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Environics Analytics PRIZM C2 segments identify likely Tablet PC owners in Canada. The PRIZM C2 Segmentation Marketer’s Handbook 2011 in Tumbleweed’s Market Research and Analytics Wiki whitepapers section talks about Environics Analytics PRIZM C2 segments. Tablet PC market share estimates indicate Anglophone and Francophone Tablet owners will approach 2,105,030 by 2031. The AskingCanadians™ Social Media PRIZMC2Link database combines Environics Analytics’ PRIZM C2 consumer segments with the Delvinia’s AskingCanadians™ social media survey. A March 20, 2011 Globe and Mail article, The powers that be are not in the social media vanguard, provides background on how the AskingCanadians™ Social Media PRIZMC2Link database may enrich analysis of social media use and Tablet ownership. The Young Metro Diversity (F1), Fledgling Families (F2) and Middle-Aged Achievers (F3) PRIZM C2 consumer segments likely have a higher than national average percentage of Tablet PC owners.

Estimated Tablet PC digital magazine readership growth research indicates Tablet App publications will become important digital marketing channels in Canada. The Environics Analytics PRIZM C2 consumer segmentation system might help target digital magazine marketing campaigns to iPad, PlayBook and other Tablet computer owners in Canada. Mr. Rupen Seoni, Environics Analytics’ Vice-President, Practice Leader, answered questions about the AskingCanadians™ Social Media PRIZMC2Link database. Below are Mr. Seoni’s comments about social media and consumer research. In Social Media and Lifestyle Analytics: Environics Analytics Interview Part 2, the Environics Analytics executive refers to how some PRIZMC2 customer segments have been impacted by social media. Seoni also mentions how the PRIZMC2Link database might be used for analyses – such as ranking neighborhoods in Canada according to the rate of Tablet PC ownership.

Question 1: What does Environics Analytics do?

Seoni: We specialize in helping clients understand who their customers or markets are by using neighbourhoods and postal codes to reveal important attributes about them. It’s based on the old premise “birds of a feather flock together”: that we can tell a lot about people based on where they live. While this approach is not perfect every single time, it gives really good indicators about the kinds of populations marketers are trying to reach by bringing together customer databases, demographics, social values, behaviours and locations into a singular, more complete view of target markets.

Question 2: How has social media technology (eg. Facebook, Twitter, YouTube) changed the way in which consumer behaviour, lifestyles and attitudes may be measured and reported?

Seoni: The interactivity and “trackability” of what people are saying through social media mean that opinion can be measured in real time – and so can action be taken by marketers to respond. The implication has to be that marketers need to be nimble! This makes analytics and good data – including the intelligence that overlay data can provide beyond just what is known about consumers – even more important. Those who figure out how to leverage all of this information and act quickly with it will have the advantage.

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