WHAT IT IS

PRIZM C2 is linked to Environics Social Values, the only truly psychographic data built into a segmentation tool in Canada. Every year since 1983, scientists at our sister company, Environics Research, have conducted a nationwide survey that measures human motivation and social relations, employing advanced techniques to understand the mindset of Canadians. The resulting Social Values PRIZM C2 Link, based on over 10,000 respondents, measures 87 values and over two hundred attitudes—such as Importance of Price, Attraction to Nature, and Cynicism—to help you determine the mindset of your customers so you can better reach and serve them.

HOW IT'S USED

Social Values data help marketers identify what drives consumers’ choices to better position products and messages for the greatest impact. Oil companies have used Social Values data to identify “belongers” for a loyalty club program, travel agents have targeted Canadians for outback vacations and telecom companies have distinguished “price sensitive” from “technology minded” consumers for an online phone service. With the Social Values dataset, you’ll understand what matters most to your customers and how it affects the purchases they make—helping you to develop communications and merchandising strategies that speak to their concerns and worldview. As marketers face the challenge of using interactive and new media, Social Values analysis of custom segments provides a research foundation to support different messages for different groups via different media—with measurable improvements in ROI.