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Micro-targeting at work in Surrey North
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Environics Analytics' Prizm segmentation system breaks the Canadian population down into 66 demographic 'types.' See a breakdown of three of Surrey North's dominant 'types'
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Overview
Environics' micro-targeting system's 66 'types' are like narrower, more sophisticated versions of composites such as 'the soccer mom' or 'NASCAR dad'. In this case, Surrey North - a B.C. riding included in the Globe's 60 ridings to watch - has been broken down to demonstrate how micro-targeting works.
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2006 Election (Voted NDP)
Our nickname: 'Aspirasians'
Who they are: A younger, more immigrant group, have good jobs and high incomes in the skilled blue-collar sector. They read The Globe and Mail, they go to university at the same rate as the rest of the country and like the good things money can buy. About 60 per cent have a first language that’s not English or French and they maintain ties with their ethnic roots.
What’s important to them: They see themselves as belonging to a global village. They’re confident in big business and believe in living green. They like shopping and technology and see themselves as blending cultures. They have a traditional sense of family and are less likely than average to feel a sense of Canadian identity. They feel little responsibility for those struggling in the economy.
2008 Election (Voted Tory)
The strategy
What may have worked last time: Conservative focus on crime, willingness to engage immigrant communities.
Issues this time: Conservative cuts to family reunification, targeted promise of loan guarantees for skills upgrading.
Where else they live: Brampton, Ont.; Mississauga; Toronto; Abbotsford, B.C.; Delta, B.C.; Richmond, B.C.; New Westminster, B.C.
Tory vote in Surrey North in 2006: 24 per cent
Tory vote in Surrey North in 2008: 34 per cent
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2006 Election (voted NDP)
Our nickname: 'Rust Collars'
Who they are: A mostly white working-class group, mostly high-school educated, they work in transportation, manufacturing and sales. They like television, play hockey and enjoy camping, holidays within Canada and trips to the casino or racetrack.
What’s important to them: They suffer in the economy, feel worried about their family’s financial footing and are overwhelmed by technological change. They don’t feel they have much control over their lives. There’s a strong pride in Canadian identity and little sense of belonging to a global village.
2008 Election (voted Tory)
The strategy
What may have worked last time: Turned off by Liberal Green Shift tax on carbon, perceived as hard on transport industry.
Issues this time: The hated HST. Ms. Cadman promised to vote against it but didn’t show up to vote.
Where else they live: Cornwall, Ont.; Brantford, Ont.; Niagara Falls, Ont.; Oshawa, Ont.; Belleville, Ont.; Windsor, Ont.
Tory vote in Surrey North in 2006: 28 per cent
Tory vote in Surrey North in 2008: 40 per cent
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2006 Election (voted NDP)
Our nickname: 'Canadian Tirekickers'
Who they are: Younger, mostly white middle-class families with well paying blue-collar and service sector jobs. They have an outdoors bent and enjoy camping, boating, skiing, and going out to movies and bars. They shop at Wal-Mart and Mark’s Work Wearhouse, listen to country music and religious programming and read Reader’s Digest and Chatelaine.
What’s important to them: They’re family-oriented and have conservative social values more consistent with small towns. They’re skeptical of business and worry about their own financial security. They also tend to be religious but not heavily involved in community life. They have high scores for ethnic intolerance and national superiority.
2008 Election (voted Tory)
The strategy
What may have worked last time: Home-renovation tax credit.
Issues this time: The Tory policy on income splitting for stay at home parent, doubling of TFSAs, fitness tax credit.
Where they live: Medicine Hat; Cold Lake, Alta.; Brooks, Alta.; Campbell River, B.C.; Leamington, Ont.
Tory vote in Surrey-North in 2006: 30 per cent
Tory vote in Surrey-North in 2008: 46 per cent
