Explorer Quotient (EQ) and Top PRIZM Segments 2020

Environics Analytics classifies Canada's neighbourhoods into 67 unique lifestyle segments by integrating geographic, demographic and psychographic data to form the PRIZM database
These segments can be used to understand and communicate with your ideal customer
The PRIZM database also sorts these 67 lifestyle types into the 9 Explorer Quotient segments
Target your audience by either segmentation type

British Columbia Market Composition

The Canadian market is made up of 9 Explorer Quotient (EQ) types or 67 PRIZM segments of which 53 PRIZM segments make up the BC market
While all segments make up the “menu” to choose from, targets can be selected by either EQ type or PRIZM segment
All PRIZM segments are provided with EQ cross-referencing
This combination will be used as the baseline for the creative. Other segments can be targeted for campaigns using the postal codes that relate to all the targets for digital and traditional marketing.
- Postal codes are supplied to clients and / or their agencies under NDAs for geo-targeting.
The top PRIZM segment for BC is Suburban Sports which cross-references as a Gentle Explorer EQ type.
- NOTE: This segment has the largest household count in BC and they are found outside the City of Vancouver. This segment is found as a dominate segment throughout BC due to its volume.

Simone Carlysle-Smith, Thompson Okanagan Tourism Association, Managing Director for Symphony Tourism Services
sts@totabc.com
778-721-5448