What does your neighbourhood say about you?
A Toronto-based marketing analytics company believes it says a lot.
Environics Analytics (EA) launched an online tool last month called PRIZM5, which it describes as a “segmentation system” that captures the range of lifestyle types found in various postal codes across Canada.
In plain terms, you head to their website, enter your postal code and find out your neighbourhood profile.
EA’s database lists 68 different lifestyle types found across Canada and their definitions stem from “demographics, lifestyles, consumer behaviour and settlement patterns in Canada.”
The segments range from “Grads & Pads,” described as young, single urban renters (found in Mount Pleasant), to “Urban Digerati,” described as younger, well-educated city singles (found along parts of Commercial Drive), or “South Asian Society,” described as middle-aged, middle-income South Asian families (found in Whalley).
PRIZM5 draws from a number of data sources like StatsCan’s 2011 Census and the National Household Survey. According to EA, its primary purpose is to guide businesses and not-for-profits in their marketing campaigns and media strategies.
“PRIZM5 helps today’s organizations better understand who their customers are and how they can build more meaningful relationships with them,” EA founder and president Jan Kestle said in a news release. “The system identifies Canada’s dominant population segments, reveals their behaviour and mindset, and provides insights into how marketers can reach them.”
But hey, it’s also just a really fun tool to compare neighbourhoods across the city.
Here’s how some of Metro Vancouver’s postal codes shape up:
MOUNT PLEASANT
GRANDVIEW-WOODLANDS
KITSILANO
EAST VILLAGE
SHAUGHNESSY
SOUTH SURREY
WHALLEY
NEW WESTMINSTER
METROTOWN
LYNN VALLEY
PORT MOODY
Want to know your neighbourhood profile? Click here.
