Research Now Canadian Segmentation Deal

Research Now has announced a partnership with Environics Analytics (EA), Experian's partner for demographics and segmentation data in Canada, integrating the former's online panel of 400,000 Canadians with the latter's PRIZMC2 segmentation system.

Toronto-based EA specializes in geodemographic segmentation, site modelling and custom analytics.

PRIZMC2 offers links to over 11,000 variables and incorporates no fewer than 66 lifestyle types - including the likes of Cosmopolitan Elite, Young Digerati and Heartlanders. The integrated panel promises clients and researchers cost-effective research among custom target groups. Research Now's Canadian panel provides research on more than 500 attributes in areas such as demographics, marketplace behaviour, media preferences, finance and health care.

The agreement is part of a wider partnership between Research Now and Experian.

John Visser, SVP of Business Development at Research Now, says the deal will 'enable organizations to significantly enhance their understanding of key consumer groups.' Jan Kestle, President and founder of Environics Analytics, says the tie-up will give clients access to 'vivid consumer portraits' and allow them to 'talk to their best PRIZMC2 segment' to enhance their customer data. He concludes: 'It's like having access to a PRIZMC2-selected focus group.'

Research Now is to be acquired by US-based e-Rewards.

Web sites: www.environicsanalytics.ca and www.researchnow.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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