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This is a two-tier cluster system of consumer lifestyles. It describes the consumer lifestyle in a 6-digit postal code. Each cluster consists of households who share key characteristics in geography, demographics, psychographics, household spending, product, and media usage as well as shopping behaviour.

Most Recent Update

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Available Geographics

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6-digit postal code, FSA, DA, CT, CSD, CD and custom geography

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To cluster the 6-digit postal codes into homogeneous lifestyle groups, Manifold combined the projective adaptive resonance theory with an enhanced K-means clustering and fuzzy logics and incorporated them into a hierarchical clustering technique. The fuzzy clustering evaluates probabilities of an object belonging to one or more clusters with probabilities, which reflects the behavior of many consumers, particularly those similar to the average Canadian.

Using principal component analysis, Manifold reduced dimension of the input data from 10,000+ to a few dozen and ran a fuzzy K-means method for a series of number of clusters iteratively. At each step, the initial seeds of clusters were carefully selected so that outliers and small clusters are separated in the clustering process.

To determine the optimal number of clusters, Manifold examined the local peaks of the pseudo F-statistics: the ratio of between cluster variance and within cluster variance. Manifold also looked at peaks of the cubic clustering criterion (CCC) and developed proprietary statistical measures which have been published in scientific journals and conference proceedings.

Manifold validated the clusters with both in-time and out-time surveys and historical Census data.

Data Format

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Sample Reports

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Data Dictionary

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