Consumer Vitality measures consumer performance and more generally, consumer performance potential. Consumer Vitality enables users to easily understand a neighbourhood instantly in relative and familiar terms. Consumer Vitality can be used to effectively diversify business assets and operations geographically, by locating different types of markets including like-markets. For example, Consumer Vitality can convey desirability to refine real estate searches, enhance target marketing, and guide site selection and resource allocation decisions for businesses. Additionally, Consumer Vitality removes many barriers to market entry in commercial and residential real estate, insurance, mobile penetration and telecommunications because the index is consistent across Canada. If locating a like-market is a priority and the barriers to market entry are oriented around a general lack of in-depth knowledge and understanding of the local marketplace, Consumer Vitality can be applied to instantaneously amend the knowledge gap. Consumer Vitality is a data-driven measure of the consumer economy.
Consumer Vitality can be used to understand the performance of existing consumer market segmentation systems – for example, geodemographic segmentation systems. While classic marketing segmentation systems are used to identify the socio-demographic characteristics of consumers, they do not measure how well various clusters are performing. Understanding consumer performance is the key – and formerly hidden - factor in maximizing campaign efficiency and gaining a more precise understanding of how to geographically diversify and allocate existing resources to maximize return on investment potential.