Hay Reserach International Canadian Lifestyles by LS Graphics

Are you s)ll in the dark about what your customers are really like?

Are demographic proﬁles leaving you cold? Do you wonder how your brand is ﬁ9ng into people’s lives? Is your crea=ve team asking for be@er informa=on?

Let us help you ﬁnd something be;er!

Introducing the…

Canadian Lifestyles Targe)ng System Say Goodbye to Demographics! Say Hello to Something New & Be:er!

The values, personali=es, media habits and many other aspects of the lives of 2400 Canadians have been proﬁled in over 500 variables. Everything, or almost everything, you need to know has been captured about Canadians as a whole (and about your customers). This includes their: •  deﬁning values •  shopping styles •  psychographics •  personali4es •  media habits •  a7tudes to technology •  key brand usage •  life stage •  demographics By including just 3 minutes of ques=ons in your next large quan=ta=ve study, you’ll be able to subs=tute your old demographics with something much richer and be@er.

How the System Works By ge9ng to know the ‘ideal types’ below you’ll quickly get to know your customers in rich and meaningful ways.

The system works by assigning each individual in your study to one of the 9 Canadian Lifestyle segments. Each segment in the Targe=ng System is fully proﬁled on all major measures. Get something much more meaningful than demographics! Understand Canadians in the most important ways they are diﬀerent from one another. New insight and rich descrip=ons await! ls Achiev ers

Experien=

Materialists

Homebodies

Idealists

Expressives

Survivors

Techies

Communitari

ans

The

Canadian Lifestyles

Materialists

Experien=als

I’m very protec=ve of my family

Some would say I’m right wing

I’m playing the game by my own rules.

If it’s fun, it’s for me.

What you own is key

Ok I’m a li@le ﬂakey; I’m into me.

The guy next to me? Talk about a rut! Looking out for #1 is ﬁrst; community is second

Material success? Huh?

I’m proud of what I’ve accomplished

I wear the pants in my family

Compared to me, everyone’s right-‐wing.

You should see the car I drive!

If it’s new, original, risky – I’m into it.

Tradi=on? What’s that?

Survivors

Expressives I’m pre@y popular and like to network.

I really like to express myself to get recogni=on.

I hope you caught what I’m wearing.

Sure. I care what my friends think.

I’m into thrills (like Wendy up there) as long as they are the right kind. I won’t wear it if it’s not one of my brands.

I admit it. Material things are important to me.

I’m me, an original. Nobody can take that away. My freedom is something that’s really important to me.

Life is full of challenges. I just smile.

Let’s just say I’d rather not talk about my ﬁnances.

If I had a chance, I’d make major changes in my life.

People get what they deserve . Absolutely.

Targeting System Communitarians I’m a tradi=onal person and respect marriage.

Idealists

I like being a member of my community.

I’m a bit of a thinker and like ideas I also like books, music,

I think of myself as being very caring and friendly

I’m lucky to have so many friends around me. I’m not ambi=ous for myself. Family and community is what it’s about for me .

Having principles is really important to me in life

I’m deﬁnitely on the lef on social issues.

There are be@er things in life than material possessions.

Owning things? That’s less important for me

Techies I’m deﬁnitely into the virtual world. Home’s good. It’s where my devices are. I’m knowledgeable and highly competent in my work.

I’m ac=ve with many interests.

There’s a lot of social injus=ce out in the world. I like diﬀerent cultures and cultural experiences.

I’m not much of a joiner Ask me something about technology. I’m pre@y tradi=onal but I s=ll love my devices.

Achievers I balance my own ambi=on with a dedica=on to community.

I’m deﬁnitely into the environment and nature.

Homebodies

I’m really conﬁdent and know how to bring people together

I set high goals for myself.

I live life by the book, according to tradi=on.

It’s important to be a good person..

My life is centered on my family and home.

In my community I feel safe and secure.

I’ve got lots of ideas. People ofen take my lead.

Oh. And I know how to have a li@le fun too.

My family background is important to me.

I don’t have many interests outside the home. I’m a reliable and caring person.

Much richer richer than than ddemographics!. emographics! Much

Materialists §  I’m into tradiEonal success and going as far and as fast as possible in life. §  I consider myself a successful person. §  My children are mostly grown (and reErement’s coming). §  I’m pre:y well-‐oﬀ ﬁnancially so bargain hunEng is a waste of Eme for me. §  I’m a ‘fan’ of brands such as Amex and Coors Light. §  People call me right wing. §  I like sports and game shows (and I might be Francophone).

ExperienEals §  If its going to be a great experience, count me in. §  That guy on my right is deﬁnitely not me! §  Yes, I’m rebellious.. Authority,….yuck! §  Risky things, thrills, something novel, that’s me. §  Some of my favourite brands are : L’Oreal, H&M and La Sensa. §  You could say that, next to me, everybody is right wing. §  I’m (a li:le) worldly and creaEve too. §  I like MTV a whole lot and like sharing videos.

Expressives

Survivors

§  Sure, I consider myself hip and cool.

§  I’m having fun (don’t menEon work).

§  My schedule is crazy.

§  (Also, don’t menEon my ﬁnances and credit card balance, please!)

§  I’m into fashion and like brands like Hugo Boss and Banana Republic.

§  My key goals: paying oﬀ debts and geYng a be:er job.

§  Yes, I’m pre:y ambiEous.

§  I’m likable and make a point of being friendly.

§  Me and my friends are also into team sports. We like to share videos.

§  OK, so I’m a li:le impulsive.

§  We’re also into MTV Canada. §  I prefer Coke and drink Dasani (and you might ﬁnd me at Subway). §  I like to get new devices and show them to my friends.

§  Being a unique and original person is important to me. §  I also value my masculinity/ femininity. §  I like game shows, country music, Capital One, Wal-‐Mart and, of course, McDonalds.

.. It’s easy to get to know your customers.

Communitarians §  I’m pre:y acEve in a tradiEonal community life. §  I’m very empatheEc towards others and I enjoy volunteering. §  But I also have an entrepreneurial side, being an acEve sort of person. §  I’m a pre:y good housekeeper. §  I like cooking shows and soaps. §  Don’t menEon things like cell phones to me. I’m lost with the new technology. §  I like Swiss Chalet and ocen go to Sears and Home Hardware.

Achievers

Techies

§  I’m for all life has §  I’m good at my to offer. job but the cyber world is a real §  I’m outgoing, hobby…OK, ambiEous and obsession for me. confident. §  These super §  I love my job confident types (and am good at like the guy on it). my right – not exactly my style! §  I lead a very acEve life. §  I’ve got young kids or am just §  In terms of starEng a family.. brands, I go for high-‐end mostly §  People say I’m (like Starbucks pre:y intelligent. for coffee). §  Of course, I’m §  I’m one of the one of the first first to get a new with that new device. gadget.

Idealists §  I’m a li:le unconvenEonal. §  I define success differently than most people. §  I’m definitely into the environment and nature. §  OK. So I’m a li:le on the ethical and artsy side. §  I like nature shows, cultural shows and documentaries.

§  I’m not that big on status brands (but don’t mind §  I make a good §  When it comes to Old Navy). buck and have a buying stuﬀ, promising future. online is a big §  People say I’m deal for me. pre:y intelligent §  I balance my own because I like goals with the §  I research online ideas. needs of others. before I buy.

Homebodies §  I’m a li:le older and my life is pre:y se:led. §  My life is about home and family. §  I’m into my community and church and tradiEonal values. §  I’m very un-‐ happy with anything outside tradiEonal marriage. §  I like cooking shows and home renovaEon ideas. §  Games shows, tradiEonal media and Vision TV… that’s me.

How to Use the TargeEng System You can use the Canadian Lifestyles Targe=ng System in three ways: 1) If we have your brand in our database. We may have your brand already on ﬁle. If so, we can do proﬁling directly for you.*

2) You can incorporate our typing tool into your next segmentaEon or U&A Study.

You can include our ques=ons – they take about 3 minutes -‐ in your next quan=ta=ve survey. We then use our modeling tool to assign your respondents to the appropriate segments. This has the powerful advantage of linking this system to all your usage informa=on.

3) We design a complete study for you.

We can design a complete study for you that includes our modeling algorithm. (We have extensive experience in segmenta=on work across North America. (Note: There will likely be some economies if you chose this op=on.)

The following graphics illustrate just some of the output from the targeEng system. * Or if your brand is in the 2013 Canadian Financial Services Switching Study.

Sample Output Expressives Achievers Experien=als

BRAND Y

FUNDAMENTAL VALUES Canadians were asked how important each of the following areas were in their life. The attached represents about onethird of the total number of values assessed. Brand Y users’ results have been indexed against those for all Canadians.

Brand Y

Respecting the traditions of your family background Believing that obtaining a financially comfortable life is important

§  Brand Y users are much more likely

110 101

Building relationships and bringing people together

than all Canadians to value being popular and having influence. §  They also value being physically attractive (index 125) and wanting to go as far and as fast as possible (index 123) §  They are not particularly content with their life as it is (index 81) and are certainly not religious. §  They seek excitement and enjoy thrilling new experiences (index 122).

Being content with your life, not needing to change

81 97

Finding a way to contribute to society

109

Having a deep concern for habitat, for animals

117

Seeking adventure, travelling and new experiences Having respect for people in positions of authority

Enjoying the beauty of art, visual arts, the performing arts

107

Finding just the right career

107 94

Correcting the social injustices of life

119

Being passionate about Canada

Feeling that all people in the world are really of one family

DEMOGRAPHICS Total Canada

Brand Y

122

Seeking excitement and thrilling new experiences

115

Really achieving something that people respect and admire

Believing that there are no absolutes, that everything is relative

122

Be interested in supporting charities and charitable causes

113

Being entrepreneurial, creating something of value

Age (mean years): Gender ( male):

46 yrs

42 yrs

49%

56%

123

Trying to go as far and as fast as possible in life Believing in God

85 103

Being a champion of minority rights

H/H Income ( mean $):

$67K

$96K

Assets (mean $):

$298K

$450K

Graduated University

22%

31%

Own Home:

67%

78%

Born in Canada:

83%

76%

119

Being liked and popular with friends Relating to God in a personal way

80 125

Being physically attractive Having some degree of popularity or influence Gaining a measure of power and wealth in life Accepting only the truths of science Believing the strongest will win so you have to be the best

138 105 121 120

Psychographics 1

BRAND Y

PSYCHOGRAPHICS

I like to do the right thing

I tend to be loyal to my friends

I’m a very independent sort of person

I like to do well in every aspect of life

I’m dedicated to a sensible balance in my life

I like being humble and modest

111

I like to live life to the fullest

§  Brand Y users are much more interested in sporting events and concerts than are most Canadians (index 174)

112

I have high standards I’m a private sort of person

My life revolves around my home

82 92

I like to save up and pay cash for things

104

I’m driven to succeed in everything I do

§  They also over- index on looking-

I’m a bit of a worrier

good, being attractive, being outgoing, networking and making friends easily.

Always eating healthy, nutritious meals is key

§  Note, also, how they over-index on taking pride in owning things (index = 153).

72 101 86

I’m a very traditional sort of person

I’m a very rational person

130

I set tough goals for myself 80

I’m not one who likes to impress people

128

Looking good and being attractive are important

141

I’m outgoing and make friends easily

131

I make a point of being fit and exercising

115

I’m very ambitious, driven to succeed

§  They seem also to be confident in their own opinions, denying that they are swayed much by the opinions of others (index = 57)

§  Brand Y users were risk-takers who like extreme thrills (such as bungee jumping, index = 136).

108

I’m still trying to find myself, who I am 82

I make impulsive decisions

I’m not much of a joiner

133

I’ll pay more for environmentally-friendly products

139

I love networking and having many friends I hate taking risks

67 77

I’m easily bored

I sometimes feel that people look down on me

138

People say I have highly cultivated tastes

153

I take pride in owning things that have some status

§  They also think of themselves as having fairly cultivated tastes (index = 138).

I’m very swayed by what others think of me I’m really into diet foods

57 79

Psychographics 2 92 96 97 88 81 102 78 105 84 118 121 80 92 115 112 94 130

I was taught that you should work hard It’s important to live in safe surroundings I was taught to respect the older generations I’m happy in my usual routines I like to live a fairly quiet life Pride in Ownership/ Status

Outgoing, make friends easily

Networking With Friends

Cultural Taste

I love novelty, variety and new experiences Growing up my family didn’t have money I like to stay in touch with my community I was brought up in a very traditional community I find new languages and cultures stimulating I like to seek out exciting new experiences The security of my neighborhood is a concern Traditional values are the best

Like Crowds

Extreme Thrills

InﬂuenEal ConnecEon

Volunteer Work

I like to be part of the community I’d like to explore the Far East I’m part of a fairly close-knit community I do volunteer work on a regular basis

174

I like to attend sporting events with large crowds

134

It’s important to cultivate influential connections I often feel guilty I love extreme thrills such as sky diving

57 136

BRAND Y

LIFESTAGE

Married/living with someone

Looking to pay off debts

116

Working full-time

Have grown children

Retired

115

Working part-time

Have a young family (under 13)

§  Brand Y users are much more likely than other Canadians to be concentrating on their career. Many (younger individuals) are looking for their next home or condo.

§  Some are recent grads and some are students.

§  Note that Brand Y also attracts some older customers. Brand Y users also over-indexed on “looking to retirement”.

Have a fair sized mortgage

128

Wanting to changing my job or occupation

191

Concentrating on my career

Happily single

157

Looking to retirement

127

Looking for a life partner, a new connection

Looking for a job/ in- between jobs

129

Single but looking to settle down

173

Have teenagers

120

A student

152

Looking to buy my first home or condo

105

Recently married (last few years)

209

Looking to buy my next home/condo

Divorced for a while

Widowed

About to start a family

146

Recent graduate with a year or two of work Recently divorced (last few years)

TECHNOLOGY I just couldn’t care less about all the new gadgets and technologies out there

§  Brand Y users are very interested in the display value of the new technologies. However, the technical aspects of the new devices seem to be of less interest.

§  For example, Brand Y users were like Canadians as a whole in terms of ‘being tech-savvy”, but they strongly over-indexed on “being the first to get a new device” and wanting to “impress people with their knowledge of the new devices” (index 154 and 139 respectively).

I ﬁnd the new technologies overwhelming

70 90

People say I’m really a 'tech-‐savvy' sort of person

103

People come to me for advice about sofware, new apps, and what to buy

106

I spend a lot of =me on social media

Talking about and being involved in new technologies is what I’m all about

101

I’m embarrassed by how li@le I know about smart phones, computers, social media and so on

105

I’m usually one of the ﬁrst to get a new technological device or gadget I like to impress people with the my knowledge of the latest technologies

154 139

BRAND Y

SHOPPING STYLES

100

I like good prices and quality plus style too

What I want is style and quality at low prices

The attitudinal differences noted above are clearly correlated with their shopping styles and shopping preferences.

Before I buy, I like to weigh all the pros and cons

I shop around to get the price and quality I want

92 111

I tend to be really loyal to some brands

I really care only about quality and value

113

I tend to trust the old brand names

I work hard to get the very lowest price

§  First, they over-indexed in an

100

I hate waiting in line to be served

important way on preferring “stylish/ trendy brands”. (Brand Y was such a brand).

§  They also over-indexed on ‘usually buying top-of-the-line’.

I almost, always read flyers before I shop

I'll wait till what I want goes on sale

I like to save up and pay cash for things

I like to get in and out of the store quickly

I tend to buy whatever brands are on sale

I’ll go out of my way just to get a better price

I do a lot of research before I buy

§  Interestingly, they claimed to be more aware of advertising and brands in general than most Canadians. (Brand Y is a relatively new brand which has been broadly advertised.)

108

I check prices on the internet before I buy

117

Getting rewards points influences where I shop

I often shop at dollar stores

105

I watched a lot of TV growing up

134

I prefer quality brands even if they cost more

123

I love to experiment and try different brands

§  They also liked shopping and said that they looked hard for brands that “fit their personalities”.

136

Some brands I could just never do without.

122

I often think about what to buy next

Often I can’t afford things unless they are on sale

I struggle to stay within my budget

§  They were not price-driven. For

142 135 135 129

I look hard for brands that fit my personality

example, they clearly denied that they buy ‘whatever brand is on sale’ or that ‘they struggle to stay within their budget’.

I feel excited when shopping & buying new things When I was young, I was pretty brand crazy I really like shopping

98 113

Getting help in the store is really important to me I buy on the spur of the moment

I don't really like advertising

127

I don’t really care which brand I buy

I want the brands that I buy to express who I am

160

I like advertising and hearing about brands

I am buying more on-line these days Prefer Stylish Trendy Brands

Buy Top of the Line

Prefer Quality Brands

Really Like Shopping

165

I’m always telling my friends about my latest

107

Sometimes my credit card gets out of control I tend to buy the cheapest brand no matter what

22 164 187 170

I’m more aware than most of advertising I prefer stylish, trendy brands and retailers I usually buy top-of- the- line Love to Try Diﬀerent Brands

Rewards Inﬂuences Where I Shop

Check Internet Prices

Buy on Spur of Moment

I try to buy as much as I can on-line When I shop I usually have kids in tow

59 59 108

Bargain hunting is a waste of time I admit I often buy things just to impress people

BRAND Y

PERSONALITY

Ambitious Organized Worldly Successful Confident Modern Looking Good Risk Taker Original Easy Going Competitive Sophisticated Active or Fit Sexy Rich Friendly Hip and Cool Dynamic or Charismatic Young Fashionable Fun Playful Trendy Leader Rebellious Popular Good Listener Stylish Comfortable Community Minded

What about their personalities? Brand Y users were shown 65 personality images online (these were also labeled) and were asked to select the ones which most applied to them. The chart on the right compares Brand Y’s overall self-image with that of Canadians as a whole. (The actual percentages represent differences between Brand Y’s self-descriptions and the results for all Canadians.)

§  Compared to everyone else, Brand Y users saw themselves as being more ambitious, organized, worldly, successful, confident, modern, looking-good. and a risk-taker.

§  The traits that didn’t seem to fit were: traditional, principled, thrifty, nurturing and trustworthy. (They likely possessed these qualities but did not see them as being as central to their personalities.)

Knowledgeable Creative Intelligent Unique Life of the Party Artsy Very Masculine Likable Courageous

Organized

Worldly

Successful

Pillar of the Community Talkative Wise One to Watch Unconventional Very Feminine

0 0 0 -‐1 -‐1 -‐2 -‐2 -‐2 -‐4 -‐5 -‐6 -‐7

Ethical Family-Oriented Environmentally conscious

Conﬁdent

Modern

Risk Taker Looking Good

Honest Caring Reliable On a Diet Stimulating Trustworthy Nurturing Thrifty Principled Traditional

14 14 12 12 11 11 10 9 8 8 8 8 8 7 7 7 7 7 7 6 6 6 6 6 5 5 5 5

4 4 4 4 4 3 3 3 3 2 2 2 2 1 1 1 1

Health conscious

Full of Ideas

Ambi=ous

20 15

-‐9

About Hay Research InternaEonal Hay Research International is a research insight company based in Toronto, Canada. One of the company’s core capabilities is large databases and big picture research such as segmentation studies and usage and attitude work. The company places special emphasis on the integrated, strategic insight gleaned from its research. With a hands-on management team and organizational structure, Hay Research International brings senior research expertise and strong analytic resources to every assignment. Our team of experienced marketers and statistical experts develop a deep understanding of your business, enabling us to work with you as your research partner. Through its field subsidiary, National Response, Hay Research International also conducts online research and operates a 30 station CATI centre in Toronto.

OUR SEGMENTATION SYSTEMS Brand user groups and markets are often more highly differentiated by their lifeattitudes and product needs – when taken together – than by their product needs alone. This key insight leads to unique segmentation systems which more powerfully differentiate brand customers and markets. Ask us how we can combine the specialized knowledge of your category with the motivational insight derived from large databases such as the Canadian Lifestyles Segmentation System. The result? More powerful and persuasive targeting and messaging approaches.

Brands meet needs… but they also fit lives .

Hay Research International 36 Eglinton Ave West, Suite 503 Toronto, Ontario M4R 1A1 Tel: (416)422-2200 Web: hayresearch.com E-mail: rob@hayresearch.com or ahay@hayresearch.com