Agreement Gives Businesses Insight into Canada’s Consumers and Markets Using Popular PRIZMC2 Lifestyle Types
TORONTO—December 07, 2009 — Environics Analytics and Research Now today announced a partnership to code the Research Now online panel of 400,000 Canadians with PRIZMC2, Environics Analytics’ popular PRIZMC2 segmentation system. The agreement marks the union of Canada’s most widely used segmentation system with the largest online survey panel in Canada.
Research Now, a global company specializing in online data collection and panel development,operates 36 panels, with over 2 million panellists worldwide. Its Canadian panel provides research on more than 500 attributes in areas such as demographics, marketplace behaviour,media preferences, finance and health care. Meanwhile, through EA’s partnership with key Canadian providers of media and marketing research, PRIZMC2 offers links to over 11,000 variables to help marketers match their company’s products and services to those most receptive to them.
The agreement resulted from a global partnership between Research Now and Experian, which combines Experian’s numerous segmentation systems with the Research Now worldwide panel. Environics Analytics is Experian’s partner for demographics and segmentation data in Canada.
As a result of the new Environics Analytics-Research Now partnership, companies and not-forprofits will gain detailed insights into targeted audiences based on the 66 PRIZMC2 lifestyle types—whether they’re classified Cosmopolitan Elite (affluent urban families), Young Digerati (younger, upscale singles) or Heartlanders (mature, working-class couples). In addition, Research Now’s PRIZMC2-linked panel offers clients and their researchers a cost-effective way to obtain opinions on a range of issues, activities and products from custom target groups. Through EA’s online micromarketing tool Envision, users also can identify prospects that resemble targeted customers defined by a PRIZMC2-coded Research Now profile.
“This is a great partnership that will allow our clients to get deeper insights into the behaviour and mindset of Canadian consumers,” says Jan Kestle, President and Founder of Environics Analytics. “It allows marketers to augment their customer data with the power of thousands of variables available through Research Now panel participants linked to PRIZMC2. We can provide companies with vivid consumer portraits through our PRIZMC2Links, and this partnership allows them to ‘talk to their best PRIZMC2 segment’ to enhance their customer data. It’s like having access to a PRIZMC2-selected focus group.”
According to John Visser, Senior Vice President of Business Development at Research Now, “We are very excited about this partnership with Environics Analytics, which we believe will enable organizations to significantly enhance their understanding of key consumer groups. We look forward to working with Environics Analytics to deepen the profiles for each of the PRIZMC2 segments, and we look forward to working with its clients and researchers to help them rapidly and cost-effectively obtain the opinions of consumers within key clusters.”
About Environics Analytics
Environics Analytics is the premier marketing and analytical services company in Canada. Specializing in geodemographic segmentation, site modelling and custom analytics, the Toronto-based company provides data-driven market insights to help our clients find and keep their customers. It has the most experienced team of micromarketing experts in Canada.
Environics Analytics is a member of the Environics group, a unique alliance of companies dedicated to providing intelligent research, analytics and communications. To learn more about Environics Analytics, please visit our website at www.environicsanalytics.ca or call Marketing Coordinator Emma Flood at 416.969.2733.
About Research Now
Research Now is a leading global online data collection and panel firm specializing in helping our clients to better understand the behaviors and attitudes of consumers. In Canada Research Now is a Gold Seal member of the Market Research and Intelligence Association (MRIA), strictly adhering to industry standards and guidelines for online research. As a pioneer in online survey data collection, Research Now has supported the development of innovative research products and enhanced online consumer access since 1999. In Canada and globally, Research Now is committed to supporting our clients as they pursue a greater understanding of consumers across an ever expanding spectrum of market segments and industry verticals.
To inquire further about Research Now, please visit our website at www.researchnow.ca or contact Cathy Ireland, Director of Business Development at 416-623-5228
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