Generation5 Expands Scope of Consumer Intelligence for 2008

    Leader in Consumer Intelligence Adds Predictions of Automotive Purchase
    Behavior and Consumer Psychographics to Help Marketers Better Understand

    TORONTO, Feb. 20 /CNW/ - Generation5, the North American Leader in
Consumer Intelligence today announced the availability of its Consumer
Intelligence for 2008. For the first time, the company will offer predictions
of automotive purchase behavior and consumer psychographics for every Postal
Code in Canada. These offerings join Generation5's Consumer Intelligence on
demographics, expenditures, media consumption, shopping behaviors, financial
behaviors, and future population.
    With the help of these new offerings, Generation5 will be even better
able to help marketers target their offerings to the right Canadians. Instead
of targeting customers based on the general demographics of a census region,
marketers working with Generation5 use Consumer Intelligence to target
customers based on metrics they really care about - how much they spend on
their category of goods or services. Starting with this release, Generation5
will better be able to help marketers target Canadians based on their
automotive ownership and purchase behavior. Generation5 will also be adding
"Psychographics" to our offering. This additional dimension will allow
marketers to target not only who buys within their category, but also those
Canadians whose attitudes and values are a fit for their brand. Profiles such
as bargain hunters, status conscious, socially conservative or
liberally-minded will enhance our clients' understanding of their customers.
    "Marketers have come to realize the value of Consumer Intelligence,"
notes Generation5 CEO, Joe Nicholson. "They're finding time and again they are
able to improve response rates offers by fifty to one hundred percent. Our
customers have come to us looking for intelligence on the attitudes and values
that can help them get even more fine-grained and see even better results."
    Where predicting psychographics to the postal code would have been a
massive undertaking in the past, Generation5's unique prediction technology
automates the process. Generation5 Founder and Chief Scientific Officer,
Milorad Krneta explains, "The only limit to the number of predictions we can
make is computing power. As computing power advances with Moore's Law, we are
able to produce accurate predictions for all of Canada faster and faster."
    Another benefit of the increasing speed of prediction, Generation5 is
releasing its 2008 predictions earlier than ever before and well in advance of
the official release of aggregated data by Statistics Canada.
    For automotive purchase behavior, Generation5 will be providing extensive
predictions down to the Postal Code on such behaviors as make, class, and
ownership status of primary vehicle, purchase intent of new vehicles,
aftermarket purchase behavior. Even who did their most recent tune-up and
where they got gas.
    For psychographic behaviors, Generation5 will be providing insights into
over 52 attitudes and values ranging from whether Canadians watch what they
eat, have feminist values, are stylish, extroverted, socially conscious or
sexually inhibited.

    About Generation5
    Generation5(C) provides the most precise consumer intelligence in North
America, helping marketers achieve more effective targeted marketing and brand
management. Generation5 makes it easy for marketers to turn insight into
action by producing accurate predictions of consumer behavior for every
household, postal code and ZIP+4. As a result, they are able to directly
target customers through direct mail and trade promotion, driving dramatically
higher response rates and sales. Generation5 customers include leading brands
like Citibank, TJX, Kraft and Rogers. For more information, visit

For further information:

For further information: John Buten, VP, Marketing, Generation5,
Telephone: (416) 441-6800 x276,

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