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Choosing Variables

Use the Variables Tab (4th tab) to select the demographic and expenditure details you wish to view for the geographic areas of interest selected in Step 1.

The Variables Tab

Choose from the four broad categories of variables described below. 

1. Base Dataset

This folder includes the very basic demographic variables: total household population, total population, and total households. These variables will be necessary to calculate the average for each variable per household population, population, or household.

2. Demographic

This folder includes more detailed demographic variables, including age, income, family type, etc. 

3. Financial

This folder provides variables on a wide variety of expenditure categories, and can be quite detailed. For example, you may report on expenditures related men’s athletic footwear, dinners purchased at table-food restaurants, veterinarian services, or cellular services.


Expenditure on Restaurant Dinners within Kitchener- Cambridge- Waterloo


Selecting Variables

You may add as many variables as you like to your output.

  • To select, double-click the variable to move it to the “Output Variables” pane on the right. All variables you select in this way will be reported for each Geography you selected on the Geography Tab.
  • To remove a variable you previously selected, click it once and press Delete in the bottom right corner of the Allocate interface.

Variable Selection

4. Segmentation

EAG Canada data is also packaged into segmented consumer groups on which you can report. Each postal code in Canada is assigned a single segment group to represent it.

Rather than selecting a variety of individual demographic variables, you could choose one or more population segments which match your target consumer. The resulting statistic displays the number of households (not people) categorized as the selected segment group or type.

You can review the descriptions of each segment group (and sub-group / type) using the book PRIZM5 found at the Information & Research Desk in the Library or the PRIZM5 Segment Snapshots for brief descriptions.