Who are these people?

Who are these people and why aren't they using my library
This session outlined Mississauga PL's experiences using PRIZM, which is a social marketing tool, to determine how to reach out to non-users. PRIZM captures lifestyle indicators beyond traditional demographic statistics (e.g. enjoyment of cultural pursuits, how strongly they identify with their ethnicity of origin, propensity for spending on luxury items, etc.) and based on these indicators, group citizens into a series of categories for each life stage (young singles or couples, individuals with growing families, older adults) and provides an assessment of their values based on these profiles. This was a fascinating approach to market research, and had the potential to provide valuable insight into how libraries could best market their services to various segments of their target market.
Andrea