How to Read
PRIZM5 Profile Bar Chart—Variable
The PRIZM5 segment composition of a Variable. Helps answer the questions: What is the PRIZM5 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?
Bar Chart represents the Index value. An
Index of 100 is average. Indices above
100 are above average or overrepresented. Indices below 100 are below
average or under-represented.
Target Segments are usually identified by
selecting segments with significant %
and high indices.
Index Legend
Under 80
110 to 119
120 to 149
Over 150
SG - Social Group: classification and ranking of urbanity and affluence. ex. U1 - Urban Elite, U7 - Urban Francophone
SESI - Socio-Economic Status Indicator: Segment ranking includes income, education, low-income indicator, dwelling value, net worth, discretionary income,
household size
Name: Descriptive name to evoke an image of the segment
Variable (Venue Attend Art Gallery) Population Count
Toronto Census Metropolitan Area (CMA) Population
(population or households - depending on the variable)
Count:
19,438
Households in the Hamilton Trade Area classified as
Segment 1 Cosmopolitan Elite
%:
2.31
Segment 1 represents 2.31% of the number of people most
likely to do the behaviour, purchase the product
1
(population or households - depending on the variable)
÷
÷
Base Count
86,311
Population count in Toronto classified as
Segment 1 Cosmopolitan Elite
Base %:
1.63
Segment 1 represents 1.63% of Toronto Population
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×
% Pen:
22.52
Segment 1 Population is penetrating the market at
22.52%. Of the 86,311 people present in Segment 1 in
Toronto, 19,428 are most likely to visit an Art Gallery
Index:
142
× 100 Segment 1 is 42% [142 minus 100] more likely to go to an
Art Gallery than the population in Toronto overall
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