.15 53
Index 74
E3 - Exurban Francophone
Centred in the small towns of Quebec, Ontario and Northern New Brunswick, the three clusters in the Exurban Francophone
group contain a mix of younger and middle-aged couples and common-law parents living with children of all ages. These adults
have blue-collar and service sector jobs, lower-middle- to upper-middle-class incomes, and family-centred lifestyles. Residents
enjoy outdoor activities like skiing, bicycling, boating and ice skating. Inside their modest detached and semi-detached houses,
they score high for sewing, woodworking, cooking and watching television. Although residents like to splurge on buying
clothing and jewellery, they admit that theyre conservative in their outlook--in fashion, financial matters and family values.
WHO THEY ARE

75-84 3.15 67 Blue-collar 29.13 115 <6 20.54 99
85+ 0.90 50 Service sector 38.63 98 6-14 38.63 107
Tongue Education
18-24 19.30 97
English 5.35 9 < Grade 9 25+ 7.66 75
11.98 119
French 91.04 411 Grade 9-13 32.54 105
Trade 13.51 115
Dwellings % Canada
1961-1970 18.25 133 Band 0.02 5
1991-1995 11.59 73 Maintainer < 1946 6.82 56
> 1996 9.49 54 Age 1946-1960 8.44 61
Visible < 25 1.91 52 1961-1970 11.24 84
Minority 25-34 14.44 94 1971-1980 22.90 122
Yes 1.95 14 35-44 21.63 108 1981-1990 19.35 120
45-54 26.20 116 1991-1995 9.55 138
Adult Cluster Index
55-64 19.83 113 1996-2000 10.63 130
Population % Canada
65-74 10.51 95 2001-2006 6.51 102
Marital Status 75+ 5.48 55 > 2006 4.54 110
Single 41.42 119
Size Type
Married 42.40 88
1 person 18.93 71 Single 75.58 136
2 people 35.94 107 Semi 6.76 141
Car 63.52 116 Low-rise 9.71 53
Mobile 1.23 93
Dwelling
Value Index 62
E3
16 - MINI VAN & VIN ROUGE
Young Quebec families in exurban comfort

Education College/University
Occupation Mixed
Ethnic Presence Low
Sample Social Value Need for Status Recognition
Mini Van & Vin Rouge represents a collection of younger and middle-aged active families and couples who live in new exurban
communities beyond Quebecs big cities. These upper-middle-class households tend to consist of well-educated, white-collar
professionals with school-aged children engaging in kid-centred lifestyles. Nearly half of residents are bilingual. Residents score
high for outdoor activities like bicycling, ice skating, skiing and boating. Inside their homes, Mini Van & Vin Rouge families watch
a lot of current affairs programs along with sports and comedy shows, but not during dinner. Residents here make it a point to sit
down to a traditional family dinner every night.
Socioeconomically, Mini Van & Vin Rouge is a somewhat conflicted cluster. Households have above-average incomes (at $93,000)
but below-average home values--in part because of the new, inexpensive houses and townhouses in these Quebec dormitory
subdivisions. Although theyve settled into new exurban neighbourhoods, residents retain many behaviours typical of more rustic
lifestyles such as canoeing and snowboarding at high rates. Like exurbanites across the land, they still spend an inordinate amount of
time in their cars. In Mini Van & Vin Rouge, they may own compact vans and station wagons, but status is still driving a luxury
SUV.
WHERE THEY LIVE

Notre-Dame-de-l'le-Perrot, Hatley, Saint-Laurent-de-l'le-d'Orlans, Sainte-Julie, Blainville, Boucherville, Rock Forest, Repentigny
HOW THEY THINK

Mini Van & Vin Rouge is a cluster that is driven and ambitious, but also highly attentive to quality-of-life concerns. These middle-
class Quebecers are strong on both Need for Status Recognition and Fulfillment Through Work; for them, work is a source of both
money and meaning. This cluster derives meaning from other sources as well: Mini Van & Vin Rouge residents value family time
(everything from sports to shared meals) and introspection, with this cluster among the strongest on Spiritual Quest. Supporting both
Pursuit of Intensity and Emotional Experiences, residents also appreciate a fine meal with a glass or two of wine, stimulating
conversation with friends and an exciting night out on the town. These Quebecers are flexible and comfortable with change: they
are strong on Sexual Permissiveness and Flexible Definition of the Family. Their Aversion to Complexity in Life indicates a desire to
enjoy life more fully by keeping the clutter of busy jobs and householdscompeting schedules, demands and responsibilitiesat
bay. Marketing efforts aimed at Mini Van & Vin Rouge residents should attend to aesthetics but maintain a simple, accessible feel.

Population % Canada Households % Canada downhill skiing
Age Maintainer Age ice skating
0-4 6.31 121 < 25 1.47 40 bicycling
5-14 14.30 123 25-34 16.39 106 outdoor exhibitions
25-44 30.26 108 45-54 27.78 123
45-64 28.31 102 55-64 17.73 101 Shopping
65-74 4.86 67 65-74 7.40 67 educational toys
75-84 2.09 44 75+ 2.87 29 backyard pool
85+ 0.58 32 $2,500+ yearly on womens clothes
Size Simon's
English 6.04 10 2 people 32.64 97
Non-Official 4.73 26 4+ people 31.97 134 Olympiques
Immigration Family Status Zone libre
Immigrant 5.97 30 Non-family 16.30 55 Les Grand Prix F1
Couples w/ kids 46.13 143 Decormag
Arrived < 1961 12.27 75 Couples, no kids 28.00 103 radio comedy programs
1961-1970 18.21 133 Lone parent 9.57 88
1971-1980 23.44 136 Age of Children
Food/Drink
1981-1990 21.69 114 <6 22.17 107 muffin bars
1991-1995 13.37 84 6-14 40.59 112 yogurt
> 1996 11.02 62 15-17 13.50 104 snack cakes
red wine
Yes 3.20 23 25+ 5.79 57 chicken restaurants
Single 41.41 119 Own 90.29 131 ATM cards
Married 43.99 91 Rent 9.71 32 private health insurance
Mode of Period of
Class of Worker station wagons
Employed 90.10 103 1971-1980 16.29 87
1981-1990 23.45 146 Mazda models
Unpaid 0.18 45 1991-1995 14.72 212
1996-2000 16.49 202 Attitudes
Occupation 2001-2006 9.92 156 I enjoy dressing for formal occasions
Primary 1.23 26 > 2006 6.28 152 I am concerned about my safety when
Blue-collar 25.67 101 travelling
Service sector Type If I had a chance to beat one of the big
39.99 101
White-collar 33.11 109 Single 74.02 134 oil companies, I would
Semi 10.13 212 I like to dine at fine restaurants as often
Education Row 3.24 57 as possible
< Grade 9 6.34 63 Duplex 2.35 44 I identify more with my province or
Grade 9-13 27.45 88 Low Rise 9.22 51 region than with being a Canadian
20.26 118
Index 74
E3
30 - LES TRADITIONNELLES
Large midscale Quebec families and couples

Education High School/College/Trade
Occupation Mixed
Ethnic Presence Low
Sample Social Value Spiritual Quest
The communities that make up Les Traditionnelles are found mostly in middle-class, resort locales like Ste-Adle, Magog and La
Malbaie. Residents are a mix of couples and common-law parents who work at government and service jobs. About 40 percent of
residents are bilingual. With household maintainers between the ages of 44 and 65, Les Traditionnelles lifestyles are more sedentary
than athletic: residents have high rates for woodworking, fishing and photography. They spend a lot of time reading books and
watching television, and this cluster ranks high for owning HD-TV's. Although their household incomes are just average--$71,000--
residents enjoy going out to chicken restaurants, attending pop music concerts and shopping at clothing stores. Buying something
new, they tell researchers, is one of lifes great pleasures--especially if they can snag a bargain.
Unlike many small-town communities that are home to conventional families, Les Traditionnelles contains a mix of family types:
singles, married couples, intact families and common-law couples who may have chosen to spend their money on practical goods
rather than on lavish vacations. These middle-class households have otherwise traditional town lifestyles: many residents own older
homes, drive aging station wagons and have older children in their teens and twenties. Indeed, even their attitudes are old-school.
They tend to be religious, financially risk-averse and favour classic clothes rather than the latest styles.
WHERE THEY LIVE

Montral, Quebec City, Sherbrooke, Granby, Ottawa-Hull, Lac Saint-Jean, Alma, Chicoutimi, Rimouski, Sept-les
HOW THEY THINK

Les Traditionnelles residents have some inner-directed values (Spiritual Quest, Fulfillment Through Work) but are nevertheless
preoccupied with impressing the other members of their small communities: two of their strongest values are Need for Status
Recognition and Concern for Appearance. These proud Quebecers are weak on values relating to openness towards those different
from themselves (Social Learning, Cultural Fusion). This clusters Confidence in Government suggests that they approve of their
provinces left-leaning political orientation and trust political leaders to work honestly and effectively. These Quebecers lead
somewhat insular lives and are not particularly interested in pondering others experiences or the planets malaise: they are weak on
Introspection and Empathy and claim no particular Global Ecological Consciousness. Instead, they focus on everyday pursuits and
rely on their Intuition to guide them through their daily Rituals. Between their Concern for Appearance and their Pursuit of Intensity
and Emotional Experiences, Les Traditionnelles residents want a shopping experience to be a tactile and visual feast.

Population % Canada Households % Canada book shows
Age Maintainer Age woodworking
0-4 4.77 91 < 25 1.83 50 bicycling
5-14 11.27 97 25-34 13.29 86 bird-watching
25-44 25.92 92 45-54 26.08 116
45-64 32.47 117 55-64 21.21 121 Shopping
65-74 7.61 105 65-74 12.20 110 $500-$1,000 on women's clothes
75-84 3.63 77 75+ 6.19 63 fine jewellery
85+ 1.03 57 fruit and vegetable stores
Size Simon's
Mother Tongue 1 person 19.79 74 L'Aubainerie
English 5.55 9 2 people 37.59 112
Non-Official 2.67 15 4+ people 23.88 100 MeteoMedia
Immigration Family Status TV infomercials
Immigrant 4.28 21 Non-family 21.76 74 Canal Evasion
Couples w/ kids 36.19 112 Decoration Chez-Soi
Arrived < 1961 16.71 102 Couples, no kids 32.20 118 Enjeux
1961-1970 18.06 132 Lone parent 9.86 91
1971-1980 22.75 132 Age of Children
Food/Drink
1981-1990 20.50 107 <6 18.76 90 cold cuts
1991-1995 12.71 80 6-14 36.83 102 natural cheese
> 1996 9.28 52 15-17 14.32 111 cookies
canned fruit
Yes 2.13 15 25+ 9.12 89 tomato juice
Adult Population % Canada Dwellings % Canada term deposits
Single 40.63 117 Own 83.74 122 bank cards
Married 42.53 88 Rent 16.19 53 mortgages
W/D/S 16.85 99 Band 0.07 16 $1-$100 monthly on credit cards
Mode of Period of
Car 60.90 111 < 1946 5.31 44 $15,000 -$20,000 on latest vehicle
Public Transport 3.75 56 1946-1960 10.04 72 households with 1-2 vehicles
Class of Worker station wagons
Employed 90.30 103 1971-1980 28.09 149
1981-1990 18.14 113 Nissan models
Unpaid 0.24 60 1991-1995 6.58 95
1996-2000 8.04 99 Attitudes
Occupation 2001-2006 4.67 73 "Industry is in the process of destroying
Primary 1.95 41 > 2006 3.78 92 everything on the earth"
Blue-collar 27.61 109 "I consider my self a risk-averse investor"
Service sector Type "I love to buy consumer goods"
40.84 103
White-collar 29.60 98 Single 73.34 132 "Whatever people say, men have a certain
Semi 6.69 140 natural superiority over women"
Education Row 1.92 34 "Society would be better off with more
< Grade 9 11.79 117 Duplex 4.97 92 government involvement"
Grade 9-13 33.36 107 Low Rise 11.22 62
12.48 73
Index 61
E3
44 - VILLES TRANQUILLES
Middle-aged Francophone families and couples

Education Grade 9/High School/Trade
Occupation Blue-collar
Ethnic Presence Low
Sample Social Value Utilitarian Consumerism
Villes Tranquilles can be found in the industrial towns of New Brunswick and Quebecs heartland--places like Pointe-Calumet
(which produces paper), Tremblay (wood) and Havre St- Pierre (iron). The middle-aged residents in this cluster tend to have blue-
collar jobs, live in small houses and pursue lifestyles that revolve around their families. They take advantage of their rural settings
for their preferred leisure activities: fishing, hunting, boating, and riding all-terrain vehicles and snowmobiles. Around the house,
residents enjoy woodworking and watching all types of sports on TV. As consumers, they describe themselves as materialists who
like to splurge on jewellery and cologne whenever they can. However, with their lower-middle-class household incomes averaging
less than $62,000, that happens far less often than theyd like.
Without a doubt, Villes Tranquilles is a conservative, even parochial, cluster. Residents admit that theyre financially risk-averse,
own life insurance and travel out-of-town infrequently--safety being an overriding concern that limits their travel. They seem
content in their old-fashioned, small-town world, looking to TV for entertainment and the land outside for recreation. Admitted fans
of meat-and-potatoes cooking, residents tell researchers that theres nothing theyd rather do than spend an evening having dinner at
home.
WHERE THEY LIVE

Montral, Quebec City, Edmundston, Kapuskasing, Pointe-Calumet, Tremblay, Havre St-Pierre
HOW THEY THINK

Villes Tranquilles residents value the tranquillit and sameness of the small working-class towns where they live: this cluster (weak
on Cultural Fusion and Social Learning) is deeply rooted in its local community and is among the weakest on Belonging to the
Global Village. The darker side of this stay-at-home contentment is a streak of Ethnic Intolerance evident in the Villes Tranquilles
values profile. Their preference for tradition is seen in the home as well, as they score among the lowest on Equality of the Sexes and
Flexible Gender Identity. This cluster lives close to the great outdoors and is proud of that identity as seen in its strong Attraction to
Nature. Villes Tranquilles residents register a Need for Status Recognition, but they would rather be respected for their solid work
than their new all-terrain vehicle. Indeed, this is one of the few predominantly blue-collar clusters that scores high on Fulfillment
Through Work. Few express Financial Concern Regarding the Future, so Saving on Principle is not a priority, and they score high
on Joy of Consumption.

Population % Canada Households % Canada sewing
Age Maintainer Age woodworking
0-4 5.02 96 < 25 2.38 65 power boating
5-14 11.52 99 25-34 13.81 89 snowmobiling
15-24 13.32 99 35-44 19.75 99 special event/charity lotteries
25-44 26.49 94 45-54 24.91 111
45-64 31.40 113 55-64 20.38 117 Shopping
65-74 7.44 103 65-74 11.65 105 lawn mowers
75-84 3.72 79 75+ 7.13 72 $1-$149 on toys & games
85+ 1.09 60 direct mail coupons
Size Maxi
Mother Tongue 1 person 21.66 82 Sears catalogues
English 4.47 8 2 people 37.30 111
Non-Official 0.90 5 4+ people 23.16 97 TVA
Immigration Family Status Super cran
Immigrant 1.74 9 Non-family 23.53 80 TV soaps
Arrived < 1961 23.43 143 Couples, no kids 32.23 118 Slection du Readers Digest
1961-1970 18.74 137 Lone parent 9.18 84
1971-1980 24.11 140 Age of Children
Food/Drink
1981-1990 23.23 122 <6 20.43 98 cold cuts
1991-1995 4.60 29 6-14 38.15 106 bouillon
> 1996 5.89 33 15-17 13.86 107 mayonnaise
snack cakes
Yes 0.55 4 25+ 8.36 82 milk
Adult Population % Canada Dwellings % Canada $1-$10,000 in securities and savings
Marital Status Tenure term deposits
Single 42.23 121 Own 82.20 119 property insurance
Mode of Period of
1961-1970 11.23 84 lease vehicles
Employed 87.16 99 1971-1980 23.82 127
1981-1990 16.86 105 Chrysler models
Unpaid 0.61 152 1991-1995 7.79 112
1996-2000 7.91 97 Attitudes
Occupation 2001-2006 5.24 82 I really don't have much control over my
Primary 8.10 171 > 2006 3.72 90 future. I'm just trying to keep up with all
Blue-collar 33.95 134 the demands on me
Service sector Type Life in the country is more satisfying than
35.10 89
White-collar 22.86 75 Single 79.11 143 life in the city
Semi 3.82 80 Society would not be better off with more
Education Row 0.76 14 government involvement
< Grade 9 17.43 173 Duplex 4.83 90 I consider myself to be a risk-averse
Grade 9-13 36.48 118 Low Rise 8.68 48 investor
Trade 14.82 126 High Rise 0.09 1 To buy myself something new is one of
College 19.88 87 Mobile 2.14 162 lifes greatest pleasures
7.89 46
Index 54
S3 - Suburban Midscale
The five clusters in Suburban Midscale represent the middle- and upper-middle-class suburbs of towns, small cities and second-
tier metros across Canada. Home to a mix of middle-aged and older couples, singles and families, this group has parlayed white-
collar and service sector jobs into middle-class incomes. In their detached homes and apartment buildings, they pursue low-stress
leisure lifestyles. They like to watch TV, sew, garden and socialize with friends. When they go out, they have high rates for
frequenting casual dining restaurants, museums, casinos and art galleries. In their areas outside the nations big cities, theyre
close enough to the country to enjoy boats, snowmobiles and campers. But this is a group known for its aging residents, older
homes and used trucks.
WHO THEY ARE

75-84 7.43 158 Blue-collar 22.84 90 <6 19.05 92
85+ 3.27 180 Service sector 41.51 105 6-14 35.50 98
Tongue Education
18-24 21.14 106
English 82.82 141 < Grade 9 6.97 69 25+ 10.55 103
French 3.88 18 Grade 9-13 31.95 103
Trade 13.04 111
Dwellings % Canada
1961-1970 17.31 126 Band 0.02 4
1991-1995 10.55 66 Maintainer < 1946 9.28 76
> 1996 10.71 61 Age 1946-1960 16.09 115
Visible < 25 2.66 73 1961-1970 17.20 128
Minority 25-34 11.77 76 1971-1980 20.55 109
Yes 6.60 48 35-44 16.51 83 1981-1990 15.73 98
45-54 20.78 92 1991-1995 6.51 94
Adult Cluster Index
55-64 17.89 102 1996-2000 6.20 76
Population % Canada
65-74 14.22 128 2001-2006 4.83 76
Marital Status 75+ 16.18 164 > 2006 3.61 88
Single 28.01 80
Size Type
Married 52.00 108
1 person 28.55 107 Single 61.82 112
2 people 36.95 110 Semi 3.60 75
Car 54.84 100 Low-rise 13.32 73
Mobile 1.08 82
Dwelling
Value Index 96
S3
14 - UPWARD BOUND
Middle-aged families in suburban comfort

Education University/College/Trade
Sample Social Value Adaptability to Complexity in Life
Upper-middle-class, suburban homeowners with teens--thats the skinny on Upward Bound, an enviable lifestyle of large families
and couples in sprawling, leafy neighbourhoods. With a high rate of college and university educations, this cluster is home to white-
collar and service workers in management and technical fields. Their nexus of income, education and kids translates into large
outlays for child-centred products--bicycles, books, video game systems--and activities ranging from snowboarding to martial arts.
Their homes are less decorator showcases than messy teenage dormitories, and cluster residents admit that they like a home that is
not too neat. For these Canadians in the midst of childrearing, happiness is an untidy house.
Upward Bound is mostly known as a place of older, suburban neighbourhoods sprinkled with bungalows and back-splits, minivans
and RVs, bicycles and hot tubs. The middle-aged residents media tastes lean towards gardening and TV magazines as well as sports
shows and sitcoms on television. Away from home, Upward Bound families like to go to outdoor shows, take-out restaurants, and
Canadian parks for hiking and boating. In their child-centred world, its no surprise that these consumers are likely to frequent
amusement parks, play video games and have high rates for purchasing family-oriented products and publications.
WHERE THEY LIVE

Port Hawkesbury, Canmore, Mount Pearl, Antigonish, North Vancouver, Coquitlam, Banff, Okotoks, White Rock, Brandon,
Weyburn, Labrador City, Prince Albert, Saanich, Thompson
HOW THEY THINK

Upward Bound is a cluster living in the momentand enjoying that moment immensely. Focused on community and family, these
Canadians are among the strongest clusters on Reprioritizing of Work. Theyve been successful in their careers and are now taking
time to enjoy the affluence theyve achieved and consider how to improve the world in which they live. Weak on Joy of
Consumption, Upward Bound residents arent about to push ever harder at work for the purpose of accumulation when time is what
they really value. In any case, these Canadians are too autonomous (Control of Destiny, Need for Autonomy) to worry about material
things other than those that enrich their lives or make things easier or more fun. Among the weakest clusters on Aimlessness,
Upward Bound residents feel they are living rich, purposeful lives. Principled, with a strong sense of Everyday Ethics, they believe
in the Equality of the Sexes and support Flexible Gender Identity. Upward Bound embraces Cultural Fusion as an opportunity for
Social Learning.

Population % Canada Households % Canada aerobics
Age Maintainer Age gardening
0-4 5.18 99 < 25 2.64 72 soccer
5-14 11.93 103 25-34 13.78 89 baking
15-24 14.36 106 35-44 21.75 109 amusement parks
25-44 27.93 100 45-54 25.80 115
45-64 29.14 105 55-64 18.14 104 Shopping
65-74 6.44 89 65-74 10.21 92 childrens toys
75-84 3.74 79 75+ 7.67 78 books
85+ 1.28 71 deck/fencing
Size Sears
Mother Tongue 1 person 19.50 73 Reitmans
English 78.68 134 2 people 33.61 100
Non-Official 17.32 97 4+ people 28.66 120 HGTV
Immigration Family Status CFL football
Immigrant 20.93 103 Non-family 22.82 77 Survivor
Couples w/ kids 38.30 119 news/talk radio
Arrived < 1961 14.47 88 Couples, no kids 28.60 105 Westworld
1961-1970 11.64 85 Lone parent 10.28 95
1971-1980 16.28 95 Age of Children
Food/Drink
1981-1990 15.69 82 <6 19.22 92 fresh fruit
1991-1995 22.04 138 6-14 34.93 97 oriental noodles
> 1996 19.89 112 15-17 13.56 105 dips
iced tea
Yes 14.69 107 25+ 9.98 97 burger restaurants
Adult Population % Canada Dwellings % Canada $10,000 and more in RESPs
Marital Status Tenure financial advice from broker
Single 31.74 91 Own 80.47 117 $250,000-$499,999 life insurance
Married 54.24 113 Rent 19.45 63 flat-fee banking packages
Mode of Period of
Public Transport 5.52 83 1946-1960 11.89 85 finance with trade-in
1961-1970 14.53 108 sport coupe/sedan
Class of Worker luxury cars
Employed 87.71 100 1971-1980 23.11 123
1981-1990 20.73 129 Chevrolet models
Unpaid 0.30 75 1991-1995 6.52 94
1996-2000 9.12 112 Attitudes
Occupation 2001-2006 4.76 75 It is important for me to regularly get
Primary 3.16 67 > 2006 4.33 105 away from all responsibilities and
Blue-collar 19.74 78 burdens
Service sector Type There should be more public funding
42.95 109
White-collar 34.15 113 Single 66.88 121 available for the arts
Semi 5.10 107 Society has become increasingly female
Education Row 7.17 127 friendly
< Grade 9 4.03 40 Duplex 8.62 160 There should be more restrictions on
Grade 9-13 26.10 84 Low Rise 10.04 55 smoking in public places
Trade 12.75 108 High Rise 1.26 14 I envy people who have a lot of vigor
College 25.90 113 Mobile 0.74 56 and vitality
21.34 124
Index 123
S3
19 - RODS & WHEELS
Older and outdoorsy upper-middle-class couples and families

Education College/High School/Trade
Occupation Mixed
Ethnic Presence Low
Sample Social Value Need for Personal Achievement
Theres a self-reliant streak in Rods & Wheels, a cluster of older, upper-middle-class households that have started to empty-nest.
Concentrated in the small towns of Ontario, most households have two wage-earners who typically hold skilled blue-collar jobs or
own their own small businesses. Theyve parlayed high school and trade school diplomas into comfortable, outdoorsy lifestyles,
complete with vacation cottages, late-model station wagons and plenty of adult toys like motorcycles, snowmobiles and boats. Rods
& Wheels residents may not be into the latest fashion or the newest technology, but theyre good with their hands and content to
enjoy old-fashioned pursuits like hunting, making crafts and gardening. As their cluster name implies, residents rank at the top as
fans of fishing and auto racing.
Look beyond the modest educations and working-class status. The couples and families of Rods & Wheels have financial
wherewithal to shop at stores like Jack Fraser and Tabi International, use high-end golf clubs and buy fancy riding mowers for
navigating their large lawns. In fact, Rods & Wheels residents are more likely than the general population to have $250,000-
$500,000 in securities and savings. Apparently, one of the few indoor sports they pursue with a passion is personal finance.
WHERE THEY LIVE

South Frontenac, Thames Centre, Oro-Medonte, Bracebridge, Rideau Lakes, Kincardine, Cobourg, Penetanguishene, Huntsville,
Ingersoll, Kawartha Lakes, Lac-Brome
HOW THEY THINK

Rods & Wheels residents Saving on Principle and Risk Aversion have served them well, allowing them to increase their hold on
upper-middle class lifestyles despite their modest levels of education. These Canadians manifest some flexible and inner-directed
values as well. Strong on Equality of the Sexes and New Social Responsibility and weak on Need for Status Recognition and
Ostentatious Consumption, these residents demonstrate a tendency to look for substance and merit in others and an effort to cultivate
these things in themselves. In light of these other values, Religiosity serves as an inner-directed quest for meaning, as opposed to a
means of understanding the world in stark good-versus-evil terms. They believe in working hard, and although they may feel like
they are Racing Against the Clock, members of this cluster feel an Adaptability to Complexity that enables them to prosper. Their
strong Canadian Identity makes sense because Rods & Wheels residents have succeeded and prospered in the Canadian environment
(despite modest beginnings). Marketing that tugs at nationalist heartstrings ( la Tim Hortons) is a good bet for this cluster.

Population % Canada Households % Canada fishing
0-4 4.39 84 < 25 0.94 26 boating
5-14 11.24 97 25-34 9.79 63 sportsmen exhibitions
15-24 13.47 100 35-44 17.70 89 pets
25-44 22.84 81 45-54 23.48 104
45-64 31.49 113 55-64 20.76 119 Shopping
65-74 9.41 130 65-74 15.01 135 riding lawn mowers
75-84 5.52 117 75+ 12.33 125 books
85+ 1.65 91 bulk food stores
Size department stores
Mother Tongue 1 person 17.82 67 Jack Fraser
English 88.57 151 2 people 39.93 119
Non-Official 8.07 45 4+ people 26.35 110 Canadian Learning Television
Immigration Family Status NASCAR on TV
Immigrant 11.73 58 Non-family 19.35 66 Coronation Street
Couples w/ kids 36.35 113 New Country radio
Arrived < 1961 44.32 270 Couples, no kids 36.84 135 Internet for real estate information
1961-1970 23.37 171 Lone parent 7.45 69
1971-1980 16.19 94 Age of Children
Food/Drink
1981-1990 10.32 54 <6 17.55 84 frozen fish and seafood
1991-1995 3.41 21 6-14 36.07 100 frozen vegetables
> 1996 2.38 13 15-17 14.17 109 hot dog buns
crackers
Yes 1.73 13 25+ 9.61 94 domestic beer
Single 24.90 72 Own 90.76 132 Canadian bond funds
W/D/S 15.07 88 Band 0.01 1 life insurance
Mode of Period of
TD Canada Trust
Car 62.36 114 < 1946 13.61 112 Automotive
1961-1970 15.39 115 station wagons
Class of Worker minivans
Employed 85.19 97 1971-1980 18.56 99
1981-1990 14.37 89 serviced by family or friend
Self-Employed 14.29 119 Ford models
Unpaid 0.52 130 1991-1995 6.35 91
1996-2000 7.94 97
Primary 3.61 76 > 2006 4.19 102 I am good at fixing mechanical things
Blue-collar 29.01 114 Ive written to a public official
Service sector Type I wait until the price comes down before
37.81 96
White-collar 29.58 97 Single 90.18 163 I purchase new types of electronic
Semi 1.90 40 equipment
Education Row 1.98 35 Being a Canadian is important to me
< Grade 9 6.51 65 Duplex 1.50 28
Grade 9-13 33.83 109 Low Rise 3.01 17
13.16 77
Index 105
S3
25 - NEARLY EMPTY NESTS
Successful suburban households starting to empty-nest

Education University/College/Trade
Ethnic Presence Low
Sample Social Value Consumptivity
In Nearly Empty Nests, older neighbourhoods are filled with married couples over 55 years old whose older children are still home
or who have already flown the coop. Widely scattered throughout the towns, small cities and second-tier metros of English Canada,
these residents on the cusp of retirement have achieved above-average incomes from years of working at white-collar and service
sector jobs. Their lifestyles emphasize low-stress leisure pursuits, including fishing, bowling, gardening and woodworking. Theyd
never be mistaken for culture snobs, but they will occasionally take in a ballet or a food show. Nearly Empty Nests are also classic
risk-averse conservatives in several respects: theyre big consumers of homeowners insurance and firm believers in traditional
medicine over alternative therapies.
The residents of Nearly Empty Nests have only average educations but they exhibit an undeniable intellectual curiosity. They like to
go to museums, read regional magazines and watch TV newscasts and game shows like Jeopardy for the mental challenge. They
can afford to own investment real estate and drop $40,000 to $50,000 on a new car--full-sized models are popular--but they are
hardly extravagant when it comes to their homes and entertainment. These residents cook most of their meals at home and consider
it a treat to go to a coffee shop or casual family restaurant.
WHERE THEY LIVE

Saint Andrews, Deep River, Lunenburg, Nipissing, Regina Beach, Kentville, Shediac, Sault Ste. Marie, Powell River, Pembroke,
Vernon, Winnipeg, Windsor, Nanaimo, Okanagan, Thunder Bay
HOW THEY THINK

Residents of Nearly Empty Nests are slowing down and opening up. An older cluster, its members are fairly conservative and they
are among the weakest clusters on Sexual Permissiveness. Technologys role in society worries them, especially with respect to
privacy: residents score high on both Technological Anxiety and Control of Privacy. As these Canadians enter retirement and adjust
to their newly childless lives, they are seeking both balance (Reprioritizing of Work) and new experiences. This cluster is strong on
Need for Escape, Attraction to Crowds, Cultural Fusion and Interest in the Mysterious. They turn to their communities (Community
Involvement) and hobbies (Consumptivity) to keep busy and engaged (Racing Against the Clock).

Population % Canada Households % Canada boating
0-4 4.19 80 < 25 1.54 42 summer cottages
5-14 10.33 89 25-34 9.50 62 home shows
25-44 23.40 83 45-54 21.86 97
45-64 30.48 110 55-64 19.57 112 Shopping
65-74 10.25 142 65-74 15.81 142 children's building sets
75-84 6.98 148 75+ 15.12 153 $500 or less on mens clothing
85+ 2.08 115 nail care products
Size Marks Work Wearhouse
Mother Tongue 1 person 21.89 82 Sears
English 83.26 142 2 people 40.15 120
Non-Official 11.94 67 4+ people 21.98 92 The Weather Network
Immigration Family Status Dateline
Immigrant 13.60 67 Non-family 24.39 83 big band radio
Couples w/ kids 31.20 97 Golf Canada
Arrived < 1961 38.89 237 Couples, no kids 35.02 128 Canadian Living
1961-1970 20.80 152 Lone parent 9.39 86
1971-1980 17.93 104 Age of Children
Food/Drink
1981-1990 12.90 68 <6 18.03 87 canned fish/meat
1991-1995 5.27 33 6-14 35.33 98 cranberry sauce
> 1996 4.22 24 15-17 14.19 110 bran cereal
gourmet coffee
Yes 4.53 33 25+ 11.40 111 casual family restaurants
Single 26.47 76 Own 88.33 128 stocks
Married 56.90 118 Rent 11.67 38 loans or lines of credit
Mode of Period of
RRSPs
Car 56.10 102 < 1946 5.95 49 Automotive
1961-1970 24.46 183 sedans
Class of Worker full-sized cars
Employed 88.79 101 1971-1980 17.87 95
1981-1990 9.89 61 pickup trucks
Self-Employed 11.00 92 Pontiac models
Unpaid 0.22 54 1991-1995 4.71 68
1996-2000 5.09 62
Primary 2.69 57 > 2006 3.11 76 My attitudes and way of thinking have
Blue-collar 20.48 81 nothing to do with my age"
Service sector Type I believe that one should strive to be as
42.60 108
White-collar 34.23 113 Single 82.19 148 active and occupied as possible in order
Semi 3.94 82 to get the most out of life
Education Row 2.73 48 I seldom make a financial move without
< Grade 9 6.44 64 Duplex 3.82 71 consulting an expert
Grade 9-13 30.55 98 Low Rise 5.79 32 Current scientific developments will
Trade 13.89 118 High Rise 0.59 7 likely cause more problems than they will
College 24.00 105 Mobile 0.80 61 solve
University Degree Dwelling Value I have conservative tastes in food
16.83 98
Index 89
S3
35 - GREY PRIDE
Midscale suburban apartment-dwelling seniors

Education Mixed
Ethnic Presence Low
Sample Social Value Importance of National Superiority
The top-ranked cluster for retirees, Grey Pride represents a middle-class mix of over-60 singles, couples, widows and widowers
living in urban- and suburban-fringe apartments. Getting by on comfortable fixed incomes, cluster residents maintain a relaxed
lifestyle, collecting coins and doing crafts at home, and socializing with friends at the theatre and art gallery. But the chief form of
entertainment is television, and residents are big fans of cultural programs on Bravo, sports championships and American talk shows
like Dr. Phil and Oprah. Concerned about aging--one in five residents is over 75--this clusters residents score high for buying
prescription drugs, using cosmetics to help feel younger and having a will.
Widely scattered around smaller cities throughout Canada, Grey Pride residents have average educations and live in detached houses
and apartment complexes built since the 1970s. Those who are still working have white-collar and service jobs. Those who have
retired, however, arent shut-ins by any means. Grey Pride residents travel often to Europe, the Caribbean and Nevada, where they
frequent the gambling tables in Las Vegas. Contrary to senior stereotypes, they strongly disagree with the statement, I would rather
spend an evening at home than almost anything else. Appalled by ethnic intolerance, these activist elders strongly believe that
children born to parents who come from different cultural or ethnic groups start life with a richer heritage than other children.
WHERE THEY LIVE

Perth, Penticton, Smiths Falls, Cobourg, White Rock, Comox, Lennoxville, Camrose, Owen Sound, Nelson, Strathmore, Stettler,
Midland, New Westminster, Oak Bay, Portage la Prairie, Antigonish, Kitchener, Belleville, Leamington, Swift Current
HOW THEY THINK

As they move into retirement, Grey Pride residents want to interact with their world as they contemplate their Legacy. These proud
Canadians (Canadian Identity) explore the diversity around them (Cultural Fusion) and may even allow it to affect their own lives
(Social Learning). But at the same time, they are very grounded and can be quite cautious. With respect to money, they worry about
having enough (Financial Concern Regarding the Future), and price is always a driving factor in decision-making (Importance of
Price). Though having come of age at a time when keeping up with the Joneses was an almost universal preoccupation, these
Canadians still measure Meaning of Life Through Material Possessions. The Importance of Aesthetics they express supports a desire
for Ostentatious Consumption. As they enter their senior years, Grey Pride residents are attracted to wellness-oriented products, and
they appreciate seeing vibrant seniors like themselves represented in media.

Population % Canada Households % Canada visit friends and relatives
Age Maintainer Age badminton
0-4 3.28 63 < 25 3.67 101 golf tournaments
5-14 6.79 58 25-34 12.11 78 classical music concerts
15-24 10.42 77 35-44 12.49 63 crafts
25-44 22.43 80 45-54 15.65 70
45-64 25.69 92 55-64 15.63 89 Shopping
65-74 11.54 159 65-74 15.52 140 $500+ on fine jewellery
85+ 7.18 396 No Frills
Size Winners
Mother Tongue 1 person 44.49 167 Shoppers Drug Mart
English 77.99 133 2 people 34.83 104
Non-Official 16.60 93 4+ people 10.61 44 Discovery Channel
Immigration Family Status American talk shows
Immigrant 23.44 116 Non-family 47.54 161 TV figure skating
Couples w/ kids 15.60 48 Canadian Living
Arrived < 1961 33.96 207 Couples, no kids 28.01 103 oldies tapes/CDs
1961-1970 16.40 120 Lone parent 8.86 82
1971-1980 13.50 79 Age of Children
Food/Drink
1981-1990 13.80 72 <6 20.04 96 vegetarian products
1991-1995 9.61 60 6-14 32.95 91 bran cereal
> 1996 12.73 72 15-17 12.56 97 canned fruit
rolled oats
Yes 8.98 65 25+ 13.73 134 specialty teas
Marital Status Tenure GICs
Single 28.00 80 Own 54.43 79 $1,000-$1,500 monthly on credit cards
Married 42.61 89 Rent 45.57 148 RRSPs
Mode of Period of
Public Transport 4.80 72 1946-1960 12.21 88 $30,000-$40,000 on most recent vehicle
1961-1970 16.33 122 entry SUVs
Class of Worker premium mid-size
Employed 88.02 100 1971-1980 21.77 116
1981-1990 19.39 120 Buick models
Unpaid 0.26 64 1991-1995 8.07 116
1996-2000 5.09 62 Attitudes
Occupation 2001-2006 5.23 82 I feel that violence is all around us and
Primary 1.66 35 > 2006 3.86 94 that we must constantly be on the
Blue-collar 23.06 91 lookout
Service sector Type I have already taken steps to ensure that
41.10 104
White-collar 34.18 113 Single 24.96 45 I have sufficient income for retirement
Semi 2.87 60 Its unacceptable that an industrial
Education Row 7.13 126 society such as ours produces pollution
< Grade 9 8.52 84 Duplex 2.34 43 It is very important for me to always be
Grade 9-13 33.36 108 Low Rise 25.27 139 in close contact with my friends
Trade 10.72 91 High Rise 36.55 408 I get a great deal of pleasure out of doing
College 23.16 101 Mobile 0.60 45 simple things
16.63 97
Index 97
S3
39 - SIMPLE PLEASURES
Mature middle-income suburban homeowners

Education Trade/High School/College
Ethnic Presence Low
Sample Social Value Religiosity
With nearly a third of household maintainers over 65 years old, Simple Pleasures is a rapidly aging cluster, a collection of middle-
class singles and couples living in small towns across English Canada. Many residents are high school-educated empty-nesters, and
those still working tend to be employed in service sector jobs in retail and health care. But these communities still have a number of
Baby Boom residents--42 percent of the households have kids--and Simple Pleasures is known for its active lifestyle. Boating,
hiking and motorcycling are all popular, along with more sedentary pursuits like gardening, baking and making crafts. Given its
small-city setting and elderly populace, Simple Pleasures fosters traditional values. Residents oppose premarital sex and
pornography, and they state that religion is an anchor in their lives.
Simple Pleasures residents travel frequently, though they tend to confine their excursions to visits with friends and relatives and
domestic tours in their campers. And, while they go out to eat often, theyre most likely to patronize inexpensive coffee and
doughnut shops and restaurants with drive-thrus. Around the house, they pursue hobbies like knitting and stamp collecting. Simple
Pleasures people are also prime TV fans, watching lots of American sitcoms and Canadian comedy shows like "Malcolm In The
Middle" and Red Green." In a rapidly changing world, they move at an unhurried pace in their older homes, used cars and laid-
back lifestyles.
WHERE THEY LIVE

Edmonton, Calgary, Regina, Saskatoon, Red Deer, Moose Jaw, Halifax, Moncton, St. John, Truro, Sackville and Charlottetown
HOW THEY THINK

Simple Pleasures residents are conservative, involved members of their communities who are relieved to live in small, homogeneous
towns and cities. With their strong Attraction to Nature, these settings provide at least a little protection from what they see as the
social ills afflicting society at large and especially big cities: among the weakest clusters on Flexible Definition of Family and Sexual
Permissiveness, these Canadians are alarmed at the erosion of the nuclear family-based social and moral world in which they grew
up. Among the stronger clusters on Community Involvement and Religiosity, these Canadians find meaning and order in these
associations, though their unease about the state of the world registers through their high scores for Anomie, Apocalyptic Anxiety and
Technological Anxiety. As consumers, their low Need for Status Recognition means they focus on getting the best value in
everything they buy while avoiding things they dont really need (Discriminating Consumerism).

Age Maintainer Age boating
0-4 4.64 89 < 25 3.64 100 community theatre
5-14 10.68 92 25-34 13.09 85 crafts shows
25-44 24.43 87 45-54 20.46 91
45-64 28.15 101 55-64 17.01 97 Shopping
65-74 9.21 127 65-74 13.87 125 $500 or less on mens clothing
75-84 6.96 148 75+ 15.38 156 yard trimmers
85+ 3.05 168 gas station rewards programs
Size Wal-Mart
Mother Tongue 1 person 28.61 108 Coles Books
English 86.55 147 2 people 37.62 112
Non-Official 7.27 41 4+ people 19.02 79 TV figure skating
Immigration Family Status Canada AM
Immigrant 8.23 41 Non-family 31.30 106 Coronation Street
Arrived < 1961 41.21 251 Couples, no kids 31.13 114 Canadian Gardening
1961-1970 19.84 145 Lone parent 11.10 102
1971-1980 17.92 104 Age of Children
Food/Drink
1981-1990 12.20 64 <6 20.50 99 bacon
1991-1995 4.63 29 6-14 37.77 104 condensed soup
> 1996 4.19 24 15-17 14.15 109 frozen potato products
powdered iced tea
Yes 2.56 19 25+ 8.88 87 doughnut shops
Adult Population % Canada Dwellings % Canada Sears credit card
Marital Status Tenure savings bonds
Married 50.09 104 Rent 25.62 83 senior banking packages
Mode of Period of
1961-1970 16.59 124 pick up trucks
Class of Worker extended cabs
Employed 89.01 102 1971-1980 20.54 109
1981-1990 12.22 76 Ford models
Unpaid 0.26 66 1991-1995 5.88 85
1996-2000 4.65 57 Attitudes
Occupation 2001-2006 4.45 70 An unmarried girl of 18 should not have
Primary 4.56 96 > 2006 2.57 62 sexual relations
Blue-collar 21.86 86 I don't really feel in touch with what's
Service sector Type happening in society
43.11 109
White-collar 30.47 100 Single 68.05 123 I dont enjoy being extravagant
Semi 4.56 95 Getting married and having children is the
Education Row 4.11 73 only real way of having a family
< Grade 9 8.67 86 Duplex 4.86 90 Governments do more harm than good
Grade 9-13 34.99 113 Low Rise 14.35 79
Trade 14.96 127 High Rise 0.96 11
College 23.56 103 Mobile 2.67 203
11.17 65
Index 71
R1 - Rural Midscale
The three clusters of this group offer a portrait of middle-class prosperity in the country. Found in small towns and remote
farming communities, Rural Midscale is composed of white, middle-aged couples, many with children, who live on large farms or
in moderately-priced houses and mobile homes. One-quarter of the populace works in agriculture, forestry or fishing, and their
lower living costs permit comfortable country lifestyles. Residents have high rates for going fishing, hunting, boating and
camping. They have the disposable income to buy RVs, pickup trucks and campers. These Canadians are known for their old-
fashioned domestic crafts, and group residents rank high for gardening, sewing, baking and making their own beer.
WHO THEY ARE

75-84 4.31 92 Blue-collar 24.46 97 <6 20.06 96
85+ 1.26 70 Service sector 28.66 72 6-14 39.48 109
Tongue Education
18-24 18.64 94
English 84.93 145 < Grade 9 25+ 6.90 67
10.30 102
French 2.56 12 Grade 9-13 37.14 120
Trade 15.59 132
Dwellings % Canada
1961-1970 17.55 128 Band 0.07 15
1991-1995 7.91 50 Maintainer < 1946 17.78 146
> 1996 10.18 58 Age 1946-1960 10.55 76
Visible < 25 2.58 71 1961-1970 10.54 79
Minority 25-34 11.19 72 1971-1980 20.34 108
Yes 1.39 10 35-44 18.58 93 1981-1990 15.26 95
45-54 24.40 108 1991-1995 7.58 109
Adult Cluster Index
55-64 20.68 118 1996-2000 7.12 87
Population % Canada
65-74 13.63 123 2001-2006 7.21 113
Marital Status 75+ 8.93 90 > 2006 3.61 88
Single 26.66 77
Size Type
Married 59.15 123
1 person 19.87 75 Single 87.47 158
2 people 39.32 117 Semi 1.52 32
Car 66.10 120 Low-rise 1.65 9
Mobile 7.06 537
Dwelling
Value Index 86
R1
28 - FIELDS OF DREAMS
Midscale farmers and blue-collar workers in rural Ontario
Population 336,531 (1% of Canada)

Education High School/Trade
Occupation Blue-collar & Primary
Ethnic Presence Low
Sample Social Value Equal Relationship with Youth
Concentrated in rural South-western Ontario, Fields of Dreams represents the nations most affluent farm type, a collection of
family-owned dairy and soybean farms, orchards and vineyards. The mostly middle-aged couples and families here work at blue-
collar and farming jobs, and spend their leisure time gardening, hunting, camping and bird-watching. With their moderately priced
houses and solid incomes, Fields of Dreams residents have the discretionary cash to buy power boats, campers, motorcycles and
pickup trucks. While they can afford to buy computers and other consumer electronics for indoor activities, theyd rather spend time
among trees and playgrounds than hard drives and PlayStations. In opinion surveys, they declare that life in the country is far more
satisfying than it is in the city.
With 20 percent of adults involved in farming, Fields of Dreams has six times as many agricultural workers as the Canadian average-
-and that fact encourages a down-home sensibility. Residents score high for watching the Canadian Country Music Awards,
listening to New Country radio and reading magazines like Canadian Home Workshop and Harrowsmith Country Life. But this is
also a cluster with a disproportionate number of teenaged children, and Fields of Dreams is a strong family market for everything
from vans and boats to toys and pets. In a cluster where even young children help on the farm, residents believe that teens should
have the same freedom as adults.
WHERE THEY LIVE

Huron, Kent & Middlesex counties, Lake Simcoe, Belleville, Kingston, Abbotsford
HOW THEY THINK

Fields of Dreams consists of rural individualists who are proud of their work and their kids. One of the strongest clusters on Equal
Relationship With Youth, Fields of Dreams residents are heavily focused on cultivating strong relationships with their teenaged
children and believe that teenagers should be accorded rights and responsibilities similar to those adults are given. This cluster is
also among the most religious, scoring above average on both Religiosity and Spiritual Quest and manifesting a very strong
Everyday Ethics. Tied to the ups and downs of agricultural markets, these Canadians express Financial Concern Regarding the
Future, value Saving on Principle and derive little Joy of Consumption. Despite their doggedness and religiosity, these residents do
sometimes feel alienated from society: strong on Anomie, these Canadians express Apocalyptic Anxiety and Technological Anxiety.
Marketing which emphasizes quality and longevity will appeal to this cluster.

Population % Canada Households % Canada RV shows
Age Maintainer Age gardening
0-4 5.32 102 < 25 1.85 51 canoeing
5-14 13.37 115 25-34 11.16 72 baseball
15-24 15.31 113 35-44 19.56 98 pets
25-44 23.57 84 45-54 24.63 109
45-64 29.24 105 55-64 20.09 115 Shopping
75-84 4.22 90 75+ 9.48 96 miniature cars/trucks
85+ 1.19 65 prepaid/pay-as-you-go cell phone plan
Size Valu-mart
Mother Tongue 1 person 16.80 63 Home Hardware
English 85.58 146 2 people 37.16 111
Non-Official 11.87 66 4+ people 30.81 129 CSI
Immigration Family Status Smallville
Immigrant 10.72 53 Non-family 18.14 61 country tapes/CDs
Couples w/ kids 40.94 127 Outdoor Canada
Arrived < 1961 41.41 252 Couples, no kids 34.40 126 50Plus
1961-1970 16.23 119 Lone parent 6.52 60
1971-1980 15.12 88 Age of Children
Food/Drink
1981-1990 14.88 78 <6 18.76 90 sausages
1991-1995 6.08 38 6-14 37.74 104 cookie mix
> 1996 6.28 35 15-17 14.01 108 condensed soup
lemonade
Yes 1.44 10 25+ 7.60 74 coffee/donut shops
Adult Population % Canada Dwellings % Canada telephone banking
Marital Status Tenure stocks
Married 60.00 125 Rent 13.32 43 savings bonds
W/D/S 13.05 77 Band 0.00 0 pre-authorized bill payments
Mode of Period of
Class of Worker pickups
Employed 74.39 85 1971-1980 14.29 76
1981-1990 11.67 72 Dodge models
Unpaid 1.96 491 1991-1995 5.63 81
1996-2000 5.55 68 Attitudes
Occupation 2001-2006 4.81 75 Successful people truly deserve what
Primary 22.21 469 > 2006 3.47 84 they have
Blue-collar 31.15 123 My religious beliefs are important to
Service sector Type me
27.34 69
White-collar 19.31 64 Single 93.54 169 I feel most comfortable in my jeans
Semi 1.53 32 I do not need most of the features in top-
Education Row 0.59 11 of-the line appliances
< Grade 9 11.44 113 Duplex 0.89 17 I have conservative tastes in food
Grade 9-13 38.26 123 Low Rise 1.90 10
8.35 49
Index 105
R1
34 - NEW HOMESTEADERS
Rural midscale households in blue-collar and service jobs

Education Trade/College/High School
Ethnic Presence Low
Sample Social Value Saving on Principle
Middle-aged, middle-class couples and families who like the comforts of small-town living find refuge in New Homesteaders, a
collection of small rustic towns and townships filled with modest houses and mobile homes. With decent-paying jobs in blue-collar
and service industries, these dual-income couples maintain casual, outdoorsy lifestyles: their driveways filled with campers and
power boats, their basements and garages cluttered with fishing gear and gardening tools. Theyre the kind of consumers who own a
lot of pets and sporting equipment. And they admit that theyre old-fashioned in their thinking, conceding that they feel
uncomfortable with new technology and think that capital punishment should be reinstated.
New Homesteaders are classified middle-class and they have an increasingly strong hold on that mainstream status. Some four in ten
adults have gone to college or university, and a similar proportion of the populace hold white-collar jobs. Much of their disposable
income goes toward occupying their families with leisure activities like hunting, boating, snowmobiling and curling. Wary of large
crowds, they would rather go off into the woods or onto a lake than almost anywhere else.
WHERE THEY LIVE

Vancouver Island, Squamish, rural BC, Halifax, Antigonish, New Glasgow, PEI, Moncton, Fredericton, Pembroke, Petawawa
HOW THEY THINK

Aware that their grip on the middle-class life is sometimes tenuous, New Homesteaders residents turn to traditional values as sources
of stability, comfort, and sound counsel. They are strong on Primacy of the Family and weak on both the Flexible Definition of
Family and Flexible Gender Identity. With Financial Concern Regarding the Future, these Canadians focus on Saving on
Principlethe idea that one should save money for its own sake, not necessarily for a specific purpose. Despite their adherence to
these traditional ideas, members of New Homesteaders have a hard time finding meaning in life: they register high levels of Anomie
and are weak on the more thoughtful, inward-looking values such as Introspection and Empathy and Personal Creativity. In the
modern age, they feel Technological Anxiety and worry about the Control of Privacy. While they wait for fulfillment to arrive, they
will pass the time at work, in leisure pursuits, with an Attraction to Nature. Marketing efforts for this group should support
traditional themes and images, allowing New Homesteaders residents to feel a sense of pride in the way of life they know best.

Age Maintainer Age hunting
0-4 4.65 89 < 25 2.70 74 parks
5-14 11.15 96 25-34 11.29 73 hiking
15-24 12.83 95 35-44 18.11 91 coin/stamp collecting
25-44 23.28 83 45-54 23.11 103
45-64 32.66 117 55-64 21.27 122 Shopping
65-74 9.18 127 65-74 14.08 127 womens clothing by mail-order
75-84 4.75 101 75+ 9.44 96 smoking cessation products
85+ 1.50 83 cushioned insoles
Size Wal-Mart
Mother Tongue 1 person 23.17 87 PharmaSave
English 89.93 153 2 people 41.09 123
Non-Official 6.45 36 4+ people 20.95 88 CSI
Immigration Family Status Canada AM
Immigrant 9.49 47 Non-family 25.21 85 Canadian Home & Country
Couples w/ kids 29.73 92 Readers Digest
1961-1970 22.18 162 Lone parent 8.32 77
1971-1980 18.25 106 Age of Children
Food/Drink
1981-1990 13.11 69 <6 20.29 98 dip
1991-1995 5.29 33 6-14 39.65 110 peanut butter
> 1996 5.31 30 15-17 15.14 117 pancakes
bottled pasta sauce
Yes 1.61 12 25+ 7.35 72 pie fillings
Adult Population % Canada Dwellings % Canada senior banking packages
Married 55.30 115 Rent 14.06 46 personal line of credit
W/D/S 17.68 104 Band 0.04 9 debt consolidation
Mode of Period of
Car 61.06 111 < 1946 9.15 75 1+ vehicle households
Public Transport 0.60 9 1946-1960 8.30 60 purchase used vehicles
1961-1970 10.45 78 full-sized pickups
Class of Worker under $10,000 on most recent vehicle
Employed 80.37 92 1971-1980 24.17 128
Unpaid 0.62 155 1991-1995 9.76 141
1996-2000 8.49 104 Attitudes
Occupation 2001-2006 8.49 133 I dont like being in a large crowd
Primary 11.13 235 > 2006 3.81 92 The future looks bleak for young people
Blue-collar 25.57 101 today
Service sector Type New technologies are causing more
37.90 96
White-collar 25.41 84 Single 81.52 147 problems than they are solving
Semi 2.14 45 I like to take customs and traditions from
Education Row 1.49 26 earlier times and adapt them to today's
< Grade 9 7.06 70 Duplex 1.56 29 life
Grade 9-13 33.58 108 Low Rise 2.34 13 People should pay for their own garbage
Trade 17.43 148 High Rise 0.21 2 pickup
College 24.52 107 Mobile 10.38 789
10.91 64
Index 85
R1
37 - BIG SKY FAMILIES
Middle-aged, midscale Prairie farm households

Ethnic Presence Low
Sample Social Value Attraction to Nature
Scattered across the Prairies and less populated sections of the eastern provinces, Big Sky Families has the highest concentration of
farmers in Canada. More than a third of these middle-aged residents work in agriculture, most living on small family homesteads
and leading rustic middle-class lifestyles. Big Sky Families residents like to go hunting, power boating, camping and snowmobiling.
And like other rural consumers, they have high indexes for owning pickup trucks, recreational vehicles and all-terrain vehicles.
Conservative in politics and religion, theyre strong supporters of family values and oppose increasing the social welfare system.
Most members of Big Sky Families claim English as their mother tongue, but the cluster is also home to a disproportionate number
of Germans, Poles and Ukrainians. They travel infrequently and, when they do, they stay close to home, visiting a campground,
lakeside lodge or homes of friends or relatives. These Canadians tend to be traditional in their consuming patterns--half the women
are homemakers--and they have high rates for gardening, engaging in hobby crafts and buying clothes through the Sears catalogue.
In their kitchens, they make their own cakes, pies, pudding and beer. And their taste in media also leans toward the old stalwarts:
gardening magazines, country music radio stations and TV soap operas.
WHERE THEY LIVE

Agricultural regions in Alberta, British Columbia, the Prairies, Ontario, Prince Edward Island
HOW THEY THINK

Big Sky Families is a strongly traditional cluster: in these small, homogeneous communities, the Primacy of the Family is taken for
granted, and Community Involvement is an indispensable part of life. In this cluster, where family and community attachments are so
strong, outsiders are viewed with suspicion: Ethnic Intolerance is among this clusters strongest values. While these Canadians feel
attached to their immediate communities, they are prone to feeling isolated and disconnected from the culture at large, hence the
clusters high level of Anomie. (Far from making them feel closer to places that are distant geographically, technology just makes
Big Sky Families residents anxious: this cluster expresses Technological Anxiety and a need for Control of Privacy). Weak on
almost all the autonomy-related values (such as Rejection of Authority, Personal Creativity and Need for Autonomy), Big Sky
Families are old-fashioned Canadians, scoring among the lowest on Flexible Definition of Family and Flexible Gender Identity.

Population % Canada Households % Canada boating
0-4 5.88 112 < 25 2.94 81 pets
5-14 14.06 121 25-34 11.11 72 curling
15-24 15.04 111 35-44 18.43 92 recreational vehicles
25-44 22.18 79 45-54 25.69 114
45-64 30.05 108 55-64 20.45 117 Shopping
65-74 7.74 107 65-74 13.41 121 $500 or less on womens clothing
75-84 3.95 84 75+ 7.97 81 infant clothing
85+ 1.09 60 sunburn products
Size Wal-Mart
Mother Tongue 1 person 18.33 69 gas station convenience stores
English 79.72 136 2 people 38.84 116
Non-Official 17.14 96 4+ people 28.56 119 TV soap operas
Immigration Family Status Oprah
Immigrant 7.75 38 Non-family 19.62 66 Televised Curling
1961-1970 13.69 100 Lone parent 5.78 53
1971-1980 14.21 83 Age of Children
Food/Drink
1981-1990 14.34 75 <6 20.80 100 sausage
1991-1995 12.49 78 6-14 40.61 112 whipped toppings
> 1996 19.16 108 15-17 15.41 119 pie fillings
powdered fruit drinks
Marital Status Tenure term deposits
Single 26.09 75 Own 88.13 128 personal loan
Mode of Period of
Public Transport 0.26 4 1946-1960 12.94 93 purchase versus lease vehicles
1961-1970 11.18 83 full-sized cars
Employed 63.20 72 1971-1980 20.25 108
1981-1990 15.37 95 GMC models
Unpaid 3.07 769 1991-1995 6.50 94
1996-2000 6.69 82 Attitudes
Occupation 2001-2006 7.45 117 I dont believe anyone should get better
Primary 41.91 886 > 2006 3.49 85 health care just because they can pay for it
Blue-collar 19.20 76 To preserve jobs, we must accept higher
Service sector Type degrees of pollution in the future
21.93 55
White-collar 16.96 56 Single 89.89 162 As far as my health is concerned, there's
Semi 0.83 17 not much I can do except deal with
Education Row 0.44 8 sickness when it comes
< Grade 9 12.96 128 Duplex 0.42 8 I have not taken steps to ensure that I have
Grade 9-13 40.18 129 Low Rise 0.72 4 sufficient income for my retirement
Trade 14.98 127 High Rise 0.02 0 I dont enjoy dressing for formal
College 19.48 85 Mobile 7.44 565 occasions
7.05 41
Index 75
T1 - Town Midscale
Town Midscale represents four clusters of low-density towns found across Canada, filled with middle-class to downscale couples
and retirees living in unpretentious houses and mobile homes. These older residents lead relatively sedentary lifestyles, engaging
in reading, watching TV and making crafts. But theyll occasionally pursue traditional outdoor pursuits such as hunting, boating
and snowmobiling. With a self-reliant streak, the members of Town Midscale have high rates for doing their own car
maintenance and home improvement projects. At night, they like to wind down by watching sports on television, reading shelter
and outdoors magazines, and listening to country and religious radio stations.
WHO THEY ARE

75-84 6.22 132 Blue-collar 29.56 117 <6 20.07 97
85+ 2.40 133 Service sector 37.12 94 6-14 38.60 107
Tongue Education
18-24 18.67 94
English 87.12 148 < Grade 9 25+ 8.20 80
10.04 99
French 4.14 19 Grade 9-13 39.79 128
Trade 15.37 130
Dwellings % Canada
1961-1970 19.75 144 Band 0.13 29
1991-1995 5.65 35 Maintainer < 1946 14.37 118
> 1996 5.89 33 Age 1946-1960 14.74 106
Visible < 25 2.74 75 1961-1970 12.17 91
Minority 25-34 11.49 74 1971-1980 20.12 107
Yes 1.79 13 35-44 17.00 85 1981-1990 14.44 90
45-54 21.42 95 1991-1995 7.27 105
Adult Cluster Index
55-64 18.94 108 1996-2000 6.91 85
Population % Canada
65-74 14.78 133 2001-2006 6.38 100
Marital Status 75+ 13.63 138 > 2006 3.61 88
Single 26.08 75
Size Type
Married 55.76 116
1 person 24.22 91 Single 82.46 149
2 people 39.59 118 Semi 2.64 55
Car 56.83 104 Low-rise 5.15 28
Mobile 4.91 373
Dwelling
Value Index 75
T1
26 - TOOLS & TRUCKS
Midscale town families and couples with blue-collar jobs

Ethnic Presence Low
The residents of Tools & Trucks work hard, boasting one of the highest indexes for holding blue-collar jobs in trades, transportation
and mining. When quitting time rolls around, theyre eager to return to their small towns and rural communities, and relax at home.
Their home-centred lifestyles reflect the popularity of woodworking, cooking, sewing and watching TV, particularly talk shows--
such as Oprah, Dr. Phil and Maury--and country music programs. These couples and families of teens and tweens also like to
vacation in their homes-on-wheels, travelling around Canada in vans and recreational vehicles to go camping, snowmobiling and
hunting. But theyre not known for their leniency, and residents assert that capital punishment should be reinstated in Canada.
Tools & Trucks has only a modest level of educational achievement--just 37 percent of residents have gone to college or university--
and theres a working-class atmosphere to this midscale cluster found scattered across English Canada. The men like to hunt, fish,
work on their homes and drink beer. While the women tend to work outside the home at high rates, they also enjoy domestic
diversions like gardening and baking. These are relatively conservative Canadians who worry about threats to their livelihood. As
they tell researchers, minorities should not be given preferential treatment in hiring even in jobs where theyre under-represented.
WHERE THEY LIVE

Essex County, Windsor, Langley, Abbotsford, Edmonton, Calgary, Winnipeg, the Prairies, St. John, Moncton, Halifax, Sudbury,
Thunder Bay, Timmins
HOW THEY THINK

Tools & Trucks is a cluster of Canadians who have worked hard (Racing Against the Clock) to achieve a firm hold on middle-class
life. And now they want to enjoy the fruits of their labour by pursuing their interests with vigour (Consumptivity), searching unique
experiences (Pursuit of Originality) and connecting with others like themselves (Networking). But their material achievements have
been hard-won and this shows through in their approach to finances: a high level of Discriminating Consumerism, and a low Need
for Status Recognition indicate that spending is carefully thought out to extract the best value rather than for frills or pretences.
Tools & Trucks residents maintain their small-town roots with strong Confidence in Small Business, all the while exhibiting Primacy
of the Family. Weak on Confidence in Government, their streak of Social Darwinism indicates they believe others should be equally
self-reliant.

Population % Canada Households % Canada hunting
Age Maintainer Age camping
0-4 5.30 101 < 25 2.43 67 dressmaking/sewing
5-14 12.65 109 25-34 13.14 85 outdoor shows
15-24 13.94 103 35-44 20.35 102 pets
25-44 25.81 92 45-54 25.22 112
45-64 30.52 110 55-64 19.50 112 Shopping
65-74 7.04 97 65-74 11.63 105 $500 or less on womens clothing
75-84 3.62 77 75+ 7.74 78 $1-$50 on books
Size Sears catalogues
Mother Tongue 1 person 18.69 70 Marks Work Wearhouse
English 87.31 149 2 people 37.77 113
Non-Official 7.42 41 4+ people 27.06 113 Country Music Television
Immigration Family Status auto racing
Immigrant 7.67 38 Non-family 20.66 70 Grey Cup
Arrived < 1961 35.23 214 Couples, no kids 34.13 125 Canadian Home Workshop
1961-1970 20.72 151 Lone parent 8.17 75
1971-1980 21.25 124 Age of Children
Food/Drink
1981-1990 13.18 69 <6 20.16 97 bacon
1991-1995 4.79 30 6-14 39.49 109 condensed soup
> 1996 4.84 27 15-17 14.64 113 stuffing mixes
baking chips
Yes 2.06 15 25+ 6.86 67 root beer
Marital Status Tenure home equity line of credit
Single 27.73 80 Own 86.97 126 term deposits
W/D/S 14.18 83 Band 0.14 30 overdraft protection
Mode of Period of
Public Transport 0.72 11 1946-1960 11.17 80 purchase versus lease vehicles
1961-1970 11.34 85 oil change/lube done by self
Class of Worker full-sized pickups
Employed 84.76 97 1971-1980 23.88 127
Unpaid 0.53 133 1991-1995 8.00 115
1996-2000 9.09 111 Attitudes
Occupation 2001-2006 7.91 124 I love direct people; I know I can trust
Primary 11.90 251 > 2006 4.20 102 them
Blue-collar 30.30 120 Getting married and having children is
Service sector Type the only real way of having a family
34.98 88
White-collar 22.83 75 Single 84.63 153 The country should hold a strong
Semi 2.48 52 position in the world
Education Row 1.99 35 Current scientific developments will
< Grade 9 7.18 71 Duplex 1.65 31 likely cause more problems than they will
Grade 9-13 38.33 123 Low Rise 3.25 18 solve
Trade 17.07 145 High Rise 0.10 1 Its important to regularly get away from
College 22.63 99 Mobile 5.64 428 all responsibilities
9.07 53
Index 89
T1
36 - ONTARIO ORIGINALS
Older middle-income couples and families in Ontario

Education High School/Trade/College
Ethnic Presence Low
Sample Social Value Community Involvement
Concentrated in the towns and mid-sized cities of Canadas most populous province, Ontario Originals is a collection of blue-collar
households where many of the residents are retired or getting close to it. These empty-nesting couples and families spend most of
their leisure time in and around their older homes, often with their children and grandchildren, enjoying gardening, fishing and bird-
watching. With their conservative views, Ontario Originals folks tend to watch shows like Dr. Phil, listen to country and oldies
radio stations, and donate to religious causes. Members of an older generation, they claim that men and women neednt be paid the
same salary even if theyre equally qualified for the same job.
The aging members of Ontario Originals find ways to cope with an uncertain future. To maintain their health, they take a lot of
medications--from anti-asthmatic drugs to prescription painkillers. To preserve their incomes and factory pensions--the household
average is $61,000 a year--they avoid going to expensive restaurants in favour of baking at home. Since many have remained in
place, aging in their pre-1960 homes, they devote a lot of time to home improvement projects. Ontario Originals residents express a
general malaise about the direction the country is going, leading them to buy extra insurance, sock away money for the future and
grouse about feelings of alienation and a sense of purposelessness in society.
WHERE THEY LIVE

St. Marys, Tay, West Perth, Campbellford/Seymour, Percy, Hastings, Brighton, Hanover, Ingersoll, Georgina, Petrolia, Thorold,
Muskoka Lakes, Asphodel-Norwood, Wasaga Beach, Prescott
HOW THEY THINK

Ontario Originals is a cluster eager to be left alone: residents dont want to be pestered by new technology, a changing society or
other complexities. Strong on Canadian Identity, Community Involvement and Primacy of the Family, these Canadians are willing to
participate in old, familiar family and social networks but dont see themselves as part of a wider community or as embedded in the
earths ecology. Strong on Financial Concern Regarding the Future and Saving on Principle, Ontario Originals residents take a
dour approach to money and its uses: they grew up on the adage a penny saved is a penny earned and theyre sticking to it. This
cluster is past caring what others think (if it ever cared to begin with): they are weak on Need for Status Recognition and Concern
for Appearance and strong on Importance of Price. These Canadians dont much care for bells and whistles and they would tell
anyone who wants to sell them anything, make it work and make it cheap.

Population % Canada Households % Canada woodworking
Age Maintainer Age casinos
0-4 4.60 88 < 25 2.22 61 motor boats
15-24 12.84 95 35-44 17.39 87 pets
25-44 24.30 87 45-54 20.93 93
45-64 28.55 103 55-64 17.40 100 Shopping
65-74 9.42 130 65-74 14.61 131 less than $50 weekly on groceries
75-84 6.91 147 75+ 15.59 158 childrens videos/DVDs
85+ 2.53 139 gas barbecues
Size Wal-Mart
Mother Tongue 1 person 23.93 90 No-Frills
English 88.68 151 2 people 38.14 114
Non-Official 8.34 47 4+ people 22.46 94 TV NASCAR races
Immigration Family Status Dr. Phil
Immigrant 11.77 58 Non-family 25.87 88 oldies radio
Couples w/ kids 31.00 96 community newspapers
1961-1970 21.67 158 Lone parent 9.85 91
1971-1980 14.51 84 Age of Children
Food/Drink
1981-1990 10.77 56 <6 18.88 91 sausage
1991-1995 4.14 26 6-14 36.35 101 pancake mix
> 1996 2.66 15 15-17 13.71 106 canned fruit juice
horseradish
Yes 2.18 16 25+ 10.25 100 apple sauce
Adult Population % Canada Dwellings % Canada personal property insurance
Marital Status Tenure loan or line of credit
Married 53.70 112 Rent 15.65 51 children's banking packages
Mode of Period of
Public Transport 1.05 16 1946-1960 24.66 177 sedans
1961-1970 13.89 104 purchase and lease used vehicles
Employed 88.50 101 1971-1980 13.56 72
1981-1990 10.13 63 Ford models
Unpaid 0.38 96 1991-1995 4.57 66
1996-2000 4.73 58 Attitudes
Occupation 2001-2006 3.55 56 I hate being told what to do; I must feel
Primary 3.09 65 > 2006 3.03 73 that I have control over all the different
Blue-collar 34.42 136 areas of my life
Service sector Type I attend meetings about topics
38.18 96
White-collar 24.31 80 Single 83.64 151 concerning my neighbourhood or
Semi 3.13 66 municipality
Education Row 2.21 39 We must accept higher degrees of
< Grade 9 10.35 103 Duplex 2.36 44 pollution to preserve jobs
Grade 9-13 41.00 132 Low Rise 6.65 37 I look for bargains in second-hand
Trade 13.32 113 High Rise 1.11 12 clothing stores
College 24.07 105 Mobile 0.41 31 I prefer people who, whatever happens,
University Degree Dwelling Value do their duty
7.35 43
Index 81
T1
42 - HEARTLANDERS
Older working-class town couples and retirees

Ethnic Presence Low
Sample Social Value Reprioritizing of Money
Widely scattered in small towns across Canada, Heartlanders consists of working-class couples and retirees living in unpretentious
houses and mobile homes. The aging householders--60 percent of maintainers are over 55 years old--tend to have high school and
trade school diplomas, and hold blue-collar, service sector or agricultural jobs, if they havent already retired. Their rustic lifestyle--
residents enjoy fishing, hunting, camping and boating at high rates--has changed little in a century, except for the addition of
multiple motorized vehicles. Their properties are often cluttered with pickups, RVs and snowmobiles. The retirees like to gather at
ice-cream parlours to hash out the latest news, and their opinions are typically right-of-centre: against premarital sex, permissive
parents and the blurring of gender roles.
While Heartlanders residents may seem to be living off the pop-culture grid, their TVs keep them connected by pulling in their
favourite programs, including American crime dramas--like CSI, Law & Order and Monk--and nightly newscasts. Theyre
also a strong market for radio--listening to both new and traditional country stations--and shelter and garden magazines. Having to
cope with sparse commercial centres, Heartlanders residents often do their own remodelling and car maintenance, as well as shop by
catalogue. But they tend to like it that way, admitting that theyre not fans of the hectic pace of city life.
WHERE THEY LIVE

Central and northern Ontario, the Okanagan Valley, remote areas of Vancouver Island, the Prairies.
HOW THEY THINK

The values of the Heartlanders cluster reflect a truly rural sensibility. Strong on Attraction to Nature and Community Involvement,
these Canadians value a more rural lifestyle and being an integral part of their communities. As the single strongest cluster on
Reprioritizing of Money but at the same time showing high Meaning of Life Through Material Possessions, this cluster struggles
with the role of money and materialism, wanting to reduce their importance in their lives when they have traditionally accorded more
emphasis to them. These Canadians are true individualists: strong on Need for Autonomy and weak on Need for Status Recognition,
they cherish the solitude their largely rural settings grant them. Heartlanders residents believe old-fashioned deference to authority
keeps order in society (they are weak on Rejection of Authority and Equal Relationship with Youth).

Age Maintainer Age curling
0-4 3.54 68 < 25 2.59 71 pets
5-14 8.77 75 25-34 8.08 52 RV shows
25-44 19.39 69 45-54 18.47 82
45-64 32.44 117 55-64 21.74 124 Shopping
65-74 14.46 200 65-74 20.52 185 $500 or less on womens clothes
75-84 8.46 180 75+ 15.82 160 riding lawn mowers
85+ 2.43 134 grocery store rewards programs
Size Sobeys
English 86.72 148 2 people 47.06 140
Non-Official 7.32 41 4+ people 15.29 64 Law And Order
Immigration Family Status The Fifth Estate
Immigrant 11.78 58 Non-family 27.60 93 traditional country radio
Arrived < 1961 50.65 308 Couples, no kids 43.52 159 Reader's Digest
1961-1970 21.20 155 Lone parent 6.94 64
1971-1980 13.74 80 Age of Children
Food/Drink
1981-1990 8.10 42 <6 18.96 91 wieners
1991-1995 3.18 20 6-14 38.46 106 cheese spreads
> 1996 3.13 18 15-17 14.71 114 rolled oats
baking mixes
Yes 1.18 9 25+ 9.59 94 Arbys
Marital Status Tenure personal property insurance
Single 22.54 65 Own 88.58 129 have a will
Married 57.73 120 Rent 11.11 36 seniors banking packages
W/D/S 19.73 116 Band 0.32 69 GICs
Mode of Period of
1961-1970 9.17 68 pickups
Employed 79.38 91 1971-1980 20.68 110
1981-1990 19.09 119 Buick models
Unpaid 0.74 185 1991-1995 11.47 165
1996-2000 8.77 108 Attitudes
Occupation 2001-2006 9.00 141 I would rather spend an evening at home
Primary 8.30 175 > 2006 4.60 112 over almost anything else
Blue-collar 27.84 110 Knowing that a product has a tradition
Service sector Type behind is very important to me
39.45 100
White-collar 24.41 80 Single 78.92 142 I am willing to pay more for
Semi 2.26 47 environmentally-friendly products
Education Row 2.49 44 I don't like seeing men and women who
< Grade 9 8.54 85 Duplex 1.00 19 dress and behave so much alike that I
Grade 9-13 41.91 135 Low Rise 3.84 21 have trouble telling them apart
College 20.23 89 Mobile 10.64 808
8.43 49
Index 75
T1
53 - GOLDEN PONDS
Downscale seniors in small towns

Ethnic Presence Low
Sample Social Value Saving on Principle
Golden Ponds is mostly a rural retirement lifestyle, dominated by downscale couples and singles over 65 years old. Found in small
bucolic towns around the country, these high school-educated seniors live in modest, older homes on about $52,000 a year. For the
elderly residents of Golden Ponds, daily life is often a succession of sedentary activities such as reading, watching TV, doing crafts
and baking. But some of the younger adults in the cluster, who tend to work at farming and blue-collar jobs, also pursue traditional
small-town activities such as hunting, boating and snowmobiling. Here, curling ranks high as a popular leisure pursuit.
In Golden Ponds, television remains the most popular form of entertainment, and these viewers love their daytime TV, complete
with Days of our Lives, game shows and talk shows such as The View and Oprah. Theyre not big radio fans but they will
tune in to stations that play traditional and New Country music. Golden Oldies could also describe their automotive choices, with
their driveways most likely lined with used cars nearly a decade old. Even though they may not have much cash to spare, they enjoy
attending investment exhibitions and claim that passing on something for their children is important to them.
WHERE THEY LIVE

The Fraser River Valley, rural Calgary, rural Edmonton, Prairies, Ontario, Quebec, Labrador, New Brunswick, Nova Scotia, PEI
HOW THEY THINK

Golden Ponds represents an old-fashioned rural lifestyle, with old-fashioned values. Caring strongly about the Importance of Price,
Golden Ponds residents want their savings, however modest, to ultimately benefit their children. (This patient approach to family
finances, underpinned by the idea of deferred gratification, is a crucial element of many older Canadians value systems). Utilitarian
Consumerism fits right in here; Golden Ponds residents want to be practical and sensible, even if their desire to keep up with the
Joneses leads them to long for a little Ostentatious Consumption from time to time. These salt-of-the-earth Canadians, strong on
Community Involvement and Confidence in Small Business, are still trying to support their communities and do the right things, even
if they sometimes feel like theyre living in a different world from the one in which they grew up. Stress from Racing Against the
Clock and a sense of Apocalyptic Anxiety leave them oriented towards Risk Aversion and a Control of Privacy. But these Canadians
nonetheless focus on the here and now, rather than contemplate the Meaning of Life or a Spiritual Quest.

Population % Canada Households % Canada knitting
Age Maintainer Age bingo
0-4 4.70 90 < 25 3.79 104 campers
5-14 10.89 94 25-34 11.41 74 craft exhibitions
15-24 12.16 90 35-44 15.09 76 investment exhibitions
25-44 21.78 78 45-54 18.68 83
45-64 27.97 101 55-64 17.37 99 Shopping
65-74 10.09 139 65-74 15.00 135 dolls
75-84 8.07 171 75+ 18.66 189 dentures
85+ 4.34 240 drug stores
English 85.59 146 2 people 37.71 113
Non-Official 9.06 51 4+ people 18.36 77 daytime TV
Immigration Family Status Outdoor Life Network
Immigrant 6.59 33 Non-family 33.01 112 "Days of Our Lives"
Couples w/ kids 25.64 79 Readers Digest
1961-1970 12.88 94 Lone parent 8.44 78
1971-1980 12.90 75 Age of Children
Food/Drink
1981-1990 9.64 50 <6 21.89 105 wieners
> 1996 16.81 95 15-17 14.83 115 cranberry sauce
pie fillings
Yes 1.42 10 25+ 7.69 75 corn/tortilla chips
Marital Status Tenure $1-$100 monthly on credit cards
W/D/S 21.75 127 Band 0.10 23 do not have an RRSP
Mode of Period of
1961-1970 14.12 105 full-sized cars
Class of Worker Saturn models
Employed 83.46 95 1971-1980 20.29 108
1981-1990 13.74 85 car maintenance by self
Unpaid 0.72 181 1991-1995 5.42 78
1996-2000 4.30 53 Attitudes
Occupation 2001-2006 4.73 74 I have conservative tastes in food
Primary 11.75 248 > 2006 2.54 62 My religious beliefs are very important to
Blue-collar 24.16 95 me
Service sector Type I like to do handicrafts
38.60 98
White-collar 25.49 84 Single 81.01 146 I have worked as a volunteer for a
Semi 2.71 57 committee aimed at improving an aspect of
Education Row 2.97 53 life in my neighbourhood or municipality
< Grade 9 15.56 154 Duplex 1.35 25
Grade 9-13 39.18 126 Low Rise 7.52 41
7.32 43
Index 52
U4 - Urban Mix
The four clusters of Urban Mix present a diverse, bi-modal populace. This social group consists of residents both young and old,
middle-class and downscale, homeowners and apartment renters. Most of the residents are singles or couples who live in older
city neighbourhoods, and their lifestyle reflects an urban sensibility. They score high for going to bars, restaurants, rock concerts
and plays, but low for outdoor sports. The younger residents like to read books, play video games and go online; members of
older households enjoy making crafts, going to casinos and frequenting woodworking shows. This group is a strong market for
television, and their favourite shows range from comedies and sitcoms to sports and music--including both country and rock.
WHO THEY ARE

75-84 5.39 115 Blue-collar 29.01 114 <6 21.77 105
85+ 2.09 115 Service sector 41.71 105 6-14 35.78 99
Tongue Education
18-24 18.65 94
English 82.64 141 < Grade 9 25+ 11.11 108
9.60 95
French 3.73 17 Grade 9-13 37.81 122
Trade 12.30 104
Dwellings % Canada
1961-1970 16.02 117 Band 0.00 1
1991-1995 11.49 72 Maintainer < 1946 27.74 228
> 1996 11.97 68 Age 1946-1960 25.53 183
Visible < 25 5.34 147 1961-1970 13.20 99
Minority 25-34 17.15 111 1971-1980 12.89 68
Yes 7.59 55 35-44 18.82 94 1981-1990 8.78 55
45-54 20.91 93 1991-1995 3.53 51
Adult Cluster Index
55-64 15.30 88 1996-2000 3.35 41
Population % Canada
65-74 10.55 95 2001-2006 2.63 41
Marital Status 75+ 11.93 121 > 2006 2.35 57
Single 36.27 104
Size Type
Married 41.97 87
1 person 31.54 119 Single 56.49 102
2 people 34.48 103 Semi 5.30 111
Car 53.18 97 Low-rise 19.37 107
Mobile 0.64 49
Dwelling
Value Index 77
U4
27 - STARTUPS & SENIORS
Middle-class mix of young and old in cities and suburbs

Ethnic Presence Low
Sample Social Value Community Involvement
Startups & Seniors is a prime example of two lifestyles thriving side by side: a mix of very young and old households, singles and
widowers, newly married couples and empty-nesting retirees. Widely scattered throughout the countrys older city and suburban
neighbourhoods, this bi-modal population makes for a split marketplace personality. Startups & Seniors has high rates for sailing,
bar-hopping and attending wine and cheese shows as well as gardening, reading retirement magazines and doing crafts projects. But
residents share relatively high educational levels--55 percent have gone to college or a university--and a mix of white-collar and
service sector jobs that results in a love of the arts and moderate, common-sense values. They oppose the pervasiveness of sex in
contemporary society, distrust large corporations and support equal rights for women.
Unlike other lifestyles with high proportions of young people, Startups & Seniors scores relatively low for many aerobic sports
thanks to the elderly influence. However, cluster residents do enjoy squash, ice hockey and have above-average rates for tennis,
skating and cross-country skiing. The generation gap notwithstanding, Startups & Seniors residents admit to being indifferent to
keeping up with fashion trends and indulging in lottery gaming. Apparently, many younger family members have yet to establish an
influential lifestyle of their own.
WHERE THEY LIVE

Antigonish, Saint Andrews, Wolfville, Sackville, Lennoxville, Saanich, Kentville, Dorval, Victoria, Nelson, St. John's, Guelph,
Newmarket, Charlottetown, Niagara-on-the-Lake, Woodstock, Halifax, London, Calgary, Edmonton
HOW THEY THINK

The values of Startups & Seniors residents are as conflicted as their activities and purchases. This cluster reflects some of the
autonomous values often associated with younger people: Equal Relationship With Youth, Rejection of Authority and Global
Ecological Consciousness-an idealistic value not uncommon among progressive young segments. At the same time, Startups &
Seniors is strong on Financial Concern Regarding the Future and Technological Anxietyattitudes that tend to predominate among
older segments. Community Involvement may well be a key point of convergence for the older and younger sub-groups of the
cluster; older people often throw themselves into community activities to fill their schedules and provide opportunities for social
engagement, while young families begin to engage with the community through their kids school and sports groups.

0-4 4.61 88 < 25 4.96 136 art galleries
5-14 9.49 82 25-34 17.30 112 aerobics
15-24 13.49 100 35-44 18.38 92 gardening shows
25-44 29.99 107 45-54 21.25 94
45-64 27.36 98 55-64 15.49 89 Shopping
65-74 7.09 98 65-74 10.27 92 electric lawn mowers
75-84 5.69 121 75+ 12.35 125 infant toys
Size Hallmark
Mother Tongue 1 person 32.42 122 The Bay
English 83.15 142 2 people 35.17 105
Non-Official 12.33 69 4+ people 17.51 73 Canadian Grand Prix
Immigrant 17.01 84 Non-family 37.70 128 Amazing Race
Couples w/ kids 24.66 76 Maclean's
Arrived < 1961 29.31 178 Couples, no kids 26.07 95 Style At Home
1961-1970 19.01 139 Lone parent 11.57 107
1971-1980 20.50 119 Age of Children
Food/Drink
1981-1990 15.84 83 <6 21.09 101 canned fish/meat
1991-1995 6.85 43 6-14 33.94 94 meal replacement drinks and bars
> 1996 8.49 48 15-17 12.35 95 jams and jellies
bran cereal
Yes 7.39 54 25+ 12.01 117 taco restaurants
Married 43.45 90 Rent 35.29 115 stocks and mutual funds
W/D/S 19.88 117 Band 0.00 0 PC Financial
Mode of Period of
GIC/term deposit
Car 54.46 99 < 1946 24.57 202 Automotive
1961-1970 13.24 99 hatchbacks
Class of Worker SUVs
Employed 89.30 102 1971-1980 12.35 66
1981-1990 8.82 55 sports cars
Self-Employed 10.57 88 Mazda models
Unpaid 0.13 33 1991-1995 3.67 53
1996-2000 4.59 56
Primary 1.59 34 > 2006 2.88 70 It should be tougher to obtain welfare
Blue-collar 21.63 85 and Employment Insurance
Service sector Type I am more independent than most
41.68 105
White-collar 35.10 116 Single 51.33 93 people
Semi 4.92 103 Generally speaking, I feel that I don't
Education Row 5.48 97 really have any goals in life
< Grade 9 6.22 62 Duplex 10.96 204 Canada is becoming too closely linked
Grade 9-13 27.85 90 Low Rise 20.75 114 to the U. S.
Trade 10.93 93 High Rise 6.11 68 Men do not have a natural superiority
College 25.25 111 Mobile 0.13 10 over women
21.18 123
Index 103
U4
46 - LUNCH AT TIM'S
Working-class old and young in industrial towns and cities

Ethnic Presence Low
Sample Social Value Canadian Identity
Located in industrial towns and cities across southern Ontario, Lunch at Tims consists of high school-educated, blue-collar workers
living in older homes and small apartment buildings. Theyre the kind of tight-knit communities where residents like to socialize at
local eateries. Few clusters rank higher in the popularity of pizza parlours, department store restaurants and doughnut shops.
Residents also like to wind down after work by watching TV, playing video games and going snowboarding. Theyll occasionally
splurge on a visit to a casino, but these working-class folks are more concerned about hanging on to their paycheques than gambling
them away. In fact, Lunch at Tims residents consider work solely a source of income--theyre not concerned with fulfillment.
Lunch at Tims has a split personality: heads of households score above-average for being both under 45 and over 75. The
combined effect results in the popularity of both nightclubs and arthritis medication, but a weak market for infant toys, league sports
and trips to museums or amusement parks. Instead, these Canadians kick back at home with a beer and a hockey game on TV.
Among the Lunch at Tims set, Canadian-made cars, beer and hockey rule.
WHERE THEY LIVE

Deseronto, Aylmer, Sutton, Fort Erie, Penetanguishene, Hanover, Collingwood, Smiths Falls, Orillia, Cornwall, Niagara Falls, St.
Thomas, Peterborough, St. Catharines, Cambridge, Tillsonburg, Chatham-Kent, Kitchener, Hamilton, Norfolk, London
HOW THEY THINK

Lunch at Tims is a cluster that is struggling to cope with the stress of financial worry (Financial Concern Regarding the Future).
These Canadians feel they are Racing Against the Clock but have little to show for it, and are concerned about the Legacy they will
leave behind for their heirs. Increasingly, they find themselves trying to slow down: they are strong on Reprioritizing of Money and
Reprioritizing of Work, suggesting that they would like to diminish the stress in their lives even if it means taking a financial hit. But
Lunch at Tims residents are not exactly going holistic in their longing for relaxation, exhibiting weak interest in any Effort for
Health or Spiritual Quest. These regular folks are simply experiencing an Attraction to the Simple Pleasures in Life and even a Need
for Escape from the pressures of the day to day. They dont mind keeping a low profile at work and around townthey are weak on
Need for Status Recognitionbut they do feel a Need for Personal Achievement, suggesting they want something more than a
paycheque to show for all their hard work.

Population % Canada Households % Canada board games
Age Maintainer Age craft shows
0-4 5.13 98 < 25 4.42 121 knitting
5-14 11.29 97 25-34 15.79 102 coin/stamp collecting
15-24 13.68 101 35-44 18.84 94 boat shows
25-44 27.73 99 45-54 20.85 93
45-64 26.65 96 55-64 15.83 91 Shopping
65-74 7.61 105 65-74 11.31 102 $500 or less on womens clothes
75-84 5.79 123 75+ 12.96 131 $1-$50 on books
85+ 2.11 117 video games
Size Cotton Ginny
Mother Tongue 1 person 29.81 112 Zellers
English 85.73 146 2 people 34.80 104
Non-Official 9.79 55 4+ people 19.54 82 Golf Channel
Immigration Family Status The Shopping Channel
Immigrant 12.69 63 Non-family 32.82 111 classic/mainstream rock radio
Couples w/ kids 26.63 82 Ontario OUT OF DOORS
Arrived < 1961 33.14 202 Couples, no kids 26.86 98 TV Guide
1961-1970 19.64 143 Lone parent 13.70 126
1971-1980 16.15 94 Age of Children
Food/Drink
1981-1990 16.10 84 <6 21.37 103 frozen main courses
1991-1995 7.85 49 6-14 36.76 102 vitamin & mineral supplements
> 1996 7.12 40 15-17 13.07 101 aerosol whipped topping
cola
Yes 3.97 29 25+ 10.29 100 Tim Hortons
Adult Population % Canada Dwellings % Canada community credit union
Single 32.86 94 Own 68.50 100 personal auto loans
Married 44.47 92 Rent 31.50 103 critical illness life insurance
Mode of Period of
1961-1970 11.86 89 minivans
Class of Worker Pontiac models
Employed 91.25 104 1971-1980 10.95 58
1981-1990 8.53 53 car maintenance by self
Unpaid 0.24 60 1991-1995 3.63 52
1996-2000 3.22 40 Attitudes
Occupation 2001-2006 2.48 39 It is important to me to regularly get
Primary 1.71 36 > 2006 2.29 56 away from all responsibilities and
Blue-collar 36.52 144 burdens
Service sector Type I dont learn a great deal from people
39.07 99
White-collar 22.71 75 Single 63.80 115 who are different from me
Semi 5.21 109 Today we are trying too hard to get men
Education Row 5.05 89 and women to take on similar roles
< Grade 9 11.04 109 Duplex 6.03 112 I dont believe that anyone should get
Grade 9-13 43.11 139 Low Rise 17.08 94 better health care just because they can
Trade 12.11 103 High Rise 2.15 24 pay for it
College 22.84 100 Mobile 0.19 14 I look for bargains in second-hand
University Degree Dwelling Value clothing stores
6.94 40
Index 74
U4
51 - MOBILITY BLUES
Young and downscale mobile city singles

Ethnic Presence Low
Sample Social Value Reprioritizing of Money
Located throughout English Canada in cities as well as small towns, Mobility Blues presents a working-class portrait: a population
of young singles, couples and single parents who are often on the move. Residents here not only tend to move often, they also have
a high rate of employment in transportation industries. No ones particularly well off in Mobility Blues, but residents manage to live
decently on their $49,000 household incomes. They like to attend rock concerts, gamble at bingo and lottery terminals, and take the
odd trip within Canada, often staying in motels. Entertainment at home typically involves watching TV, collecting stamps and coins,
knitting and checking out videos--horror and comedy movies are favourites. With many working at blue-collar industrial jobs, they
admit that theyre just trying to keep up with all the demands on their time and money.
The residents of Mobility Blues may be modest consumers but they score high as TV fans. Surveys show that theyre eclectic in
their TV preferences--from childrens cartoons and sports to movies and talk shows. True couch potatoes, these young Canadians
arent interested in working out and being health conscious; Mobility Blues men and women engage in practically no aerobic
exercise. Feeling out of the flow of mainstream culture, these transients tell researchers, I have enough trouble worrying about my
own problems.
WHERE THEY LIVE

Stephenville, Cornwall, Windsor, Stellarton, Summerside, Brantford, Niagara Falls, Welland, Belleville, St. Thomas, Kitchener,
Windsor, St. Catharines, Hamilton, London
HOW THEY THINK

Mobility Blues residents may be constrained financially, but overall they feel moderately confident about their Adaptability to
Complexity in Life. While economic insecurity sometimes leads people to embrace exclusionary values, these Canadians express
moderate openness to diversity, saying they are comfortable with the Equality of the Sexes and romantic mixing between people of
different ethnic backgrounds (Cultural Fusion). They have a Need for Escape from everyday frustrations and will seek fun with
friends and family. Mobility Blues residents are a casual group: weak on Need for Status Recognition, these Canadians say they
dont like to dress up. They are proud of their Canadian Identity, but have little Confidence in Government. As consumers, they
wish that money matters were less of a concern (low for Reprioritizing of Money), and derive little Joy of Consumption.

Population % Canada Households % Canada rock concerts
Age Maintainer Age gambling at bingo/lottery terminals
0-4 5.63 108 < 25 6.70 184 watching TV
5-14 11.47 99 25-34 18.55 120 paintball
15-24 14.47 107 35-44 19.56 98 pets
25-44 29.66 106 45-54 20.66 92
45-64 25.50 92 55-64 14.66 84 Shopping
65-74 6.56 91 65-74 9.68 87 entertainment/gaming software
75-84 4.75 101 75+ 10.17 103 radio-controlled toys
85+ 1.95 107 cigarettes
Size Wal-Mart
Mother Tongue 1 person 32.82 124 convenience stores
English 80.11 136 2 people 33.08 99
Non-Official 14.88 83 4+ people 18.44 77 horror movies
Immigration Family Status Moviepix
Immigrant 16.55 82 Non-family 37.35 126 DaVincis Inquest
Couples w/ kids 23.96 74 Maury
Arrived < 1961 16.93 103 Couples, no kids 22.67 83 classic rock radio
1961-1970 11.52 84 Lone parent 16.02 147
1971-1980 13.64 79 Age of Children
Food/Drink
1981-1990 18.18 95 <6 23.34 112 meal helper
> 1996 20.48 116 15-17 12.51 97 instant potatoes
beer
Yes 11.24 82 25+ 10.31 101 Taco Bell
Adult Population % Canada Dwellings % Canada bonds from payroll deduction plan
Marital Status Tenure LRIF investments
Single 38.22 110 Own 54.00 78 monthly GIC deposit
Mode of Period of
1961-1970 14.08 105 less than $10,000 on latest vehicle
Class of Worker self-serve car washes
Employed 91.75 105 1971-1980 16.62 88
1981-1990 11.12 69 Ford models
Unpaid 0.21 51 1991-1995 4.13 59
1996-2000 3.16 39 Attitudes
Occupation 2001-2006 2.61 41 I rarely exercise, jog or play an active
Primary 2.40 51 > 2006 2.28 55 sport
Blue-collar 31.00 122 I dont enjoy dressing for formal
Service sector Type occasions
42.91 108
White-collar 23.69 78 Single 44.02 79 I don't really need a lot of money to live
Semi 6.49 136 the kind of life I enjoy
Education Row 7.90 140 I like to watch movies and television
< Grade 9 10.23 101 Duplex 8.27 154 programs in which there is violence
Grade 9-13 41.38 133 Low Rise 25.67 141 Being a Canadian is very important to
Trade 12.53 106 High Rise 5.83 65 me
8.26 48
Index 70
U4
52 - CRAFTING & CURLING
Older downscale blue-collar and service workers

Ethnic Presence Low
Sample Social Value Technological Anxiety
Crafting & Curling, a wide-ranging cluster of blue-collar and service sector workers in small cities and large towns, tends to stand
out only in its below-averageness. The cluster ranks below average for income, education, immigration, car ownership and new
housing. And the lifestyles of its residents--a mix of older singles, lone parents, couples and families--are similarly conventional.
Crafting & Curling members like to watch TV, listen to New Country music, make crafts and play sports like baseball and curling.
Their only vice appears to be gambling; theyre big fans of casinos and bingo terminals. In these downscale communities, Crafting
& Curling residents apparently hope for a big win to improve their future prospects.
Unlike many working-class clusters, Crafting & Curling scores relatively low for outdoor activities such as sailing and golf. These
singles and couples--some with small families--pursue more indoor activities for entertainment. They exhibit high rates for going
bowling, eating at local burger joints, watching family videos/DVDs and owning pets. Then again, in Crafting & Curling
communities, theres often not a lot of culture or commerce to lure consumers from their homes. In this cluster, residents go online
for entertainment and buy their housewares and fashions on the Home Shopping Network.
WHERE THEY LIVE

Cobalt, Trenton, Moose Jaw, Espanola, Blind River, Golden, Stewiacke, Castlegar, Kirkland Lake, Cape Breton, Thunder Bay,
Winnipeg
HOW THEY THINK

Crafting and Curling residents express a number of traditional values likely underpinned by their above-average Religiosity. For
example, this cluster is weak on Sexual Permissiveness and strong on both Everyday Ethics and the Primacy of the Family. On the
political front, these downscale Canadians long to do some chest-beating: they score high on Importance of National Superiority,
saying its important to them that people in other countries know that Canada is big and strong. Crafting and Curling residents are
worried about their inability to keep up with the rapid pace of technological change, scoring high for Technological Anxiety. Still,
these Canadians do not wish to escape and commune with the wilderness: expressing little Attraction to Nature, this cluster would
rather stay home and escape into television. Their Financial Concern for the Future compels them to Utilitarian Consumerism and a
focus on the Importance of Price, but these old-fashioned Canadians admit that they still see material possessions as important
ingredients to achieve meaning in life.

Population % Canada Households % Canada casinos
Age Maintainer Age bowling
0-4 5.10 98 < 25 4.85 133 baseball
5-14 11.01 95 25-34 16.37 106 crafts
15-24 13.38 99 35-44 18.24 91 woodworking
25-44 29.02 103 45-54 20.87 93
45-64 26.56 95 55-64 15.39 88 Shopping
65-74 7.44 103 65-74 11.43 103 $500 or less on mens clothes
75-84 5.48 116 75+ 12.86 130 collect Canadian Tire money
85+ 2.00 111 horror videos/DVDs
Size Zellers
Mother Tongue 1 person 30.29 114 Home Shopping Network
English 81.95 140 2 people 35.32 105
Non-Official 12.36 69 4+ people 18.31 77 Jeopardy
Immigration Family Status Wonderful World of Disney
Immigrant 11.61 57 Non-family 34.24 116 East Coast Music Awards
Couples w/ kids 24.52 76 country radio
Arrived < 1961 32.66 199 Couples, no kids 25.32 93 religious television programs
1961-1970 14.90 109 Lone parent 15.92 147
1971-1980 18.49 108 Age of Children
Food/Drink
1981-1990 19.29 101 <6 20.60 99 canned meat
1991-1995 8.29 52 6-14 35.83 99 hard candy
> 1996 6.36 36 15-17 13.00 100 mexican dinner kits
pudding
Yes 6.67 48 25+ 12.33 120 pubs and sports bars
Adult Population % Canada Dwellings % Canada cheque-cashing services
Marital Status Tenure personal loan insurance
Single 36.99 106 Own 74.64 108 life insurance through bank/trust
Married 41.66 87 Rent 25.36 83 telephone banking to pay bills
Mode of Period of
1961-1970 13.43 100 compact pickups
Class of Worker auto repair chain stores
Employed 92.79 106 1971-1980 10.00 53
1981-1990 5.13 32 Jeep models
Unpaid 0.17 42 1991-1995 2.19 32
1996-2000 1.87 23 Attitudes
Occupation 2001-2006 1.52 24 More of the tax burden should be placed
Primary 3.13 66 > 2006 1.71 42 on corporations
Blue-collar 28.31 112 The future looks bleak for young people
Service sector Type today
43.27 109
White-collar 25.29 83 Single 75.96 137 I avoid the type of problem that calls for
Semi 4.01 84 too much thinking
Education Row 1.82 32 I consider work as a source of income, not
< Grade 9 11.94 118 Duplex 6.77 126 a place to get personal satisfaction
Grade 9-13 40.56 131 Low Rise 9.63 53 I dont really feel in touch with whats
Trade 14.33 122 High Rise 0.38 4 happening in society
6.94 40
Index 52
T2 - Town/Rural Francophone
Centred in the remote villages and towns of Quebec and parts of New Brunswick, Town/Rural Francophone is a mixed group of
young to older working-class singles and couples living in inexpensive homes and low-rise apartments. Many work at blue-collar
and primary jobs in farming, fishing and construction, and they spend their leisure time in similar outdoor pursuits: hunting,
fishing and travelling over the countryside in snowmobiles and all-terrain vehicles. These home-centred do-it-yourselfers tend to
make their own clothes, do their own car maintenance and can their own fruit. Their chief form of entertainment is television for
movies, soaps and stand-up comedy programs.
WHO THEY ARE

75-84 5.36 114 Blue-collar 32.46 128 <6 19.71 95
85+ 1.72 95 Service sector 35.37 89 6-14 36.55 101
Tongue Education
18-24 19.50 98
English 3.98 7 < Grade 9 25+ 10.21 100
21.43 212
French 93.95 425 Grade 9-13 35.43 114
Trade 13.01 110
Dwellings % Canada
1961-1970 13.00 95 Band 0.03 6
1991-1995 18.63 117 Maintainer < 1946 15.75 130
> 1996 21.06 119 Age 1946-1960 13.74 99
Visible < 25 3.55 98 1961-1970 12.28 92
Minority 25-34 14.05 91 1971-1980 21.07 112
Yes 1.03 8 35-44 16.73 84 1981-1990 16.81 104
45-54 22.55 100 1991-1995 6.99 101
Adult Cluster Index
55-64 19.77 113 1996-2000 5.65 69
Population % Canada
65-74 13.45 121 2001-2006 4.76 75
Marital Status 75+ 9.90 100 > 2006 2.95 72
Single 42.06 121
Size Type
Married 38.12 79
1 person 29.17 110 Single 63.91 115
2 people 37.82 113 Semi 3.91 82
Car 53.78 98 Low-rise 22.78 125
Mobile 1.18 89
Dwelling
Value Index 49
T2
47 - LE QUBEC RUSTIQUE
Working-class Quebec town couples and families

Occupation Blue-collar & White-collar
Ethnic Presence Low
Sample Social Value Need for Status Recognition
With its small-town roots, Le Qubec Rustique clings to an unhurried pace and old-fashioned tastes. Concentrated in towns like St-
Victor, Stoneham and Bonaventure, this cluster features working-class couples and families who have high rates for working at
fishing, farming, hunting and construction jobs, and then spending their leisure time in similar pursuits: fishing, hunting, boating and
woodworking. Lacking much in the way of cultural or entertainment options in their isolated towns, residents tend to spend their
evenings at home--the men watching TV sports, the women baking. Traditional in their family values, they believe that men have a
natural superiority over women, and that husbands should earn more than their wives.
Despite their sleepy hometowns, Le Qubec Rustique residents score surprisingly high for consumerism and materialistic impulses.
In part, this phenomenon reflects the fact that money goes far in this cluster: because their relatively new houses (both single and
semi-detached) come at relatively low cost, residents have a fair amount of their $60,000 annual household incomes left over as
disposable cash. This disparity allows Le Qubec Rustique citizens to own summer cottages and travel within Canada to enhance
their oft-pursued leisure activities--hunting and fishing. This groups desire to be held in esteem and respected by others makes them
an unexpectedly strong market for new cars.
WHERE THEY LIVE

Small towns all across Quebec, Rouyn-Noranda, Lake St- Jeans Chicoutimi-Jonquire, the Gasp Peninsula
HOW THEY THINK

Le Qubec Rustique residents appreciate small-town life for its slow pace, simplicity and inexpensiveness relative to the citynot
necessarily for the sense of community belonging it affords. These Quebecers are weak on Networking and lukewarm on many
social ideals: they show little interest in Global Ecological Consciousness (despite their reliance on nature for both work and
leisure) or Equality of the Sexes, and they cant understand why anyone would try to cultivate an Equal Relationship With Youth
when adults should obviously have authority over younger people. These Quebecers believe in old-fashioned status hierarchies and
want to be at the top: they express a strong Need for Status Recognition. Exhibiting high scores on Acceptance of Violence, these
complexity-averse Quebecers say that when life becomes too frustrating its acceptable to let off a little steam through physical
violence. With an Awareness of Mortality, these Quebecers are interested in the Search for Roots, but are relatively unconcerned
about any Legacy they will leave behind for their heirs.

Age Maintainer Age hunting
0-4 4.99 95 < 25 2.42 66 bicycling
5-14 11.19 96 25-34 14.21 92 baking
15-24 12.68 94 35-44 18.70 94 bird watching
25-44 26.24 94 45-54 24.89 111
45-64 31.31 113 55-64 19.40 111 Shopping
65-74 8.00 111 65-74 12.54 113 camping equipment
75-84 4.26 91 75+ 7.85 79 puzzles
85+ 1.32 73 newspaper flyers
Size IGA
Mother Tongue 1 person 24.02 90 Canadian Tire
English 3.29 6 2 people 37.66 112
Non-Official 1.03 6 4+ people 21.34 89 soaps/serial dramas
Immigration Family Status Canal D
Immigrant 2.66 13 Non-family 26.21 89 Primeurs
Couples w/ kids 32.57 101 comedy radio
Arrived < 1961 5.60 34 Couples, no kids 32.01 117 Clin dOeil
1961-1970 5.00 37 Lone parent 9.21 85
1971-1980 6.80 40 Age of Children
Food/Drink
1981-1990 5.51 29 <6 20.42 98 cold cuts
1991-1995 36.85 232 6-14 38.10 105 family pack chocolate bars
> 1996 40.23 228 15-17 14.14 109 chewing gum
rice cakes
Yes 0.92 7 25+ 8.02 78 diet hot chocolate
Married 40.25 84 Rent 19.82 65 GIC/term deposit
Mode of Period of
1961-1970 10.77 80 station wagons
Employed 87.61 100 1971-1980 21.81 116
1981-1990 16.19 101 Saturn models
Unpaid 0.58 145 1991-1995 8.30 120
1996-2000 7.96 98 Attitudes
Occupation 2001-2006 6.24 98 I try to avoid parties
Primary 7.90 167 > 2006 3.84 93 I love to buy consumer goods
Blue-collar 31.82 126 Society would be better off with more
Service sector Type government involvement
34.87 88
White-collar 25.41 84 Single 73.24 132 My province is part of my personal
Semi 5.04 105 identity
Education Row 1.94 34 I find it difficult to start a conversation
< Grade 9 17.07 169 Duplex 4.68 87 with a stranger
Grade 9-13 34.09 110 Low Rise 12.17 67
10.40 61
Index 52
T2
48 - BONS VIVANTS
Young Francophone singles and couples in small towns

Occupation Mixed
Ethnic Presence Low
Sample Social Value Vitality
Service professions dominate Bons Vivants, a cluster of young singles and couples with some empty nesters in the mix. They are
found in small working-class towns like Marieville, Grand Falls and Acton Vale. These high school-educated residents, nearly 40
percent of whom are bilingual, tend to work at low-level managerial and sales jobs in area stores and factories. But their childless
status makes for a busy and carefree lifestyle. Members of Bons Vivants are big fans of bowling, skiing, in-line skating and playing
tennis. Theyre also unlike many small-town folk who tend to have parochial attitudes and home-centred lives. These Quebecers are
social, appearance-conscious and open-minded. As soon as I see an opportunity to try something new, they tell researchers, I do
it.
Their incomes may be lower-middle-class--the household average is $53,000--but Bons Vivants consumers are hardly frugal. They
like to go out to eat--Greek and chicken restaurants are popular--enjoy pop music concerts and will splurge on video games and
music CDs. They may not be able to afford more than a compact car, but they go for the top-of-the-line, owning premium compacts
at high rates (while patronizing gas station mechanics to save on dealer service costs). And they take as much care of themselves as
their possessions: these consumers are a strong market for perfume and cologne and various kinds of cosmetic products.
WHERE THEY LIVE

Quebec, Abitibi Region, the Gasp Peninisula, New Brunswick, Campbellton, Edmundston, Marieville, Grand Falls, Acton Vale
HOW THEY THINK

Bons Vivants is a cluster of hard-working hedonists. Residents possess a desire to find Fulfillment Through Workbut a good dose
of Sensualism balances out the day. In the off hours, these young Quebecers delight in buying both consumer products and
experiences (travel, restaurant meals, cultural events), and even when they are not actually making purchases they love looking at
ads to see whats new (Advertising as Stimulus). Ideally, the latest trip or sports equipment will impress the friends and neighbours
of Bons Vivants residents and thereby indulge their strong Need for Status Recognition. Expressing above-average Aversion to
Complexity in Life, these young people are seek entertainment more than challenge and enrichment as they go about their many
activities; here, theres nothing worse than being bored. But while Bon Vivants residents delight in their Pursuit of Intensity--to
augment their strong sense of Vitalitythey also feel a duty to those who are having less fun: they score very high on New Social
Responsibility, indicating that they feel responsible for others and do not wish to become too self-absorbed in their happy hedonism.

Population % Canada Households % Canada bowling
0-4 4.45 85 < 25 5.12 141 pop concerts
5-14 9.60 83 25-34 17.56 114 snowmobiling
15-24 12.60 93 35-44 16.57 83 sportsmen shows
25-44 27.65 99 45-54 20.84 93
45-64 29.47 106 55-64 17.93 103 Shopping
65-74 8.88 123 65-74 12.24 110 oldies tapes/CDs
75-84 5.55 118 75+ 9.74 99 comic books
85+ 1.81 100 direct mail
Size PDAs
Mother Tongue 1 person 34.91 131 Zara
English 4.24 7 2 people 37.06 111
Non-Official 2.47 14 4+ people 13.62 57 TV family dramas
Immigration Family Status "Cinma du dimanche"
Immigrant 4.04 20 Non-family 38.41 130 Voila!
Arrived < 1961 12.45 76 Couples, no kids 27.39 100 Dernire Heure
1961-1970 14.19 104 Lone parent 12.78 118
1971-1980 16.68 97 Age of Children
Food/Drink
1981-1990 17.40 91 <6 20.92 101 cold cuts
1991-1995 18.22 114 6-14 36.31 100 natural cheese
> 1996 21.06 119 15-17 13.80 107 peanut butter
lemon-lime soft drinks
Marital Status Tenure caisses populaires
Married 32.48 67 Rent 50.06 163 life insurance
W/D/S 22.83 134 Band 0.01 2 personal property insurance
Mode of Period of
1961-1970 14.95 112 new and used vehicles
Employed 91.87 105 1971-1980 20.40 108
1981-1990 19.81 123 Hyundai models
Unpaid 0.21 51 1991-1995 8.40 121
1996-2000 6.01 74 Attitudes
Occupation 2001-2006 4.65 73 I enjoy keeping fit
Primary 1.88 40 > 2006 2.59 63 I rarely act on first impulse
Blue-collar 27.12 107 In our social relationships, it's very
Service sector Type important to choose people who can
42.44 107
White-collar 28.56 94 Single 34.07 61 contribute to our personal development
Semi 5.27 110 Really large corporations are too big to
Education Row 3.67 65 provide reliable service
< Grade 9 15.48 153 Duplex 7.04 131
Grade 9-13 33.16 107 Low Rise 47.46 261
Trade 12.78 108 High Rise 1.39 16
11.95 70
Index 57
T2
60 - LA VIE BUCOLIQUE
Older downscale Francophones in remote towns

Occupation Mixed
Ethnic Presence Low
Sample Social Value Concern for Appearance
The nations poorest rural Francophone communities make up La Vie Bucolique, a cluster of remote villages and towns in Quebec
and parts of New Brunswick. The adults, a mix of couples and families with older children, work at farming and blue-collar jobs and
pursue outdoor activities that take advantage of their scenic setting. Residents have high rates for going hunting, power boating and
riding over the countryside in snowmobiles and all-terrain vehicles. And in their small towns, La Vie Bucolique residents have
learned to survive as do-it-yourselfers: they make their own clothes and beer and perform their own car maintenance. Wary of
change, these Canadians think that diversity is a foreign concept and tell researchers that they shy away from people who are
different from me.
In La Vie Bucolique, the chief forms of entertainment for residents are TVs and radios. While residents also read magazines at
decent rates, Internet use is virtually nonexistent. Their television viewership is dominated by the TVA channel for soaps and stand-
up comedy programs. And when they turn on the radio, its set to an adult contemporary station. But their very remoteness also
makes them a ripe market for advertisers: these consumers get a lot of pleasure watching commercials and getting direct-mail flyers
and coupons--especially for DIY products.
WHERE THEY LIVE

Montral-Qubec City Corridor, Abitibi Region, the Gasp Peninsula, Clare, New Brunswick and Shippigan, Nova Scotia
HOW THEY THINK

La Vie Bucolique is a deeply outer-directed cluster; despite their modest means, residents are heavily focused on impressing those
around them through both their achievements and their material possessions. Three of the most outer-directed trends top the list of
values La Vie Bucolique residents espouse: they're strong on Need for Personal Achievement, Concern for Appearance and Need for
Status Recognition. This cluster also believes in the Joy of Consumption, and part of residents joy in making a new purchase
derives from the anticipation of showing it off to others. Among the strongest clusters on Aversion to Complexity in Life, these
Quebecers seem to have found a clear and definable goal in seeking the admiration of others. The pursuit of inner-directed
achievements, such as fulfillment and spiritual satisfaction, is trickier; and with their high scores on Fatalism, La Vie Bucolique
residents dont feel they have much control over their lives. This cluster has little interest in Autonomy and is very weak on
Introspection and Empathy, but tradition and concern for appearances do spur them to Community Involvement.

Age Maintainer Age dressmaking
0-4 4.26 81 < 25 2.68 73 woodworking
5-14 9.96 86 25-34 10.97 71 cross-country skiing
25-44 23.17 83 45-54 23.06 102
45-64 32.87 118 55-64 21.50 123 Shopping
75-84 5.67 120 75+ 10.88 110 photofinishing from drugstores
85+ 1.83 101 hunting equipment
Mother Tongue 1 person 26.37 99 Famili-Prix
English 4.08 7 2 people 38.55 115
Non-Official 0.66 4 4+ people 19.19 80 Super cran
Immigration Family Status Star Acadmie
Immigrant 1.36 7 Non-family 28.26 96 TVA
Couples w/ kids 29.59 92 Le Bel ge
Arrived < 1961 24.61 150 Couples, no kids 33.14 121 community newspapers
1961-1970 16.57 121 Lone parent 9.02 83
1971-1980 24.90 145 Age of Children
Food/Drink
1981-1990 20.56 108 <6 18.53 89 flour
1991-1995 6.20 39 6-14 36.01 100 natural cheese
> 1996 7.16 40 15-17 14.15 109 sweet spreads
American beer
Yes 0.24 2 25+ 11.68 114 Pepsi
Adult Population % Canada Dwellings % Canada no money in securities and savings
Single 40.04 115 Own 82.90 120 life insurance
Married 41.59 86 Rent 17.05 56 $1-$20 to charity in past year
W/D/S 18.37 108 Band 0.05 11 no RRSPs
Mode of Period of
Car 51.52 94 < 1946 22.45 185 used versus new vehicles
Public Transport 0.41 6 1946-1960 14.32 103 compact pickups
1961-1970 10.61 79 station wagon
Class of Worker full-service gas stations
Employed 84.69 97 1971-1980 21.35 113
Unpaid 0.92 230 1991-1995 5.25 76
1996-2000 4.39 54 Attitudes
Occupation 2001-2006 4.25 67 I like showing foreigners that, in many
Primary 15.72 332 > 2006 2.89 70 ways, we are stronger and smarter than
Blue-collar 37.52 148 they are
Service sector Type I don't find it easy to make friends
29.31 74
White-collar 17.45 57 Single 85.66 155 We usually have a sit-down meal every
Semi 2.28 48 evening
Education Row 0.69 12 I envy people who have a lot of vigour
< Grade 9 27.88 276 Duplex 3.20 59 and vitality
Grade 9-13 37.76 122 Low Rise 5.97 33
4.85 28
Index 41
U5 - Urban Downscale Ethnic

The three clusters in the Urban Downscale Ethnic group may be seen as gateway communities for new immigrants. More than
half the residents are visible minorities who have migrated from Asia and the Caribbean, and many are young singles, divorcs
and the single parents of young families who arrived in Canada since 1990. Settling in high-rise rental apartments, these
newcomers may have university degrees but only service sector jobs and lower-middle-class lifestyles. Still, they pursue active
social lives, using dating services and going to restaurants, health clubs and online chat sites all at high rates. Many are fitness
buffs who enjoy soccer, basketball and aerobic exercise. Still others, striving to advance, attend classes, computer shows and
book fairs.
WHO THEY ARE

75-84 3.82 81 Blue-collar 29.11 115 <6 24.35 117
85+ 1.40 77 Service sector 41.49 105 6-14 33.77 93
Tongue Education
18-24 18.68 94
English 39.44 67 < Grade 9 25+ 12.87 126
11.34 112
French 6.19 28 Grade 9-13 29.45 95
Trade 7.81 66
Dwellings % Canada
1961-1970 6.47 47 Band 0.00 0
1991-1995 23.25 146 Maintainer < 1946 10.76 89
> 1996 34.19 193 Age 1946-1960 17.08 123
Visible < 25 4.46 122 1961-1970 21.19 158
Minority 25-34 19.97 129 1971-1980 20.99 112
Yes 54.88 399 35-44 24.58 123 1981-1990 14.65 91
45-54 20.86 93 1991-1995 5.44 78
Adult Cluster Index
55-64 13.58 78 1996-2000 3.84 47
Population % Canada
65-74 8.47 76 2001-2006 3.18 50
Marital Status 75+ 8.07 82 > 2006 2.86 69
Single 38.50 111
Size Type
Married 43.54 90
1 person 31.08 117 Single 5.95 11
2 people 28.43 85 Semi 3.18 66
Car 35.50 65 Low-rise 27.83 153
Mobile 0.05 3
Dwelling
Value Index 80
U5
33 - NEWCOMERS RISING
Young midscale immigrants in city apartments

Occupation Mixed
Sample Social Value Search for Roots
Two-thirds of the residents of Newcomers Rising are immigrants, hailing from an assortment of nations in South Asia, Latin
America and the Middle East. Though most arrived after 1990, these educated singles and families have already carved out a
middle-class lifestyle in their high-rise apartments found mostly in and around Ontarios large cities. Many are tech-savvy
consumers who buy digital cameras, own video gaming systems and spend a lot of time online at job and chat sites. They score high
for going to computer shows, pro-basketball games, using dating services and engaging in fitness activities like soccer and yoga.
Life still has its challenges for these newcomers--they admit to experiencing financial concern regarding the future--but theyre on
pace for upward mobility. This cluster has a high rate of residents taking college and university courses.
Newcomers Rising is a diverse world of singles and families, whites and blacks, kids of all ages and immigrants from Poland, China
and the Philippines. But they share a comfortable lifestyle characterized by evenings at jazz and classical music concerts, shopping
at upscale stores like Club Monaco and Banana Republic, and virtual lives spent surfing the Web, browsing for information on
books, CDs and entertainment. This cluster represents one of the nations top markets for watching TV sports and their presence at
trade shows cannot be overemphasized. Newcomers Rising residents typically are the attendees first in line to inspect the latest
trends.
WHERE THEY LIVE

Mississauga, Toronto, Brampton, Richmond Hill, Burnaby, Guelph, Kitchener, Ottawa, Waterloo
HOW THEY THINK

Although members of Newcomers Rising have experienced some early success in their lives in Canada, their values suggest they are
still looking for footholds to feel more secure. They are strong on Anomie, a feeling of disconnectedness from society, as well as
Ethnic Intolerance, which indicates a desire to belong to a strong and stable social group. However, their Search for Roots,
Community Involvement and growing sense of Canadian Identity all indicate that they may be progressing toward less exclusionary
forms of group belonging. These strivers take satisfaction from the feeling that they are making progress in their new country: they
are very strong on Need for Personal Achievement. But sometimes the stress can be overwhelming, causing them to feel a Need for
Escape. Its not just their Financial Concern Regarding the Future that causes this group to worry, they are also among the
strongest segments on Fear of Violence, indicating that they do not feel entirely safe in their diverse neighbourhoods.

Population % Canada Households % Canada lottery gaming
Age Maintainer Age computer shows
0-4 6.75 129 < 25 4.63 127 dating services
5-14 12.38 107 25-34 20.17 131 charter flights
25-44 34.26 122 45-54 20.77 92
45-64 22.00 79 55-64 13.16 75 Shopping
65-74 5.40 75 65-74 8.05 72 $1,500-$2,500 spent on mens clothing
75-84 3.75 80 75+ 8.17 83 digital cameras
85+ 1.37 76 Bata
Size portable video game systems
Mother Tongue 1 person 27.74 104 No Frills
English 41.25 70 2 people 28.60 85
Non-Official 54.51 305 4+ people 24.42 102 Family Channel
Immigration Family Status City TV/ASN Breakfast TV
Immigrant 62.68 310 Non-family 32.10 109 TV sports
Couples w/ kids 32.19 100 workopolis.com
Arrived < 1961 3.96 24 Couples, no kids 19.43 71 education/training software
1961-1970 5.29 39 Lone parent 16.28 150
1971-1980 9.63 56 Age of Children
Food/Drink
1981-1990 17.71 93 <6 24.60 118 wine coolers
1991-1995 23.48 148 6-14 33.66 93 instant soup/meal in a cup
sports drinks
Yes 57.48 418 25+ 12.24 119 grocery store take-out
Adult Population % Canada Dwellings % Canada secured line of credit
Marital Status Tenure Canada Savings Bonds
Single 35.02 101 Own 32.80 48 Internet banking for credit activities
Married 47.71 99 Rent 67.20 219 telephone banking to transfer funds
W/D/S 17.27 101 Band 0.00 0 $500-$1,000 monthly on credit cards
Mode of Period of
Car 40.47 74 < 1946 2.90 24 1-vehicle in household
Public Transport 21.40 321 1946-1960 11.86 85 minivans
1961-1970 22.85 171 Japanese models
Class of Worker sporty cars
Employed 92.22 105 1971-1980 26.74 142
1981-1990 17.86 111 Toyota models
Unpaid 0.24 60 1991-1995 6.46 93
1996-2000 4.45 55 Attitudes
Occupation 2001-2006 3.86 61 Religion is very important to me
Primary 0.30 6 > 2006 3.02 73 I really enjoy shopping for clothes
Blue-collar 30.21 119 I like to take customs and traditions from
Service sector Type earlier times and adapt them to today's
40.79 103
White-collar 28.71 95 Single 5.88 11 life
Semi 1.68 35 Continuous learning is crucial to me
Education Row 6.24 111 I enjoy entertaining
< Grade 9 7.88 78 Duplex 1.16 22
Grade 9-13 29.23 94 Low Rise 11.03 61
Trade 7.87 67 High Rise 73.86 825
24.78 144
Index 68
U5
43 - URBAN SPICE
Young multi-ethnic lower-middle-class singles

Education Mixed
Occupation Mixed
Sample Social Value Introspection and Empathy
A collection of immigrant gateway communities, Urban Spice is the urban home for a mixed populace of blacks, Arabs and
immigrants from Asia, Europe and Latin America. With nearly half of the singles and couples foreign born, this cluster is a mecca
for educated, first-generation Canadians striving for middle-class status in Montreal, Toronto and Vancouver. Many of the residents
of Urban Spice live in older apartments--half of all dwellings were built before 1960--along streets lined with mom-and-pop shops,
fast-food restaurants and convenience stores. The residents gather at art galleries, basketball courts, soccer fields and music clubs.
And they take an active interest in community, ranking as one of the highest among all clusters in having written to a public official.
With a relatively high education profile--a quarter hold university degrees--the residents of Urban Spice have varied media tastes.
They watch a lot of TV shows featuring music, fashion and sports, and they read many magazines at above-average rates, including
locally-based titles like NOW and Vancouver Magazine. Theres hardly a kind of cuisine that doesnt have an audience in this
cultural stew, be it health foods, gourmet ethnic cuisine or junk food. Although their incomes are relatively modest, these young
strivers still like to be early adopters of fashion. More residents in Urban Spice take public transportation than drive a car, but
owning a European luxury car is a coveted symbol of status.
WHERE THEY LIVE

Saint-Laurent, Vancouver, Greenfield Park, Toronto, Weston, Cte-Saint-Luc, Mont-Royal, Montral
HOW THEY THINK

Urban Spice is a diverse cluster, but its values are remarkably coherent in their flexible, postmodern flavour and their idealistic
outlook. These Canadians register strong interest in Networking and great Openness Toward Others, perhaps in part because they
believe strongly in Introspection and Empathy. While it is not uncommon for new immigrants to wish to display success in their
new country ostentatiously (for a generation or two), these young Canadians have little interest in Ostentatious Consumption and are
about average in their Need for Status Recognition. Although they are weak on Adaptability to Complexity, they are already
handling plenty of complexity and showing values that betray little fear or hostility. Strong on Flexible Definition of Family,
Equality of the Sexes and Primacy of Environmental Protection, Urban Spice residents celebrate equality and autonomy, and even
have attention to spare for the planet. Finally, this cluster scores high on Belonging to the Global Village; this trend may signify
interest in the whole worldnot just the parts most familiar to these thoughtful young Canadians.

Age Maintainer Age soccer
0-4 5.23 100 < 25 4.21 115 theatre
5-14 10.23 88 25-34 20.43 132 dancing/nightclubs
15-24 11.27 83 35-44 23.69 119 jazz concerts
25-44 36.61 130 45-54 20.70 92
45-64 24.70 89 55-64 13.88 79 Shopping
65-74 6.08 84 65-74 8.64 78 MP3 players
75-84 4.20 89 75+ 8.44 85 hip-hop tapes/CDs
85+ 1.68 93 $1,500+ on mens clothes
Size The Gap
Mother Tongue 1 person 38.24 144 Indigo
English 43.67 74 2 people 29.12 87
Non-Official 45.85 256 4+ people 17.75 74 Cable Pulse 24
Immigration Family Status World Cup soccer
Immigrant 50.91 252 Non-family 44.14 149 dance music radio stations
Couples w/ kids 23.25 72 NOW
Arrived < 1961 8.22 50 Couples, no kids 18.87 69 Style at Home
1961-1970 10.26 75 Lone parent 13.73 126
1971-1980 16.03 93 Age of Children
Food/Drink
1981-1990 21.01 110 <6 23.10 111 cranberries
1991-1995 19.92 125 6-14 32.05 89 soda water
green tea
Yes 43.60 317 25+ 16.09 157 soy beverages
Marital Status Tenure stocks
Single 44.30 127 Own 37.58 55 no insurance policies
Married 37.56 78 Rent 62.42 203 accounts with alternate financial
W/D/S 18.13 106 Band 0.00 0 institutions
Mode of Period of
telephone banking
Car 29.65 54 < 1946 30.69 252 Automotive
Public Transport 27.56 414 1946-1960 21.38 153 0-1 vehicle households
Class of Worker sport coupes
Employed 88.28 101 1971-1980 11.07 59
1981-1990 10.07 63 service at gas stations
Self-Employed 11.45 96 Hyundai models
Unpaid 0.27 68 1991-1995 4.05 58
1996-2000 3.29 40
Primary 0.26 5 > 2006 2.43 59 Other cultures have a lot to teach us
Blue-collar 22.32 88 When I think about my life, I may not be
Service sector Type getting ahead financially, but I feel that I
42.72 108
White-collar 34.70 114 Single 8.46 15 am making progress on a personal level
Semi 8.00 167 It is very important for me to feel
Education Row 4.43 79 creative
< Grade 9 12.55 124 Duplex 8.97 167 I definitely have contact with people
Grade 9-13 26.41 85 Low Rise 50.15 276 who come from all kinds of social classes
Trade 7.11 60 High Rise 19.72 220 and backgrounds
23.79 139
Index 130
U5
65 - BIG CITY BLUES
Young and low-income recent immigrants

Sample Social Value Civil Disobedience
With a population of young recent immigrants, Big City Blues is home to a wide mix of ethnicities and races--Italian and Indian,
Greek and Guyanese, black and Latino--whove made their way to inner-city neighbourhoods in Toronto and Montreal. But these
singles and single-parent families face enormous economic challenges: low incomes, modest educations and uncertain jobs. In Big
City Blues, residents tend to live in older, low-rise and high-rise apartments, surrounded by mom-and-pop shops, video stores, fast-
food restaurants and parks offering several soccer fields. Despite household incomes under $37,000, this cluster is still a strong
market for instant cameras and pagers, video games and educational toys.
The new migrs of Big City Blues are still making their way in Canadian society, but they do excel in media consumption, ranking
at the top for watching TV sports like boxing and basketball, listening to multicultural radio and reading magazines such as
FASHION and HOUR. And when it comes to clothes, Big City Blues residents head to the mall, to stores like Stitches, Reitmans
and Simons. These residents appear to be striving to improve their lot in many ways. Surveys show they have above-average rates
for going to school, purchasing education and training software and attending book fairs.
WHERE THEY LIVE

Saint-Lonard, Montral, Toronto
HOW THEY THINK

The values of Big City Blues residents reflect their economic struggle. This clusters hard-edged constellation of values, including
Civil Disobedience, Importance of National Superiority and Acceptance of Violence, betrays frustration. The two most important
consumption-related trends for this cluster are Importance of Price and Ostentatious Consumption. The former they must practice
because of their modest means, while the latter they wish they could practice. These young Canadians would love to drive cars that
show others how affluent (and therefore how strong, smart and successful) they are. But that success is not immediately at hand, and
the fearful values of Big City Blues residents suggest they worry about their ability to cope. Scoring low on Openness Toward
Others, Equal Relationship with Youth and Equality of the Sexes, these Canadians are too fearful to be flexible and egalitarian in
their outlook. Their need for security and predictability is so strong that they reject even the idea of the Importance of Spontaneity in
Daily Life.

Population % Canada Households % Canada dancing
Age Maintainer Age lottery tickets
0-4 7.48 143 < 25 4.31 118 food shows
15-24 12.85 95 35-44 24.30 122 travel to the Caribbean
25-44 31.17 111 45-54 21.36 95
45-64 21.93 79 55-64 14.47 83 Shopping
65-74 5.89 81 65-74 9.52 86 hair gel
75-84 3.59 76 75+ 7.30 74 infant toys
Size Zellers
Mother Tongue 1 person 31.79 120 Stitches
English 28.52 49 2 people 26.99 81
Non-Official 48.34 270 4+ people 23.91 100 YTV
Immigration Family Status TV boxing
Immigrant 54.34 269 Non-family 35.94 122 VOIR
Arrived < 1961 5.53 34 Couples, no kids 14.56 53 FASHION
1961-1970 6.63 48 Lone parent 23.35 215
1971-1980 12.54 73 Age of Children
Food/Drink
1981-1990 25.57 134 <6 24.78 119 baby food
1991-1995 26.12 164 6-14 35.64 99 frozen pancakes
> 1996 23.61 133 15-17 10.37 80 instant breakfast drinks
home delivery
Yes 60.32 439 25+ 11.73 115 pizza restaurants
Adult Population % Canada Dwellings % Canada student loans
Married 37.71 78 Rent 79.82 260 telephone banking
W/D/S 19.99 117 Band 0.00 0 no RRSPs
Mode of Period of
Public Transport 25.60 385 1946-1960 27.45 197 used and new vehicles
1961-1970 25.56 191 motorcycles
Class of Worker public transit
Employed 93.86 107 1971-1980 16.57 88
1981-1990 10.90 68 Honda models
Unpaid 0.12 31 1991-1995 4.16 60
1996-2000 2.71 33 Attitudes
Occupation 2001-2006 1.46 23 I consider work a source of income, not a
Primary 0.23 5 > 2006 2.95 72 place for personal satisfaction
Blue-collar 35.55 140 Drinking is a part of my lifestyle
Service sector Type It is important to me for people to admire
42.37 107
White-collar 21.85 72 Single 2.77 5 the things that I own
Semi 1.33 28 I really enjoy shopping for clothes
Education Row 6.19 110 I am willing to work at a boring job as
< Grade 9 21.48 213 Duplex 8.32 155 long as the pay is good
Grade 9-13 34.42 111 Low Rise 49.74 274
Trade 8.57 73 High Rise 31.10 347
9.85 57
Index 51
S4 - Suburban Francophone
Found in the suburban hubs and small towns of Quebec, the three clusters designated Suburban Francophone contain a
demographic mix of ages and incomes, housing types and family styles. The residents run the gamut--single, divorced or living
as single parents or in common-law marriages--and their homes are similarly diverse: single and semi-detached houses and low-
rise apartments. With their service sector and blue-collar jobs, they report modest incomes and casual lifestyles. The younger
residents tend to ski, skate and play hockey. The older residents engage in woodworking, cooking and sewing. And everyone
enjoys riding bicycles, shopping for clothes and meeting friends at a bar or casual restaurant.
WHO THEY ARE

75-84 8.08 172 Blue-collar 28.72 113 <6 19.54 94
85+ 3.72 205 Service sector 41.16 104 6-14 36.40 101
Tongue Education
18-24 19.38 98
English 4.04 7 < Grade 9 25+ 10.63 104
20.22 200
French 92.34 417 Grade 9-13 34.57 111
Trade 11.94 101
Dwellings % Canada
1961-1970 17.38 127 Band 0.03 7
1991-1995 8.29 52 Maintainer < 1946 14.21 117
> 1996 6.88 39 Age 1946-1960 18.41 132
Visible < 25 4.21 115 1961-1970 14.18 106
Minority 25-34 13.83 90 1971-1980 17.77 94
Yes 1.82 13 35-44 15.10 76 1981-1990 16.14 100
45-54 20.15 90 1991-1995 6.71 97
Adult Cluster Index
55-64 17.95 103 1996-2000 5.74 70
Population % Canada
65-74 13.44 121 2001-2006 3.95 62
Marital Status 75+ 15.32 155 > 2006 2.89 70
Single 41.40 119
Size Type
Married 33.50 70
1 person 38.06 143 Single 35.26 64
2 people 34.90 104 Semi 5.15 108
Car 47.96 87 Low-rise 37.21 205
Mobile 0.36 27
Dwelling
Value Index 56
S4
31 - LES QUBCOIS SPORTIFS
Midscale and outdoorsy middle-aged Quebec suburbanites

Education Mixed
Occupation Mixed
Ethnic Presence Low
Sample Social Value Intuition
The residents of Les Qubcois Sportifs tend to be middle-aged, middle-income and tolerant. Living in newer homes and apartments
in suburban hubs like Casselman, vain and Richelieu, they are typically single, divorced or living as single parents or in common-
law marriages. And about half the residents are bilingual. Young and active, they like to spend their leisure time pursuing activities
such as skiing, in-line skating and bowling. Theyre also tech-savvy consumers who own pagers and paid a considerable amount of
money for their latest personal computers, which give them ample opportunity to spend time in online chat rooms. With four in ten
of these residents still single, their attitudes are understandably liberal.
Work hard and play hard could be the motto of Les Qubcois Sportifs. In this cluster, a high percentage of women are in the
labour force, and residents hold a mix of jobs in retail, public administration and health care. When they finally wind down, Les
Qubcois Sportifs residents like to be around people. They enjoy playing group sports such as ice hockey and later gathering with
friends at a bar.
WHERE THEY LIVE

Montral, Qubec City, Sherbrooke, Drummondville, Rouyn-Noranda, Val dOr, Chicoutimi-Jonquire, Saint-George, Casselman,
vain, Richelieu
HOW THEY THINK

Les Qubcois Sportifs is a cluster whose values reveal an openness to an individualistic, pleasure-centred life. These Quebecers are
strong on both Sexual Permissiveness and Sensualism and see no reason why family (Primacy of the Family) or religious
prescriptions (Religiosity) should interfere with their choices. Residents are laissez-faire about changes that make some others
uncomfortable: they have no problem embracing a Flexible Definition of Family and are happy to go with the flow when it comes to
technology, expressing little Technological Anxiety. These Quebecers are wary when it comes to people of different ethnic
backgrounds joined in romantic relationships (Cultural Fusion), but their scores on downright Ethnic Intolerance are low. Les
Qubcois Sportifs residents are looking to enrich their somewhat hedonistic and leisure-oriented lives by striking out on a personal
Spiritual Quest and paying more attention to their Intuition. Nevertheless, looking good in the eyes of others trumps all: this cluster
scores very high on Need for Status Recognition and the Pursuit of Novelty. Les Qubcois Sportifs residents like to impress others
with their au courant purchases, often made online.

Population % Canada Households % Canada bowling
0-4 5.17 99 < 25 3.69 101 pop music concerts
5-14 11.54 99 25-34 17.90 116 in-line skating
15-24 13.07 97 35-44 20.94 105 auto shows
25-44 29.70 106 45-54 23.66 105
45-64 29.34 105 55-64 18.53 106 Shopping
65-74 6.61 91 65-74 9.56 86 perfume and cologne
75-84 3.49 74 75+ 5.72 58 stereo equipment
85+ 1.08 60 sports equipment
Size Le Garage
Mother Tongue 1 person 27.17 102 Marie Claire
English 5.19 9 2 people 35.62 106
Non-Official 5.23 29 4+ people 19.88 83 TV science fiction
Immigration Family Status Camra Caf
Immigrant 6.54 32 Non-family 29.98 102 radio newscasts
Couples w/ kids 29.94 93 Chez-Soi
Arrived < 1961 13.47 82 Couples, no kids 27.39 100 Dcormag
1961-1970 16.86 123 Lone parent 12.68 117
1971-1980 24.85 145 Age of Children
Food/Drink
1981-1990 28.13 147 <6 20.59 99 low-fat foods
1991-1995 8.15 51 6-14 38.60 107 muffins
> 1996 8.54 48 15-17 13.93 108 chewing gum
microbrews
Marital Status Tenure private health insurance
W/D/S 19.96 117 Band 0.00 0 student banking packages
Mode of Period of
Employed 91.72 105 1971-1980 18.28 97
1981-1990 24.28 151 Honda models
Unpaid 0.12 29 1991-1995 13.82 199
1996-2000 10.83 133 Attitudes
Occupation 2001-2006 7.56 119 I really enjoy keeping fit
Primary 1.02 21 > 2006 4.74 115 Its okay for an unmarried girl of 18 to
Blue-collar 26.96 106 have sexual relations
Service sector Type I am prepared to pay more for good
42.55 108
White-collar 29.48 97 Single 37.63 68 quality wine
Semi 10.39 217 Its important to me to rely on modern
Education Row 6.59 117 technologies at home
< Grade 9 10.49 104 Duplex 5.67 105 I like to try new products, new places for
Grade 9-13 31.61 102 Low Rise 38.25 210 vacation, or new foods, just for the
Trade 12.72 108 High Rise 1.02 11 pleasure of the novelty
14.12 82
Index 66
S4
57 - LES PENSIONNS
Elderly downscale Francophone couples and singles

Education Mixed
Occupation Mixed
Ethnic Presence Low
Once thriving agricultural centres, the towns that comprise Les Pensionns have seen better days. In communities like Matane,
Amqui, Lachute and Black Lake in Quebec, as well as some towns in Ontario and New Brunswick, older singles and couples work at
blue-collar and service professions, if theyre not already retired. Because they are getting by on modest salaries or pensions,
residents spend most of their leisure time inside their older homes and apartments where they enjoy watching TV, woodworking and
knitting. Occasionally, theyll go on a fishing or bird watching trip, or spend Saturday night at a bowling alley. But Les Pensionns
residents are mostly homebodies who are more comfortable in their easy chairs than on barstools at a local nightclub.
They may be older, downscale and somewhat isolated in their small-town communities, but theres one area in which Les Pensionns
residents excel: TV viewing--mostly news, sports and serials. These high school-educated Francophones also like to listen to radio--
top-40, sports and humour formats are popular--but they have low rates for reading magazines and going online. Les Pensionns
tends to be filled with traditionalists who consider themselves religious, oppose immigration and prefer country life to the pace of the
city.
WHERE THEY LIVE

Trois-Pistoles, Sainte-Anne-de-Beaupr, Petit Rocher, Notre-Dame-du-Lac, Richmond, Black Lake, Hawkesbury, Maniwaki, Sutton,
Matane, Thetford Mines, Sorel-Tracy, Chicoutimi, Drummondville, Beauport, Gatineau
HOW THEY THINK

Though Les Pensionns residents means are modest, these Quebecers are not dissatisfied: they tend not to want what they dont
have. Strong on Regionalism and Search for Roots, this clusters residents are interested in knowing more about the areas where
they live and their family connections to local history. Les Pensionns residents strong Attraction to Nature also helps them to feel
satisfied with their low-key small-town lifestyles. With little interest in Ostentatious Consumption and not much feeling for the
Importance of Physical Beauty (at least the kind consumer products can help with) these Quebecers needs are simple: despite tight
budgets, they express little Financial Concern Regarding the Future. This cluster cleaves to some traditional values, showing little
interest in the Equality of the Sexes, but is not especially hostile to social changes like immigration or growing acceptance of
homosexuality. These Les Pensionns leave the wrangling to the city folks and enjoy the view from where they are.

Population % Canada Households % Canada watching TV
Age Maintainer Age bird watching
0-4 3.94 75 < 25 4.05 111 fishing
5-14 9.07 78 25-34 12.83 83 bicycling
15-24 11.92 88 35-44 14.93 75 book shows
25-44 23.61 84 45-54 21.63 96
45-64 31.06 112 55-64 18.77 107 Shopping
65-74 10.05 139 65-74 14.20 128 dentures
75-84 7.37 156 75+ 13.59 138 perfume and cologne
Size Brunet
English 3.36 6 2 people 37.22 111
Non-Official 0.91 5 4+ people 14.90 62 TVA
Immigration Family Status Les Grand Prix F1
Immigrant 1.44 7 Non-family 35.87 121 TV bowling
Couples w/ kids 23.01 71 La Poule aux Oeufs dOr
Arrived < 1961 26.36 160 Couples, no kids 29.92 110 top-40 radio
1961-1970 17.07 125 Lone parent 11.20 103
1971-1980 25.28 147 Age of Children
Food/Drink
1981-1990 25.32 133 <6 18.46 89 canned vegetables
1991-1995 3.24 20 6-14 35.87 99 ham
> 1996 2.72 15 15-17 14.48 112 instant coffee
vegetable juice
Yes 0.66 5 25+ 11.03 108 buffet restaurants
W/D/S 23.00 135 Band 0.00 1 provincial savings bonds
Mode of Period of
Public Transport 1.55 23 1946-1960 21.22 152 households with 1 vehicle
1961-1970 16.36 122 lease vehicles
Class of Worker full-serve gas stations
Employed 91.07 104 1971-1980 19.72 105
1981-1990 12.85 80 Oldsmobile models
Unpaid 0.22 56 1991-1995 4.85 70
1996-2000 3.95 48 Attitudes
Occupation 2001-2006 3.07 48 I am horrified when I feel that there is
Primary 3.32 70 > 2006 2.33 57 violence all around me
Blue-collar 30.25 119 I spend money more carefully than I
Service sector Type used to
39.45 100
White-collar 26.98 89 Single 50.09 90 I rarely exercise, jog or play an active
Semi 4.69 98 sport
Education Row 1.94 34 I consider myself to be a member of a
< Grade 9 21.34 212 Duplex 11.51 214 religious faith
Grade 9-13 35.91 116 Low Rise 29.15 160 The future looks bleak for young people
Trade 12.77 108 High Rise 0.98 11 of today"
7.92 46
Index 51
S4
63 - LES SENIORS
Old and poor Quebec suburbanites

Occupation Mixed
Ethnic Presence Low
Sample Social Value Confidence in Government
One of the oldest Canadian clusters, Les Seniors is a collection of once-thriving industrial towns that have steadily declined in
prosperity--places like Sorel, Joliette and Lachute. Today, the cluster is home to mostly poor retirees living alongside a few younger
maintainers who work at low-paying blue-collar and service jobs. Inside their aging duplexes and apartments, the retirees lead
sedentary lives, watching TV, cooking or knitting. By contrast, the younger maintainers have high rates for leisure activities like
bowling, going to jazz music concerts and canoeing. Together, these residents make Les Seniors a strong market for buying lottery
tickets and a potent political base for supporters of a nationalist and activist provincial government.
Their pocketbooks may be thin, but the consumer spirit is still willing in Les Seniors. Surveys show that these residents revel in the
joy of consumption, even if its for an inexpensive bottle of cologne. Lately, a hopeful sign--the arrival of younger families and
children--has begun to appear in the downscale neighbourhoods of this cluster. While the older residents do little exercise beyond
walking to drugstores to pick up their prescription medications, some of the younger newcomers are bringing athletic activities to the
streets and parks of Les Seniors--much to everyones satisfaction. The most recent values surveys show that residents like being part
of a crowd.
WHERE THEY LIVE

Saint-Gabriel, Shawinigan, Saint-Jrme, Joliette, Cap-de-la-Madeleine, Magog, Lachute, Saint-Jean-sur-Richelieu, Sainte-Agathe-
des-Monts, Saint-Hyacinthe, Drummondville, Granby, Jonquire, Thetford Mines, Sherbrooke
HOW THEY THINK

Les Seniors is a proud cluster that identifies strongly with Quebec. Its Confidence in Government is not a warm, fuzzy feeling about
Ottawa, but it is an allegiance with Quebec City that is bound up in this clusters Regionalism and Search for Roots (Quebec roots,
that is). For some Les Seniors residents, the flip side of pride in Quebec is suspicion of those from elsewhere: this cluster is strong
on Ethnic Intolerance. Scoring high on Fulfillment Through Work, the members of this cluster who are still of age to work find a
source of meaning in showing up every day and doing a good job. Les Seniors residents also ponder other sources of meaning: they
are intrigued by the idea of Intuition and favour a personal Spiritual Quest over formal, organized religious practice. But this is not
exactly a sensitive, New Age cluster. Strong on Acceptance of Violence, these small-town folks say that when lifes stresses become
overwhelming, letting loose with a little violence is no big deal--especially on skates.

Population % Canada Households % Canada bingo
Age Maintainer Age watching TV
0-4 3.35 64 < 25 4.68 128 bowling
5-14 6.71 58 25-34 12.33 80 jazz music concerts
25-44 21.92 78 45-54 16.59 74
45-64 27.66 99 55-64 16.80 96 Shopping
65-74 11.58 160 65-74 15.04 135 $20-$50 on perfume or cologne
75-84 12.30 261 75+ 22.84 231 cigarettes
85+ 6.49 358 dentures
Size IGA
Mother Tongue 1 person 49.31 186 Uniprix
English 3.95 7 2 people 32.19 96
Non-Official 2.89 16 4+ people 8.48 35 soap operas
Immigration Family Status La Poule aux Oeufs dOr
Immigrant 4.03 20 Non-family 52.58 178 televised bowling
Couples w/ kids 13.11 41 newspaper food sections
Arrived < 1961 24.00 146 Couples, no kids 23.81 87 Le Bel ge
1961-1970 18.17 133 Lone parent 10.49 97
1971-1980 22.60 132 Age of Children
Food/Drink
1981-1990 17.68 93 <6 19.88 96 liquid bouillon
1991-1995 10.82 68 6-14 34.55 96 cookies
> 1996 6.73 38 15-17 13.54 105 ready-to-serve soup
camembert cheese
Yes 1.56 11 25+ 13.98 136 coffee
Adult Population % Canada Dwellings % Canada $20,000-$49,999 in life insurance
W/D/S 30.99 182 Band 0.08 16 no RRSPs
Mode of Period of
Car 36.42 66 < 1946 19.54 161 under $10,000 on latest vehicle
1961-1970 14.36 107 lease vehicles
Employed 90.89 104 1971-1980 15.56 83
1981-1990 14.42 90 Hyundai models
Unpaid 0.21 52 1991-1995 4.21 61
1996-2000 4.40 54 Attitudes
Occupation 2001-2006 2.62 41 I like to consider homeopathic and herbal
Primary 2.16 46 > 2006 2.30 56 remedies
Blue-collar 28.37 112 My province is part of my personal
Service sector Type identity
42.14 106
White-collar 27.33 90 Single 19.36 35 More of the tax burden should be placed
Semi 2.42 50 on corporations
Education Row 1.43 25 I like being in a large crowd
< Grade 9 25.93 257 Duplex 14.01 260 Industry is in the process of destroying
Grade 9-13 35.18 113 Low Rise 44.44 244 everything on earth
Trade 10.46 89 High Rise 17.41 195
8.50 50
Index 57
R2 - Rural Downscale
The three Rural Downscale clusters reflect the nations agrarian heartland, a collection of farming and fishing villages centred in
the Prairie and Maritime provinces. The downscale couples and families in this group tend to work at farming and blue-collar
jobs, and live in modest homes. With a low cost of living and a self-sufficient streak, these families have high rates for going
fishing, hunting, woodworking and knitting. They still grow their own vegetables and buy their clothes from mail-order
catalogues. In their remote communities, theres not much in the way of entertainment other than whats found on TV, and
residents here are a strong market for game shows, soap operas and country music programs.
WHO THEY ARE

75-84 4.29 91 Blue-collar 23.80 94 <6 22.09 106
85+ 1.44 80 Service sector 32.61 82 6-14 38.75 107
Tongue Education
18-24 16.43 83
English 77.47 132 < Grade 9 25+ 8.91 87
20.18 200
French 3.38 15 Grade 9-13 37.84 122
Trade 15.14 128
Dwellings % Canada
1961-1970 17.74 130 Band 11.46 2497
1991-1995 4.96 31 Maintainer < 1946 13.77 113
> 1996 7.07 40 Age 1946-1960 10.44 75
Visible < 25 4.14 113 1961-1970 10.50 78
Minority 25-34 12.30 80 1971-1980 20.07 107
Yes 0.59 4 35-44 18.44 92 1981-1990 19.21 119
45-54 22.47 100 1991-1995 8.28 119
Adult Cluster Index
55-64 19.49 112 1996-2000 6.42 79
Population % Canada
65-74 13.26 119 2001-2006 7.52 118
Marital Status 75+ 9.90 100 > 2006 3.80 92
Single 35.78 103
Size Type
Married 49.70 103
1 person 21.48 81 Single 88.18 159
2 people 34.59 103 Semi 2.20 46
Car 49.67 90 Low-rise 1.93 11
Mobile 4.39 334
Dwelling
Value Index 37
R2
54 - DOWN ON THE FARM
Downscale older farm couples and families

Education Mixed
Occupation Primary
Ethnic Presence Low
Sample Social Value Aversion to Complexity in Life
Down on the Farm earned its name because over 40 percent of its residents hold agricultural jobs, the second highest concentration
in Canada. Found mostly around small towns in the Prairies and Atlantic Canada, this cluster is typified by a mix of empty-nesting
couples and families with teenaged children leading old-fashioned, agrarian-based lifestyles. The men like to hunt and go
snowmobiling, the women enjoy sewing and baking, and the kids listen to CDs of their favourite country music stars. As families,
Down on the Farm folks like to garden, watch drama DVDs, camp together or take their RVs to parks in Canada and the U. S.
Content to lead simple lives, these consumers declare, In fact, I dont really need a lot of money to live the kind of life I enjoy.
The residents of Down on the Farm may not have a lot of money--the average household income is just over $52,000--but they have
enough to fill their yards with plenty of motorized vehicles, including multiple cars, trucks, snowmobiles and all-terrain vehicles.
This may be the top-ranked cluster for children 15- to 17-years-old, and while they cant wait to get home to try out their rented
video games, they dont spend the rest of their time surfing the Web. Theyre more likely to be outside on a boat or snowmobile, or
simply running around with their dogs. In Down on the Farm, residents prefer fresh air to the virtual world.
WHERE THEY LIVE

Saskatchewan, Manitoba, Alberta, BC, all of the Maritime Provinces
HOW THEY THINK

Down on the Farm is a cluster living the simple life, and residents are eager to keep it that way. Stronger than average on Aversion
to Complexity in Life, Down on the Farm separates itself from the change and complexity of modern life somewhat deliberately.
Scoring high on Community Involvement, Religiosity and Primacy of the Family, these Canadians are content to foster old-fashioned
community connections centring around church and home. Their aversion to complexity gives rise to a certain hostility toward
outsiders: this cluster is above average on Importance of National Superiority and Ethnic Intolerance. These Canadians value trust
and local relationships, an attitude which underpins their Confidence in Small Business. Their feeling of disconnectedness from the
changes in wider society are evidenced in their Anomie. When it comes to consumption, these Canadians are pragmatic (Utilitarian
Consumerism) and have little interest in the added features of new technology. Indeed, when it comes to the digital world, Down on
the Farm residents worry about their ability to keep up (Technology Anxiety). Few put on airs, with very low Need for Status
Recognition or Need for Personal Achievement. As a result, few express Financial Concern Regarding the Future.

Age Maintainer Age boating
0-4 4.43 85 < 25 3.12 86 community projects
5-14 11.22 97 25-34 9.15 59 curling
15-24 13.38 99 35-44 15.63 78 outdoor shows
25-44 21.04 75 45-54 23.08 103
45-64 32.46 117 55-64 21.72 124 Shopping
75-84 5.74 122 75+ 12.02 122 hiking boots
85+ 1.94 107 cigarettes
Size Wal-Mart
Mother Tongue 1 person 23.49 88 grocery store co-ops
English 87.23 149 2 people 40.31 120
Non-Official 8.62 48 4+ people 21.69 91 CTV Early Evening News
Immigrant 3.94 19 Non-family 24.44 83 American Idol
Couples w/ kids 31.41 97 New Country radio stations
Arrived < 1961 36.19 220 Couples, no kids 36.84 135 Harrowsmith Country Life
1961-1970 16.54 121 Lone parent 7.31 67
1971-1980 17.70 103 Age of Children
Food/Drink
1981-1990 17.66 93 <6 18.59 89 beef
1991-1995 5.16 32 6-14 38.79 107 cheese spread/sauce
> 1996 6.75 38 15-17 16.00 124 granola bars/health bars
margarine
Yes 0.73 5 25+ 8.60 84 milk
Adult Population % Canada Dwellings % Canada community credit unions
Marital Status Tenure personal loan
Single 25.78 74 Own 89.39 130 credit cards with credit protection
W/D/S 14.49 85 Band 0.07 16 Canada Savings Bonds
Mode of Period of
1961-1970 12.31 92 pickup trucks
Class of Worker trucks with extended cabs
Employed 63.62 73 1971-1980 20.60 109
1981-1990 15.43 96 Dodge models
Unpaid 2.97 744 1991-1995 4.97 72
1996-2000 4.00 49 Attitudes
Occupation 2001-2006 5.27 83 There was a time when mens and
Primary 43.80 926 > 2006 3.32 81 womens roles were more clearly defined
Blue-collar 20.23 80 and easier to understand; it was much
Service sector Type better that way
20.57 52
White-collar 15.40 51 Single 92.29 166 I dont really need a lot of money to lead
Semi 0.80 17 the kind of life I enjoy
Education Row 0.53 9 More of the tax burden should be placed
< Grade 9 17.34 172 Duplex 0.46 9 on corporations
Grade 9-13 43.76 141 Low Rise 0.90 5 I like to do handicrafts
Trade 13.35 113 High Rise 0.02 0 The future looks bleak for young people
College 15.17 66 Mobile 4.67 355 today
5.12 30
Index 38
R2
56 - BACK COUNTRY FOLKS
Older couples and families in remote downscale areas

Education Mixed
Ethnic Presence Low
Sample Social Value Ostentatious Consumption
You cant go much further out than Back Country Folks, a collection of remote towns and villages concentrated in the Atlantic
provinces. Residents tend to be blue-collar, over 45 years old and living in older, modest-sized homes. Typically, life in this cluster
is a throwback to Canadas agrarian era, when fishing and farming dominated the national economy. Back Country Folks residents
are rugged individualists who enjoy hunting, snowmobiling, camping and bird-watching. Around the house, theyre into
woodworking, knitting and watching television--especially game shows, soaps and country music programs. Politically, they hold
conservative views. These are the voters who describe themselves as religious (mostly Roman Catholic) and pessimistic about their
childrens future.
Back Country Folks offers a portrait of traditional Canadian life. Cluster couples and families still like to fish, grow their own
vegetables, sleep under the stars and buy their clothes through mail-order catalogues. Even their media habits look to the past,
preferring Traditional Country over New Country music. Status in this corner of the countryside is trading in your pickup truck for a
full-sized SUV. But forget about the online world. This is one of the few clusters where residents not only lack Internet access,
theyre actually somewhat afraid of surfing the Web.
WHERE THEY LIVE

Channel-Port aux Basques, Bonavista, Bishop's Falls, Grand Bank, Canso, Deer Lake, Harbour Grace, Bathurst, Bay Roberts,
Placentia, Marystown, West Hants, Lunenburg, Springhill, Miramichi, New Brunswick, Nova Scotia, Newfoundland and Labrador
HOW THEY THINK

Back Country Folks is a cluster living a simple rural life, but preoccupied with consumption. Given the modest means of Back
Country Folks residents, it is not surprising that they are strong on Utilitarian Consumerism: they dont have money to spend on
bells and whistles. But Back Country Folks residents are not indifferent to the status that possessions can signify; this cluster is even
stronger on Ostentatious Consumption. Also very strong on Joy of Consumption, these Canadians get a kick out of picking up a new
tool or just wandering the aisles looking for a bargain (Importance of Price)and with their high Confidence in Advertising they are
likely to be lured by marketers messages. Even so, Back Country Folks wont buy just anything: they are extremely strong on
Ethnical Consumerismsuggesting that they carry their salt-of-the-earth values with them to the cash register. With a Primacy of
the Family, Search for Roots, and Awareness of Mortality, this cluster has to deal with many end-of-life issues and concerns.

0-4 4.16 80 < 25 2.13 58 vacation home
5-14 10.54 91 25-34 9.96 65 bingo
15-24 12.46 92 35-44 17.19 86 garden shows
25-44 23.50 84 45-54 22.57 100
45-64 32.63 117 55-64 21.09 121 Shopping
65-74 9.46 131 65-74 15.09 136 womens clothes by mail order
75-84 5.37 114 75+ 11.96 121 $500 or less on mens clothes
85+ 1.87 103 direct mail flyers
Size country tapes/CDs
English 92.20 157 2 people 39.54 118
Non-Official 2.95 17 4+ people 21.28 89 Dj View
Immigration Family Status CBC News: Canada Now
Immigrant 2.79 14 Non-family 22.55 76 Prime TV
Couples w/ kids 32.35 100 Canadian Home Workshop
Arrived < 1961 35.51 216 Couples, no kids 34.98 128 community channel stations
1961-1970 18.98 139 Lone parent 10.12 93
1971-1980 20.97 122 Age of Children
Food/Drink
1981-1990 15.82 83 <6 18.48 89 wieners
> 1996 5.17 29 15-17 14.37 111 canned vegetables
baking ingredients
Yes 0.76 6 25+ 11.33 111 soft drinks/colas
Adult Population % Canada Dwellings % Canada home equity loan
Marital Status Tenure credit unions
W/D/S 16.26 95 Band 0.03 6 no RRSPs
Mode of Period of
Car 51.96 95 < 1946 17.25 142 used versus new vehicles
Public Transport 0.32 5 1946-1960 13.03 94 compact pickups
1961-1970 11.65 87 full-sized cars
Class of Worker self-serve gas
Employed 89.51 102 1971-1980 22.09 117
Unpaid 0.41 104 1991-1995 6.51 94
1996-2000 4.81 59 Attitudes
Occupation 2001-2006 5.30 83 Religion is very important to me
Primary 10.13 214 > 2006 2.51 61 I feel that people from another
Blue-collar 29.66 117 generation than mine are too different
Service sector Type from me to be able to really communicate
38.00 96
White-collar 22.21 73 Single 89.13 161 with them
Semi 1.77 37 I am not comfortable with new
Education Row 0.82 14 technologies
< Grade 9 19.38 192 Duplex 1.66 31 Being a Canadian is very important to
Grade 9-13 36.96 119 Low Rise 2.45 13 me
Trade 16.98 144 High Rise 0.06 1 When jobs are scarce, men have more
College 15.81 69 Mobile 3.77 287 right to a job than women
6.28 37
Index 45
R2
59 - FIRST NATIONS FAMILIES
Young downscale families of aboriginal origin
Housing Tenure Band Housing

Occupation Mixed
Sample Social Value Need for Autonomy
Over 90 percent of residents in First Nations Families are of Aboriginal origin, and they tend to be young, modestly educated and
downscale. In their widely dispersed communities across the countryside, some 42 percent live in band housing. These
demographics combine to create a less-than-lavish rustic lifestyle. Members of First Nations Families pursue outdoor activities like
camping, boating, fishing and skiing. They own RVs, snowmobiles and pickup trucks at high rates. Residents jealously guard their
bucolic treasures, with surveys indicating their strong support for protecting the environment. But in these economically-depressed
areas, residents worry about preserving the land and water to sustain their families with both food and tourism dollars.
The households in First Nations Families tend to contain sprawling families: half have more than two children and 30 percent of the
population is under 14 years old. But with high unemployment and a third of the households containing single parents, the children
are being raised in challenging conditions. Because their communities offer few commercial or entertainment options, many spend
their leisure time at home. This cluster is strong for watching TV sports and music videos, and consuming a wide range of food
products--from honey and table syrup to lunch meat and KFC. Fortunately for these homebodies, they indicate that they get a great
deal of pleasure out of taking care of their home and family.
WHERE THEY LIVE

Inuit regions across northern Canada, as well as throughout the rest of Canada in typically isolated First Nations reservations.
HOW THEY THINK

First Nations Families residents share some important values with other rural clusters: strong on Anomie, they feel somewhat
disconnected from the activities and mindsets of society at large. Also, like many rural-dwellers, First Nations Families residents are
keen to protect the natural world, and this cluster is among the strongest on Primacy of Environmental Protection. As much as
possible, these Canadians take their values to the cash register and exercise Ecological Consumption. The values of First Nations
Families bear marks of the cluster's youth: a high score on Penchant for Risk-Taking, for example, indicates a thrill-seeking bent
common among young people. First Nations Families residents' quest for experience goes beyond thrills, however. With high
scores on Interest in the Mysterious and Personal Creativity, these Canadians are interested in exploring the unknown as well as their
own creative abilities. For First Nations Families residents, Personal Creativity may provide a range of benefits, from entertainment
in their isolated communities to resourcefulness in the face of challenging climates and landscapes.

Population % Canada Households % Canada canoeing/kayaking
0-4 9.33 178 < 25 8.43 231 national/provincial parks
5-14 20.94 180 25-34 19.43 126 hospital/charity lotteries
15-24 19.97 148 35-44 23.47 118 RV exhibitions
25-44 25.12 90 45-54 21.66 96
45-64 18.21 65 55-64 14.53 83 Shopping
65-74 3.95 55 65-74 8.15 73 video games
75-84 1.92 41 75+ 4.34 44 $250+ weekly on groceries
85+ 0.55 31 direct mail
Size Home Hardware
Mother Tongue 1 person 19.61 74 Valu- Mart
English 52.76 90 2 people 20.53 61
Non-Official 42.72 239 4+ people 44.28 185 Wonderful World Of Disney
Immigration Family Status Canadian Country Music Awards
Immigrant 1.75 9 Non-family 19.62 66 professional wrestling
Arrived < 1961 14.59 89 Couples, no kids 14.75 54 Teen Tribute
1961-1970 17.59 128 Lone parent 27.99 258
1971-1980 16.35 95 Age of Children
Food/Drink
1981-1990 18.87 99 <6 26.63 128 luncheon meat
1991-1995 12.20 77 6-14 40.59 112 baby food
> 1996 20.39 115 15-17 12.27 95 pancake mix
whole milk
Yes 0.28 2 25+ 7.25 71 KFC
Adult Population % Canada Dwellings % Canada personal loans
Marital Status Tenure disability insurance
Married 30.34 63 Rent 23.43 76 seniors banking package
W/D/S 12.08 71 Band 42.00 9150 low interest CIBC credit card
Mode of Period of
Public Transport 0.42 6 1946-1960 2.63 19 extended cabs
1961-1970 6.70 50 pickups
Employed 93.77 107 1971-1980 16.27 86
1981-1990 27.04 168 Hyundai models
Unpaid 0.33 83 1991-1995 14.69 212
1996-2000 11.58 142 Attitudes
Occupation 2001-2006 13.48 211 I love fresh air and outdoor activities
Primary 9.40 199 > 2006 6.39 155 I really believe that the way we consume
Blue-collar 17.56 69 and live is leading to the complete
Service sector Type destruction of the planet
42.41 107
White-collar 30.63 101 Single 82.23 148 Television is my primary source of
Semi 4.39 92 entertainment
Education Row 4.54 80 I consider work as a source of income, not
< Grade 9 24.36 241 Duplex 0.81 15 a place to get personal satisfaction
Grade 9-13 33.17 107 Low Rise 2.21 12 I like to work on community projects
4.42 26
Index 17
U6 - Urban Francophone
Four of the five clusters in the Urban Francophone group represent young, low-income singles; the fifth is home to upper-middle-
class older singles and couples. But all live in Quebec cities, most in older, low-rise apartments and walk-ups. The average
income for these service sector and white-collar workers is less than $40,000, and theres a high rate of mobility, reflecting the
ever-present need to find better work and cheaper housing. But these mostly young residents manage to stretch their dollars to go
dancing, bowling and attend pop and rock concerts. And they engage in lots of aerobic activities, such as in-line skating,
snowboarding and hockey. These Quebecers watch a lot of television, particularly sports, music videos and comedy shows like
Les Simpson.
WHO THEY ARE

75-84 5.86 125 Blue-collar 22.26 88 <6 22.90 110
85+ 2.26 125 Service sector 43.40 110 6-14 34.03 94
Tongue Education
18-24 18.28 92
English 6.22 11 < Grade 9 16.41 163 25+ 12.88 126
French 78.15 353 Grade 9-13 28.45 92
Trade 9.35 79
Dwellings % Canada
1961-1970 11.77 86 Band 0.00 0
1991-1995 17.21 108 Maintainer < 1946 22.34 184
> 1996 23.05 130 Age 1946-1960 24.71 177
Visible < 25 5.53 152 1961-1970 18.01 134
Minority 25-34 20.02 130 1971-1980 13.19 70
Yes 10.75 78 35-44 18.31 92 1981-1990 11.14 69
45-54 19.88 88 1991-1995 2.95 43
Adult Cluster Index
55-64 15.72 90 1996-2000 3.14 38
Population % Canada
65-74 10.60 95 2001-2006 2.06 32
Marital Status 75+ 9.94 101 > 2006 2.46 60
Single 51.62 148
Size Type
Married 27.18 56
1 person 43.65 164 Single 9.21 17
2 people 32.80 98 Semi 2.19 46
Car 36.30 66 Low-rise 66.05 363
Mobile 0.09 7
Dwelling
Value Index 70
U6
21 - LES CHICS
Sophisticated urban Quebec couples and singles

Ethnic Presence Low
Sample Social Value Spiritual Quest
Among Francophones, Les Chics residents are the beautiful people. Living in fashionable city neighbourhoods like Outremont,
Mount Royal, Roxboro and Anjou, these often bilingual older singles and couples own comfortable houses and luxury condos in
low-rise buildings. And their lifestyle is as sophisticated as their surroundings; they typically collect art, go to classical music
concerts, furnish their homes with antiques and enjoy dressing up for cocktail parties and formal occasions. They have high rates for
buying expensive perfume, wine and books, as well as for adopting intellectual airs. Les Chics residents consider themselves
citizens of the world and claim that they often meditate on the meaning of life.
With their disproportionate number of university degrees, youd expect Les Chics residents to have household incomes higher than
their $78,000 average. But the cluster includes a number of older women and widows who dont work, and a number of people who
concede that theyd rather work at interesting jobs than well-paying ones. Not surprisingly, the cluster ranks high for academics.
These educated residents enjoy only a handful of outdoor sports at high rates. Indeed, theyd rather spend their time indoors,
preferably discussing the latest art exhibit over a glass of fine wine or port.
WHERE THEY LIVE

Outremont, Sillery, Saint-Lambert, Greenfield Park, Anjou, Saint-Laurent, Laval, Montral, Saint-Lonard, Outremont, Mount
Royal, Roxboro, Anjou
HOW THEY THINK

Les Chics would fit right in the Denys Arcand film Les Invasions Barbares. Residents values are highly flexible, which makes
sense based on their level of education, urban setting, and their location in Quebec, arguably North Americas most postmodern
region. This cluster is strong on a number of the most inner-directed values, including Spiritual Quest, Fulfillment Through Work
and Rejection of Authority. Having rejected Quebecs traditional Roman CatholicismLes Chics is among the weakest cluster on
Religiositythese liberated residents are among the strongest on Flexible Definition of Family. They feel neither the need to
impress others with possessions (Ostentatious Consumption) nor exclude others in order to feel superior (Ethnic Intolerance).
Marketing aimed at Les Chics should appeal to their sophistication, style, and sense of joie de vivre. Although these Quebecers are
at ease with all kinds of diversity and change, they score high on Ecological Alarmism and are not sure their strong commitment to
Ecological Consumption will make enough of a difference in a world they believe is on the brink of environmental disaster.

Population % Canada Households % Canada museums
Age Maintainer Age art galleries
0-4 4.02 77 < 25 1.83 50 book shows
15-24 9.83 73 35-44 16.24 81 cross-country skiing
25-44 25.08 89 45-54 22.16 98
45-64 31.05 112 55-64 19.47 111 Shopping
65-74 10.47 145 65-74 14.60 131 $1,000-$1,500 yearly on womens clothes
75-84 7.24 154 75+ 14.06 142 perfume or cologne
85+ 2.67 147 jazz tapes/CDs
Size Mtro
Mother Tongue 1 person 33.55 126 public markets
English 9.45 16 2 people 35.08 105
Non-Official 19.84 111 4+ people 17.24 72 TV5
Immigration Family Status Gala Excellence La Presse/Radio-
Immigrant 23.45 116 Non-family 36.65 124 Canada"
Couples w/ kids 26.34 82 classical music radio
Arrived < 1961 17.87 109 Couples, no kids 27.92 102 Lactualit
1961-1970 18.06 132 Lone parent 9.09 84 Touring
1971-1980 19.09 111 Age of Children
1981-1990 19.19 100 <6 18.23 88 Food/Drink
1991-1995 13.96 88 6-14 33.16 92 yogurt
> 1996 11.83 67 15-17 12.09 93 fresh fruit
espresso
Yes 11.48 83 25+ 15.01 147 French wine
Dominos Pizza
Marital Status Tenure $50,000-$100,000 in savings and
Single 39.20 113 Own 63.65 92 securities
W/D/S 19.58 115 Band 0.00 0 seniors banking packages
Mode of Period of
electronic banking
Transport Construction RRSPs
Car 42.26 77 < 1946 13.38 110
Public Transport 15.91 239 1946-1960 25.82 185 Automotive
Class of Worker luxury vehicles
Employed 87.27 100 1971-1980 12.21 65
Self-Employed 12.56 105 compacts
Unpaid 0.16 41 1991-1995 3.14 45
1996-2000 5.69 70 Volvo models
Occupation 2001-2006 2.80 44
Primary 0.22 5 > 2006 2.62 64 Attitudes
Blue-collar 19.49 77 I find it enriching to talk to different
Service sector Type kinds of people
38.91 98
White-collar 41.38 136 Single 28.13 51 I love direct people; I know I can trust
Semi 7.06 148 them
Education Row 3.72 66 I would prefer to do work that is exciting
< Grade 9 9.84 98 Duplex 10.85 201 but does not pay well
Grade 9-13 22.78 73 Low Rise 35.93 198 I prefer to buy clothes that are classic
Trade 8.34 71 High Rise 13.98 156 and timeless
College 20.92 92 Mobile 0.02 1 An extramarital affair from time to time
University Degree Dwelling Value is not that serious"
30.21 176
Index 99
U6
50 - JEUNES ET ACTIFS
Young and active Quebec students and singles in cities

Education Mixed
Ethnic Presence Low
Sample Social Value Sensualism
Young, downscale and transient, the residents of Jeunes et Actifs are students or singles just starting out in life. Although they tend
to have university and college educations, most can only afford rentals in older apartment buildings in central Montreal and Quebec
City neighbourhoods. But they will use their $50,000-a-year household incomes to pursue lifestyles rich in fitness and the arts. By
day, Jeunes et Actifs have a high rate for exercising through in-line skating, bicycling and tennis. At night, they head to ethnic
restaurants, art galleries and pop music concerts. There, they can argue their politics to their hearts content: this cluster tends to
reject authority, believe in sexual permissiveness and insist that when you think a law is stupid, its OK not to obey it.
Residents in Jeunes et Actifs appear to be educated beyond their socioeconomic status, tending to work at service jobs and for non-
profits as social workers and physiotherapists. They like to read underground newspapers like Voir to discover the latest ska band or
the hippest new sushi restaurant before theyre considered chic. Without children, they spend their money on jazz and rock music,
and the latest computer gadgetry--anything by Apple--that provides them cheap online access. These mobile Canadians are always
surfing websites to catch-up on their favourite magazines and TV programs, to find hipper apartments and to find the best MP3
download sites.
WHERE THEY LIVE

Anjou, Montral, LaSalle, Lachine, Longueuil, Qubec, Laval
HOW THEY THINK

Jeunes et Actifs is a painfully hip young cluster. Among the strongest clusters on Sexual Permissiveness and markedly above
average on Sensualism, these hedonistic young Quebecers are living lives of sensory pleasureand theyre not letting secondary
concerns like work and money cramp their style. While these residents score high on both Need for Status Recognition and Concern
for Appearance, theyre not spending money on flashy clothes and gadgets; the vintage, the unexpected and the alternative are what
these people seek. In this cluster, the prize goes to the quirkiest or the most seamlessly retro. Weak on Community Involvement,
Primacy of the Family and Religiosity, Jeunes et Actifs residents are happy spending time with friends and dont want to be tied
down by more formal and traditional modes of social involvement (Pursuit of Happiness to the Detriment of Duty). Although they
are serious about seeking pleasure, these young Quebecers also seek Fulfillment Through Work. Many have chosen jobs that let
them make a difference instead of just making money, and they see their work as central to their identity.

Population % Canada Households % Canada pop music concerts
Age Maintainer Age in-line skating
0-4 4.14 79 < 25 5.47 150 foreign films
5-14 8.24 71 25-34 23.07 149 historical sites
15-24 10.16 75 35-44 19.55 98 book shows
25-44 36.46 130 45-54 19.90 88
45-64 27.25 98 55-64 14.53 83 Shopping
65-74 7.12 98 65-74 9.26 83 cigarettes
75-84 4.96 105 75+ 8.21 83 comic books
85+ 1.67 92 rock tapes/CDs
Size Zara
Mother Tongue 1 person 44.68 168 health food stores
English 6.65 11 2 people 32.71 98
Non-Official 14.46 81 4+ people 10.36 43 Musimax
Immigration Family Status Elle Qubec
Immigrant 18.01 89 Non-family 52.01 176 Voir
Couples w/ kids 15.78 49 classic/fine arts radio
Arrived < 1961 10.90 66 Couples, no kids 21.45 79 Les Grand Prix F1
1961-1970 12.95 95 Lone parent 10.76 99
1971-1980 19.39 113 Age of Children
Food/Drink
1981-1990 23.75 124 <6 23.57 113 bouillon
1991-1995 14.38 90 6-14 33.39 92 natural cheese
> 1996 18.64 105 15-17 11.50 89 dijon mustard
espresso
Yes 10.57 77 25+ 13.38 131 microbrewed beer
Adult Population % Canada Dwellings % Canada $21-$50 donated to international
Marital Status Tenure relief/development efforts
Married 24.78 51 Rent 69.27 226 caisse populaire
Mode of Period of
telephone banking
Car 34.75 63 < 1946 28.43 234 Automotive
1961-1970 16.83 126 lease vehicles
Class of Worker entry compact cars
Employed 91.25 104 1971-1980 9.79 52
1981-1990 8.68 54 audio upgrades
Self-Employed 8.59 72 Mazda models
Unpaid 0.16 41 1991-1995 2.12 31
1996-2000 2.65 33
Primary 0.26 6 > 2006 2.44 59 We neednt show respect for people in
Blue-collar 20.45 81 positions of authority
Service sector Type I am prepared to pay more for good
43.08 109
White-collar 36.22 119 Single 4.84 9 quality wine
Semi 1.44 30 I enjoy keeping fit
Education Row 1.93 34 I refuse to buy a car that is not fuel
< Grade 9 14.54 144 Duplex 16.49 306 efficient
Grade 9-13 25.61 83 Low Rise 69.27 381
21.24 124
Index 80
U6
62 - LA CIT NOMADE
Mix of young and old low-income Quebec singles

Ethnic Presence Low
Life is often an economic struggle in La Cit Nomade, a cluster of mobile singles, divorcs, widows and single-parent families living
in the older cities and inner suburbs of Quebec. Most of the residents work at service sector jobs and rent older, high-rise apartments
and duplexes that eat up 40 percent of their paycheques. Yet they manage to have active social lives by taking advantage of their
cities abundant and cheap entertainment: museums, small outdoor stages and jazz festivals that offer discount tickets. That tactic
also allows them to preserve what disposable income they have for consumer electronics, video games and music tapes. Despite
their modest incomes, La Cit Nomade residents describe themselves as early adopters, wanting to be the first among their friends to
learn the latest styles in fashion and technology--even if they cant afford them.
One in four household maintainers is under 35 years old in La Cit Nomade. But the cluster is also home to a disproportionate
number of residents over 65 years old. This wide-ranging age profile makes for some incongruous behaviour patterns, such as high
rates for listening to both big band music and pop rock. But most residents share modest educations, low rates of marriage and high
rates of mobility, especially in July, when apartment leases typically expire and many take the opportunity to move into cheaper
units. These credit-poor consumers pay cash in the marketplace and tend to have very little money in savings or securities.
WHERE THEY LIVE

Ascot, LeMoyne, Berthierville, Joliette, Saint-Hyacinthe, Sherbrooke, Saint-Jrme, Hull, Jonquire, Granby, Longueuil, Gatineau,
Qubec
HOW THEY THINK

La Cit Nomade residents seek equal parts pleasure, status and fulfillment, but they have little interest in issues that dont affect them
directly. Strong on Joy of Consumption and Concern for Appearance, La Cit Nomade residents get a kick out of buying something
new; they wish personal finances more often allowed them to display their familiarity with the newest styles. This cluster is easy in
its approach to others: strong on Openness Toward Others and Sexual Permissiveness, these Quebecers are happy to chat with
friends of friends in a bar or have a casual romance with an unknown character. Confident in their Adaptability to Complexity in
Life, these mobile young people are open to finding meaning either at work (Fulfillment Through Work) or through personal spiritual
practice (Spiritual Quest). But with little interest in social issues, community life or ecological concerns, members of La Cit
Nomade find themselves beset with an Aimlessness that may come in part from youthful self-absorption.

Population % Canada Households % Canada bicycle riding
0-4 4.25 81 < 25 6.92 190 pop music concerts
5-14 8.41 72 25-34 18.07 117 book shows
15-24 11.92 88 35-44 15.97 80 ice skating
25-44 28.13 100 45-54 19.44 86
45-64 27.60 99 55-64 16.51 95 Shopping
65-74 8.92 123 65-74 11.66 105 fine jewellery
75-84 7.43 158 75+ 11.44 116 model kits
85+ 3.35 185 video games
Size Jean Coutu
Non-Official 6.03 34 4+ people 10.52 44 TQS
Immigration Family Status Cinma Samedi
Immigrant 8.13 40 Non-family 48.51 164 Gala des Prix Gmeaux
Couples w/ kids 16.05 50 mainstream top-40 radio
Arrived < 1961 4.96 30 Couples, no kids 22.64 83 TV 7 Jours/TV Hebdo
1961-1970 5.01 37 Lone parent 12.80 118
1971-1980 7.41 43 Age of Children
Food/Drink
1981-1990 10.10 53 <6 21.78 105 premium beer
1991-1995 25.47 160 6-14 35.86 99 crackers
> 1996 47.04 266 15-17 13.50 104 flavoured coffee
granola bars
Adult Population % Canada Dwellings % Canada seniors banking packages
Single 48.33 139 Own 30.31 44 student loans
Married 26.07 54 Rent 69.69 227 electronic banking
W/D/S 25.60 150 Band 0.00 0 no RRSPs
Mode of Period of
Car 43.41 79 < 1946 13.87 114 brush carwash
1961-1970 17.72 132 lease vehicles
Class of Worker compact SUVs
Employed 92.86 106 1971-1980 17.59 93
1981-1990 16.01 99 Toyota models
Unpaid 0.08 20 1991-1995 5.14 74
1996-2000 3.03 37 Attitudes
Occupation 2001-2006 2.38 37 To buy myself something new is one of
Primary 1.38 29 > 2006 2.54 62 the great pleasures in life
Blue-collar 27.14 107 I like to be immediately informed of new
Service sector Type products and services
44.63 113
White-collar 26.85 88 Single 16.14 29 Society would be better off with more
Semi 2.43 51 government involvement
Education Row 1.88 33 I prefer to postpone a purchase rather
< Grade 9 20.67 205 Duplex 11.61 215 than to buy on credit
Grade 9-13 34.57 111 Low Rise 61.94 341 I rarely exercise, jog or play an active
Trade 10.88 92 High Rise 5.26 59 sport
9.90 58
Index 59
U6
64 - LA DIVERSIT ETHNIQUE
Young Francophones and immigrants in poor urban areas

Occupation Mixed
Sample Social Value Intuition
Young Francophones and poor immigrants from the Caribbean, Latin America and North Africa often make their way to La
Diversit Ethnique, a collection of downscale neighbourhoods in Montreal and Quebec City. A true urban melting pot, this cluster is
characterized by students, singles and single-parent families, half of whom are bilingual and most living in older, high-rise and
duplex apartments. With their $39,000 household incomes--only half the national average--they cant afford to eat at expensive
restaurants or travel much except for infrequent trips to their home countries. More typically, they spend their leisure time watching
TV--boxing and Formula 1 races are popular--playing soccer, or going bowling. Because many of these Canadians arent far
removed from the welfare rolls, they tend to be strong supporters of big government and strengthening the nations social welfare
net.
Despite the clusters harsh economic realities, the residents of La Diversit Ethnique havent succumbed to despair. Their high-rise
apartments frequently boast well-tended balcony gardens, and they like to treat themselves to restaurant delivery dinners. Theyre
big fans of technology and score high for owning PDAs and home theatre systems. The residents of La Diversit Ethnique enjoy
buying new products. But envy can quickly turn into resentment in these poor neighbourhoods, and residents admit that theyre very
aware of their mortality.
WHERE THEY LIVE

Verdun, Montral-Nord, Montral, Anjou, Brossard, Lachine, Qubec, Longueuil, Saint-Lonard
HOW THEY THINK

La Diversit Ethnique residents, down on their financial luck, have less than satisfying material lives but seek satisfaction from both
spiritual reflection and worldly thrill-seeking. Among the clusters two strongest trends are Spiritual Quest and Intuition, suggesting
that residents are interested in transcending the day-to-day grind through spiritual activity and non-rational thinking. But these
Quebecers havent exactly renounced earthly pleasure: they are strong on Enthusiasm for Consumption, Attraction to Crowds and
Penchant for Risk-Taking. La Diversit Ethnique residents are interested in seeking positive sensations from little consumer
indulgences, the excitement of large gatherings and the thrill of a chance taken. This cluster has no interest in Global Ecological
Consciousness, Ethical Consumerism, Everyday Ethics or Community Involvement. Though they may not be pitching in locally, La
Diversit Ethnique residents do feel connected internationally, and they express a strong sense of Belonging to the Global Village.

Population % Canada Households % Canada road biking
Age Maintainer Age hockey
0-4 4.96 95 < 25 6.05 166 bowling
5-14 10.17 88 25-34 20.61 133 yoga
25-44 35.01 125 45-54 20.13 89
45-64 25.94 93 55-64 14.44 83 Shopping
65-74 6.99 96 65-74 9.60 86 video games
75-84 4.67 99 75+ 8.14 82 costume jewellery
85+ 1.72 95 instant film
Size Brault et Martineau
Mother Tongue 1 person 44.49 167 Jean Coutu
English 6.66 11 2 people 31.14 93
Non-Official 20.33 114 4+ people 11.63 49 Telelatino
Immigration Family Status ShopTV
Immigrant 23.68 117 Non-family 51.33 174 Les Grand Prix F1
Couples w/ kids 16.19 50 dance radio
Arrived < 1961 6.26 38 Couples, no kids 18.61 68 Le Lundi
1961-1970 6.72 49 Lone parent 13.87 128
1971-1980 10.66 62 Age of Children
Food/Drink
1981-1990 19.19 101 <6 25.48 123 meat spreads
> 1996 34.37 194 15-17 11.35 88 instant soup
fruit drinks
Marital Status Tenure student banking packages
Single 53.70 154 Own 20.14 29 ABM banking
Married 25.65 53 Rent 79.86 260 Internet banking
W/D/S 20.65 121 Band 0.00 0 no RRSPs
Mode of Period of
Car 27.54 50 < 1946 26.54 218 0-1 vehicle households
Public Transport 25.69 386 1946-1960 27.38 197 lease vehicles
1961-1970 17.88 133 compact cars
Employed 92.88 106 1971-1980 11.03 59
1981-1990 9.15 57 Nissan models
Unpaid 0.18 46 1991-1995 1.95 28
1996-2000 2.42 30 Attitudes
Occupation 2001-2006 1.04 16 Society would be better off with more
Primary 0.28 6 > 2006 2.61 63 government involvement
Blue-collar 26.81 106 In order to get what I like, I would be
Service sector Type prepared to take great risks
43.88 111
White-collar 29.03 96 Single 2.37 4 I tend to be the first to own new
Semi 0.76 16 technology
Education Row 1.59 28 I support the strengthening of Canada's
< Grade 9 20.27 201 Duplex 12.75 237 social welfare net
Grade 9-13 32.08 103 Low Rise 76.56 421
12.96 76
Index 74
U6
66 - SURVIVRE EN VILLE
Young and poor Quebec urban singles

Ethnic Presence Low
The poorest lifestyle type in Canada, Survivre en Ville is a collection of economically struggling urban neighbourhoods that are
home to young singles and single-parent families. Household incomes are low--the average is $35,000 and the housing stock is old,
with most residents living in high-rise apartment buildings built before 1970. And few clusters have more down-market commercial
districts. But residents in Survivre en Ville manage to stretch their finances into active lifestyles, scoring high for going dancing,
attending rock concerts and participating in a range of sports from ice skating to football. And they long for better lives: locals state
that they have little value in society but theyre always eager to try new opportunities for improvement.
Demographic data reveal two kinds of residents in Survivre en Ville: students in need of cheap housing and young singles and single
parents down on their luck. This mixed populace makes for some scrambled marketplace patterns. For instance, student activities
include going to book shows, reading magazines like Voir and getting exercise through in-line skating. The single parents tend to
accumulate a lot of toys, board games and pets. The two groups cross paths at area video shops, convenience stores and bowling
alleys. And given the clusters position on the bottom rung of the socioeconomic ladder, residents also share an understandable
social value: all admit to having a high degree of stress in their lives.
WHERE THEY LIVE

Vanier, Qubec, Trois-Rivires, Sherbrooke, Rimouski, Hull, Charlesbourg, Longueuil, Beauport, Montral-Nord, Saint-Jean-sur-
Richelieu, Verdun, Sainte-Foy
HOW THEY THINK

Survivre en Ville is a cluster that is down but not out. Though under pressure to make ends meet, residents of Survivre en Ville are
looking for meaning as well as a financial leg up. This is one of the strongest clusters on Sensualismresidents seeks small sensory
indulgences as respites from the hard work of daily life. But beyond these external coping mechanisms is an earnest quest for
fulfillment in the form of a Search for Roots, an interest in a personal Spiritual Quest and an effort to cultivate Intuitive Potential. It
is noteworthy that the quest for fulfillment in Survivre en Ville does not involve formal Religiosity or Community Involvement.
These Quebecers negotiate meaning in their lives on their own termsnot those of a church or community group. Although they are
not joiners, Survivre en Ville residents do look to those around them for a little respect and this cluster is strong on Need for Status
Recognition. Although life is difficult, they feel a sense of Adaptability to Complexity in Life and do not express a Need for Escape.

Population % Canada Households % Canada in-line skating
Age Maintainer Age dating services
0-4 4.55 87 < 25 7.28 200 bowling
5-14 8.23 71 25-34 20.94 136 book shows
15-24 11.24 83 35-44 16.71 84 rock concerts
25-44 32.21 115 45-54 18.09 80
45-64 26.34 95 55-64 15.76 90 Shopping
65-74 8.22 113 65-74 10.40 94 children's shoes and clothing
75-84 6.40 136 75+ 10.81 109 video games
85+ 2.82 156 direct mail flyers
Size Simon's
Mother Tongue 1 person 48.70 183 convenience stores
Non-Official 7.26 41 4+ people 8.28 35 Teletoon
Immigration Family Status TQS
Immigrant 9.81 48 Non-family 55.08 187 TALK TV
Couples w/ kids 12.48 39 Voir
Arrived < 1961 4.64 28 Couples, no kids 19.76 72 modern rock radio
1961-1970 6.40 47 Lone parent 12.68 117
1971-1980 13.05 76 Age of Children
Food/Drink
1981-1990 24.88 130 <6 25.65 123 yogurt
1991-1995 20.53 129 6-14 35.19 97 oriental noodles
> 1996 30.50 173 15-17 11.91 92 muffins
ice cream & ice treats
Yes 7.57 55 25+ 11.50 112 grocery store takeout
Adult Population % Canada Dwellings % Canada caisse populaire
Marital Status Tenure debit cards
Married 21.15 44 Rent 85.14 277 life insurance
Mode of Period of
1961-1970 18.39 137 compacts
Employed 94.14 107 1971-1980 20.20 107
Unpaid 0.10 26 1991-1995 3.89 56
1996-2000 2.77 34 Attitudes
Occupation 2001-2006 1.78 28 I really enjoy shopping for clothes
Primary 0.60 13 > 2006 2.22 54 Environmental problems in distant
Blue-collar 22.90 90 countries don't affect our environment
Service sector Type Society is better off with more
47.91 121
White-collar 28.58 94 Single 4.10 7 government involvement
Semi 0.87 18 I feel that I have little value as an
Education Row 1.16 21 individual in society
< Grade 9 20.89 207 Duplex 7.06 131 There is a lot of stress in my life
Grade 9-13 33.16 107 Low Rise 77.95 429
10.15 59
Index 29
U7 - Urban Downscale
The least affluent social group, Urban Downscale is a collection of five clusters that are home to mostly young singles living in
inexpensive city apartments. Scattered in urban neighbourhoods across the country, the households in these segments include a
disproportionate number of recent immigrants, students and single-parent families. As a group, their lifestyle reflects activities of
the young and restless: they go to bars, dance clubs and rock concerts at high rates. They like to work out by playing soccer,
basketball or hiking. With their entry-level and service sector jobs, theres not a lot of money for new cars, fine jewellery, boats
or exotic travel. But these Canadians enjoy surfing the virtual world and regularly visit job sites and chat rooms.
WHO THEY ARE

75-84 6.55 139 Blue-collar 21.50 85 <6 25.37 122
85+ 3.74 206 Service sector 46.14 117 6-14 34.71 96
Tongue Education
18-24 17.05 86
English 70.37 120 < Grade 9 25+ 11.01 107
10.02 99
French 6.20 28 Grade 9-13 32.24 104
Trade 10.94 93
Dwellings % Canada
1961-1970 9.32 68 Band 0.03 6
1991-1995 17.00 107 Maintainer < 1946 13.35 110
> 1996 27.21 154 Age 1946-1960 15.28 110
Visible < 25 8.41 231 1961-1970 19.07 142
Minority 25-34 20.24 131 1971-1980 22.62 120
Yes 17.30 126 35-44 17.29 87 1981-1990 14.41 90
45-54 17.14 76 1991-1995 5.07 73
Adult Cluster Index
55-64 13.49 77 1996-2000 3.74 46
Population % Canada
65-74 10.05 90 2001-2006 3.39 53
Marital Status 75+ 13.38 135 > 2006 3.07 74
Single 42.59 122
Size Type
Married 32.34 67
1 person 46.33 174 Single 17.95 32
2 people 30.90 92 Semi 3.12 65
Car 40.30 73 Low-rise 40.18 221
Mobile 0.46 35
Dwelling
Value Index 57
U7
45 - DAYTRIPPERS & NIGHTOWLS
Young lower-middle-class urban singles and couples

Education Mixed
Sample Social Value Equality of the Sexes
Daytrippers & Nightowls is a collection of city and suburban neighbourhoods where young, unattached Canadians live in low-rent
accommodation. With a third of its household maintainers under 35 years old, the cluster caters to young, active lifestyles. A
disproportionate number of residents spend their leisure time going to bars, art galleries, coffee shops and nightclubs. The clusters
top sports include yoga, mountain biking, soccer and tennis. In Daytrippers & Nightowls, the dating-and-mating dance continues in
full swing--matchmaking services and bridal shows are popular--and residents are sexually tolerant and open to diversity. Residents
state that they enjoy meeting people from different cultures, which is appropriate given that one-quarter of their neighbours are
immigrants.
Their household incomes may be modest but Daytrippers & Nightowls residents are well-educated and pegged for advancement in
their mix of white-collar and service sector jobs. Yet they are less preoccupied than the trendier yuppies with designer clothes and
cars. These laid-back singles will shop for clothes at both Zellers and Club Monaco, and theyll save their money for the latest
computer technology. Daytrippers & Nightowls residents spend a lot of time on the Internet, voraciously surfing to multiple sites for
news, jobs, weather and entertainment. Ever practical, they rely on modern technologies to take care of the details.
WHERE THEY LIVE

Banff, North Vancouver, New Westminster, Burnaby, Charlottetown, Coquitlam, Stephenville, Lennoxville, Richmond, St. John's,
Windsor, Canmore, Ottawa, Halifax, Kingston, Victoria
HOW THEY THINK

Daytrippers & Nightowls is a modest but not entirely frugal cluster. About average on most consumption trends related to status and
ostentation, these Canadians nevertheless report reaching for their wallets regularly (Consumptivity). One cannot live by shopping
alone, however, and this is a young cluster on an active search for meaning. They are already strong on Introspection and Empathy,
and they express an interest in developing their Intuitive Potential and especially their Personal Creativity. They are effective in
Networking and in seeking meaningful connections with others (Connectivity). They enjoy meeting and learning from others (Social
Learning) and are particularly fascinated by Cultural Fusion. Members of Daytrippers & Nightowls are proponents of New Social
Responsibility and believe in the Equality of the Sexes. Daytrippers & Nightowls residents are just trying to better themselves for
now, but are being careful not to step on any toes along the way.

Population % Canada Households % Canada bars
Age Maintainer Age dating services
0-4 5.16 99 < 25 8.90 244 dancing
5-14 9.03 78 25-34 22.85 148 exhibitions/carnivals
15-24 14.95 111 35-44 20.15 101 exercise at home
25-44 35.22 126 45-54 19.03 85
45-64 24.27 87 55-64 13.22 76 Shopping
65-74 5.76 80 65-74 7.84 71 luggage
75-84 3.98 85 75+ 8.03 81 $100 or more on costume jewellery
85+ 1.62 90 Zellers
Size London Drugs
English 66.09 113 2 people 32.85 98
Non-Official 26.99 151 4+ people 12.96 54 GLOW
Immigration Family Status CBC Morning
Immigrant 30.18 149 Non-family 47.46 161 South Park
Couples w/ kids 19.06 59 album rock radio
Arrived < 1961 8.47 52 Couples, no kids 20.70 76 Flare
1961-1970 6.91 50 Lone parent 12.79 118
1971-1980 11.22 65 Age of Children
Food/Drink
1981-1990 15.72 82 <6 25.36 122 oriental noodles
1991-1995 21.12 133 6-14 33.86 94 pasta sauce
> 1996 36.57 207 15-17 11.82 91 organic fresh vegetables
fruit juice
Yes 24.16 176 25+ 11.10 108 delivery
Adult Population % Canada Dwellings % Canada $5,000-$10,000 in securities or savings
Single 44.22 127 Own 37.78 55 cultural charity donations
W/D/S 20.75 122 Band 0.00 0 no RRSPs
Mode of Period of
1961-1970 16.93 126 entry SUV's
Class of Worker premium grade gas
Employed 92.04 105 1971-1980 23.07 123
1981-1990 16.42 102 GMC models
Unpaid 0.15 37 1991-1995 6.94 100
1996-2000 5.16 63 Attitudes
Occupation 2001-2006 5.43 85 I am willing to work at a boring job as
Primary 1.62 34 > 2006 3.43 83 long as the pay is good
Blue-collar 21.92 86 I want to experience emotions and
Service sector Type feelings as intensely as possible
45.74 116
White-collar 30.71 101 Single 14.95 27 I am especially interested in those
Semi 3.18 66 aspects of reality that remain mysterious
Education Row 8.03 142 and unexplained
< Grade 9 6.59 65 Duplex 5.16 96 I love to meet people whose way of life
Grade 9-13 29.08 94 Low Rise 49.60 273 derives from very different cultures
Trade 10.89 92 High Rise 18.67 209
19.18 112
Index 89
U7
49 - ROOMS WITH A VIEW
Young multi-ethnic singles in downscale urban high-rises

Sample Social Value Importance of Spontaneity in Daily Life
Rooms with a View represents the nations ethnic neighbourhoods, a haven for young single immigrants living in Toronto,
Vancouver, Montreal and Calgary. Many households are found near university campuses and contain recent graduates and students
still taking classes. With few children in its mix of new immigrants from South Asia, Latin America and the Middle East, Rooms
with a View has the air of an immigrant launching pad. These unattached Canadians use dating services, frequent health clubs, go to
rock concerts and state, I do more entertaining at home now than ever before--in part because of their low rate of car ownership.
And few financial obligations mean residents can buy lots of books, designer clothes, computers and DVDs. Like other youth, they
express somewhat hedonistic values, telling researchers that for me, its extremely important to be able to stop everything Im
doing, in order to enjoy the simple pleasures in life.
For the residents of Rooms with a View, life is not unlike dormitory living. Many still take classes, have entry-level jobs and wind
down playing pickup games of soccer and basketball. Residents of Rooms with a View find themselves on the road a lot, making
this cluster the top one for personal car rentals. Back in their apartments, they spend a lot of time online, visiting chat rooms and job
posting websites. And, while some recent immigrants are the children of wealth who came to Canada to study, most have to stretch
their budgets to shop at their preferred upscale stores and to take their frequent trips back home.
WHERE THEY LIVE

Saint-Laurent, Montral, Toronto, Mont-Royal, Vancouver, Calgary
HOW THEY THINK

Rooms with a View is a cluster living a fun, fashionable, youthful lifestyle on a budget. Strong on Importance of Spontaneity in
Daily Life, these young Canadians are looking for excitement and at least a little hedonistic indulgence every day. They delight in
buying something new for themselves (Joy of Consumption), and with their strong Confidence in Big Business, they have no qualms
about buying big brands. Although they are attracted to the flashy and new (Pursuit of Novelty), these young Canadians have a
thoughtful side. They are strong on Introspection and Empathy and say they place stock in their personal Intuition and reflections on
the Meaning of Life. Rooms with a View residents are likely to find meaning in relationships with friends above all; these young
singles score low on Primacy of the Family, yet high on Connectivity, Networking, and Social Learning. They see themselves as
Belonging to the Global Village, and savour Cultural Fusion.

Population % Canada Households % Canada health clubs
Age Maintainer Age soccer
0-4 4.56 87 < 25 7.63 209 art galleries/museums
15-24 11.98 89 35-44 21.97 110 attend spas
25-44 42.02 150 45-54 16.14 72
45-64 21.71 78 55-64 12.10 69 Shopping
65-74 5.64 78 65-74 7.06 64 laptops/notebooks
75-84 4.25 90 75+ 7.38 75 video game systems
85+ 2.31 128 $1,000-$1,500 on womens clothing
Size The Gap
English 36.85 63 2 people 27.51 82
Non-Official 44.62 249 4+ people 9.29 39 TV sports
Immigration Family Status Cable News Network
Immigrant 52.00 257 Non-family 60.16 204 adult contemporary radio
Couples w/ kids 14.75 46 People
Arrived < 1961 5.52 34 Couples, no kids 16.56 61 15+ hours spent on the Internet/week
1961-1970 6.50 47 Lone parent 8.53 79
1971-1980 9.93 58 Age of Children
Food/Drink
1981-1990 18.48 97 <6 28.07 135 meal replacement bars
1991-1995 21.23 133 6-14 32.81 91 $1-$49 on groceries
> 1996 38.34 217 15-17 9.49 73 rice
imported beer
Yes 42.59 310 25+ 11.75 115 oriental restaurants
Adult Population % Canada Dwellings % Canada use Internet for credit card applications
Marital Status Tenure $101-$500 monthly on credit cards
W/D/S 17.36 102 Band 0.00 0 RRSPs
Mode of Period of
1961-1970 28.26 211 coupe/hatchbacks
Employed 89.82 103 1971-1980 19.73 105
Unpaid 0.54 135 1991-1995 2.75 40
1996-2000 4.11 50 Attitudes
Occupation 2001-2006 1.50 23 I prefer to be with people in my own age
Primary 0.20 4 > 2006 3.09 75 group
Blue-collar 17.92 71 I would prefer to do work that is not
Service sector Type particularly interesting but pays well
41.52 105
White-collar 40.36 133 Single 0.73 1 I enjoy being extravagant
Semi 0.36 7 I tend to go to movies a lot
Education Row 1.95 34 Use of marijuana should be legalized in
< Grade 9 7.27 72 Duplex 1.09 20 Canada
Grade 9-13 20.65 67 Low Rise 27.01 149
Trade 6.22 53 High Rise 68.60 766
35.16 205
Index 0
U7
55 - SINGLE CITY RENTERS
Young apartment-dwelling urban singles and couples

Education Mixed
Occupation Mixed
With 87 percent of residents renting apartments, Single City Renters is known as a transient world for young, somewhat ethnically
diverse singles, common-law couples and single parents. In these downscale neighbourhoods located in smaller cities, residents lead
modest lifestyles in a mix of high- and low-rise apartments. Because money is tight they entertain themselves by playing video
games, watching a lot of TV movies and sitcoms, listening to multicultural radio and reading books. When they do go out, they head
for motorcycle shows, rock concerts and bars; cluster consumers admit to drinking a remarkable 13 to 24 beers each week.
Young and mobile, three-quarters of Single City Renters residents have moved into their neighbourhoods in the past five years. But
their average level of educational achievement belies their modest incomes; half have gone to college or university. These young,
tech-savvy consumers go online for books, music and job postings. They like to gather with friends to play soccer, go mountain
biking or take aerobics classes. But Single City Renters can be a financially challenging lifestyle, and residents worry that theyll
lack the money to live comfortably in the future.
WHERE THEY LIVE

Capilano, Dorval, Thompson, Winnipeg, Edmonton, Oshawa, New Westminster, Pointe-Claire, Saint John, Halifax, London,
Kingston, Victoria
HOW THEY THINK

The young residents of Single City Renters, despite modest means, are on the lookout for the new and the beautiful. Strong on
Pursuit of Novelty, Openness Toward Others, Networking and Interest in the Mysterious, these Canadians register a strong impulse
toward exploration and experiencea process that may sometimes be informed by a youthful Penchant for Risk-Taking. This
interest in novelty and experience is likely connected to these mobile young Canadians sense of rootlessness. With little interest in
Ritual, Regionalism, Religion or any kind of Search for Roots, Single City Renters residents feel the need to make their own meaning
and not rely on traditional signposts. For all their experimental zeal, however, members of this youthful cluster dont feel entirely
confident in their ability to navigate the world. They are among the weakest clusters on Adaptability to Complexity, and their high
score on Anomie suggests that Single City Renters feel somewhat disconnected from society. This cluster may yet turn its autonomy
and experimentation into career success, but for now it is tentative and unsure. While awaiting greater social and economic
fulfillment, these young Canadians will do their best to be good: they score high on Everyday Ethics and Ethical Consumerism.

Population % Canada Households % Canada canoeing
Age Maintainer Age mountain biking
0-4 4.73 90 < 25 12.15 333 top-40 tapes/CDs
5-14 7.70 66 25-34 24.11 156 dating services
15-24 16.90 125 35-44 17.58 88 skiing
25-44 34.27 122 45-54 16.78 75
45-64 22.72 82 55-64 11.80 68 Shopping
65-74 6.15 85 65-74 7.83 70 instant cameras
75-84 5.16 110 75+ 9.75 99 video games
85+ 2.36 130 acne products
Size Zellers
Mother Tongue 1 person 49.22 185 The Bay
English 71.39 122 2 people 31.14 93
Non-Official 22.47 126 4+ people 8.80 37 TV suspense/crime dramas
Immigration Family Status TV wrestling
Immigrant 24.80 123 Non-family 57.43 194 MuchMore Music
Couples w/ kids 12.31 38 horror videos/DVDs
Arrived < 1961 11.48 70 Couples, no kids 18.24 67 Style at Home
1961-1970 8.16 60 Lone parent 12.02 111
1971-1980 12.50 73 Age of Children
Food/Drink
1981-1990 19.28 101 <6 28.00 135 vegetarian products
1991-1995 17.96 113 6-14 34.48 95 cheese snacks
> 1996 30.62 173 15-17 11.10 86 soup/meal in a cup
pizza shells
Yes 19.08 139 25+ 9.74 95 casual/family dining restaurants
Adult Population % Canada Dwellings % Canada no securities or savings
Married 27.24 57 Rent 88.69 289 telephone banking to pay bills
Mode of Period of
Car 40.64 74 < 1946 7.62 63 households with 1 vehicle
1961-1970 22.24 166 entry SUV
Class of Worker maintenance done by family or friends
Employed 93.76 107 1971-1980 27.60 147
1981-1990 17.04 106 GMC models
Unpaid 0.29 73 1991-1995 4.18 60
1996-2000 3.26 40 Attitudes
Occupation 2001-2006 1.97 31 I am good at fixing mechanical things
Primary 1.44 30 > 2006 3.91 95 It is important that people admire the
Blue-collar 23.13 91 things that I own
Service sector Type My personal care routine is a real chore
46.78 118
White-collar 28.65 94 Single 4.96 9 to me
Semi 1.09 23 I love to look at household decorating
Education Row 6.35 112 ideas
< Grade 9 8.09 80 Duplex 1.37 25 I wait until the price comes down before
Grade 9-13 32.12 104 Low Rise 41.70 229 buying electronics
Trade 10.52 89 High Rise 44.33 495
16.27 95
Index 0
U7
58 - SOLO SCRAMBLE
Downscale young singles and single-parents in urban areas

Education Mixed
Ethnic Presence Low
Sample Social Value Need for Escape
Scattered across English Canadas towns and small cities, Solo Scramble is often the first home-on-their-own for young singles and
single parents working at entry-level service jobs. In these high-rise apartment neighbourhoods, visitors find the streets jam-packed
with active, young families as well as a few long-time, elderly maintainers. The child-friendly atmosphere is readily apparent in
residents shopping carts, typically filled with toys, cameras, inexpensive canned goods and plenty of potato chips. Although they
describe themselves as conservative politically, theyre less concerned about voting than making ends meet. With their $43,000
household incomes, they stretch their budgets by going to thrift shops.
Solo Scramble has a low percentage of immigrants but a relatively high concentration of Canadians of Aboriginal origin--about 12
percent nationwide. As a group, these residents typically have high school educations and a strong work ethic. They have one of the
nations highest rates for working at service sector jobs, and they tell researchers that the workplace is not where one should be
particularly concerned with personal fulfillment. Although they cant afford to travel much outside of Canada, or buy a lot of
consumer electronics, they do pay for online access in order to journey through the virtual world.
WHERE THEY LIVE

Duncan, Pembroke, Amherst, Quesnel, North Battleford, Truro, Courtenay, Victoria, Saint John, Prince Albert, Moncton, Penticton,
Grande Prairie, Nanaimo, Greater Sudbury, Winnipeg, Edmonton, Halifax, Jasper, Sault Ste. Marie, North Bay, Prince George
HOW THEY THINK

Residents of Solo Scramble not only live alone, they also have a loner streak when it comes to their place in society. They have a
great Fear of Violence, reflecting the lack of personal security they feel in their neighbourhoods. Solo Scramble residents also
indicate little desire to impress others: they are among the weakest clusters on Need for Status Recognition. Members of Solo
Scramble look for relief from their tight budgets and time-stressed lives: they are among the strongest clusters on Need for Escape.
But, the escape they seek is more temporary distraction (a lottery ticket or night-club outing) than personal awakening: these
Canadians are weak on Spiritual Quest and are more aimless than most. They may long to indulge their escapism with some flashy
purchasesthey score high on Ostentatious Consumptionbut their low incomes and necessary emphasis on Importance of Price
call them back to reality. Solo Scramble residents register strong Technological Anxiety, suggesting that, while they enjoy going
online for fun, they are threatened by the pace of technological change and doubt their ability to adapt.

Population % Canada Households % Canada basketball
Age Maintainer Age baseball
0-4 5.38 103 < 25 9.10 250 lottery gaming
5-14 9.82 85 25-34 19.92 129 nightclubs/bars
15-24 15.14 112 35-44 17.60 88 casinos
25-44 30.20 108 45-54 18.82 84
45-64 24.91 89 55-64 13.91 80 Shopping
65-74 6.88 95 65-74 9.72 87 instant cameras
75-84 5.25 111 75+ 10.93 111 gym sets
85+ 2.42 134 less than $500 on womens clothes
Size Wal-Mart
Mother Tongue 1 person 40.72 153 7-Eleven
English 82.49 141 2 people 32.85 98
Non-Official 11.14 62 4+ people 13.32 56 All My Children
Immigration Family Status rap tapes/CDs
Immigrant 11.62 57 Non-family 46.73 158 new country radio
Couples w/ kids 16.74 52 Maxim
Arrived < 1961 27.46 167 Couples, no kids 21.48 79 FLARE
1961-1970 14.53 106 Lone parent 15.06 139
1971-1980 18.60 108 Age of Children
Food/Drink
1981-1990 21.29 111 <6 25.15 121 processed cheese
1991-1995 8.79 55 6-14 36.40 101 condensed soup
> 1996 9.32 53 15-17 12.59 97 flavoured pasta
potato chips
Married 32.01 66 Rent 59.02 192 chequing account with credit union
W/D/S 24.34 143 Band 0.03 8 no RRSPs
Mode of Period of
Car 45.67 83 < 1946 20.70 170 households with 0-1 vehicles
1961-1970 16.96 127 sports coupes
Class of Worker service at auto repair chains
Employed 91.71 105 1971-1980 19.86 106
1981-1990 11.50 71 Saturn models
Unpaid 0.14 35 1991-1995 4.29 62
1996-2000 2.80 34 Attitudes
Occupation 2001-2006 2.86 45 I very often feel the need to clear my
Primary 3.10 65 > 2006 2.27 55 head
Blue-collar 21.93 87 I am more of a spender than a saver
Service sector Type Current scientific developments will
47.89 121
White-collar 27.09 89 Single 32.37 58 likely cause more problems than they will
Semi 5.21 109 solve
Education Row 6.99 124 Generally speaking, I feel that I don't
< Grade 9 10.40 103 Duplex 6.53 121 really have any goals in life
Grade 9-13 36.67 118 Low Rise 41.52 228 I consider work a source of income not a
Trade 12.96 110 High Rise 5.95 66 place for personal satisfaction
10.12 59
Index 64
PRIZMCE Marketers Handbook 2008 Page 168
U7
61 - PARK BENCH SENIORS
Downscale seniors in urban high-rises

Ethnic Presence Low
With almost half of all its maintainers over 65 years old, Park Bench Seniors is Canadas oldest lifestyle. These downscale retirees
tend to live in older, seniors-oriented high- and low-rise apartment buildings--many were built before 1971--and typically get by on
modest pensions. Because most folks here never made it beyond high school and spent their working lives at blue-collar jobs, their
lifestyles are unpretentious. Residents pursue home-based leisure activities like knitting, crafts, dressmaking, reading travel
magazines and watching television--especially American sitcoms and mysteries. But they also support the arts, occasionally going to
art galleries and ballet performances. In this low-key leisure world, they concede that they rarely go out to restaurants.
In Park Bench Seniors, with its disproportionate number of retirees and widows, lower-income residents have ratcheted down their
lifestyles. When they shop, theyre known as bargain-hunters who patronize stores such as Zellers, Shoppers Drug Mart and
Reitmans. Theyll occasionally splurge on a trip--Britain and Mexico are popular destinations--but these seniors make do with more
modest forms of entertainment. When they splurge, it is mostly likely on the latest toy for a grandchild.
WHERE THEY LIVE

White Rock, Victoria, Weyburn, Langley, New Westminster, Kelowna, Peterborough, Saskatoon, Winnipeg, Regina, Greater
Sudbury, Saint John, Kingston, St. Catharines, Windsor, London
HOW THEY THINK

Park Bench Seniors is a cluster with strongly held traditional values, not surprising given its status as the oldest cluster in Canada.
Supportive of three values that often appear together among older segmentsPrimacy of the Family, Religiosity and Community
Involvementthese older Canadians believe in God, family (with dad as the boss) and an old-fashioned model of community. Their
extremely high score on Fear of Violence suggests that they may see their own communities as having grown more violent over
time. In their small towns, these Canadians dont encounter the kind of diversity that thrives in Canadas cities, and their Ethnic
Intolerance and Aversion to Complexity in Life reflect their fear of people unlike themselves. Some of the complexities they find
most troubling have to do with gender and sexuality in contemporary Canada. This cluster is among the weakest of all on Sexual
Permissiveness and Flexible Definition of the Family. Despite tight budgets, these Canadians say they delight in the Joy of
Consumption, and with their high scores on Importance of Brand it is clear that they pay great attention to what they buy. Like many
older Canadians, Park Bench Seniors residents likely look for well-known, established brands as markers of reliability and quality.

Population % Canada Households % Canada walking
0-4 2.69 51 < 25 4.48 123 knitting
5-14 5.03 43 25-34 10.62 69 bingo
15-24 8.44 63 35-44 9.84 49 travel to a Canadian resort
25-44 20.41 73 45-54 11.99 53
45-64 23.12 83 55-64 14.87 85 Shopping
65-74 12.85 177 65-74 16.87 152 infant toys
75-84 15.72 334 75+ 31.32 317 insoles
85+ 11.75 648 vitamins, minerals, herbal supplements
Size flyers delivered to door
English 68.46 117 2 people 26.05 78
Non-Official 23.21 130 4+ people 6.64 28 Home Shopping Network
Immigration Family Status Oprah
Immigrant 28.00 138 Non-family 63.58 215 DaVincis Inquest
Couples w/ kids 9.69 30 adult contemporary radio
Arrived < 1961 31.93 194 Couples, no kids 20.00 73 Prevention
1961-1970 12.71 93 Lone parent 6.74 62
1971-1980 14.85 86 Age of Children
Food/Drink
1981-1990 16.78 88 <6 21.74 105 canned fish/meat
1991-1995 11.76 74 6-14 32.30 89 breakfast links/patties
> 1996 11.96 68 15-17 11.71 90 fresh fruit
regular hot cereals
Yes 12.97 94 25+ 15.17 148 regular coffee
Married 32.56 68 Rent 72.62 237 department store credit cards
Mode of Period of
1961-1970 19.20 143 full-sized cars
Class of Worker under 5,000km driven
Employed 90.35 103 1971-1980 25.77 137
1981-1990 17.30 107 Plymouth models
Unpaid 0.17 43 1991-1995 5.68 82
1996-2000 3.62 44 Attitudes
Occupation 2001-2006 3.42 54 Young people have too much freedom
Primary 1.27 27 > 2006 3.54 86 and not enough discipline
Blue-collar 20.30 80 I have not taken steps to ensure that I
Service sector Type have sufficient income for my retirement
44.69 113
White-collar 33.75 111 Single 12.01 22 The father of the family must be master
Semi 1.77 37 in his own house
Education Row 3.90 69 I would never buy products from a
< Grade 9 17.65 175 Duplex 2.29 43 company that tested then on animals
Grade 9-13 34.61 112 Low Rise 30.38 167 Non-whites should not be allowed to
Trade 9.62 82 High Rise 49.08 548 immigrate to our country
12.33 72
Index 65
APPENDIX A:
Definitions
Socio-Economic Status Indicator (SESI) The individual cluster segment numbers are based on SESI, a composite score which
reflects a number of attributes, including household income, home value (or rent paid), education and occupation. The most affluent
segment has a SESI of 1; the least affluent, 66.
Social Groups The 66 segments have been organized into 18 Social Groups based on SESI, Urbanity, Ethnicity and Official
Language (English or French).
Lifestage Groups The 66 segments have also been organized into 12 Lifestage Groups based on Presence of Children, Age of
Maintainer, Urbanity and SESI.
Thumbnail Demographics and Preferences Characteristics and activities shown have high incidence compared to the national
average and apply to a significant number of households in the segment. Where more than one category applies, multiple descriptors
are listed in order of importance.
Notes on Demographic Data:

PRIZM CE is based, in part, on data from the 2001 Census of Canada from Statistics Canada.
Age refers to the age of the person who pays the rent, mortgage, taxes or electricity. The age categories range from youngest to
oldest in the following order: Young, Younger, Middle-Aged, Older and Mature.
Housing Tenure specifies whether a household owns or rents the dwelling, or whether the dwelling is Band Housing (on an
Indian Reserve or Settlement). Tenure categories are Homeowners, Renters and Band Housing.
Education refers to the highest level of school attended for people 20 years of age and older. Education categories are Grade 9,
High School, Trade, College and University.
Job Type refers to the occupation of people 15 years of age and older who were employed in the week prior to the 2001 Census.
The categories are White Collar, Service Sector and Blue Collar.
Ethnic Presence is based on self-reported data including Mother Tongue, Home Language, Visible Minority Status, Immigration
and Place of Birth Data. PRIZMCE clusters are designated High, Some or Low Ethnic Presence.
Notes on Preferences:
Data on what the households in each cluster do, read, watch, buy, etc. are from surveys that have been linked to the PRIZMCE
system.
Sources include: Print Measurement Bureau, Bureau of Broadcast Measurement and various surveys from Environics Research.
The data are used with permission.
Environics Social Values are supplied by Environics Research, based on proprietary surveys, and are examples of widely held
attitudes or mindsets among adults in the cluster.
APPENDIX B:
Methodology
Introduction
In the past, creating a geodemographic segmentation system was often described as a technology-intensive process, requiring super-
computers, neural-nets and millions of iterations. But with the latest desktop computers achieving super speeds, capable of utilizing
large amounts of RAM and able to store large amounts of data on hard drives, this is no longer the case. Today, a successful
segmentation system requires three ingredients: great data, great algorithms and highly experienced researchers. The Environics
Analytics (EA) research team, whose members have been previously involved in developing a half-dozen geodemographic cluster
systems, used a wide range of high-quality data and a set of internationally accepted methods and algorithms to create PRIZMCE.
EAs researchers decided early in the process to let the data speak in defining the PRIZMCE segments; the clusters were not force-fit
into an external paradigm. The priority was validating and testing the segments for their ability to truly reflect the geodemographic
reality of Canada. As a result, the extensive demographic changes that occurred in Canada over the last two census periods (since
1991) are clearly reflected in PRIZMCE. Some examples include: the increased income of older, experienced members of the
workforce while youth have suffered from smaller increases and even decreases in real income; the increase in college- and
university-educated Canadians; the increased number of immigrants, especially from Asia and South Asia, settling primarily in only
the largest cities; the changing face of the family with a decline in traditional families and increase in common-law and single-parent
families; the increasing migration of youth to large cities and seniors to suburbs, exurbs and smaller towns; and the increasing
tendency for older children to stay at home or return there to live.
Data Used
To capture these important changes in Canadian society, EAs research and development team extracted selected variables from the
census known to be statistically significant in differentiating small areas geodemographically. Statistics Canada introduced a new
geographical area to the Census of Canada 2001 known as Dissemination Area (DAs). There are close to 53,000 DAs with an average
household count of approximately 250. For nearly all DA-sized neighbourhoods with residential population, EA researchers examined
over 1,800 census variables describing the age structure, dwelling types, ethnicities, family and marital status, occupations,
immigration, incomes and more.
The selected variables were divided into theme-based groups reflecting key preference and consumption variables in addition to their
association with one another. The final PRIZMCE system included variables representing income, age, education, household size,
family and marital status, migration and immigration, dwelling type and tenure, ethnicity, visible minority status, languages spoken,
and labour force data.
In addition to socioeconomic and demographic variables, analysts augmented the set of key variables to include considerations of
urban-ness and rural-nessreflecting density and proximity to urban markets. These variables are a critical ingredient in the
creation of high-quality clusters. Those living downtown in large urban centres are very differentnot only demographically and
socioeconomically but also attitudinally and behaviourallyfrom those living in commuter-oriented suburbia and exurbia, or in the
more natural resource-based small towns and rural areas. The EA team built these urbanity variables from scratch using a new
integrated approach to density measurement that is not biased by vacant or non-residential land and water. The system also
incorporated key measures of geographical access to urban amenities that are important to people where they live. The final set of
variablesunlike density classesproved to be extremely powerful predictors of a wide range of key behaviours.
Environics Analytics had access to the widest possible set of Canadian behavioural and attitudinal variables that could be leveraged to
inject better discriminating powers into PRIZMCE. Since most of these variables are drawn from surveys, these databases do not
contain enough observations to have adequate sample size (say over 30) for direct use when clustering all 53,000 DAs, which would
require an impractical 1.59 million respondents. In order to exploit these data in clustering, the researchers used a proprietary approach
to generate predicted values of the survey variables for DAs. It is important to add that the intention in generalizing and leveraging
these variables in the cluster project was not to build a behavioural cluster system. Rather, the approach was based on the firmly held
belief that a cluster system based largely on socioeconomic, demographic and urbanity variables can be improved if carefully selected
behavioural and attitudinal data are added to the process. That is, a cluster system resulting from this behavioural nudgingan
extension to conventional practicewill work better (and provide greater lift in profiles), in a wider range of applications.
DA versus Postal Code Clustering

EA researchers developed PRIZMCE at the DA level. In Canada, there are insufficient data of high quality to create a good six-digit
postal code (or LDU-based) geodemographic cluster system. Although there are nearly 800,000 residential postal codes in Canada,
Canada Post has only limited data at this level, namely a list of the 6-digit codes, when the postal codes were born (and retired),
estimated household counts for them, (often problematic) geographical coordinates for them, and a small amount of other data relating
to whether the units are apartments or houses. Beyond this information, Canada Post has no other helpful socioeconomic or
demographic variables describing these areas. Statistics Canada releases two data products that might be considered LDU-level or
the equivalent: the Postal Code Conversion File and the block household counts. But neither contains any information that can help
define useful market segments. There are a few firms that have databases of Canadian households or customers at the 6-digit postal
code level that would be large enough to provide legitimate, useful variables (vehicle registrations, credit records and transaction data
are some examples). However, due to confidentiality issues, they are not able to release LDU data to third party research and
information companies. So there is no current, large, national-scale data available to construct a 6-digit postal code cluster system in
Canada.
Moreover, there is good evidence from academic studies (mostly in Europe) that the variance in most socioeconomic and demographic
variables becomes larger when areas smaller than neighbourhoodssuch as blocksare used. The implication of this work is that
even if data were available it is unlikely that an LDU-level system would perform as well as a good DA system. The DA level of
geography is by far the best level of geography for constructing geodemographic clusters in Canada.
Algorithms
The objective of EAs research and development team was to develop the best possible Canadian cluster system that would
measurably surpass other solutions in almost all business and social science applications. It is well known that the more clusters there
are, the better the raw performance a cluster system will achieve. But the researchers resolved to use fewer than 70 clusters because a
larger number of clusters would provide diminishing returns in practice and marketers have limited ability to deal with large numbers
of segments. A good solution had to have a set of mutually exclusive and collectively exhaustive market segments such that each
DA neighbourhood in Canada would be assigned to one and only one cluster and the system would cover all neighbourhoods. In
addition, individual clusters would have the following characteristics:
1. intuitively appealing, real neighbourhood types;
2. make sense, especially demographically and sociologically;
3. make sense for marketers (as possible targets);
4. reflect demographic changes that have taken place recently (especially the last 5-10 years) in Canadian society and in
neighbourhoods on the ground;
5. have an attitudinal and behavioural dimension that complements and supports the primary geodemographically-driven
structure; and
6. are not so small as to be trivial in numbers of persons or households, and not so large as to be mass markets that are really
attribute-diluted.
EA worked with all 53,000 DAs across Canada that had sufficient data to permit statistical analysis. (And researchers worked hard to
estimate data for some DAs with deficient or suppressed data.) The variables used in PRIZM CE included traditional variables
measured at the continuous, interval and ratio levels, and the system also included categorical and dichotomous variables. Researchers
used most of several hundred variables directly and then turned to survey data for testing and confirmation of the effectiveness of the
final short-listed possible systems. Ultimately, the variables used came from diverse sources:
1. the 2001 Census of Canada;
2. EAs proprietary enhanced DA-level census data, including income estimates;
3. spatial databases created by EA that relate to the urbanity-rurality continuum;
4. automotive ownership data from Environics Research surveys;
5. social values data from Environics Research surveys; and
6. product preference and behavioural data from large established surveys by third parties such as the Print Measurement
Bureau (PMB), BBM RTS Canada, Environics Research, NADbank, Polk Canada, Canadian Financial Monitor (CFM) and
Canadian Community Health Survey (CCHS).
At various stages of the systems development, EAs methodologists used a variety of techniques combining non-hierarchical and
hierarchical clustering (or their conceptual equivalents). Researchers also used a proprietary new (CART-like) technique developed by
Claritas for its earlier development of the U.S.-based PRIZM NE. These clustering/grouping methods were supported by additional
statistical techniques: regression analysis, principal components analysis, discriminant analysis and CHAID.
In general, hierarchical clustering is an inferior approach to clustering thousands of observations. It was used as a second stage
approach and to initially identify the PRIZMCE Social Groups (consisting of groups of socioeconomically similar clusters).
K-means clustering approaches, while widely used and often effective, do suffer from the deficiency of defining clusters that are too
much influenced by outlier observations. When they are used, a rigorous policy of outlier removal or down weighting is required.
K-medoid methods, also used by the EA team, tend to correct for this deficiency (using medians as opposed to means) and can make
use of binary and continuous data at the same time.
EA researchers also experimented with Kohonen neural nets which have been proposed for geodemographic clustering. Some
proponents claim that they can discover interesting and otherwise hidden dimensions within the data that are normally used for
clustering. However, there are few reports of their having a successful role in the development of a national system and no reports of
their being the sole method used. One problem is that variable weights cannot be used, so one must discard some variables to
emphasize others. The loss of control that the researcher faces with this Black Box tool means that neural nets should play only a
supporting role, and not a sole or main role along the way in building a national cluster segmentation. Ultimately, researchers decided
not to use this approach as the primary method for creating PRIZMCE.
The development of an optimal cluster system is not a recognized formal Operations Research based optimization problem with a
well-structured solution process. Rather one must use heuristics and balance multiple, sometimes conflicting, objectives. In this sense,
a fair amount of art must be applied to the clear science. Accordingly, EAs general approach was to use different cluster approaches
to develop different cluster system solutions, and then test each qualifying system for its ability to achieve marketing lift in
different product preferences, purchasing behaviours, attitudes, activities, and media consumption patterns. Researchers developed
hundreds of different models in the process of developing the final solution PRIZMCE. Analysts set up a formal negative feedback
loop to learn what variables and (explicit or implicit) weights applied to them, and which methods showed an improved solution over
past alternatives. Improved means having all of the good attributes of the best current solutions plus added lift power. Solutions not
showing improvement were rejected and documented in this feedback loop so that their underlying parameters were not replicated
in future runs. New runs were carefully planned and executed incorporating adjustments to previous successful runs so as to
increase the likelihood of further improvement. In the end, EA had five cluster systems that appeared to be equally effective, but a
set of rigorous tests on how these systems performed in real-world marketing problemsprofiling real productsresulted in
determining the best one that would bear the PRIZMCE name.
EA performed extensive testing both at the end of the process and in the course of creating different segmentation solutions.
Researchers looked at how well cluster systems differentiated various key socioeconomic, demographic and other input variables.
But also critical were tests of how well a contender system differentiated or discriminated variables that were not direct inputs. These
are typically behavioural and attitudinal variables. Tables, graphs and charts were produced showing more than 300 socioeconomic
and demographic variables for each segment indexed against the national average. Other tables, graphs and charts were used to
analyze other input variables. For example, contender cluster systems were linked via postal code to PMBs and BBMs annual
surveys to test and confirm how well each worked. The research team also used the Social Values and other surveys from EAs
sister firm, Environics Research, to test the PRIZMCE clusters. And a number of clients that provided customer/client data
participated as beta test sites to evaluate possible cluster solutions on real world data. The tests of contender cluster systems made
extensive use of not only conventional profiling tables and charts but also Lorenz curves and Gini coefficients. These were used to
generate simple measures of how well each cluster system performed (in terms of potential marketing lift) on any particular task or
variable. Finally, researchers created and studied thousands of detailed maps that showed where in Canada (and in each city) each
clusters neighbourhoods are found. Sometimes cluster systems were rejected on the basis of looking at maps without actually looking
at formal performance statistics.
What differentiates the methods and resulting solutions of various cluster systems is the expertise of the creators, whose knowledge of
geography, sociology and demographics must complement their knowledge of statistical and applied mathematical methods. What
makes a segmentation solution work is the understanding of how demography and geography unite and how to make the resulting
segments understandable by those who use them. This is where science meets art, and this is what Environics Analytics has achieved
in creating PRIZMCE.
Final Cluster System

The result of EAs very intense cluster development research project, PRIZMCE, is a robust 66-segmentation schema for Canada. In
letting the data speak, the result is a blend of segments that feature:
1. strong regional patterns including some quite different and distinctive clusters for Quebec and the rest of Francophone
Canada;
2. the range of urbanization along the urban-rural continuum, including suburban, exurban and town segments;
3. all income levels, from the elite to midscale to downscale;
4. youth, middle-aged and mature populations;
5. numerous ethnic segments, especially those consisting of Asian, South Asian, Italian, Portuguese and Aboriginal populations;
and
6. occupation classifications in many categories, with prominent consideration of white-collar, blue-collar and service-sector
jobs as well as agricultural/farming occupations.
A number of distinguished authorities provided input and reviewed the chosen PRIZMCE system. The respected experts at Claritas
reviewed EAs system and pronounced it sound. A panel of Quebecers reviewed the 15 largely Francophone segments to ensure that
the segments were accurate at the ground level. Those familiar with Canadas western provinces agreed that the lifestyles and life
stages captured the essence of those cluster neighbourhoods in that region. Ethnic segments were scrutinized by members of several
ethnic groups and were considered socially acceptable and appropriately described. Two well-known authors, Michael Adams (Fire
and Ice, Sex in the Snow, Better Happy Than Rich) and Michael J. Weiss (The Clustering of America, Latitudes & Attitudes, The
Clustered World) were engaged in validating and imaging the segments. Dave Miller, Senior Vice-President of Global Segmentation
at Claritas, was consulted on the methodology and, with Mike Mancini, PRIZMNE Product Manager at Claritas, reviewed the final
solution. Nothing more could have been done to create a sister segmentation system linked to the highly successful PRIZM and
PRIZMNE created by Claritas.
SESI Ranking
With the final segmentation system decided, the issue of how to number and rank the clusters came under scrutiny. A proprietary
score was developed to characterize each segment using a Socio-Economic Status Indicator (SESI). This SESI score reflects a variety
of factors such as income, education, value of private dwellings and price of rentals as well as the cost of living. As a result, a blue-
collar, high school-educated segment whose residents earn above average incomes may rank lower on the SESI ladder than an
educated, up-and-coming youth segment whose residents have just average household incomes. In addition, this comprehensive
ranking provides an improved representation of segment opportunity and potential economic success. The 66 clusters have been
ranked from 1 to 66 on the SESI scale, from the most affluent to least affluent segment. Because this ranking reflects more than
income alone, most of the clusters have an SESI score that is different from their average household income ranking.
Social Groups
The 66 PRIZMCE segments were combined into a set of 18 Social Groups taking into consideration the urban-rural context, mother
tongue (English, French, and non-official), SESI ranking, family status, age of maintainer and ethnicity. Each cluster became a
member of one and only one Social Group. The Social Groups reflect various groupings, patterns and trends. A critical issue
concerned dealing with the urban-rural dimension, which is neither linear nor one-dimensional. Each segment was assigned to one of
five settlement types for the purpose of forming the Social Groups: Urban, Suburban, Exurban, Town and Rural. In general, Urban
segments are found in large- and medium-sized cities. Suburban clusters tend to consist of communities located on the outskirts of
cities and can often be found as the main section of smaller cities and larger towns. Exurban areas are most commonly found
surrounding the suburbs of the eight largest cities in Canada. It included new subdivisions, low-density environments and towns
within the outer commuter zones of cities. Town neighbourhoods are found in smaller towns across the country, except those towns
that are in the exurban regions. Rural neighbourhoods reflect areas that are smaller than towns and include very small towns, villages,
hamlets and rural farms and isolated areas.
It is important to realise that a cluster found in one Social Group settlement class (e.g. Urban, Suburban) needs not have all of its DAs
in this class. For example, an Urban group can have clusters in it that have some (inner) suburban neighbourhoods. And some Urban-
classified clusters have 30 percent of their households in small towns. The challenge of not finding a single geographic identity for
each cluster is also reflected in the diagram called PRIZMCE 3-D Plot (available from Environics Analytics). The 3-D Plot shows
each clusters position in an Income (Y axis) and Urbanity (X axis) space. Clusters positioned here reflect the best single point in the
space even if, in reality, they range over several classes of urbanity.
The final set of clusters had many Francophone-based segments, a variety of ethnic segments and many clusters that represented
important combinations of age, life stage and family statusyoung singles living on their own up to widowed seniors in apartments.
These were essential inputs into the creation of the Social Groups. In PRIZMCE, there are four French groups, three ethnic groups, a
suburban family group, an urban youth group and many more. SESI was not the main factor in creating the Social Groups, but the
ranking of Social Groups is based on average income (not SESI ranking). Groups have a letter and number combination. The letters U,
S, E, T or R, represent Urban, Suburban, Exurban, Town or Rural, while the numbers indicate income, with 1 being the highest
average income for the Groups and 7 being the lowest.
Conclusion
With PRIZMCE , marketers, social scientists and the public can now compare the lifestyle and behaviour patterns of midscale suburban
families to midscale rural families, downscale urbanites to downscale town couples and elite exurban families to elite urban families.
The unique attributes that make Canada what it is are evident throughout the PRIZMCE system.
APPENDIX C:
Developer Bios
Jan Kestle
Founder and President of Environics Analytics, Jan Kestle has over 35 years experience in the Canadian information
industry. She is an expert in using statistics and mathematics to help solve business challenges and was a pioneer in
integrating geodemographic tools into customer relationship management solutions. At EA, she led the initiative to
create the groundbreaking PRIZMCE segmentation system by combining geodemographics and Environics Social
Values. She has held executive positions with such leading information companies as Compusearch, The Blackburn
Group and The Polk Company. While serving as President of Compusearch, Jan oversaw the development of several
Canadian segmentation systems and innovative desktop software. She has a Bachelor of Science degree in
mathematics from the University of Western Ontario, and worked for 19 years at the Ontario Statistical Centre
where she developed an expertise in the Canadian census and its applications in marketing and social research. A
thought leader in the marketing information industry, Jan is a frequent speaker at trade conferences, a contributor to
marketing and information journals, and a marketing expert frequently quoted in the media.
Anthony Lea, Ph.D.

Tony Lea, Ph.D., has directed hundreds of socioeconomic, demographic, marketing analysis and research projects in
Canada and the United States during his 25-year career. As a Senior Vice President and the Chief Methodologist at
Environics Analytics, he oversees all research and development initiatives, population estimates and projections, and
site evaluation models. Tony was a managing director with Compusearch/MapInfo and a senior research associate
with the Centre for the Study of Commercial Activity at Ryerson University. After receiving his Masters and
Doctorate degrees from the University of Toronto, Tony taught at the University of Minnesota and Queens
University, and continues to serve as an adjunct professor with both the School of Applied Geography at Ryerson
University and the Department of Geography at the University of Toronto. He has published more than 30 books
and journal articles, and has presented more than 200 papers at professional meetings. For his contributions to
business research, Tony received the 2001 Award for Geography in the Service of Government and Business from
the Canadian Association of Geographers.
Daniel Heuman
As Vice President of Product Development at Environics Analytics, Danny Heuman oversees the creation of high-
quality geodemographic products for corporate, government and not-for-profit clients. An expert in market analytics
and modelling with 13 years of experience, he conducted the statistical research for the PRIZMCE segmentation
system. Danny earned a Masters degree in geography from York University.
Rupen Seoni
The Vice President of Client Services at Environics Analytics, Rupen Seoni directs the team responsible for
delivering EAs standard projects and services to clients. Rupen brings more than a dozen years of work experience
in geodemographics, both as a supplier and a user. Rupen graduated from the University of Toronto with a Masters
degree in urban planning.
Nicole Frchette
Nicole Frchette, who oversaw the naming and imaging of the 15 Francophone clusters in PRIZMCE, is an expert in
Quebec demographics and consumer behaviour. From 1985 to 2000, she served as a Researcher, Research Director
and Executive Director of the Montreal Office of Compusearch. During that time, she helped adapt a number of
nationwide marketing tools for Quebec users: geodemographic segmentation systems like PSYTE and PSYTE
Quebec; the MarketMath software; and the digital street files of CompuStreets. Since 2000, she has been a partner at
Communications Errol Frchette, a consulting firm that offers lobbying and information services. A lifelong resident
of Quebec, she holds a degree in geography, with a specialty in urban systems, from McGill University.
Michael J. Weiss
Michael J. Weiss, Vice President of Marketing at Environics Analytics, is an internationally known expert in
geodemographics. He's helped create a number of lifestyle-based segmentation systemsincluding PRIZMCE,
PRIZMNE, MOSAIC and P$YCLEand has written three popular books on the subject: The Clustered World
(2000), Latitudes & Attitudes (1994) and The Clustering of America (1988). As a market researcher, he's used
PRIZM cluster systems in the U.S. and Canada to analyze consumer behaviour since 1983. An award-winning
writer, hes published articles on business and popular culture for a number of publications, including The Atlantic
Monthly, Readers Digest, American Demographics and The New York Times Magazine. Michael has also worked
as a marketing consultant to numerous companies, including Castrol, Kimberly-Clark, Kraft Foods, Kia,
PricewaterhouseCoopers, Experian and Simmons Market Research Bureau. A graduate of Columbia University,
where he received a master's degree in journalism, he is the recipient of numerous awards, including a Knight-
Bagehot Fellowship in Economics and Business Journalism.
Other Contributors
A number of people also made invaluable contributions to the creation of PRIZMCE, including the following
members of the Environics Analytics team: Mike Williams, Catherine Pearson, Tom Montpool, Mark Kaminski,
Gary Wood, Peter Pavlakidis and Steve Farber. Bill Goldstein, a member of the Environics Analytics Board of
Directors and the founder of Compusearch in 1974, provided advice and review in the development of PRIZMCE.
Many of our colleagues at Environics Research also aided in the development of PRIZMCE, among them: Michael
Adams, Barry Watson, Amy Langstaff, Dave Jamieson and David MacDonald.
PRIZMCE by Social Group - Quick Reference
% of
SESI Cdn Official Ethnic Age of Household Own/R
SG New Cluster Name Hhlds Language Presence SESI Class Age of Maintainer Family Status Education Job Type Children Size ent Dwelling Age Dwelling Type
U1 01 Cosmopolitan Elite 0.2 English Some Wealthy Middle-Aged & Older Families University White-Collar 10-24 Large Own Before 1960 Single Detached Houses
U1 02 Urbane Villagers 1.24 English Low Wealthy Middle-Aged Families University White-Collar 10-24 Large Own Before 1946 & After 1981 Single Detached Houses
U1 08 Money & Brains 1.95 English Low Upscale Older Couples/Families University White-Collar & Service Sector 10+ Medium Own 1946-90 Single Detached Houses
U1 09 Furs & Philanthropy 0.39 Non-Official High Upscale Middle-Aged Families University White-Collar & Service Sector Mixed Medium Own 1946-60 & 1981-90 Single Detached Houses & High Rise Apartments
S1 03 Suburban Gentry 1.18 English Low Upscale Middle-Aged Families University White-Collar & Service Sector 10-24 Large Own After 1981 Single Detached Houses
S1 06 Nouveaux Riches 0.63 French Low Upscale Middle-Aged Families University White-Collar & Service Sector 10-24 Large Own After 1981 Single Detached Houses
S1 11 Pets & PCs 4.84 English Some Upscale Younger Families University/College Mixed <15 Large Own After 1996 Mixed House Types
E1 07 Winner's Circle 2.18 English Low Upscale Middle-Aged Families University/College Mixed Mixed Large Own After 1981 Single Detached Houses
E1 10 Mr. & Ms. Manager 2.54 English Low Upscale Middle-Aged Families/Couples University/College White-Collar & Service Sector 10-24 Large Own 1971-95 Single Detached Houses
E1 12 God's Country 1.42 English Low Upscale Middle-Aged Families/Couples College/High School Mixed 10-24 Large Own Mixed Single Detached Houses
S2 04 Asian Affluence 0.46 Non Official High Upscale Middle-Aged Families University/College White-Collar & Service Sector 18+ Large Own 1981-95 Single Detached Houses
S2 20 South Asian Society 1.41 Non-Official High Upper-Middle Younger Families Mixed Blue-Collar & Service Sector <6, 18+ Large Own After 1981 Mixed House Types & Duplexes
S2 22 Asian Up-and-Comers 1.21 Non-Official High Upper-Middle Middle-Aged Families University/College Service Sector & White-Collar 18+ Large Own After 1981 Mixed House Types & Duplexes
S2 24 Suburban Rows 2.66 English Some Upper-Middle Younger Families College/University Service Sector & White-Collar <18 Medium Mixed After 1971 Row Houses & Single Detached Houses
U2 13 Continental Culture 0.37 Non-Official Some Upper-Middle Younger Mix University White-Collar & Service Sector <6,25+ Medium Mixed Before 1946 Mixed House Types & Low Rise Apartments
U2 17 Cluttered Nests 1.05 Non-Official Some Upper-Middle Older Families/Couples Mixed Mixed 18+ Medium Own 1946-70 Single Detached Houses
U2 40 New Italy 0.85 Non-Official High Middle Older Families Grade 9/High School Mixed 18+ Medium Mixed 1946-70 Low Rise Apartments & Single Detached Houses
U2 41 Old World Style 0.93 Non-Official High Middle Middle-Aged Families Grade 9/High School Blue-Collar & Service Sector 18+ Large Mixed Before 1970 Mixed House Types & Low Rise Apartments
U3 05 Young Digerati 0.98 English Low Upscale Younger Singles/Couples University White-Collar & Service Sector <10, 25+ Small Mixed Before 1946 & After 1996 Mixed Apartment & House Types
U3 15 Electric Avenues 1.1 English Low Upper-Middle Young Singles/Couples University White-Collar & Service Sector <6, 18+ Small Rent Before 1946 Apartments & Houses
U3 32 Grads & Pads 1.32 English Some Middle Young Singles University White-Collar & Service Sector <6, 18+ Small Rent Before 1970 Apartments
E2 18 Bl C ll Comfort
Blue-Collar C f t 1 58
1.58 E li h
English L
Low U Middl
Upper-Middle Y
Younger F ili
Families Hi h S
High h l/C ll
School/College Bl C ll & Service
Blue-Collar S i Sector
S t Mi d
Mixed L
Large O
Own 1971 90
1971-90 Mi d House
Mixed H T
Types
E2 23 Fast-Track Families 2 English Low Upper-Middle Middle-Aged Families Trade/College Service Sector & White-Collar <25 Large Own After 1971 Single Detached Houses
E2 29 Exurban Crossroads 1.39 English Low Middle Younger Families High School/College/Trade Blue-Collar & Service Sector <18 Large Own 1971-90 Single and Semi-Detached Houses
E2 38 White Picket Fences 1.17 English Low Middle Young Families Trade/High School/College Service Sector & Blue-Collar <18 Medium Mixed 1961-80 Mixed House Types & Low Rise Apartments
E3 16 Mini Van & Vin Rouge 2.46 French Low Upper-Middle Younger Families/Couples College/University Mixed <15 Large Own After 1981 Single and Semi-Detached Houses
E3 30 Les Traditionnelles 2.65 French Low Middle Younger Families/Couples High School/College/Trade Mixed 10-24 Medium Own 1961-90 Single and Semi-Detached Houses
E3 44 Villes Tranquilles 2.76 French Low Lower-Middle Middle-Aged Families/Couples High School/Grade 9/Trade Blue-Collar 6-24 Medium Own 1971-95 Single Detached Houses
S3 14 Upward Bound 1.6 English Low Upper-Middle Middle-Aged Families/Couples University/College/Trade White-Collar & Service Sector 10-24 Medium Own 1971-90 Single Detached Houses & Duplexes
S3 19 Rods & Wheels 1.65 English Low Upper-Middle Older Couples/Families College/High School/Trade Mixed 10-24 Medium Own Mixed Single Detached Houses
S3 25 Nearly Empty Nests 1.49 English Low Upper-Middle Older Couples/Families University/College/Trade White-Collar & Service Sector 10+ Medium Own 1946-70 Single Detached Houses
S3 35 Grey Pride 2.64 English Low Middle Mature Singles/Couples Mixed White-Collar & Service Sector 18+ Small Mixed 1961-95 Apartments & Single Detached Houses
S3 39 Simple Pleasures 1.93 English Low Middle Mature Couples/Singles Trade/High School/College Mixed 6-18 Medium Own 1946-70 Single Detached Houses & Low Rise Apartments
R1 28 Fields of Dreams 0.89 English Low Middle Middle-Aged Families/Couples High School/Trade Blue-Collar <20 Large Own Before 1946 Single Detached Houses
R1 34 New Homesteaders 1.44 English Low Middle Middle-Aged Couples/Families Trade/College/High School Blue-Collar & Service Sector <18 Medium Own After 1971 Single Detached Houses & Moveable Dwellings
R1 37 Big Sky Families 1.3 English Low Middle Middle-Aged Couples/Families Grade 9/High School/Trade Blue-Collar <20 Large Own Before 1946 & After 1996 Single Detached Houses
T1 26 Tools & Trucks 2.54 English Low Middle Middle-Aged Families/Couples High School/Trade Blue-Collar & Service Sector 6-18 Medium Own After 1971 Single Detached Houses
T1 36 Ontario Originals 1.63 English Low Middle Mature & Older Couples/Families High School/Trade/College Blue-Collar & Service Sector Mixed Medium Own Before 1960 Single Detached Houses
T1 42 Heartlanders 1.38 English Low Lower-Middle Mature Couples High School/Trade Blue-Collar & Service Sector 6-18 Medium Own After 1981 Single Detached Houses & Moveable Dwellings
T1 53 Golden Ponds 1.75 English Low Downscale Mature Couples/Singles Grade 9/High School/Trade Blue-Collar & Service Sector <18 Medium Own Before 1960 Single Detached Houses
U4 27 Startups & Seniors 1.79 English Low Middle Young & Mature Couples/Singles University/College White-Collar & Service Sector <10, 25+ Medium Mixed Before 1960 Single Detached Houses & Low Rise Apartments
U4 46 Lunch at Tim's 1.52 English Low Lower-Middle Mature & Young Mix High School/Grade 9/Trade Blue-Collar & Service Sector Mixed Medium Mixed Before 1960 Single Detached Houses & Low Rise Apartments
U4 51 Mobility Blues 1.93 English Low Downscale Young Singles/Couples High School Blue-Collar & Service Sector Mixed Medium Mixed Before 1960 Mixed House Types & Low Rise Apartments
U4 52 Crafting & Curling 1.14 English Low Downscale Mature & Older Mix High School/Trade Service Sector & Blue-Collar <10, 25+ Medium Own Before 1960 Single Detached Houses
T2 47 Le Qubec Rustique 0.88 French Low Lower-Middle Middle-Aged Couples/Families Grade 9/High School/Trade Blue-Collar 10-24 Medium Own Mixed Single Detached Houses
T2 48 Bons Vivants 1.84 French Low Lower-Middle Young Singles/Couples Grade 9/High School Mixed Mixed Medium Mixed 1981-95 Low Rise Apartments & Single Detached Houses
T2 60 La Vie Bucolique 2.15 French Low Downscale Older Mix Grade 9/High School Blue-Collar 10+ Medium Own Before 1946 Single Detached Houses
U5 33 Newcomers Rising 2.43 Non-Official High Middle Young Mix University/College Mixed <6, 25+ Medium Rent 1961-80 High Rise Apartments
U5 43 Urban Spice 1.06 Non-Official High Lower-Middle Young Singles Mixed White-Collar & Service Sector <6, 25+ Medium Rent Before 1960 Apartments & Semi-Detached Houses
U5 65 Big City Blues 0.79 Non-Official High Low Younger Mix Grade 9/High School Mixed <15 Medium Rent 1946-70 Apartments
S4 31 Les Qubcois Sportifs 0.92 French Low Middle Middle-Aged Families/Couples College/Trade Mixed <20 Medium Mixed After 1981 Mixed House Types & Low Rise Apartments
S4 57 Les Pensionns 1.49
1 49 French
F ench Low
Lo Downscale
Do nscale Mature
Mat e Couples/Singles
Co ples/Singles Grade School/Trade
G ade 9/High School/T ade Mixed
Mi ed 10+ Medium
Medi m Mixed
Mi ed Before
Befo e 1970 Single Detached Ho
Houses Low Rise Apa
ses & Lo Apartments
tments
S4 63 Les Seniors 1.52 French Low Low Mature & Older Singles/Couples Grade 9/High School Mixed 15+ Small Rent Before 1960 Apartments & Single Detached Houses
R2 54 Down on the Farm 1.11 English Low Downscale Older Couples/Families Grade 9/High School/Trade Blue-Collar 6-18 Medium Own Before 1946 Single Detached Houses
R2 56 Back Country Folks 1.64 English Low Downscale Older Couples/Families Grade 9/Trade/High School Blue-Collar 10+ Medium Own Before 1946 Single Detached Houses
R2 59 First Nations Families 1.03 Non-Official High Downscale Young Families Grade 9/High School/Trade Mixed <15 Large Band After 1981 Single Detached Houses
U6 21 Les Chics 0.81 French Low Upper-Middle Older Couples/Singles University White-Collar & Service Sector 18+ Medium Mixed Before 1970 Low Rise Apartments & Single Detached Houses
U6 50 Jeunes et Actifs 2.21 French Low Downscale Young Singles/Couples Mixed White-Collar & Service Sector <6, 20+ Small Rent Before 1970 Low Rise Apartments
U6 62 La Cit Nomade 0.69 French Low Low Young & Older Singles/Couples Grade 9/High School Service Sector & Blue-Collar Mixed Small Rent 1946-70 Low Rise Apartments & Duplexes
U6 64 La Diversit Ethnique 0.78 French Some Low Young Singles/Couples Grade 9/High School Mixed <6,25+ Small Rent Before 1970 Low Rise Apartments
U6 66 Survivre en Ville 0.99 French Low Low Young Singles/Couples Grade 9/High School Service Sector & White-Collar <6, 25+ Small Rent Before 1970 Low Rise Apartments
U7 45 Daytrippers & Nightowls 2.1 English Some Lower-Middle Young Singles/Couples Mixed Service Sector & White-Collar <6, 25+ Small Rent 1961-80 Apartments & Single Detached Houses
U7 49 Rooms with a View 0.8 Non-Official High Downscale Young Singles University White-Collar & Service Sector <6, 25+ Small Rent 1946-70 Apartments
U7 55 Single City Renters 0.91 English Low Downscale Young Singles/Couples Mixed Service Sector & White-Collar <10 Small Rent 1961-80 Apartments
U7 58 Solo Scramble 2.81 English Low Downscale Young Singles High School/Trade Service Sector <15 Small Rent Before 1970 Low Rise Apartments & Single Detached Houses
U7 61 Park Bench Seniors 1.46 English Low Downscale Mature Singles Grade 9/High School Service Sector & White-Collar <6, 20+ Small Rent 1961-80 Apartments
01 Cosmopolitan Elite (U1)
PRIZMCE 3-D PLOT

High Income
Singles 02 Urbane Villagers (U1)

Urban
Couples
Families Suburban
Couples/ Exurban
Families 03 Suburban Gentry (S1)
Singles/ Town 06 Nouveaux Riches (S1) 04 Asian Affluence (S2)

Couples 07 Winner's Circle (E1)
Rural
Mix 08 Money & Brains (U1)
05 Young Digerati (U3)
10 Mr. & Ms. Manager (E1) 09 Furs & Philanthropy (U1)

12 God's Country (E1)
11 Pets & PCs (S1)
16 Mini Van & Vin Rouge (E3) 13 Continental Culture (U2)
14 Upward Bound (S3)

20 South Asian Society (S2) 17 Cluttered Nests (U2)
19 Rods & Wheels (S3) 18 Blue Collar Comfort (E2)
26 Tools & Trucks (T1)
23 Fast-Track Families (E2) 25 Nearly Empty Nests (S3) 21 Les Chics (U6)
28 Fields of Dreams (R1) 24 Suburban Rows (S2) 22 Asian Up-and-Comers (S2) 15 Electric Avenues (U3)
29 Exurban Crossroads (E2) 40 New Italy (U2)
30 Traditional Quebec Towns (E3) 27 Startups & Seniors (U4)
37 Big Sky Families (R1) 36 Ontario Originals (T1) 31 Les Qubcois Sportifs (S4) 41 Old World Style (U2)
34 New Homesteaders (R1) 38 White Picket Fences (E2)

44 Villes Tranquilles (E3)
39 Simple Pleasures (S3)
35 Grey Pride (S3)
42 Heartlanders (T1) 47 Quebec Rustics (T2)
33 Newcomers Rising (U5)
46 Lunch at Tim's (U4)
43 Urban Spice (U5)
54 Down on the Farm (R2) 48 Bons Vivants (T2)
52 Crafting & Curling (U4)
32 Grads & Pads (U3)
53 Golden Ponds (T1)
57 Les Pensionns (S4) 51 Mobility Blues (U4) 45 Daytrippers & Nightowls (U7)
50 Jeunes et Actifs (U6)
56 Back Country Folks (R2)
60 La Vie Bucolique (T2) 59 First Nations Families (R2)
Low Income
49 Rooms with a View (U7)
58 Solo Scramble (U7)
63 Aging Quebecers (S4)

55 Single City Renters (U7)
62 La Cit Nomade (U6)
61 Park Bench Seniors (U7) 64 Quebec Melting Pot (U6)
65 Big City Blues (U5)

66 Struggling en Ville (U6)
Rural Urban
2004 Environics Analytics Group Ltd.
Book Retailer Targets High-Spending Canadians for Loyalty Program: A Case Study
Can the loyalty program be improved?

The Book Club, book retailers loyalty program, has been operating for one year. The retailer wants to understand which high-
potential consumers are not signing up for the program and how best to reach them.
Create a customer profile

Using the customers loyalty program
database, Environics Analytics requires only
the six-digit Postal Code and City Name
fields to profile using the PRIZMCE system.
This identifies who has signed up. Each
customer is assigned to a PRIZMCE segment
which identifies his or her lifestyle among
the 66 types present in Canada.
At a very high level, the profile on the right

reveals that Book Club members tend to be
more upscale than average and generally
well-educated; clusters like 06 Nouveaux
Riches, 08 Money & Brains and 11 Pets &
PCs. The profile also includes strong
representation from many ethnic lifestyle
types, such as 22 Asian Up-and-Comers and
41 Old World Style. As we move down the
socioeconomic scale, many Francophone
clusters are better-represented than English-
speaking ones: 48 Bons Vivants and 57 Les
Pensionns are good examples.
Compare to market potential

While this cluster representation provides
revealing information in profiling a customer
database, the tactical power of
geodemographic tools is unlocked when
comparing a customer profile with a profile
identifying market potential. This step
provides the insight required to develop a
concrete action plan to improve business.
The loyalty programs objective was to

ensure that big spenders on books join the
retailers program by giving them incentives
to spend their dollars with the retailer. To
evaluate how successful the program has
been we need to directly compare the profile
of Book Club members with the profile of Canadians who spend a lot of money on books. Market potential data can be profiled
using survey data that has been linked to the PRIZMCE system such as Print Measurement Bureau (PMB) or BBM.
Identify underperformers
When we map the two profiles together in a quadrant chart, we can easily see the PRIZMCE clusters that tend to spend on books,
but are under-represented in the Book Club program (see top of next page).
Before selecting specific target clusters, we need to filter out any of these high-spending, low-membership PRIZMCE clusters that
are located in areas where the retailer does not have a trade presence. The retailer did a postal code survey of customers to define
its store trade areas. Based on the trade area profiles, we were able to eliminate five segments, such as 53 Golden Ponds and 60 La
Vie Bucolique, located mostly in small-town and rural settings where our retailer has no locations.
Page 1 of 6
Two-Profile Comparison
200
190
LOW SPENDING HIGH SPENDING
HIGH MEMBERSHIP HIGH MEMBERSHIP
180
170
160
57 Les Pensionns
150
35 Grey Pride
140 09 Furs & Philanthropy
41 Old World Style
34 New Homesteaders
07 Winner's Circle 05 Young Digerati
Book Rewards Member
130
38 White Picket Fences 06 Nouveaux Riches 48 Bons Vivants
22 Asian Up-and-Comers 47 Quebec Rustics
120 63 Aging Quebecers 08 Money
66 Struggling Brains 11 Pets & PCs
en &Ville
27 Startups & Seniors 24 Suburban Rows 37 Big Sky Families
18 Blue-Collar Comfort 23 Fast-Track Families 29 Exurban Crossroads
04 Asian Affluence 02 Urbane Villagers
110 50 Jeunes14etUpward
Actifs Bound 40 New Italy 15 Electric Avenues
16 Mini Van & Vin Rouge 20 South Asian Society
100 45 Daytrippers & Nightowls 43 Urban Spice
10 Mr. & Ms. Manager 31 Les Qubcois Sportifs
42 Heartlanders 13 Continental Culture
90 12 God's 30 Traditional Quebec Towns
Country 62 La Cit Nomade
53 Golden Ponds
03 Suburban Gentry
51 Mobility Blues 26 Tools & Trucks
01 Cosmopolitan Elite
80
33 Newcomers Rising
25 Nearly Empty Nests
70 44 Villes Tranquilles
36 Ontario Originals
17 Cluttered Nests 32 Grads & Pads 64 Quebec Melting Pot
60 58 Solo Scramble 52 Crafting & Curling
49 Rooms with a View
65 Big City Blues 54 Down on the Farm
19 Rods & Wheels 55 Single City Renters
50
40 Underperforming
30
60 La Vie Bucolique
PRIZMCE Clusters
21 Les Chics
20
10
LOW SPENDING HIGH SPENDING
0
LOW MEMBERSHIP LOW MEMBERSHIP
10 1000
Big Spenders on Books
The remaining 11 PRIZMCE clusters are the target for improved Book Club program membership:
01 Cosmopolitan Elite 15 Electric Avenues 33 Newcomers Rising

02 Urbane Villagers 21 Les Chics 49 Rooms with a View
03 Suburban Gentry 31 Les Qubcois Sportifs 64 Quebec Melting Pot
13 Continental Culture 32 Grads & Pads
Create actionable target groups using demographics and Social Values

But how can we effectively target such a wide-ranging group of consumers? Weve got everyone from the most affluent to nearly
the least affluent, both English- and French-speakers, and ethnic consumers all mixed together. We want to be efficient in
marketing to these consumers, but our message and offer have to be positioned so these diverse targets will respond.
We can put the target clusters together into cohesive groups for marketing efforts using PRIZMCEs link to Environics powerful
Social Values tool. Social Values represent the mindset and beliefs of consumers; they shape the way people interact with the
world around them, including their response to marketing. If a marketer can play to consumers Social Values, marketing efforts
can be more effective because they are delivering the right message in the right way to the right people.
The Social Values Map of our target PRIZMCE clusters on the next page shows a group of eight upscale clusters in the bottom half
of the map, with another three in the top-left quadrant.
The target consumers in the bottom half of the map tend to be quite individualistic, wanting the freedom to choose their own path
in life and construct their own identity without being constrained by expectations attached to gender, nationality or ethnicity.
In contrast, the consumers in the top-left quadrant tend more to be motivated by social success, materialism and pride. Theyre
more likely to define themselves along traditional distinctions of race, religion and class.
Social Values are not the only criteria in selecting target groups. Socio-economic status, ethnicity, age, education and more can all
be determining factors in how a marketer segments consumers for marketing efforts against specific products or services. For a
book seller, do they make sense? Assembling target groups is both art and science.
Page 2 of 6
CONFORMITY AND EXCLUSION
Clusters 01, 02, 03 and 21 are well-off,
Social Values Map middle-aged or older, cultured families and
Book Club PRIZMCE
Target Clusters empty-nests. From a book-buying and
marketing perspective, they logically fit
together given that their Social Values are
also aligned. Similarly, 15, 31 and 32,
Ethnic Target although they are demographically
33 Newcomers Rising younger, they have similar Social Values,
49 Rooms with a View and are middle to upper-middle class, so
64 Quebec Melting Pot
they are included in the Upscale target.
OUTER-DIRECTED
INNER-DIRECTED
13 Continental Culture is an ethnic cluster,
but is more affluent than the other ethnic
clusters found in the upper-left quadrant.
Upscale Target
Many residents are second-generation
01 Cosmopolitan Elite Canadians. This cluster probably fits
02 Urbane Villagers
03 Suburban Gentry better with the Upscale target group.
13 Continental Culture
15 Electric Avenues
21 Les Chics
The other grouping of clusters on the
31 Les Qubcois Sportifs
Social Values map consists of
32 Grads & Pads
33 Newcomers Rising, 49 Rooms with a
View and 64 Quebec Melting Pot. All
INDIVIDUALISM AND IDEALISM three clusters are found in the bottom half
of the socioeconomic scale; they are young
apartment dwellers trying to establish themselves in life. Many residents are recent immigrants struggling to make their adopted
country home. These three clusters make a logical target group from both Social Values and demographic perspectives.
Three target clusters are primarily Francophone: 21 Les Chics, 31 Les Qubcois Sportifs and 64 Quebec Melting Pot. Of course,
any marketing to those clusters must be done in French. Here, Social Values will help us to hit the right note in French because
these clusters have many values in common with our English-speaking targets. We also have to account for behavioural
differences to properly tune a French-language campaign. For the purposes of this illustrative case study, we will not analyze
separately the behaviour of these Francophone clusters.
Social Values shape consumer preference

Given that our two target groups, the Upscale and the Ethnic, have such different Social Values, the kinds of books that will engage
them would be quite different. The Upscale group is likely to see reading as part of an ongoing quest to enrich their minds and
their lives. Making connections between different faiths, people and practices is important to them, so breadth of offerings would
be a valuable feature to them in a bookstore. And because they love the fun, the novel and the offbeat, appropriate books or
retailing experiences would attract them. On the other hand, our Ethnic target is drawn to books that help them explore their own
heritage and past. They also show some anxiety about the pace and complexity of modern life and are nostalgic for simpler times.
Fiction and historical books of different countries and religions would interest them.
Behavioural data helps zero-in on marketing strategy

Behavioural information also affects purchase patterns. There are thousands of available data points that are useful for imaging
and targeting consumers because they are PRIZMCE coded. They reveal our two targets groups leisure activities, the magazines
they read, their financial products, the cars they drive, life events that have affected them, where they shop, and much more. This
information identifies what products to sell them, how best to reach them and what messages and images will resonate with them.
Upscale Target Ethnic Target

% of % of
Variable Hhds Index Variable Hhds Index
Changed jobs same company (past 12 mos) 3.97 146 Lost job or laid off (past 12 mos) 11.35 475
Own vacation home 9.80 152 Moved out of parental home (past 12 mos) 2.51 161
Attending university 8.00 183 Attending university 8.48 194
Health club member 17.47 154 Attending college 4.93 161
Yoga 8.19 165 Yoga 7.80 157
Art gallery (past 12 mos) 20.34 195 Amusement parks (past 12 mos) 5.48 193
Frequently read newspaper business section 21.50 170 Meeting /dating services (past 6 mos) 5.35 240
Use Web for info on books/CDs 11.15 170 Use Web for info on books/CDs 11.78 180
Shop Indigo Books & Music (past yr) 15.73 203 Shop Indigo Books & Music (past yr) 19.34 239
Food shows 3.40 167 Food shows 3.59 176
Savings & investment shows 1.29 198 Computer shows 4.14 304
Opinion of flyers at door/in mail: "Very Unfavourable" 20.39 141 Job posting websites 15.64 192
Classical radio 8.41 242 Multicultural radio 3.50 331
$300+ on restaurants (past month) 8.46 149 $100+ on cosmetics (past 30 days) 3.47 176
Page 3 of 6
Reaching the Upscale Target
These consumers want the big picture. They want to sample and understand the diversity of the world around them. To satisfy
their curiosity, they seek out intelligent commentary on everything from science to business to politics. Their well-being is also
important: health, financial and sensory. Books helping them live longer lives, manage their considerable portfolios, or expand
their knowledge of music, art and food are popular. Just dont try to sell them by putting another flyer in their mail slot unless
its something really special. Attached to this case study are two drafts of ad copy showing sample creative treatments to appeal to
the Upscale target.
Book Categories: Politics, Economics, Business, Health, Literature, Travel
Promotional Programs: Time magazine ads, Ads in newspaper business section, Art gallery benefit promotion
Reaching the Ethnic Target

These consumers are trying to establish themselves. They are striving to overcome the challenges of immigrating to a new
country, possibly learning a language, getting educational training, and finding companionship and jobs. At a deeper level, they
struggle with their identity in a completely new environment: away from their parents homes, their homelands, or both. Their
book-buying motivators will be two-fold: practical skills-oriented reading on the one hand, and books giving them perspective on
their native culture and on their adopted home on the other. Attached to this case study are two drafts of ad copy showing sample
creative treatments to appeal to the Ethnic target.
Book Categories: Careers, Self-Improvement, History, Politics, Computer, International
Promotional Programs: Direct mail around stores, Multicultural media ads, Student card one-time discount promotion, Job-
search website links
Retail Tie-In
To reinforce the promotional tactics, the retailer would like to have point-of-sale promotional materials tailored to the target group
that is predominant in the stores trade area. In the stores on the map below, the location at Charles & 6th has more of the Upscale
target in its trade area, while Hwy 2 & Brookside has the Ethnic target. These stores will have the appropriate signage reflecting
the ad theme and encouraging customers to enroll in-store. They will also have special discount racks at the front of the store with
titles from the appropriate high-interest book categories.
Page 4 of 6
Draft Ad Copy for Upscale Target
Explore new worlds at the Book Club
When you join the Book Club, you can travel to new places, feed
your literary spirit, rock the universe and discover new paths on lifes
journey.
As a Book Club member, youll get deep

discounts on books throughout our wide-
ranging selection--whenever you want,
wherever your mind wanders.
Best of all, its free.

Theres no paperwork, no corporate hassles, no
privacy invasions. Only you know where
youve been and where youre going next.
Book Club
Designed for the Cosmopolitan Member of the Global Village. You.
Nothing
Read outside the box with
new The Book Club
When you join The Book Club loyalty program, you

Typical can travel to new places, feed your literary spirit, rock the
bookstore Same universe and discover new paths on lifes journey.
old
boring
Best of all, youll get deep discounts on books throughout
our wide-ranging selectionwhenever you want,
wherever your mind wanders. Even our coffee bar has
more kinds of scones and bagels.
Join The Book Club. Theres no paperwork, no corporate

hassles, no privacy invasions. Only you know where youve been
and where youre going next.
The Book Club

Designed for the Cosmopolitan Member of the Global Village. You.
Page 5 of 6
Draft Ad Copy for Ethnic Target
Trying to navigate
a complex world?
Join The Book Club, where youll get deep discounts on thousands
of books to guide you in exploring the past to help you understand
todays ever-changing world.
Best of all, membership is free. As a Book Club member, youll

enjoy price cuts on any subject area history, international
fiction, mystery, religion, romance. No hassles, no complications.
So relax and return to a simpler time and a special place, when you
could curl up and make the rest of the world go away.
The Book Club

Designed for an old-fashioned spirit in the modern world. Yours.
How do you know where youre going if

you dont know where youve been?
As a member of The Book Club, youll get deep
discounts on thousands of books to help you learn
from your past and understand your future.
The Book Club guarantees that youll get price cuts

on all our books without membership fees, hassles
or complications:
- History
- International fiction
- Mystery
- Religion
- Romance
Return to a simpler time and a special place, when reading a book

brought you comfort and joy.
The Book Club

Designed for an old-fashioned spirit in the modern world: Yours.
Page 6 of 6
APPENDIX G:
Links
BBM RTS CANADA and PMB Categories
Alcohol & Tobacco
Apparel & Jewellery
Automotive Products
Automotive Services
Business
Cable & Network TV Media Usage
Electronics
Financial, Banking and Insurance
Food & Beverage
Gas Credit Cards & Chains
Grocery Chains & Coupons
Hardware & Appliance
Health & OTC Drug
Home Furnishings
Home Improvements
Life Events & Psychographics
Magazines & Newspapers
Personal Services
Print Media Usage
Radio Media Usage
Restaurants
Retailers & Shopping
Sports & Leisure
Telecommunications
Television Viewership
Travel
nicknames are trademarks of Environics Analytics Group Ltd PRIZMCE is based, in part, on computer files licensed from

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Marketers Handbook 2008

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PRIZMCE is a product of Environics Analytics Group Ltd.

Icon illustrations by Scott Brooks, Scott@SGBrooks.com

For more information, please contact:

37 - Big Sky Families ............................................................................................................................................. 92

WHO are my customers?

WHAT are they like?

WHAT do they buy?

WHERE can I find them?

HOW can I reach them?

We are here to help

Determining how best to answer your marketing

NOTE: How to Read the Cluster Distribution

WHO THEY ARE

Housing Tenure Homeowners

WHERE THEY LIVE

HOW THEY THINK

WHO THEY ARE HOW THEY LIVE

Housing Tenure Homeowners

WHERE THEY LIVE

HOW THEY THINK

WHO THEY ARE HOW THEY LIVE

Housing Tenure Homeowners

WHERE THEY LIVE

HOW THEY THINK

WHO THEY ARE HOW THEY LIVE

Housing Tenure Homeowners

WHERE THEY LIVE

HOW THEY THINK

WHO THEY ARE HOW THEY LIVE

WHO THEY ARE

Housing Tenure Homeowners

WHERE THEY LIVE

HOW THEY THINK

WHO THEY ARE HOW THEY LIVE

Housing Tenure Homeowners

WHERE THEY LIVE

HOW THEY THINK

WHO THEY ARE HOW THEY LIVE

Housing Tenure Homeowners

WHERE THEY LIVE

HOW THEY THINK

WHO THEY ARE HOW THEY LIVE

WHO THEY ARE

Housing Tenure Homeowners

WHERE THEY LIVE

HOW THEY THINK

WHO THEY ARE HOW THEY LIVE

Housing Tenure Homeowners

WHERE THEY LIVE

HOW THEY THINK

WHO THEY ARE HOW THEY LIVE

Housing Tenure Homeowners

WHERE THEY LIVE

HOW THEY THINK

WHO THEY ARE HOW THEY LIVE

S2 - Suburban Upscale Ethnic

WHO THEY ARE

Housing Tenure Homeowners

WHERE THEY LIVE

HOW THEY THINK

WHO THEY ARE HOW THEY LIVE

Housing Tenure Homeowners