In this article, you'll find information to help interpret your PRIZM®, PRIZM® Premier, or Consumption Profile reports in ENVISION, as well as definitions for report headers and examples of what these mean.
ENVISION users can access this information without leaving the platform by clicking the "How to Read" button located at the top-right corner of their reports.
Note: Our standard ENVISION tools, like the ones described below, can be used with any database you license, such as DemoStats, SocialValues, HouseholdSpend, WealthScapes, etc. In some cases, the report outputs described here may need additional interpretation to apply to your databases. Our Support team opens in new window is here to help if any questions arise.
The segmentation profile of your trade area, customer list, or a variable. Helps answer the questions:
- Which segments are in my Trade Area?
- What social groups do the segments in my area belong to?
- What lifestage do the high-index segments in my Trade Area belong to?
- What segments do my customers belong to?
- What is the segment composition of a survey variable?
- Which segments are more likely to watch baseball games?
- What are the top 3 segments, by index, for creating YouTube videos?
SG: Each segment is assigned to one Social Group (SG) based on the urban-rural context, home language (English, French and non-official), affluence, family status, age of maintainer and ethnicity. The SG’s are: Urban (U), Urban Fringe (F), Suburban (S), Town (T), or Rural (R).
LG: The Lifestage Groups (LG) categorize household composition according to the presence of singles, couples and families. The LG’s are Young (Y), Family (F), and Mature (M).
Code: Refers to the segment’s Socioeconomic Status Indicator (SESI): A composite ranking score based on factors such as average household income, discretionary income, educational attainment levels, dwelling value, average net worth, and household size.
Name: The name of the PRIZM segment.
Count: The number of people or households in the selected input that fit into the consumer segment.
%: (Count / Total Count * 100) The proportion of the total population or households found in each consumer segment.
Base Count: The number of people or households in the benchmark.
Base %: (Base Count / Base Total Count * 100) The proportion of the total benchmark population or households in each consumer segment.
% Pen: (Count / Base Count * 100) Of all people or households who fit into that consumer segment in the base area, % Pen is the proportion found in the selected input.
Index: (% / Base % * 100) Measures if the input's population or households are more or less likely to fit into that consumer segment compared to the benchmark. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.
In the below example, 104 households in Kingston fall under the segment "The A-List," which is 0.14% of total households in the trade area. In comparison, in the benchmark of Ontario, 52,406 households fall under this segment, which is 0.90% of total households. Of all "A-Listers" in Ontario, 0.20% are households in Kingston. With an index of 15, "The A-List" is very under-represented in Kingston compared to the benchmark.
The segmentation profile of your trade area, customer list, or a variable. Helps answer the questions:
- Which segments are in my Trade Area?
- What social groups do the segments in my area belong to?
- What lifestage do the high-index segments in my Trade Area belong to?
- What segments do my customers belong to?
- What is the segment composition of a survey variable?
- Which segments are more likely to watch baseball games?
- What are the top 3 segments, by index, for creating YouTube videos?
SG: Each segment is assigned to one Social Group (SG) based on urbanicity and socioeconomic rank. The SGs are: Urban (U), Suburban (S), Second City (C), or Town & Rural (R).
LG: The Lifestage Groups (LG) categorize household composition based on age, socioeconomic rank, and presence of children at home. The LGs are Young (Y), Family (F), and Mature (M).
Note: The above SG and LG definitions apply to the PRIZM® Premier segmentation system. Check the Data pages opens in new window for P$YCLE Premier and ConneXions definitions.
Code: An integer assigned to each segment ranked based on factors specific to the segmentation system. For PRIZM® Premier and ConneXions, the consumer segments are generally based on the household’s purchasing preferences. For P$YCLE Premier, it is based in part on the households' income-producing assets (IPA).
Name: The name of the consumer segment.
Count: The number of people or households in the selected input that fit into the consumer segment.
%: (Count / Total Count * 100) The proportion of the total population or households in each consumer segment.
Base Count: The number of people or households in the benchmark.
Base %: (Base Count / Base Total Count * 100) The proportion of the total benchmark population or households in each consumer segment.
% Pen: (Count / Base Count * 100) Of all people or households who fit into that consumer segment in the base area, % Pen is the proportion found in the selected input.
Index: (% / Base % * 100) Measures if the input's population or households are more or less likely to fit into that consumer segment compared to the benchmark. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.
In the below example, 2,550 households in Fresno County fall under the segment "Upper Crust," which is 0.79% of total households in the trade area. In comparison, in the benchmark of California, 344,885 households fall under this segment, which is 2.56% of total households. Of all "Upper Crusters" in California, 0.74% are households in Fresno County. With an index of 31, "Upper Crust" is very under-represented in Fresno County compared to the benchmark.
This report provides two different measures for any available consumption variable. You can see how much of the item is being consumed and how many people in the segment consume it in a specific trade area (referred to as a benchmark in this report).
SG: Each segment is assigned to one Social Group (SG) based on the urban-rural context, home language (English, French and non-official), affluence, family status, age of maintainer and ethnicity. The SG’s are: Urban (U), Urban Fringe (F), Suburban (S), Town (T), or Rural (R).
LG: The Lifestage Groups (LG) categorize household composition according to the presence of singles, couples and families. The LG’s are Young (Y), Family (F), and Mature (M).
Code: Refers to the segment’s Socioeconomic Status Indicator (SESI): A composite ranking score based on average household income, discretionary income, educational attainment levels, dwelling value, average net worth, and household size.
Name: Descriptive name to evoke an image of the segment.
Incidence: The total population or total number of households in the segment in the benchmark that are consuming the item.
Incidence %: The percentage of incidences in the segment compared to the total count of incidences for the Variable.
Base: The total population or total number of households for that segment across the entire benchmark.
Base %: The proportion of the total benchmark population or households found in each consumer segment.
% Pen: Of all people or households who fit into that consumer segment in the base area, % Pen is the proportion that are consuming the item.
Index: Measures whether the households or population in the segment are more or less likely to consume an item compared to the benchmark. An Index of 100 is average. Indices above 100 are above average or overrepresented. Indices below 100 are below average or underrepresented.
Consumption: The total number of items consumed by that segment in the benchmark. If the variable is a dollar value, this will be the aggregate dollars.
Consumption %: The percentage of the total consumption for that segment compared to the total consumption for the Variable.
Unit/Incidence: The amount being consumed per person or household that is consuming it.
Unit/Incidence Index: The rate at which the product users consume it in that segment compared to all product users in the benchmark.
Unit/Base: The amount consumed per person or household in the benchmark.
Unit/Base Index: The rate at which the item is consumed across the benchmark, not just in this segment.
In the example below, 87,974 households from "The A-List" segment are consuming regular coffee, which is 1.03% of households consuming the item from all segments. Of all benchmark households in this segment, 63.59% consume regular coffee; this is the penetration rate. "A-Listers" in Ontario (the benchmark) consume 133,177 cups of regular coffee, 1.04% of total regular coffee consumption. 1.51 regular coffees are consumed per "A-List" household (Unit/Incidence), compared to 0.96 per household in Ontario (Unit/Base).
This report provides information about consumption data within your customer file. You can see how much is being consumed and how many of your customers, across all segments, are consuming within a customer file relative to the benchmark.
SG: Each segment is assigned to one Social Group (SG) based on the urban-rural context, home language (English, French and non-official), affluence, family status, age of maintainer and ethnicity. The SG’s are: Urban (U), Urban Fringe (F), Suburban (S), Town (T), or Rural (R).
LG: The Lifestage Groups (LG) categorize household composition according to the presence of singles, couples and families. The LG’s are: Young (Y), Family (F), and Mature (M).
Code: Refers to the segment’s Socioeconomic Status Indicator (SESI): A composite ranking score based on factors such as average household income, discretionary income, educational attainment levels, dwelling value, average net worth, and household size.
Name: Descriptive name to evoke an image of the segment.
Count: The number of customer file postal codes in the segment.
%: The percentage of total customer file postal codes in the segment.
Base: The total population or number of households for that segment across the entire benchmark.
Base %: The proportion of the total benchmark population or households found in each consumer segment.
% Pen: Of all people or households who fit into that consumer segment in the base area, % Pen is the proportion found in the customers' neighbourhoods.
Index: Measures how likely a household in the segment will be a customer compared to the Benchmark. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.
Consumption: The total number of items customers consume in that segment. If the variable is a dollar value, this will be the aggregate dollars.
Consumption %: The percentage of the consumption for that segment compared to the total consumption for all customers.
Unit/Customer: The amount being consumed by the customer that is consuming it.
Unit/Customer Index: The rate at which the customers consume in that segment compared to all customers.
Unit/Base: The amount being consumed per household in the benchmark.
Unit/Base Index: The rate of consumption across all households in each segment in the benchmark, not just the customers.
In the example below, 496 postal codes from "The A-List" segment are present in the customer file, which is 1.58% of the total postal codes in the customer file. Of all the postal codes in this segment in the benchmark, 0.18% are found in the customer file; this is the penetration rate. "A-Listers" in the customer file consumed $247,891 worth, which is 1.58% of the total consumption for all customers. That's $499.78 per "A-List" postal code (Unit/Customer).