{
  "publication_context": {
    "schema_version": "1.1",
    "publisher": {
      "name": "Consumer Intelligence Group",
      "legal_name": "Consumer Intelligence Group Inc.",
      "short_name": "CiG",
      "url": "https://consumerig.com/",
      "contact_url": "https://consumerig.com/contact-us/"
    },
    "product": {
      "name": "intelligentSEGMENTS",
      "platform": "intelligentVIEW",
      "platform_url": "https://consumerig.com/platform/intelligentview/"
    },
    "platform": {
      "name": "intelligentVIEW",
      "url": "https://consumerig.com/platform/intelligentview/"
    },
    "dataset": {
      "title": "intelligentSEGMENTS 2026.1 Profile Catalogue",
      "data_vintage": "2026.1",
      "vintage": "2026.1",
      "language": "en-CA",
      "geographic_coverage": "Canada",
      "profile_count": 94,
      "content_type": "Aggregated audience segment profiles",
      "individual_level_data": false,
      "postal_code_assignments_included": false,
      "customer_matching_results_included": false,
      "market_opportunity_calculations_included": false,
      "audience_extracts_included": false,
      "activation_data_included": false
    },
    "document": {
      "type": "compact_catalog",
      "purpose": "Provide human- and machine-readable aggregated audience profiles for research, planning and audience hypothesis development."
    },
    "intended_uses": [
      "Audience research",
      "Audience exploration",
      "Campaign planning",
      "Audience hypothesis development",
      "AI-assisted analysis with source attribution"
    ],
    "usage_guidance": {
      "profile_scope": "Profiles describe aggregated characteristics and tendencies and do not describe every household or person within a segment.",
      "planning_guidance": "Marketing implications and audience observations are provided as planning guidance.",
      "validation_guidance": "Audience hypotheses should be validated against the organization’s customers, market, benchmark and business context.",
      "platform_guidance": "Use intelligentVIEW to profile customer data, quantify segment opportunity, create audience extracts and prepare selected audiences for activation.",
      "attribution_guidance": "Retain the publisher, product, segment code, segment name, data vintage and canonical profile URL when referencing or summarizing a profile."
    },
    "canonical_urls": {
      "platform": "https://consumerig.com/platform/intelligentview/",
      "terms": "https://intelligentview.ca/scontent/terms_of_use.html",
      "privacy": "https://intelligentview.ca/scontent/privacy_policy.html",
      "catalogue": "https://segments.intelligentview.ca/",
      "usage": "https://segments.intelligentview.ca/usage/"
    },
    "profile_to_activation_workflow": {
      "brief_inputs": [
        "Offering identity: product, service, brand, campaign, initiative, or objective being researched.",
        "Verified category facts: relevant specifications, features, benefits, price or affordability, capacity, eligibility, availability, and other category-specific attributes.",
        "Intended purchaser, user, household, decision-maker, life stage, need state, and primary use cases.",
        "Campaign objectives and outcomes, such as awareness, consideration, acquisition, sales, service use, retention, or re-engagement.",
        "Canadian market scope: provinces, municipalities, postal geography, dealer or retail trade areas, service areas, and other geographies of interest.",
        "Timing, channels, constraints, exclusions, source URLs, and the date on which changeable product or market facts were verified."
      ],
      "segment_evaluation": [
        "Translate the brief into explicit audience-fit criteria before reviewing segment results.",
        "Evaluate every intelligentSEGMENTS profile in the same vintage against the same criteria; do not stop at the first plausible matches.",
        "For each segment, record supporting evidence, conflicts or weak fit, confidence, and a rationale tied to both the brief and the segment profile.",
        "Rank all credible candidates, explain why the leaders outperform alternatives, and validate the shortlist using detailed Markdown profiles and collection-level JSON data."
      ],
      "activation_handoff": {
        "platform": "intelligentVIEW",
        "platform_url": "https://consumerig.com/platform/intelligentview/",
        "inputs": "Selected segment codes, rationale, campaign objective, Canadian geography or trade areas, timing, exclusions, and required media or audience outputs.",
        "use": "Use the approved shortlist in intelligentVIEW to create applicable digital and print audiences for privacy-compliant Canadian omnichannel advertising and activation.",
        "possible_outcomes": [
          "Raise awareness",
          "Build consideration",
          "Drive acquisition or sales",
          "Encourage service use",
          "Support retention or re-engagement"
        ]
      }
    },
    "build_datetime": "2026-07-28T16:36:45Z",
    "copyright": "Copyright © 2010–2026 Consumer Intelligence Group Inc. All rights reserved."
  },
  "vintage": "2026.1",
  "segment_count": 94,
  "segments": [
    {
      "segment_code": "A1",
      "segment_name": "Executive Metro Families",
      "one_sentence": "Affluent metro family households concentrated in Ontario and British Columbia combine exceptional income and wealth, large owner-occupied homes, multicultural roots, and digitally informed spending across home, family, dining, travel, and everyday convenience categories.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "408,641",
          "profile_relevance": "Large and valuable segment with meaningful concentration for premium household targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "167,242",
          "profile_relevance": "Strong household scale for addressable family, home, and retail activation"
        },
        {
          "label": "Total population",
          "value": "456,556",
          "profile_relevance": "Broad population footprint across major metro markets"
        },
        {
          "label": "Total population 18+",
          "value": "372,340",
          "profile_relevance": "Substantial adult reach for media, CRM, and category conversion"
        },
        {
          "label": "Average household income",
          "value": "$336,444",
          "profile_relevance": "Exceptional household earning power"
        },
        {
          "label": "Average per capita income",
          "value": "$150,143",
          "profile_relevance": "Strong individual-level income capacity within the household mix"
        },
        {
          "label": "Average household net worth",
          "value": "$2,652,079",
          "profile_relevance": "Very high wealth profile that supports premium and long-term value positioning"
        },
        {
          "label": "Average household asset value",
          "value": "$2,932,005",
          "profile_relevance": "Significant asset depth across property, pensions, and investments"
        },
        {
          "label": "Average house price / home value",
          "value": "$2,675,011",
          "profile_relevance": "Premium housing context tied to large owner-occupied homes"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/a1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/a1/intelligentsegments_2026.1_A1_executive-metro-families.md"
      }
    },
    {
      "segment_code": "A2",
      "segment_name": "Pacific Estate Families",
      "one_sentence": "Affluent West Coast family homeowners, concentrated in British Columbia and backed by exceptional property wealth, combine established homeownership with active digital research, strong grocery and dining demand, and high-value spending across home, wellness, recreation, and travel.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "16,623",
          "profile_relevance": "High-value audience with meaningful concentration for premium household targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "3,930",
          "profile_relevance": "Strong addressable household base for neighbourhood, retail, and direct activation"
        },
        {
          "label": "Total population",
          "value": "17,039",
          "profile_relevance": "Solid overall population footprint tied to this audience profile"
        },
        {
          "label": "Total population 18+",
          "value": "16,201",
          "profile_relevance": "Strong adult reach for financial, retail, travel, and media planning"
        },
        {
          "label": "Average household income",
          "value": "$252,364",
          "profile_relevance": "Very strong household earning power"
        },
        {
          "label": "Average per capita income",
          "value": "$101,632",
          "profile_relevance": "High individual income capacity within the audience"
        },
        {
          "label": "Average household net worth",
          "value": "$3,716,788",
          "profile_relevance": "Exceptional wealth position driven by property and investments"
        },
        {
          "label": "Average household asset value",
          "value": "$4,019,882",
          "profile_relevance": "Substantial balance-sheet strength and long-term purchasing capacity"
        },
        {
          "label": "Average house price / home value",
          "value": "$2,559,153",
          "profile_relevance": "Very high housing value, supporting the estate-homeowner positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/a2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/a2/intelligentsegments_2026.1_A2_pacific-estate-families.md"
      }
    },
    {
      "segment_code": "A3",
      "segment_name": "Established Multicultural Homeholders",
      "one_sentence": "Established West Coast homeowners with family-centred households, strong property-backed wealth, and multicultural roots combine high spending power with research-led shopping, active lifestyle interests, and broad digital fluency.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "249,457",
          "profile_relevance": "Meaningful audience scale for broad consumer targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "105,976",
          "profile_relevance": "Strong household concentration for local, retail, and neighbourhood activation"
        },
        {
          "label": "Total population",
          "value": "277,176",
          "profile_relevance": "Substantial total population presence anchored by family households"
        },
        {
          "label": "Total population 18+",
          "value": "229,389",
          "profile_relevance": "Large adult audience for financial, retail, media, and service marketing"
        },
        {
          "label": "Average household income",
          "value": "$274,656",
          "profile_relevance": "Exceptional household earning power"
        },
        {
          "label": "Average per capita income",
          "value": "$127,604",
          "profile_relevance": "Strong individual income capacity beyond household-size effects"
        },
        {
          "label": "Average household net worth",
          "value": "$2,372,662",
          "profile_relevance": "Very high wealth position driven by property and investment holdings"
        },
        {
          "label": "Average household asset value",
          "value": "$2,668,332",
          "profile_relevance": "Deep asset capacity across housing, pensions, and financial investments"
        },
        {
          "label": "Average house price / home value",
          "value": "$2,716,950",
          "profile_relevance": "Premium housing context that reinforces property-backed affluence"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/a3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/a3/intelligentsegments_2026.1_A3_established-multicultural-homeholders.md"
      }
    },
    {
      "segment_code": "A4",
      "segment_name": "Pacific Multigenerational Builders",
      "one_sentence": "British Columbia's immigrant-led, family-scaled households combine multigenerational living, strong property-backed wealth, and outsized spending across food, home, health, and digital convenience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "105,731",
          "profile_relevance": "Meaningful audience scale for focused segment activation"
        },
        {
          "label": "Household base, households in market",
          "value": "43,832",
          "profile_relevance": "Strong household concentration for local, retail, and CRM planning"
        },
        {
          "label": "Total population",
          "value": "115,760",
          "profile_relevance": "Broad population footprint beyond household targeting alone"
        },
        {
          "label": "Total population 18+",
          "value": "98,979",
          "profile_relevance": "Substantial adult reach for media and offer strategy"
        },
        {
          "label": "Average household income",
          "value": "$157,512",
          "profile_relevance": "Above-average income capacity supports strong category demand"
        },
        {
          "label": "Average per capita income",
          "value": "$74,310",
          "profile_relevance": "Solid individual earning power within a shared-household context"
        },
        {
          "label": "Average household net worth",
          "value": "$1,463,112",
          "profile_relevance": "Very strong wealth position, driven heavily by property and assets"
        },
        {
          "label": "Average household asset value",
          "value": "$1,724,503",
          "profile_relevance": "Exceptional asset depth supports long-term financial capacity"
        },
        {
          "label": "Average house price / home value",
          "value": "$2,057,895",
          "profile_relevance": "Extremely high housing value reinforces the premium BC residential context"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/a4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/a4/intelligentsegments_2026.1_A4_pacific-multigenerational-builders.md"
      }
    },
    {
      "segment_code": "A5",
      "segment_name": "Global High-Rise Professionals",
      "one_sentence": "Young, highly educated apartment dwellers in Ontario and British Columbia combine strong individual earning power with multicultural urban lifestyles, digital-first shopping habits, and elevated spending on food, dining, style, wellness, and travel.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "141,402",
          "profile_relevance": "Substantial addressable segment for targeted urban campaigns"
        },
        {
          "label": "Household base, households in market",
          "value": "66,598",
          "profile_relevance": "Strong household concentration for apartment, neighbourhood, and city-level activation"
        },
        {
          "label": "Total population",
          "value": "153,224",
          "profile_relevance": "Meaningful total reach across the selected market population"
        },
        {
          "label": "Total population 18+",
          "value": "133,250",
          "profile_relevance": "Strong adult marketing reach in prime spending years"
        },
        {
          "label": "Average household income",
          "value": "$156,180",
          "profile_relevance": "Above-average household income capacity supports premium and convenience-led demand"
        },
        {
          "label": "Average per capita income",
          "value": "$114,942",
          "profile_relevance": "Very strong individual earning power, especially important for small households"
        },
        {
          "label": "Average household net worth",
          "value": "$781,564",
          "profile_relevance": "Solid wealth position supports discretionary spending and financial product relevance"
        },
        {
          "label": "Average household asset value",
          "value": "$933,097",
          "profile_relevance": "High asset depth signals strong balance-sheet capacity beyond current income"
        },
        {
          "label": "Average house price / home value",
          "value": "$407,016",
          "profile_relevance": "Meaningful housing value context in a predominantly urban apartment profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/a5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/a5/intelligentsegments_2026.1_A5_global-high-rise-professionals.md"
      }
    },
    {
      "segment_code": "B1",
      "segment_name": "Pacific Chinese Family Estates",
      "one_sentence": "Affluent British Columbia family households with strong Chinese cultural roots combine large-home wealth, multigenerational living patterns, high everyday spending, and digitally informed shopping habits.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "10,344",
          "profile_relevance": "Defined cohort large enough for meaningful segment planning"
        },
        {
          "label": "Household base, households in market",
          "value": "4,392",
          "profile_relevance": "Solid household concentration for local activation in market"
        },
        {
          "label": "Total population",
          "value": "11,371",
          "profile_relevance": "Useful scale for reach and community-based planning"
        },
        {
          "label": "Total population 18+",
          "value": "9,661",
          "profile_relevance": "Strong adult audience for media and offer targeting"
        },
        {
          "label": "Average household income",
          "value": "$173,332",
          "profile_relevance": "Above-average income supports strong everyday and discretionary demand"
        },
        {
          "label": "Average per capita income",
          "value": "$86,254",
          "profile_relevance": "Strong individual earning power within the segment"
        },
        {
          "label": "Average household net worth",
          "value": "$1,526,542",
          "profile_relevance": "Exceptional household wealth supports premium value potential"
        },
        {
          "label": "Average household asset value",
          "value": "$1,793,355",
          "profile_relevance": "Major asset depth, led by real estate and long-term savings"
        },
        {
          "label": "Average house price / home value",
          "value": "$2,154,899",
          "profile_relevance": "Very high property values reinforce upscale housing and home-related demand"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/b1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/b1/intelligentsegments_2026.1_B1_pacific-chinese-family-estates.md"
      }
    },
    {
      "segment_code": "B2",
      "segment_name": "Connected Condo Independents",
      "one_sentence": "Western apartment and condo dwellers with educated, multicultural profiles combine strong personal earning power, elevated urban spending, and digitally led purchase habits that favour convenience, quality, and rewards.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "36,240",
          "profile_relevance": "Solid segment scale for dedicated targeting and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "16,725",
          "profile_relevance": "Meaningful household concentration for urban apartment and condo activation"
        },
        {
          "label": "Total population",
          "value": "39,625",
          "profile_relevance": "Confirms a sizeable local population footprint"
        },
        {
          "label": "Total population 18+",
          "value": "33,389",
          "profile_relevance": "Strong adult reach across most consumer categories"
        },
        {
          "label": "Average household income",
          "value": "$147,056",
          "profile_relevance": "Above-average household earning power"
        },
        {
          "label": "Average per capita income",
          "value": "$93,412",
          "profile_relevance": "Very strong individual income signal consistent with smaller households"
        },
        {
          "label": "Average household net worth",
          "value": "$633,757",
          "profile_relevance": "Above-average wealth supports selective premium demand"
        },
        {
          "label": "Average household asset value",
          "value": "$769,938",
          "profile_relevance": "Strong asset base reflects savings, investments, and property holdings"
        },
        {
          "label": "Average house price / home value",
          "value": "$355,695",
          "profile_relevance": "Moderate housing value context alongside strong condo and rental concentration"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/b2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/b2/intelligentsegments_2026.1_B2_connected-condo-independents.md"
      }
    },
    {
      "segment_code": "B3",
      "segment_name": "Metro Family Wealth Builders",
      "one_sentence": "Affluent metro families concentrated in Ontario and British Columbia combine high education, multicultural urban living, and strong long-term asset accumulation with digitally led, value-aware household spending.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "107,265",
          "profile_relevance": "Meaningful audience scale for focused segmentation and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "40,586",
          "profile_relevance": "Strong household concentration for market-level activation"
        },
        {
          "label": "Total population",
          "value": "118,886",
          "profile_relevance": "Broad consumer presence beyond primary household buyers"
        },
        {
          "label": "Total population 18+",
          "value": "99,815",
          "profile_relevance": "Large adult reach across media, retail, and service categories"
        },
        {
          "label": "Average household income",
          "value": "$213,834",
          "profile_relevance": "Exceptionally strong household earning power"
        },
        {
          "label": "Average per capita income",
          "value": "$97,506",
          "profile_relevance": "High individual income supports personal spending categories"
        },
        {
          "label": "Average household net worth",
          "value": "$1,676,971",
          "profile_relevance": "Deep wealth position beyond current income alone"
        },
        {
          "label": "Average household asset value",
          "value": "$1,902,909",
          "profile_relevance": "Major asset base supports premium, financial, and investment-led offers"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,321,892",
          "profile_relevance": "High property value signals metro housing wealth and equity"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/b3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/b3/intelligentsegments_2026.1_B3_metro-family-wealth-builders.md"
      }
    },
    {
      "segment_code": "B4",
      "segment_name": "Cosmopolitan Metro Professionals",
      "one_sentence": "Affluent, highly educated professionals concentrated in Ontario and British Columbia combine metropolitan diversity, strong financial capacity, and digitally led shopping habits with elevated spending across home, food, wellness, travel, and everyday convenience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "164,387",
          "profile_relevance": "Substantial segment size for focused metro-oriented planning"
        },
        {
          "label": "Household base, households in market",
          "value": "74,553",
          "profile_relevance": "Meaningful household concentration for addressable home and retail activation"
        },
        {
          "label": "Total population",
          "value": "183,064",
          "profile_relevance": "Strong overall population footprint for multi-category reach"
        },
        {
          "label": "Total population 18+",
          "value": "151,924",
          "profile_relevance": "Large adult audience for media, retail, and service targeting"
        },
        {
          "label": "Average household income",
          "value": "$203,841",
          "profile_relevance": "Very strong household purchasing power"
        },
        {
          "label": "Average per capita income",
          "value": "$106,221",
          "profile_relevance": "High individual earning capacity within the segment"
        },
        {
          "label": "Average household net worth",
          "value": "$1,622,457",
          "profile_relevance": "Significant wealth position beyond income alone"
        },
        {
          "label": "Average household asset value",
          "value": "$1,870,768",
          "profile_relevance": "Deep asset base that supports premium and financial-service opportunity"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,713,345",
          "profile_relevance": "High-value housing context tied to expensive metro real estate"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/b4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/b4/intelligentsegments_2026.1_B4_cosmopolitan-metro-professionals.md"
      }
    },
    {
      "segment_code": "B5",
      "segment_name": "Multicultural Family Homeowners",
      "one_sentence": "Affluent, family-oriented homeowners concentrated in Ontario combine large-household living, strong education and wealth, cultural diversity, and digitally informed shopping with elevated spending across home, food, wellness, and travel.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "431,751",
          "profile_relevance": "Large addressable audience with meaningful scale for provincial and national activation"
        },
        {
          "label": "Household base, households in market",
          "value": "165,887",
          "profile_relevance": "Strong household concentration for home, retail, and CRM targeting"
        },
        {
          "label": "Total population",
          "value": "488,561",
          "profile_relevance": "Broad population footprint that supports multi-category reach planning"
        },
        {
          "label": "Total population 18+",
          "value": "391,414",
          "profile_relevance": "Substantial adult audience for media, financial, retail, and service marketing"
        },
        {
          "label": "Average household income",
          "value": "$242,454",
          "profile_relevance": "Very strong household income capacity supports premium and family-scale demand"
        },
        {
          "label": "Average per capita income",
          "value": "$99,727",
          "profile_relevance": "High individual earning power strengthens discretionary and digital spending potential"
        },
        {
          "label": "Average household net worth",
          "value": "$2,218,324",
          "profile_relevance": "Exceptional wealth position supports long-term value, investment, and high-consideration offers"
        },
        {
          "label": "Average household asset value",
          "value": "$2,495,246",
          "profile_relevance": "Deep asset base reinforces property, investment, and financial-services opportunity"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,871,559",
          "profile_relevance": "High-value housing context supports home, insurance, renovation, and wealth messaging"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/b5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/b5/intelligentsegments_2026.1_B5_multicultural-family-homeowners.md"
      }
    },
    {
      "segment_code": "C1",
      "segment_name": "Metro Mosaic Families",
      "one_sentence": "Affluent, multicultural family households concentrated in Ontario and British Columbia combine strong homeownership, deep financial capacity, and research-led digital shopping with above-average spending on food, home, travel, and everyday convenience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "83,687",
          "profile_relevance": "Meaningful segment scale for strategic planning and activation"
        },
        {
          "label": "Household base, households in market",
          "value": "31,305",
          "profile_relevance": "Strong addressable household concentration for family and home-based campaigns"
        },
        {
          "label": "Total population",
          "value": "92,291",
          "profile_relevance": "Solid overall population footprint in market"
        },
        {
          "label": "Total population 18+",
          "value": "78,295",
          "profile_relevance": "Large adult reach for media, financial, and retail targeting"
        },
        {
          "label": "Average household income",
          "value": "$249,790",
          "profile_relevance": "Very strong household spending capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$107,191",
          "profile_relevance": "High individual earning power within the audience"
        },
        {
          "label": "Average household net worth",
          "value": "$1,690,078",
          "profile_relevance": "Deep wealth position beyond current income alone"
        },
        {
          "label": "Average household asset value",
          "value": "$1,928,465",
          "profile_relevance": "Strong asset-backed financial resilience and ownership capacity"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,453,889",
          "profile_relevance": "High-value housing context that supports premium home and neighbourhood demand"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/c1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/c1/intelligentsegments_2026.1_C1_metro-mosaic-families.md"
      }
    },
    {
      "segment_code": "C2",
      "segment_name": "High-Rise Mosaic Earners",
      "one_sentence": "Urban, apartment-based earners concentrated in British Columbia and Quebec combine multicultural city living, strong educational and financial capacity, and digitally driven convenience habits that translate into elevated spending across food, wellness, home, travel, and everyday urban retail.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "19,032",
          "profile_relevance": "Meaningful segment scale for targeted planning and persona development"
        },
        {
          "label": "Household base, households in market",
          "value": "9,377",
          "profile_relevance": "Strong apartment-based household concentration for urban addressable activation"
        },
        {
          "label": "Total population",
          "value": "20,694",
          "profile_relevance": "Useful overall reach for market sizing and planning"
        },
        {
          "label": "Total population 18+",
          "value": "17,840",
          "profile_relevance": "Large adult base for media, CRM, and offer activation"
        },
        {
          "label": "Average household income",
          "value": "$170,250",
          "profile_relevance": "Strong household earning capacity supports elevated category demand"
        },
        {
          "label": "Average per capita income",
          "value": "$107,870",
          "profile_relevance": "High individual income strength reinforces smaller-household spending power"
        },
        {
          "label": "Average household net worth",
          "value": "$1,160,340",
          "profile_relevance": "Significant wealth capacity supports premium and long-term value opportunities"
        },
        {
          "label": "Average household asset value",
          "value": "$1,363,771",
          "profile_relevance": "Deep asset base signals financial resilience and ownership potential"
        },
        {
          "label": "Average house price / home value",
          "value": "$502,597",
          "profile_relevance": "Supports an urban property profile with meaningful housing-related spend"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/c2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/c2/intelligentsegments_2026.1_C2_high-rise-mosaic-earners.md"
      }
    },
    {
      "segment_code": "C3",
      "segment_name": "House-Proud Metro Professionals",
      "one_sentence": "Affluent, highly educated households in Ontario and British Columbia combine professional earning power, strong home investment, multicultural metro roots, and digitally driven shopping habits that balance convenience, quality, and value.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "156,941",
          "profile_relevance": "Meaningful addressable segment with strong commercial relevance"
        },
        {
          "label": "Household base, households in market",
          "value": "69,537",
          "profile_relevance": "Substantial household footprint for local, regional, and metro activation"
        },
        {
          "label": "Total population",
          "value": "176,107",
          "profile_relevance": "Broad population scale supporting multi-category demand"
        },
        {
          "label": "Total population 18+",
          "value": "144,941",
          "profile_relevance": "Strong adult reach for financial, retail, travel, and media planning"
        },
        {
          "label": "Average household income",
          "value": "$181,902",
          "profile_relevance": "Well above-average income capacity for higher-value offers"
        },
        {
          "label": "Average per capita income",
          "value": "$88,602",
          "profile_relevance": "Strong individual earning power within the audience"
        },
        {
          "label": "Average household net worth",
          "value": "$1,452,550",
          "profile_relevance": "Exceptional wealth position, driven by housing and investment assets"
        },
        {
          "label": "Average household asset value",
          "value": "$1,697,489",
          "profile_relevance": "Deep asset capacity that supports premium home and financial targeting"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,533,015",
          "profile_relevance": "High-value housing context that reinforces home-centred positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/c3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/c3/intelligentsegments_2026.1_C3_house-proud-metro-professionals.md"
      }
    },
    {
      "segment_code": "C4",
      "segment_name": "Ontario Urban Family Estates",
      "one_sentence": "Affluent, culturally diverse family homeowners in urban Ontario combine large-home wealth, professional incomes, and strong digital fluency with broad spending across grocery, home, dining, travel, and everyday family life.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "424,929",
          "profile_relevance": "Large and commercially meaningful audience scale"
        },
        {
          "label": "Household base, households in market",
          "value": "153,054",
          "profile_relevance": "Strong household concentration for addressable family and home-focused activation"
        },
        {
          "label": "Total population",
          "value": "488,679",
          "profile_relevance": "Broad population footprint across the audience"
        },
        {
          "label": "Total population 18+",
          "value": "384,681",
          "profile_relevance": "Substantial adult reach for media and conversion planning"
        },
        {
          "label": "Average household income",
          "value": "$197,855",
          "profile_relevance": "Very strong household earning power"
        },
        {
          "label": "Average per capita income",
          "value": "$72,638",
          "profile_relevance": "Solid individual income within larger family households"
        },
        {
          "label": "Average household net worth",
          "value": "$1,972,454",
          "profile_relevance": "Exceptionally strong wealth position"
        },
        {
          "label": "Average household asset value",
          "value": "$2,245,725",
          "profile_relevance": "Deep asset capacity, especially in housing and investments"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,652,368",
          "profile_relevance": "High-value housing context that supports the estate positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/c4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/c4/intelligentsegments_2026.1_C4_ontario-urban-family-estates.md"
      }
    },
    {
      "segment_code": "C5",
      "segment_name": "Affluent Home Base Families",
      "one_sentence": "Affluent homeowners concentrated in Ontario and British Columbia anchor this profile, combining family-centred households, property-backed wealth, and digitally confident, value-aware spending across home, food, travel, and everyday convenience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "333,861",
          "profile_relevance": "Large, high-value audience with meaningful strategic scale"
        },
        {
          "label": "Household base, households in market",
          "value": "133,511",
          "profile_relevance": "Strong addressable household base for neighbourhood, CRM, and postal targeting"
        },
        {
          "label": "Total population",
          "value": "375,650",
          "profile_relevance": "Broad population footprint across key consumer categories"
        },
        {
          "label": "Total population 18+",
          "value": "306,096",
          "profile_relevance": "Substantial adult reach for media, retail, and service activation"
        },
        {
          "label": "Average household income",
          "value": "$209,769",
          "profile_relevance": "Very strong income capacity for premium and everyday spending"
        },
        {
          "label": "Average per capita income",
          "value": "$94,751",
          "profile_relevance": "High individual earning power supports discretionary demand"
        },
        {
          "label": "Average household net worth",
          "value": "$1,905,054",
          "profile_relevance": "Exceptional wealth position driven by property and investment holdings"
        },
        {
          "label": "Average household asset value",
          "value": "$2,176,015",
          "profile_relevance": "Deep balance-sheet strength supports major purchase and service opportunities"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,710,038",
          "profile_relevance": "High housing value reinforces homeowner affluence and home-related demand"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/c5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/c5/intelligentsegments_2026.1_C5_affluent-home-base-families.md"
      }
    },
    {
      "segment_code": "D1",
      "segment_name": "Suburban Mosaic Achievers",
      "one_sentence": "Affluent, multicultural homeowners concentrated in Ontario and British Columbia, Suburban Mosaic Achievers are family-oriented, digitally fluent shoppers who balance strong spending power with practical, loyalty-driven decision making.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "107,191",
          "profile_relevance": "Meaningful segment scale for national planning and prioritization"
        },
        {
          "label": "Household base, households in market",
          "value": "39,819",
          "profile_relevance": "Strong addressable household concentration for suburban and metro activation"
        },
        {
          "label": "Total population",
          "value": "118,758",
          "profile_relevance": "Substantial total population presence for household and community-led targeting"
        },
        {
          "label": "Total population 18+",
          "value": "99,594",
          "profile_relevance": "Solid adult reach for most consumer marketing categories"
        },
        {
          "label": "Average household income",
          "value": "$202,828",
          "profile_relevance": "Very strong household purchasing capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$86,932",
          "profile_relevance": "Strong individual earning power within the household mix"
        },
        {
          "label": "Average household net worth",
          "value": "$1,613,428",
          "profile_relevance": "Deep wealth position supports premium and long-horizon offers"
        },
        {
          "label": "Average household asset value",
          "value": "$1,850,875",
          "profile_relevance": "High asset depth reinforces financial resilience and home-based value"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,391,817",
          "profile_relevance": "Expensive housing context supports suburban homeowner positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/d1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/d1/intelligentsegments_2026.1_D1_suburban-mosaic-achievers.md"
      }
    },
    {
      "segment_code": "D2",
      "segment_name": "Connected City Earners",
      "one_sentence": "Urban apartment earners in Ontario and British Columbia combine above-average income, strong education, multicultural city living, and digitally driven shopping habits with high spending on housing, dining, travel, and everyday convenience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "102,014",
          "profile_relevance": "Meaningful addressable audience scale for focused segment planning"
        },
        {
          "label": "Household base, households in market",
          "value": "44,835",
          "profile_relevance": "Strong household concentration for urban and neighbourhood activation"
        },
        {
          "label": "Total population",
          "value": "111,748",
          "profile_relevance": "Substantial population footprint for brand and media planning"
        },
        {
          "label": "Total population 18+",
          "value": "95,311",
          "profile_relevance": "Large adult reach for most consumer marketing programs"
        },
        {
          "label": "Average household income",
          "value": "$159,212",
          "profile_relevance": "Strong household earning capacity well above national norms"
        },
        {
          "label": "Average per capita income",
          "value": "$91,945",
          "profile_relevance": "High individual income power that supports personal spending and premium convenience"
        },
        {
          "label": "Average household net worth",
          "value": "$567,362",
          "profile_relevance": "Solid wealth position, though more build-stage than fully mature affluence"
        },
        {
          "label": "Average household asset value",
          "value": "$709,649",
          "profile_relevance": "Significant overall asset base, especially through non-financial holdings"
        },
        {
          "label": "Average house price / home value",
          "value": "$462,589",
          "profile_relevance": "Valuable housing context that aligns with condo and urban ownership patterns"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/d2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/d2/intelligentsegments_2026.1_D2_connected-city-earners.md"
      }
    },
    {
      "segment_code": "D3",
      "segment_name": "Multicultural Urban Family Affluence",
      "one_sentence": "Higher-income, multicultural families and professionals across British Columbia and Ontario combine strong property-backed wealth with digitally driven shopping, broad dining curiosity, and a practical mix of premium and value-conscious behaviour.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "253,750",
          "profile_relevance": "Meaningful audience scale for broad campaign planning"
        },
        {
          "label": "Household base, households in market",
          "value": "108,824",
          "profile_relevance": "Substantial addressable household base across major metro markets"
        },
        {
          "label": "Total population",
          "value": "282,322",
          "profile_relevance": "Strong overall population scale for multi-channel activation"
        },
        {
          "label": "Total population 18+",
          "value": "235,133",
          "profile_relevance": "Significant adult reach for targeting and media planning"
        },
        {
          "label": "Average household income",
          "value": "$161,494",
          "profile_relevance": "Strong household earning power supports premium and convenience-led offers"
        },
        {
          "label": "Average per capita income",
          "value": "$79,159",
          "profile_relevance": "High individual income supports discretionary and digitally driven spending"
        },
        {
          "label": "Average household net worth",
          "value": "$1,209,824",
          "profile_relevance": "Exceptional wealth position strengthens long-term value and asset-based capacity"
        },
        {
          "label": "Average household asset value",
          "value": "$1,446,189",
          "profile_relevance": "Deep asset base signals financial resilience and ownership-linked demand"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,490,564",
          "profile_relevance": "Very high residential value reinforces affluent urban housing context"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/d3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/d3/intelligentsegments_2026.1_D3_multicultural-urban-family-affluence.md"
      }
    },
    {
      "segment_code": "D4",
      "segment_name": "Multicultural Family Enclaves",
      "one_sentence": "Affluent, culturally diverse family households concentrated in Ontario and British Columbia combine larger owner-occupied homes, strong education and wealth, and digitally led, value-aware spending across everyday essentials, family needs, and experience categories.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "760,682",
          "profile_relevance": "Large and commercially meaningful audience concentration"
        },
        {
          "label": "Household base, households in market",
          "value": "285,655",
          "profile_relevance": "Strong household scale for neighbourhood, retail, and media activation"
        },
        {
          "label": "Total population",
          "value": "868,087",
          "profile_relevance": "Broad population reach across family and household categories"
        },
        {
          "label": "Total population 18+",
          "value": "693,200",
          "profile_relevance": "Significant adult decision making and purchasing reach"
        },
        {
          "label": "Average household income",
          "value": "$184,333",
          "profile_relevance": "Well above average income capacity for premium and everyday spend"
        },
        {
          "label": "Average per capita income",
          "value": "$73,352",
          "profile_relevance": "Solid individual earning power within larger households"
        },
        {
          "label": "Average household net worth",
          "value": "$1,740,572",
          "profile_relevance": "Strong wealth position driven by property and financial assets"
        },
        {
          "label": "Average household asset value",
          "value": "$2,007,403",
          "profile_relevance": "High balance sheet capacity across home, savings, and investments"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,566,987",
          "profile_relevance": "Expensive home base that supports affluent homeowner positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/d4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/d4/intelligentsegments_2026.1_D4_multicultural-family-enclaves.md"
      }
    },
    {
      "segment_code": "D5",
      "segment_name": "New Canadian Home Anchors",
      "one_sentence": "Multicultural, immigrant-rooted families in Ontario and British Columbia combine large owner-occupied homes, strong household wealth, and digitally led, value-aware spending built around family stability, everyday convenience, and long-term progress.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "77,530",
          "profile_relevance": "Meaningful audience scale for national persona development"
        },
        {
          "label": "Household base, households in market",
          "value": "23,575",
          "profile_relevance": "Strong household concentration for addressable family-home activation"
        },
        {
          "label": "Total population",
          "value": "88,977",
          "profile_relevance": "Broad population footprint anchored by family households"
        },
        {
          "label": "Total population 18+",
          "value": "70,336",
          "profile_relevance": "Substantial adult reach for media, retail, and service planning"
        },
        {
          "label": "Average household income",
          "value": "$177,460",
          "profile_relevance": "Well above average household earning capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$55,496",
          "profile_relevance": "Solid individual income, moderated by larger household size"
        },
        {
          "label": "Average household net worth",
          "value": "$1,589,819",
          "profile_relevance": "Exceptionally strong balance-sheet wealth"
        },
        {
          "label": "Average household asset value",
          "value": "$1,845,620",
          "profile_relevance": "Very high asset ownership, led by property and investments"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,508,158",
          "profile_relevance": "High-value housing context that reinforces home-centred positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/d5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/d5/intelligentsegments_2026.1_D5_new-canadian-home-anchors.md"
      }
    },
    {
      "segment_code": "E1",
      "segment_name": "Active Urban Wealth",
      "one_sentence": "British Columbia-led urban and multicultural households in their core working years pair strong property-backed wealth with active lifestyles and elevated spending on food, wellness, travel, and convenience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "50,389",
          "profile_relevance": "Meaningful segment scale for focused targeting and activation"
        },
        {
          "label": "Household base, households in market",
          "value": "19,315",
          "profile_relevance": "Strong household footprint for local and retail planning"
        },
        {
          "label": "Total population",
          "value": "54,728",
          "profile_relevance": "Solid overall population base for market development"
        },
        {
          "label": "Total population 18+",
          "value": "47,486",
          "profile_relevance": "Strong adult reach for most marketing categories"
        },
        {
          "label": "Average household income",
          "value": "$145,766",
          "profile_relevance": "Above-average income supports broad spending capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$77,984",
          "profile_relevance": "Strong individual earning power reinforces premium potential"
        },
        {
          "label": "Average household net worth",
          "value": "$1,082,770",
          "profile_relevance": "Exceptional wealth position supports affluent targeting"
        },
        {
          "label": "Average household asset value",
          "value": "$1,268,950",
          "profile_relevance": "High asset base points to durable financial capacity"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,048,837",
          "profile_relevance": "High housing value confirms premium urban residential context"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/e1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/e1/intelligentsegments_2026.1_E1_active-urban-wealth.md"
      }
    },
    {
      "segment_code": "E2",
      "segment_name": "Connected Metro Independents",
      "one_sentence": "Young, apartment based adults in Ontario and British Columbia form a digitally fluent, culturally diverse urban audience that lives independently, spends actively on everyday city life, and responds best to convenient, useful, digitally led marketing.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "724,353",
          "profile_relevance": "Large and commercially meaningful audience for scaled activation"
        },
        {
          "label": "Household base, households in market",
          "value": "336,383",
          "profile_relevance": "Strong household concentration for metro level targeting and delivery based activation"
        },
        {
          "label": "Total population",
          "value": "796,737",
          "profile_relevance": "Broad population footprint across the selected segment"
        },
        {
          "label": "Total population 18+",
          "value": "678,515",
          "profile_relevance": "Substantial adult reach for category and media planning"
        },
        {
          "label": "Average household income",
          "value": "$120,150",
          "profile_relevance": "Solid spending capacity, even though household income trails the national benchmark"
        },
        {
          "label": "Average per capita income",
          "value": "$74,023",
          "profile_relevance": "Stronger individual income context, supported by smaller household size"
        },
        {
          "label": "Average household net worth",
          "value": "$277,396",
          "profile_relevance": "More limited wealth position, consistent with younger renters and lower ownership levels"
        },
        {
          "label": "Average household asset value",
          "value": "$352,486",
          "profile_relevance": "Moderate asset base, reflecting lighter property and investment holdings"
        },
        {
          "label": "Average house price / home value",
          "value": "$331,407",
          "profile_relevance": "Lower housing value context, aligned with apartment living and reduced detached home ownership"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/e2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/e2/intelligentsegments_2026.1_E2_connected-metro-independents.md"
      }
    },
    {
      "segment_code": "E3",
      "segment_name": "Gateway Rising Nesters",
      "one_sentence": "Younger, multicultural households in Ontario and British Columbia are building family life, assets, and everyday routines in expensive gateway markets, combining strong digital fluency with high spending on home, food, dining, and convenience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "216,149",
          "profile_relevance": "Meaningful audience scale for broad regional targeting and segmentation"
        },
        {
          "label": "Household base, households in market",
          "value": "89,259",
          "profile_relevance": "Strong household presence for addressable local, retail, and CRM activation"
        },
        {
          "label": "Total population",
          "value": "238,592",
          "profile_relevance": "Substantial overall population footprint in market"
        },
        {
          "label": "Total population 18+",
          "value": "201,734",
          "profile_relevance": "Large adult audience suitable for multi-channel marketing reach"
        },
        {
          "label": "Average household income",
          "value": "$135,158",
          "profile_relevance": "Solid income capacity, with spending power shaped more by market costs and assets than income alone"
        },
        {
          "label": "Average per capita income",
          "value": "$70,889",
          "profile_relevance": "Healthy individual income base that supports digital, retail, and lifestyle spending"
        },
        {
          "label": "Average household net worth",
          "value": "$747,793",
          "profile_relevance": "Strong wealth position that supports the segment's upward-building household profile"
        },
        {
          "label": "Average household asset value",
          "value": "$921,697",
          "profile_relevance": "High asset depth, driven especially by real estate and long-term financial holdings"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,285,823",
          "profile_relevance": "Very high housing value consistent with expensive Ontario and British Columbia gateway markets"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/e3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/e3/intelligentsegments_2026.1_E3_gateway-rising-nesters.md"
      }
    },
    {
      "segment_code": "E4",
      "segment_name": "Established Urban Mosaic",
      "one_sentence": "Affluent, culturally diverse urban households in Ontario and British Columbia combine established home ownership, family scale, and digital confidence with high spending across food, home, wellness, and experiences.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "535,978",
          "profile_relevance": "Meaningful segment scale for broad market planning"
        },
        {
          "label": "Household base, households in market",
          "value": "217,949",
          "profile_relevance": "Strong addressable household footprint for local and regional activation"
        },
        {
          "label": "Total population",
          "value": "600,919",
          "profile_relevance": "Large overall population presence within the selected segment"
        },
        {
          "label": "Total population 18+",
          "value": "494,863",
          "profile_relevance": "Substantial adult reach for category and media targeting"
        },
        {
          "label": "Average household income",
          "value": "$156,931",
          "profile_relevance": "Strong household purchasing capacity above Canada overall"
        },
        {
          "label": "Average per capita income",
          "value": "$73,668",
          "profile_relevance": "Solid individual income profile that supports discretionary spending"
        },
        {
          "label": "Average household net worth",
          "value": "$1,323,984",
          "profile_relevance": "High wealth position supported by property and financial assets"
        },
        {
          "label": "Average household asset value",
          "value": "$1,568,004",
          "profile_relevance": "Significant balance-sheet strength across home, pension, and investment holdings"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,386,598",
          "profile_relevance": "High housing value consistent with established urban ownership"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/e4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/e4/intelligentsegments_2026.1_E4_established-urban-mosaic.md"
      }
    },
    {
      "segment_code": "E5",
      "segment_name": "South Asian Family Estates",
      "one_sentence": "South Asian homeowners in Ontario and British Columbia combine large family households, high home and asset values, and digitally driven shopping habits with strong spending across groceries, dining, home, travel, and everyday services.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "97,939",
          "profile_relevance": "Large, addressable audience with meaningful planning scale"
        },
        {
          "label": "Household base, households in market",
          "value": "30,128",
          "profile_relevance": "Strong household concentration for neighbourhood, CRM, and retail activation"
        },
        {
          "label": "Total population",
          "value": "111,837",
          "profile_relevance": "Substantial overall reach anchored in family households"
        },
        {
          "label": "Total population 18+",
          "value": "89,155",
          "profile_relevance": "Significant adult decision-maker base for marketing and media reach"
        },
        {
          "label": "Average household income",
          "value": "$160,518",
          "profile_relevance": "Strong household earning power supports broad category demand"
        },
        {
          "label": "Average per capita income",
          "value": "$52,961",
          "profile_relevance": "Individual income sits below household strength, reflecting larger shared-family structures"
        },
        {
          "label": "Average household net worth",
          "value": "$1,220,136",
          "profile_relevance": "Very strong wealth position driven by property and long-term assets"
        },
        {
          "label": "Average household asset value",
          "value": "$1,449,142",
          "profile_relevance": "High asset capacity supports premium and home-related marketing opportunity"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,428,241",
          "profile_relevance": "High housing values reinforce the homeowner and larger-family home profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/e5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/e5/intelligentsegments_2026.1_E5_south-asian-family-estates.md"
      }
    },
    {
      "segment_code": "F1",
      "segment_name": "Suburban Mosaic Strivers",
      "one_sentence": "Culturally diverse, higher-earning households in Ontario and British Columbia combine family-scale suburban living, strong digital planning habits, and practical value-seeking that makes them highly responsive to convenience, rewards, and useful brand benefits.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "1,089,747",
          "profile_relevance": "Large addressable segment with meaningful national scale"
        },
        {
          "label": "Household base, households in market",
          "value": "460,737",
          "profile_relevance": "Strong household concentration for localized household-level activation"
        },
        {
          "label": "Total population",
          "value": "1,235,592",
          "profile_relevance": "Broad total population footprint across the selected audience"
        },
        {
          "label": "Total population 18+",
          "value": "1,002,894",
          "profile_relevance": "Significant adult reach for consumer targeting and media planning"
        },
        {
          "label": "Average household income",
          "value": "$153,352",
          "profile_relevance": "Above-average income supports broad consumer spending capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$71,599",
          "profile_relevance": "Solid individual earning power within the household mix"
        },
        {
          "label": "Average household net worth",
          "value": "$769,863",
          "profile_relevance": "Strong wealth position anchored by housing and retirement assets"
        },
        {
          "label": "Average household asset value",
          "value": "$951,213",
          "profile_relevance": "Large asset base reinforces financial depth and home-related demand"
        },
        {
          "label": "Average house price / home value",
          "value": "$877,889",
          "profile_relevance": "High home values support ownership-led wealth and housing category relevance"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/f1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/f1/intelligentsegments_2026.1_F1_suburban-mosaic-strivers.md"
      }
    },
    {
      "segment_code": "F2",
      "segment_name": "Diverse Family Homeowners",
      "one_sentence": "Established Ontario family homeowners with diverse cultural roots pair above-average household income and home-based wealth with practical, digitally enabled shopping habits and strong demand across family, home, dining, and everyday convenience categories.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "1,069,914",
          "profile_relevance": "Large and commercially meaningful audience scale"
        },
        {
          "label": "Household base, households in market",
          "value": "410,930",
          "profile_relevance": "Strong household concentration for addressable family-home targeting"
        },
        {
          "label": "Total population",
          "value": "1,233,176",
          "profile_relevance": "Broad population footprint anchored by family households"
        },
        {
          "label": "Total population 18+",
          "value": "972,380",
          "profile_relevance": "Significant adult reach for media and activation planning"
        },
        {
          "label": "Average household income",
          "value": "$160,242",
          "profile_relevance": "Above-average household earning power supports broad category demand"
        },
        {
          "label": "Average per capita income",
          "value": "$67,366",
          "profile_relevance": "Individual income is solid, with household strength amplified by larger family structures"
        },
        {
          "label": "Average household net worth",
          "value": "$1,037,746",
          "profile_relevance": "High wealth position driven by homeownership and accumulated assets"
        },
        {
          "label": "Average household asset value",
          "value": "$1,261,379",
          "profile_relevance": "Strong asset base supports premium durable, financial, and home-related opportunity"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,062,625",
          "profile_relevance": "High home value reinforces property-backed wealth and home-investment relevance"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/f2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/f2/intelligentsegments_2026.1_F2_diverse-family-homeowners.md"
      }
    },
    {
      "segment_code": "F3",
      "segment_name": "Downtown Apartment Professionals",
      "one_sentence": "Young, apartment-based professionals concentrated in Ontario and British Columbia combine strong education, multicultural urban living, and digital-first decision making with selective but meaningful demand across retail, dining, travel, and loyalty ecosystems.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "187,392",
          "profile_relevance": "Strong audience scale for a distinct urban professional segment"
        },
        {
          "label": "Household base, households in market",
          "value": "91,068",
          "profile_relevance": "Meaningful apartment-based household footprint for urban activation"
        },
        {
          "label": "Total population",
          "value": "206,515",
          "profile_relevance": "Solid population size for city-focused planning and targeting"
        },
        {
          "label": "Total population 18+",
          "value": "175,137",
          "profile_relevance": "Strong adult reach for professional, retail, and service categories"
        },
        {
          "label": "Average household income",
          "value": "$132,857",
          "profile_relevance": "Household income sits at national parity despite smaller home size"
        },
        {
          "label": "Average per capita income",
          "value": "$73,622",
          "profile_relevance": "Above-average individual earning power supports professional positioning"
        },
        {
          "label": "Average household net worth",
          "value": "$412,000",
          "profile_relevance": "Wealth trails the benchmark, signalling developing rather than fully mature affluence"
        },
        {
          "label": "Average household asset value",
          "value": "$533,128",
          "profile_relevance": "Moderate asset base aligns with condo, apartment, and earlier wealth-building stages"
        },
        {
          "label": "Average house price / home value",
          "value": "$217,775",
          "profile_relevance": "Lower housing value reflects strong apartment and condo concentration"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/f3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/f3/intelligentsegments_2026.1_F3_downtown-apartment-professionals.md"
      }
    },
    {
      "segment_code": "F4",
      "segment_name": "Midlife Family Wealth",
      "one_sentence": "Ontario and British Columbia family households with strong property-backed wealth combine multicultural urban-suburban living, selective spending, and digital-first shopping with dependable demand for dining, travel, and loyalty-led value.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "70,633",
          "profile_relevance": "Meaningful segment scale for focused audience development and campaign planning"
        },
        {
          "label": "Household base, households in market",
          "value": "23,708",
          "profile_relevance": "Strong household concentration for addressable media, CRM, and local retail activation"
        },
        {
          "label": "Total population",
          "value": "77,483",
          "profile_relevance": "Solid overall population base for market-facing targeting"
        },
        {
          "label": "Total population 18+",
          "value": "66,378",
          "profile_relevance": "Substantial adult reach for media, financial, retail, and travel activation"
        },
        {
          "label": "Average household income",
          "value": "$135,390",
          "profile_relevance": "Healthy household earning power with strong upper-income representation"
        },
        {
          "label": "Average per capita income",
          "value": "$59,511",
          "profile_relevance": "Individual income reflects multi-person family household structure rather than weak household capacity"
        },
        {
          "label": "Average household net worth",
          "value": "$876,679",
          "profile_relevance": "Very strong wealth position driven by housing, pensions, and investments"
        },
        {
          "label": "Average household asset value",
          "value": "$1,051,757",
          "profile_relevance": "High total asset base supports premium capacity and long-term financial stability"
        },
        {
          "label": "Average house price / home value",
          "value": "$673,780",
          "profile_relevance": "Elevated home value reinforces ownership-led wealth and housing-based security"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/f4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/f4/intelligentsegments_2026.1_F4_midlife-family-wealth.md"
      }
    },
    {
      "segment_code": "F5",
      "segment_name": "Cultured Quebec Professionals",
      "one_sentence": "Highly educated Quebec adults pair strong financial capacity with French-language cultural fluency, selective shopping habits, and above-average demand in health, recreation, food, and style-led categories.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "82,691",
          "profile_relevance": "Meaningful segment scale for province-wide targeting and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "41,631",
          "profile_relevance": "Strong household footprint for retail, CRM, and local media activation"
        },
        {
          "label": "Total population",
          "value": "93,935",
          "profile_relevance": "Broad overall population presence within the selected segment"
        },
        {
          "label": "Total population 18+",
          "value": "75,943",
          "profile_relevance": "Substantial adult reach for most consumer marketing categories"
        },
        {
          "label": "Average household income",
          "value": "$166,901",
          "profile_relevance": "Above-average spending capacity with room for quality-led offers"
        },
        {
          "label": "Average per capita income",
          "value": "$87,006",
          "profile_relevance": "Strong individual earning power supports personal category demand"
        },
        {
          "label": "Average household net worth",
          "value": "$1,270,559",
          "profile_relevance": "Deep wealth profile supports premium but proof-led positioning"
        },
        {
          "label": "Average household asset value",
          "value": "$1,432,286",
          "profile_relevance": "Significant asset base signals long-term financial stability and ownership potential"
        },
        {
          "label": "Average house price / home value",
          "value": "$914,107",
          "profile_relevance": "High housing value reinforces established residential position in Quebec markets"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/f5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/f5/intelligentsegments_2026.1_F5_cultured-quebec-professionals.md"
      }
    },
    {
      "segment_code": "G1",
      "segment_name": "Metro Mosaic Balancers",
      "one_sentence": "Urban households concentrated in Ontario and British Columbia, with strong multicultural roots and mixed housing realities, balance high-cost city living with practical spending, healthy choices, and digitally led shopping habits.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "1,632,705",
          "profile_relevance": "Large addressable audience with meaningful national-scale relevance"
        },
        {
          "label": "Household base, households in market",
          "value": "730,666",
          "profile_relevance": "Strong household concentration for metro and neighbourhood-level activation"
        },
        {
          "label": "Total population",
          "value": "1,823,697",
          "profile_relevance": "Broad consumer scale across individual and household marketing needs"
        },
        {
          "label": "Total population 18+",
          "value": "1,516,679",
          "profile_relevance": "Substantial adult reach for most media, retail, and service categories"
        },
        {
          "label": "Average household income",
          "value": "$121,949",
          "profile_relevance": "Solid middle-market earning power shaped by expensive urban living"
        },
        {
          "label": "Average per capita income",
          "value": "$65,292",
          "profile_relevance": "Healthy individual income context for personal purchase categories"
        },
        {
          "label": "Average household net worth",
          "value": "$444,274",
          "profile_relevance": "Moderate wealth position with less asset cushion than Canada overall"
        },
        {
          "label": "Average household asset value",
          "value": "$563,162",
          "profile_relevance": "Meaningful asset base, led more by housing than by financial investments"
        },
        {
          "label": "Average house price / home value",
          "value": "$646,779",
          "profile_relevance": "High housing value context that reinforces metro cost pressure and homeowner equity"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/g1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/g1/intelligentsegments_2026.1_G1_metro-mosaic-balancers.md"
      }
    },
    {
      "segment_code": "G2",
      "segment_name": "City Mosaic Renters",
      "one_sentence": "High-density renters in Ontario and British Columbia combine multicultural urban living, younger adult life stages, and digitally driven spending habits that keep everyday consumption strong despite below-benchmark income and wealth.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "1,041,302",
          "profile_relevance": "Large audience scale for broad national planning"
        },
        {
          "label": "Household base, households in market",
          "value": "473,529",
          "profile_relevance": "Strong addressable household concentration in market"
        },
        {
          "label": "Total population",
          "value": "1,154,392",
          "profile_relevance": "Meaningful overall population presence"
        },
        {
          "label": "Total population 18+",
          "value": "973,195",
          "profile_relevance": "Large adult audience for media and activation planning"
        },
        {
          "label": "Average household income",
          "value": "$103,710",
          "profile_relevance": "Moderate income capacity below the Canadian average"
        },
        {
          "label": "Average per capita income",
          "value": "$59,451",
          "profile_relevance": "Solid individual earning power, but below Canada overall"
        },
        {
          "label": "Average household net worth",
          "value": "$154,904",
          "profile_relevance": "Wealth is still developing and trails the Canadian average materially"
        },
        {
          "label": "Average household asset value",
          "value": "$206,173",
          "profile_relevance": "Limited asset base reflects renter-heavy urban living"
        },
        {
          "label": "Average house price / home value",
          "value": "$149,570",
          "profile_relevance": "Low housing value aligns with apartment concentration and rental tenure"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/g2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/g2/intelligentsegments_2026.1_G2_city-mosaic-renters.md"
      }
    },
    {
      "segment_code": "G3",
      "segment_name": "Equity-Rich Lifestyle Families",
      "one_sentence": "Established Ontario and British Columbia homeowners pair strong property and retirement wealth with family-focused, health-aware, and experience-led spending across home, dining, travel, and everyday retail.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "29,261",
          "profile_relevance": "Meaningful segment scale for focused activation and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "7,987",
          "profile_relevance": "Strong addressable household footprint for local and household-level marketing"
        },
        {
          "label": "Total population",
          "value": "30,732",
          "profile_relevance": "Broad consumer reach beyond the core buyer alone"
        },
        {
          "label": "Total population 18+",
          "value": "28,204",
          "profile_relevance": "Substantial adult reach for media, retail, and service targeting"
        },
        {
          "label": "Average household income",
          "value": "$121,380",
          "profile_relevance": "Solid current income supports steady discretionary demand"
        },
        {
          "label": "Average per capita income",
          "value": "$52,744",
          "profile_relevance": "Individual earning power is moderate rather than elite"
        },
        {
          "label": "Average household net worth",
          "value": "$1,185,818",
          "profile_relevance": "Exceptional wealth position is central to the persona"
        },
        {
          "label": "Average household asset value",
          "value": "$1,404,795",
          "profile_relevance": "Deep asset backing supports confidence in major purchases and services"
        },
        {
          "label": "Average house price / home value",
          "value": "$871,029",
          "profile_relevance": "High property value reinforces the equity-rich homeowner profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/g3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/g3/intelligentsegments_2026.1_G3_equity-rich-lifestyle-families.md"
      }
    },
    {
      "segment_code": "G4",
      "segment_name": "House-Proud Family Builders",
      "one_sentence": "Property-focused households across Ontario and British Columbia combine strong homeownership, bigger family footprints, multicultural everyday life, and practical digital shopping habits with above-average spending on home, food, travel, and family convenience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "805,487",
          "profile_relevance": "Large audience with meaningful scale for broad consumer activation"
        },
        {
          "label": "Household base, households in market",
          "value": "335,589",
          "profile_relevance": "Strong addressable household footprint for home, retail, and local service targeting"
        },
        {
          "label": "Total population",
          "value": "909,324",
          "profile_relevance": "Substantial total population presence across the selected market footprint"
        },
        {
          "label": "Total population 18+",
          "value": "742,081",
          "profile_relevance": "Strong adult reach for media, retail, and financial marketing"
        },
        {
          "label": "Average household income",
          "value": "$138,965",
          "profile_relevance": "Solid household earning power that supports steady discretionary demand"
        },
        {
          "label": "Average per capita income",
          "value": "$66,595",
          "profile_relevance": "Useful reminder that family-scale spending often outweighs individual income intensity"
        },
        {
          "label": "Average household net worth",
          "value": "$781,137",
          "profile_relevance": "Strong wealth position driven by property and long-term asset accumulation"
        },
        {
          "label": "Average household asset value",
          "value": "$980,970",
          "profile_relevance": "High asset base supports home, finance, and major purchase relevance"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,021,950",
          "profile_relevance": "High housing value reinforces the segment’s ownership-led and home-invested profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/g4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/g4/intelligentsegments_2026.1_G4_house-proud-family-builders.md"
      }
    },
    {
      "segment_code": "G5",
      "segment_name": "Montreal Multicultural Actives",
      "one_sentence": "French-first and culturally diverse Montreal adults define a highly active, locally rooted audience with smaller urban households, solid long-term financial depth, and strong engagement in food, culture, recreation, and Quebec media ecosystems.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "137,723",
          "profile_relevance": "Large addressable audience for segment-level planning"
        },
        {
          "label": "Household base, households in market",
          "value": "76,809",
          "profile_relevance": "Meaningful household concentration for local activation in the market"
        },
        {
          "label": "Total population",
          "value": "157,338",
          "profile_relevance": "Strong overall population scale within the selected audience"
        },
        {
          "label": "Total population 18+",
          "value": "127,908",
          "profile_relevance": "Substantial adult reach for consumer targeting"
        },
        {
          "label": "Average household income",
          "value": "$115,332",
          "profile_relevance": "Solid earning power, although below the national average"
        },
        {
          "label": "Average per capita income",
          "value": "$66,085",
          "profile_relevance": "Useful indicator of individual income within smaller households"
        },
        {
          "label": "Average household net worth",
          "value": "$680,208",
          "profile_relevance": "Above-average wealth depth supports selective discretionary spending"
        },
        {
          "label": "Average household asset value",
          "value": "$806,609",
          "profile_relevance": "Strong asset base reinforces long-term financial stability"
        },
        {
          "label": "Average house price / home value",
          "value": "$849,753",
          "profile_relevance": "High housing value context reflects established urban market conditions"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/g5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/g5/intelligentsegments_2026.1_G5_montreal-multicultural-actives.md"
      }
    },
    {
      "segment_code": "H1",
      "segment_name": "Value-Savvy Urban Affluents",
      "one_sentence": "Alberta-led, professionally driven urban households with high incomes, strong asset depth, and practical value habits make Value-Savvy Urban Affluents a high-opportunity target for quality-led offers activated through digital utility, loyalty, and everyday convenience channels.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "140,579",
          "profile_relevance": "Meaningful segment scale for national and multi-market targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "67,450",
          "profile_relevance": "Strong addressable household concentration for urban activation"
        },
        {
          "label": "Total population",
          "value": "158,169",
          "profile_relevance": "Broad population presence supports cross-category demand"
        },
        {
          "label": "Total population 18+",
          "value": "129,812",
          "profile_relevance": "Substantial adult reach for media and conversion planning"
        },
        {
          "label": "Average household income",
          "value": "$207,441",
          "profile_relevance": "Very strong household earning power"
        },
        {
          "label": "Average per capita income",
          "value": "$99,038",
          "profile_relevance": "High individual income capacity supports premium-quality offers"
        },
        {
          "label": "Average household net worth",
          "value": "$1,042,427",
          "profile_relevance": "Significant accumulated wealth strengthens long-term value potential"
        },
        {
          "label": "Average household asset value",
          "value": "$1,229,289",
          "profile_relevance": "Deep asset base supports housing, finance, and investment-led positioning"
        },
        {
          "label": "Average house price / home value",
          "value": "$654,497",
          "profile_relevance": "Higher home value reinforces affluent urban residential context"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/h1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/h1/intelligentsegments_2026.1_H1_value-savvy-urban-affluents.md"
      }
    },
    {
      "segment_code": "H2",
      "segment_name": "Active Family Home Estates",
      "one_sentence": "Affluent, Alberta-anchored family homeowners in large detached houses combine strong financial capacity with active lifestyles, practical value-seeking habits, and broad engagement across home, grocery, recreation, travel, and digital media.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "530,886",
          "profile_relevance": "Significant segment size for national targeting and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "226,899",
          "profile_relevance": "Strong concentration of addressable households for local, CRM, and neighbourhood activation"
        },
        {
          "label": "Total population",
          "value": "607,707",
          "profile_relevance": "Broad population footprint anchored by family households"
        },
        {
          "label": "Total population 18+",
          "value": "483,546",
          "profile_relevance": "Large adult decision-maker base for financial, retail, and media activation"
        },
        {
          "label": "Average household income",
          "value": "$194,693",
          "profile_relevance": "Very strong household income capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$87,188",
          "profile_relevance": "Elevated individual earning power within the household mix"
        },
        {
          "label": "Average household net worth",
          "value": "$1,173,569",
          "profile_relevance": "Strong wealth position that supports major-ticket and long-term planning categories"
        },
        {
          "label": "Average household asset value",
          "value": "$1,395,959",
          "profile_relevance": "High asset depth across property, investments, pensions, and business equity"
        },
        {
          "label": "Average house price / home value",
          "value": "$801,689",
          "profile_relevance": "Above-average housing value that reinforces the large-home homeowner profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/h2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/h2/intelligentsegments_2026.1_H2_active-family-home-estates.md"
      }
    },
    {
      "segment_code": "H3",
      "segment_name": "Quebec Family Professionals",
      "one_sentence": "French-speaking Quebec homeowners with professional work identities, strong family commitments, and exceptional financial capacity combine disciplined spending with high demand across home, food, wellness, and active lifestyle categories.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "79,412",
          "profile_relevance": "Meaningful segment scale for customer targeting and persona development"
        },
        {
          "label": "Household base, households in market",
          "value": "34,227",
          "profile_relevance": "Strong household concentration for addressable home and family activation"
        },
        {
          "label": "Total population",
          "value": "90,598",
          "profile_relevance": "Substantial population footprint within the selected market"
        },
        {
          "label": "Total population 18+",
          "value": "71,920",
          "profile_relevance": "Solid adult reach for media, financial, and retail planning"
        },
        {
          "label": "Average household income",
          "value": "$241,818",
          "profile_relevance": "Exceptional household income capacity relative to Canada overall"
        },
        {
          "label": "Average per capita income",
          "value": "$106,649",
          "profile_relevance": "Strong individual earning power that supports premium everyday spending"
        },
        {
          "label": "Average household net worth",
          "value": "$1,508,863",
          "profile_relevance": "Very strong wealth position and long-term financial security potential"
        },
        {
          "label": "Average household asset value",
          "value": "$1,678,447",
          "profile_relevance": "High asset depth across property, pensions, investments, and business holdings"
        },
        {
          "label": "Average house price / home value",
          "value": "$1,047,223",
          "profile_relevance": "Valuable homeownership base that supports home, finance, and insurance demand"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/h3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/h3/intelligentsegments_2026.1_H3_quebec-family-professionals.md"
      }
    },
    {
      "segment_code": "H4",
      "segment_name": "Established Family Homebuilders",
      "one_sentence": "Affluent Alberta-rooted family homeowners with strong education, deep assets, and active western lifestyles combine real spending power with practical, loyalty-driven value habits.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "188,346",
          "profile_relevance": "Meaningful segment scale for national planning with strong Alberta concentration"
        },
        {
          "label": "Household base, households in market",
          "value": "108,820",
          "profile_relevance": "Large addressable household base for local retail, CRM, and media activation"
        },
        {
          "label": "Total population",
          "value": "219,439",
          "profile_relevance": "Broad population footprint tied to family-led reach"
        },
        {
          "label": "Total population 18+",
          "value": "170,381",
          "profile_relevance": "Strong adult decision-maker base across home, finance, and retail categories"
        },
        {
          "label": "Average household income",
          "value": "$203,067",
          "profile_relevance": "Very strong household earning power"
        },
        {
          "label": "Average per capita income",
          "value": "$91,105",
          "profile_relevance": "High individual income capacity supports premium-but-practical positioning"
        },
        {
          "label": "Average household net worth",
          "value": "$1,107,458",
          "profile_relevance": "Substantial wealth supports major purchase and service potential"
        },
        {
          "label": "Average household asset value",
          "value": "$1,343,100",
          "profile_relevance": "Deep asset base across property, pensions, and investments"
        },
        {
          "label": "Average house price / home value",
          "value": "$806,176",
          "profile_relevance": "High-value owner-occupied housing context strengthens home and finance opportunity"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/h4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/h4/intelligentsegments_2026.1_H4_established-family-homebuilders.md"
      }
    },
    {
      "segment_code": "I1",
      "segment_name": "Urban Professional Family Earners",
      "one_sentence": "High-earning, highly educated family and couple-led households concentrated in Ontario and Alberta combine professional careers, strong wealth-building capacity, active digital habits, and practical loyalty-driven shopping that responds best to relevant convenience and value.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "292,200",
          "profile_relevance": "Material audience scale for regional targeting and persona prioritization"
        },
        {
          "label": "Household base, households in market",
          "value": "131,240",
          "profile_relevance": "Strong household footprint for retail, CRM, and local activation planning"
        },
        {
          "label": "Total population",
          "value": "330,070",
          "profile_relevance": "Meaningful total population size for broad consumer reach"
        },
        {
          "label": "Total population 18+",
          "value": "269,209",
          "profile_relevance": "Substantial adult audience for media and conversion planning"
        },
        {
          "label": "Average household income",
          "value": "$167,939",
          "profile_relevance": "Strong household earning power supports broad discretionary capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$79,304",
          "profile_relevance": "High individual income reinforces professional earning strength"
        },
        {
          "label": "Average household net worth",
          "value": "$833,514",
          "profile_relevance": "Well-above-average wealth signals strong long-term financial capacity"
        },
        {
          "label": "Average household asset value",
          "value": "$1,022,165",
          "profile_relevance": "Significant asset depth supports premium but selective purchasing potential"
        },
        {
          "label": "Average house price / home value",
          "value": "$699,196",
          "profile_relevance": "Elevated home value reflects strong residential equity and higher-cost markets"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/i1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/i1/intelligentsegments_2026.1_I1_urban-professional-family-earners.md"
      }
    },
    {
      "segment_code": "I2",
      "segment_name": "Suburban Prosperity Families",
      "one_sentence": "Prosperous homeowner families centred in Ontario and Alberta combine larger detached homes, above-average income and wealth, strong retail and loyalty engagement, and digitally enabled planning habits that make them a high-value household target.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "902,175",
          "profile_relevance": "Large and commercially meaningful target segment"
        },
        {
          "label": "Household base, households in market",
          "value": "375,027",
          "profile_relevance": "Strong household concentration for addressable home and family targeting"
        },
        {
          "label": "Total population",
          "value": "1,043,351",
          "profile_relevance": "Broad population scale supports multi-channel activation"
        },
        {
          "label": "Total population 18+",
          "value": "821,212",
          "profile_relevance": "Substantial adult reach for marketing and media planning"
        },
        {
          "label": "Average household income",
          "value": "$170,148",
          "profile_relevance": "Well above average household income supports strong purchase capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$73,736",
          "profile_relevance": "Solid individual earning power complements family-scale budgets"
        },
        {
          "label": "Average household net worth",
          "value": "$1,023,841",
          "profile_relevance": "Exceptional wealth position supports premium and long-term offers"
        },
        {
          "label": "Average household asset value",
          "value": "$1,241,720",
          "profile_relevance": "High asset ownership reflects deep balance-sheet strength"
        },
        {
          "label": "Average house price / home value",
          "value": "$890,494",
          "profile_relevance": "Strong residential value reinforces affluent homeowner positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/i2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/i2/intelligentsegments_2026.1_I2_suburban-prosperity-families.md"
      }
    },
    {
      "segment_code": "I3",
      "segment_name": "Quebec Professional Family Homes",
      "one_sentence": "Affluent, French-speaking Quebec families living mainly in owner-occupied houses pair professional earning power with practical shopping habits, strong local brand ties, and active home-centred lifestyles.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "77,575",
          "profile_relevance": "Meaningful core segment scale for planning and prioritization"
        },
        {
          "label": "Household base, households in market",
          "value": "35,610",
          "profile_relevance": "Strong household concentration for addressable home and family targeting"
        },
        {
          "label": "Total population",
          "value": "88,433",
          "profile_relevance": "Broad population presence within the selected market"
        },
        {
          "label": "Total population 18+",
          "value": "70,521",
          "profile_relevance": "Solid adult reach for media and customer acquisition"
        },
        {
          "label": "Average household income",
          "value": "$194,172",
          "profile_relevance": "High income capacity supports premium and family-category demand"
        },
        {
          "label": "Average per capita income",
          "value": "$88,287",
          "profile_relevance": "Strong individual earning power, not only larger-household pooling"
        },
        {
          "label": "Average household net worth",
          "value": "$1,365,149",
          "profile_relevance": "Very strong wealth position for financial, home, and travel offers"
        },
        {
          "label": "Average household asset value",
          "value": "$1,531,030",
          "profile_relevance": "Deep asset base supports long-term household purchasing power"
        },
        {
          "label": "Average house price / home value",
          "value": "$828,918",
          "profile_relevance": "High home value reinforces established ownership and home-related demand"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/i3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/i3/intelligentsegments_2026.1_I3_quebec-professional-family-homes.md"
      }
    },
    {
      "segment_code": "J1",
      "segment_name": "City Apartment Achievers",
      "one_sentence": "Urban apartment residents concentrated in Ontario and British Columbia combine independent city living, strong cultural diversity, active digital routines, and practical spending habits that reward convenience, relevance, and everyday value.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "1,093,815",
          "profile_relevance": "Large enough to support scaled national and regional activation"
        },
        {
          "label": "Household base, households in market",
          "value": "486,975",
          "profile_relevance": "Strong addressable household base for urban and neighbourhood-level planning"
        },
        {
          "label": "Total population",
          "value": "1,225,859",
          "profile_relevance": "Broad total population footprint anchored in major urban markets"
        },
        {
          "label": "Total population 18+",
          "value": "1,015,119",
          "profile_relevance": "Substantial adult reach for consumer marketing and media activation"
        },
        {
          "label": "Average household income",
          "value": "$102,378",
          "profile_relevance": "Moderate income capacity, below national norms and more value-conscious in tone"
        },
        {
          "label": "Average per capita income",
          "value": "$54,173",
          "profile_relevance": "Supports an individual earning profile that is practical rather than premium-led"
        },
        {
          "label": "Average household net worth",
          "value": "$194,448",
          "profile_relevance": "Wealth is well below the national benchmark, reinforcing careful spending behaviour"
        },
        {
          "label": "Average household asset value",
          "value": "$252,312",
          "profile_relevance": "Limited asset depth relative to Canada overall, with lower housing and investment capacity"
        },
        {
          "label": "Average house price / home value",
          "value": "$284,752",
          "profile_relevance": "Lower home value aligns with apartment concentration and more modest property wealth"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/j1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/j1/intelligentsegments_2026.1_J1_city-apartment-achievers.md"
      }
    },
    {
      "segment_code": "J2",
      "segment_name": "Urban Quebec Actives",
      "one_sentence": "French-speaking urban Quebec adults, often younger and living in compact households, combine active lifestyles, disciplined spending, and strong local retail and media ties with above-average demand in food, health, recreation, and everyday city living.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "182,441",
          "profile_relevance": "Meaningful audience scale for broad segment planning and activation"
        },
        {
          "label": "Household base, households in market",
          "value": "99,479",
          "profile_relevance": "Strong household presence for retail, media, and local neighbourhood targeting"
        },
        {
          "label": "Total population",
          "value": "207,678",
          "profile_relevance": "Solid total population footprint in market"
        },
        {
          "label": "Total population 18+",
          "value": "169,569",
          "profile_relevance": "Substantial adult reach for media and consumer targeting"
        },
        {
          "label": "Average household income",
          "value": "$117,932",
          "profile_relevance": "Moderate household income with room for selective everyday spending"
        },
        {
          "label": "Average per capita income",
          "value": "$68,912",
          "profile_relevance": "Individual income sits near national norms because households are smaller"
        },
        {
          "label": "Average household net worth",
          "value": "$556,130",
          "profile_relevance": "Stable overall wealth position with usable long-term financial capacity"
        },
        {
          "label": "Average household asset value",
          "value": "$672,230",
          "profile_relevance": "Meaningful household asset base supporting financial resilience"
        },
        {
          "label": "Average house price / home value",
          "value": "$687,844",
          "profile_relevance": "Established urban housing value context within the segment footprint"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/j2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/j2/intelligentsegments_2026.1_J2_urban-quebec-actives.md"
      }
    },
    {
      "segment_code": "J3",
      "segment_name": "Connected Condo Strivers",
      "one_sentence": "Digitally immersed condo and apartment households in Ontario and British Columbia combine younger urban life, high education, multicultural city living, and near-benchmark spending despite below-average income and wealth.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "290,642",
          "profile_relevance": "Meaningful audience scale for segment-level planning and activation"
        },
        {
          "label": "Household base, households in market",
          "value": "125,989",
          "profile_relevance": "Strong concentration of addressable urban households for neighbourhood and building-level targeting"
        },
        {
          "label": "Total population",
          "value": "322,496",
          "profile_relevance": "Broad population footprint supports multi-channel consumer outreach"
        },
        {
          "label": "Total population 18+",
          "value": "271,374",
          "profile_relevance": "Large adult audience base for media, retail, and service marketing"
        },
        {
          "label": "Average household income",
          "value": "$105,073",
          "profile_relevance": "Moderate income capacity, below national norms but still commercially active"
        },
        {
          "label": "Average per capita income",
          "value": "$54,840",
          "profile_relevance": "Supports an individual earning profile shaped by younger adults and smaller households"
        },
        {
          "label": "Average household net worth",
          "value": "$276,488",
          "profile_relevance": "Lower accumulated wealth reinforces the segment’s builder-stage financial posture"
        },
        {
          "label": "Average household asset value",
          "value": "$356,422",
          "profile_relevance": "Asset base is modest relative to Canada, consistent with condo and apartment living"
        },
        {
          "label": "Average house price / home value",
          "value": "$140,477",
          "profile_relevance": "Lower home value reflects smaller urban dwelling formats and mixed ownership patterns"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/j3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/j3/intelligentsegments_2026.1_J3_connected-condo-strivers.md"
      }
    },
    {
      "segment_code": "J4",
      "segment_name": "Francophone Apartment Actives",
      "one_sentence": "French-speaking Quebec apartment renters with active routines, practical budgets, and strong local retail ties deliver steady demand across food, personal care, recreation, and culturally relevant media.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "114,572",
          "profile_relevance": "Meaningful segment scale within the selected audience file"
        },
        {
          "label": "Household base, households in market",
          "value": "68,326",
          "profile_relevance": "Strong apartment-led household footprint for localized activation"
        },
        {
          "label": "Total population",
          "value": "129,047",
          "profile_relevance": "Solid total population scale for broad consumer targeting"
        },
        {
          "label": "Total population 18+",
          "value": "106,970",
          "profile_relevance": "Strong adult reach for media, retail, and service activation"
        },
        {
          "label": "Average household income",
          "value": "$88,431",
          "profile_relevance": "Moderate household income capacity with selective spending behaviour"
        },
        {
          "label": "Average per capita income",
          "value": "$58,149",
          "profile_relevance": "Useful indicator of individual earning power in smaller households"
        },
        {
          "label": "Average household net worth",
          "value": "$59,396",
          "profile_relevance": "Low wealth position versus Canada, shaping value-focused messaging"
        },
        {
          "label": "Average household asset value",
          "value": "$84,262",
          "profile_relevance": "Limited asset depth despite active category spending"
        },
        {
          "label": "Average house price / home value",
          "value": "$262,296",
          "profile_relevance": "Lower housing value context consistent with renter and apartment concentration"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/j4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/j4/intelligentsegments_2026.1_J4_francophone-apartment-actives.md"
      }
    },
    {
      "segment_code": "J5",
      "segment_name": "Settled Suburban Homekeepers",
      "one_sentence": "Established homeowners in Ontario and British Columbia define a house-led, value-conscious audience that prioritizes home stability, practical spending, trusted brands, and community-minded everyday living.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "694,552",
          "profile_relevance": "Large and commercially meaningful selected audience scale"
        },
        {
          "label": "Household base, households in market",
          "value": "311,381",
          "profile_relevance": "Strong household concentration for home, retail, and local activation"
        },
        {
          "label": "Total population",
          "value": "778,869",
          "profile_relevance": "Broad population footprint across the selected market"
        },
        {
          "label": "Total population 18+",
          "value": "643,211",
          "profile_relevance": "Substantial adult reach for consumer targeting"
        },
        {
          "label": "Average household income",
          "value": "$120,920",
          "profile_relevance": "Solid but selective household spending capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$66,110",
          "profile_relevance": "Steady individual earning power with practical spending orientation"
        },
        {
          "label": "Average household net worth",
          "value": "$465,057",
          "profile_relevance": "Meaningful wealth base, though not broadly affluent versus Canada"
        },
        {
          "label": "Average household asset value",
          "value": "$599,846",
          "profile_relevance": "Asset position is anchored by owned housing and long-term holdings"
        },
        {
          "label": "Average house price / home value",
          "value": "$704,079",
          "profile_relevance": "High housing value supports the home-centred ownership profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/j5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/j5/intelligentsegments_2026.1_J5_settled-suburban-homekeepers.md"
      }
    },
    {
      "segment_code": "K1",
      "segment_name": "Practical Metro Families",
      "one_sentence": "Urban and inner-suburban households concentrated in Ontario and Alberta define a family-oriented, value-conscious audience with steady income, growing professional credentials, and disciplined spending across everyday categories.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "523,342",
          "profile_relevance": "Large addressable audience for broad campaign planning"
        },
        {
          "label": "Household base, households in market",
          "value": "238,588",
          "profile_relevance": "Meaningful household scale for retail, CRM, and local activation"
        },
        {
          "label": "Total population",
          "value": "594,032",
          "profile_relevance": "Strong total population presence across the selected audience"
        },
        {
          "label": "Total population 18+",
          "value": "482,791",
          "profile_relevance": "Substantial adult reach for media and offer planning"
        },
        {
          "label": "Average household income",
          "value": "$134,824",
          "profile_relevance": "Solid household earning power with room for considered discretionary spend"
        },
        {
          "label": "Average per capita income",
          "value": "$67,178",
          "profile_relevance": "Moderate individual income profile that supports practical, value-aware positioning"
        },
        {
          "label": "Average household net worth",
          "value": "$446,653",
          "profile_relevance": "Wealth is established but trails Canadians overall, reinforcing a build-stage financial story"
        },
        {
          "label": "Average household asset value",
          "value": "$571,598",
          "profile_relevance": "Asset ownership is meaningful, led by home-related value rather than large liquid holdings"
        },
        {
          "label": "Average house price / home value",
          "value": "$464,096",
          "profile_relevance": "Housing value supports stability, but not a luxury or high-wealth positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/k1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/k1/intelligentsegments_2026.1_K1_practical-metro-families.md"
      }
    },
    {
      "segment_code": "K2",
      "segment_name": "Active Family Homebuilders",
      "one_sentence": "Younger homeowners in Ontario and Alberta combine child-focused family life, active routines, and practical home investment with above-average household income, heavier debt obligations, and a strong preference for value-led, loyalty-connected everyday spending.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "353,744",
          "profile_relevance": "Large addressable audience within the selected file for scaled planning and activation"
        },
        {
          "label": "Household base, households in market",
          "value": "153,165",
          "profile_relevance": "Strong household footprint for home, family, and neighbourhood-based targeting"
        },
        {
          "label": "Total population",
          "value": "406,920",
          "profile_relevance": "Broad total population presence anchored in family-oriented communities"
        },
        {
          "label": "Total population 18+",
          "value": "322,687",
          "profile_relevance": "Substantial adult reach for household decision-maker messaging"
        },
        {
          "label": "Average household income",
          "value": "$139,919",
          "profile_relevance": "Above-average household income supports solid but selective purchasing power"
        },
        {
          "label": "Average per capita income",
          "value": "$62,668",
          "profile_relevance": "Moderate individual income reflects multi-person household economics"
        },
        {
          "label": "Average household net worth",
          "value": "$518,017",
          "profile_relevance": "Meaningful wealth base, but still consistent with active wealth-building rather than fully established affluence"
        },
        {
          "label": "Average household asset value",
          "value": "$671,933",
          "profile_relevance": "Strong asset capacity driven largely by home and other non-financial holdings"
        },
        {
          "label": "Average house price / home value",
          "value": "$654,899",
          "profile_relevance": "High-value housing context reinforces homeowner and home-related marketing relevance"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/k2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/k2/intelligentsegments_2026.1_K2_active-family-homebuilders.md"
      }
    },
    {
      "segment_code": "K3",
      "segment_name": "Dependable Suburban Families",
      "one_sentence": "Established suburban homeowners concentrated in Ontario and Alberta define a family-centred, value-conscious audience with steady earning power, strong home and routine commitments, and reliable response to trusted retail, loyalty, and mainstream media touchpoints.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "1,344,880",
          "profile_relevance": "Large audience scale with broad consumer relevance"
        },
        {
          "label": "Household base, households in market",
          "value": "600,378",
          "profile_relevance": "Strong addressable household footprint for retail, media, and local activation"
        },
        {
          "label": "Total population",
          "value": "1,540,704",
          "profile_relevance": "Meaningful population concentration for broad-reach planning"
        },
        {
          "label": "Total population 18+",
          "value": "1,236,705",
          "profile_relevance": "Substantial adult reach for household decision-maker targeting"
        },
        {
          "label": "Average household income",
          "value": "$137,315",
          "profile_relevance": "Slightly above-average income supports steady household spending power"
        },
        {
          "label": "Average per capita income",
          "value": "$71,279",
          "profile_relevance": "Healthy individual earning context across adult household members"
        },
        {
          "label": "Average household net worth",
          "value": "$561,575",
          "profile_relevance": "Solid long-term household wealth position, even with active debt obligations"
        },
        {
          "label": "Average household asset value",
          "value": "$724,714",
          "profile_relevance": "Strong property and tangible asset base supports home- and finance-related demand"
        },
        {
          "label": "Average house price / home value",
          "value": "$618,469",
          "profile_relevance": "Clear signal of suburban ownership and property-backed household stability"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/k3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/k3/intelligentsegments_2026.1_K3_dependable-suburban-families.md"
      }
    },
    {
      "segment_code": "K4",
      "segment_name": "Quebec Prosperous Homeowners",
      "one_sentence": "French-speaking Quebec homeowners with strong income, deep asset wealth, and practical family-centred habits stand out as a high-value audience that favours trusted local brands, useful messaging, and a balanced mix of digital research and strong traditional media.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "205,451",
          "profile_relevance": "Meaningful audience scale for province-level targeting and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "100,400",
          "profile_relevance": "Strong household concentration for addressable home and family activation"
        },
        {
          "label": "Total population",
          "value": "235,028",
          "profile_relevance": "Solid population scale for broad reach planning"
        },
        {
          "label": "Total population 18+",
          "value": "187,237",
          "profile_relevance": "Large adult audience for media and conversion campaigns"
        },
        {
          "label": "Average household income",
          "value": "$158,197",
          "profile_relevance": "Well above-average household income supports strong spending capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$78,347",
          "profile_relevance": "Healthy individual earning power supports independent purchase activity"
        },
        {
          "label": "Average household net worth",
          "value": "$1,023,078",
          "profile_relevance": "Exceptional wealth position strengthens long-term category value"
        },
        {
          "label": "Average household asset value",
          "value": "$1,175,628",
          "profile_relevance": "Deep asset base supports confidence in major household and financial decisions"
        },
        {
          "label": "Average house price / home value",
          "value": "$658,149",
          "profile_relevance": "Strong homeowner equity reinforces stable residential and home-related demand"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/k4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/k4/intelligentsegments_2026.1_K4_quebec-prosperous-homeowners.md"
      }
    },
    {
      "segment_code": "L1",
      "segment_name": "Western Active Nesters",
      "one_sentence": "Home-owning western households with above-average income, active family routines, and practical value-led shopping make Western Active Nesters a strong target for everyday retail, home, recreation, and travel brands.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "378,219",
          "profile_relevance": "Large enough audience to support broad segment activation and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "170,150",
          "profile_relevance": "Meaningful household concentration for home, retail, and neighbourhood targeting"
        },
        {
          "label": "Total population",
          "value": "438,512",
          "profile_relevance": "Strong overall population footprint anchored in western markets"
        },
        {
          "label": "Total population 18+",
          "value": "345,098",
          "profile_relevance": "Substantial adult reach for media, retail, and service activation"
        },
        {
          "label": "Average household income",
          "value": "$154,161",
          "profile_relevance": "Above-average household earning power supports strong purchase capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$69,261",
          "profile_relevance": "Solid individual income profile reinforces everyday spending resilience"
        },
        {
          "label": "Average household net worth",
          "value": "$619,941",
          "profile_relevance": "Established wealth position supports long-term value and asset-oriented messaging"
        },
        {
          "label": "Average household asset value",
          "value": "$791,776",
          "profile_relevance": "Broad asset base reflects homeownership, pensions, and financial capacity"
        },
        {
          "label": "Average house price / home value",
          "value": "$437,872",
          "profile_relevance": "Stable housing value context supports home-focused and ownership-led positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/l1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/l1/intelligentsegments_2026.1_L1_western-active-nesters.md"
      }
    },
    {
      "segment_code": "L2",
      "segment_name": "Heartland Family Homebase",
      "one_sentence": "Established homeowners across Ontario and the Prairie provinces pair above-average income and property-backed wealth with family-first, value-conscious habits centred on home, routine, and dependable everyday brands.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "612,344",
          "profile_relevance": "Large segment footprint for scaled targeting and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "269,565",
          "profile_relevance": "Significant house-based household count for addressable family activation"
        },
        {
          "label": "Total population",
          "value": "703,528",
          "profile_relevance": "Broad total reach with strong family-household presence"
        },
        {
          "label": "Total population 18+",
          "value": "560,111",
          "profile_relevance": "Strong adult decision-maker scale"
        },
        {
          "label": "Average household income",
          "value": "$148,484",
          "profile_relevance": "Above-average earning power with selective spending discipline"
        },
        {
          "label": "Average per capita income",
          "value": "$70,611",
          "profile_relevance": "Solid individual income support within family households"
        },
        {
          "label": "Average household net worth",
          "value": "$651,447",
          "profile_relevance": "Strong wealth base anchored in homes and retirement assets"
        },
        {
          "label": "Average household asset value",
          "value": "$827,189",
          "profile_relevance": "High property and asset capacity"
        },
        {
          "label": "Average house price / home value",
          "value": "$626,407",
          "profile_relevance": "Reinforces established owner-occupied housing profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/l2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/l2/intelligentsegments_2026.1_L2_heartland-family-homebase.md"
      }
    },
    {
      "segment_code": "L3",
      "segment_name": "New-Home Family Builders",
      "one_sentence": "Alberta-centred family homeowners in newer detached and town homes combine above-average household income with higher debt, practical value-seeking habits, and strong demand for home, family, and suburban convenience solutions.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "372,644",
          "profile_relevance": "Large enough to support multi-market segment activation"
        },
        {
          "label": "Household base, households in market",
          "value": "159,535",
          "profile_relevance": "Strong household concentration for addressable homeowner and family outreach"
        },
        {
          "label": "Total population",
          "value": "439,259",
          "profile_relevance": "Meaningful total population scale anchored by family households"
        },
        {
          "label": "Total population 18+",
          "value": "337,718",
          "profile_relevance": "Solid adult decision-maker reach for media and offer planning"
        },
        {
          "label": "Average household income",
          "value": "$144,134",
          "profile_relevance": "Above-average household earning capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$63,589",
          "profile_relevance": "Mid-to-upper individual income context shaped by family households"
        },
        {
          "label": "Average household net worth",
          "value": "$469,958",
          "profile_relevance": "Moderate wealth base with less depth than income alone suggests"
        },
        {
          "label": "Average household asset value",
          "value": "$644,051",
          "profile_relevance": "Asset profile is driven mainly by home and vehicle ownership"
        },
        {
          "label": "Average house price / home value",
          "value": "$593,099",
          "profile_relevance": "High-value housing context consistent with newer owner-occupied homes"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/l3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/l3/intelligentsegments_2026.1_L3_new-home-family-builders.md"
      }
    },
    {
      "segment_code": "L4",
      "segment_name": "French-Speaking Family Affluents",
      "one_sentence": "Affluent, predominantly French-speaking homeowners in Quebec combine family-led suburban living, strong professional earning power, and selective spending shaped by home, health, and community priorities.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "289,914",
          "profile_relevance": "Meaningful audience scale for broad regional targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "129,582",
          "profile_relevance": "Strong household concentration for local retail, service, and direct activation"
        },
        {
          "label": "Total population",
          "value": "334,487",
          "profile_relevance": "Substantial total population base within the segment footprint"
        },
        {
          "label": "Total population 18+",
          "value": "264,060",
          "profile_relevance": "Large adult reach for media and consumer marketing"
        },
        {
          "label": "Average household income",
          "value": "$163,005",
          "profile_relevance": "Well above average household earning power"
        },
        {
          "label": "Average per capita income",
          "value": "$76,270",
          "profile_relevance": "Strong individual income capacity alongside family household scale"
        },
        {
          "label": "Average household net worth",
          "value": "$880,288",
          "profile_relevance": "High wealth position supports long-term spending and financial resilience"
        },
        {
          "label": "Average household asset value",
          "value": "$1,030,727",
          "profile_relevance": "Significant asset depth across housing, retirement, and investments"
        },
        {
          "label": "Average house price / home value",
          "value": "$642,347",
          "profile_relevance": "Solid owner-occupied housing value consistent with affluent suburban households"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/l4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/l4/intelligentsegments_2026.1_L4_french-speaking-family-affluents.md"
      }
    },
    {
      "segment_code": "M1",
      "segment_name": "Regional Family Homekeepers",
      "one_sentence": "Established homeowners in Western and other regional Canadian markets blend family-driven routines, careful spending, and strong home-centred habits with dependable reach through major grocery banners, TV, radio, flyers, and local retail.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "254,215",
          "profile_relevance": "Meaningful audience scale for national and regional planning"
        },
        {
          "label": "Household base, households in market",
          "value": "115,608",
          "profile_relevance": "Strong household concentration for addressable family and home-focused activation"
        },
        {
          "label": "Total population",
          "value": "291,356",
          "profile_relevance": "Broad population presence supports multi-channel reach planning"
        },
        {
          "label": "Total population 18+",
          "value": "230,624",
          "profile_relevance": "Substantial adult reach for household decision-maker targeting"
        },
        {
          "label": "Average household income",
          "value": "$151,405",
          "profile_relevance": "Above-average household income supports strong purchasing capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$69,514",
          "profile_relevance": "Solid individual income context supports stable consumer spending power"
        },
        {
          "label": "Average household net worth",
          "value": "$625,112",
          "profile_relevance": "Healthy household wealth position supports long-term ownership and planning cues"
        },
        {
          "label": "Average household asset value",
          "value": "$781,673",
          "profile_relevance": "Strong asset base reinforces home, retirement, and ownership-oriented messaging"
        },
        {
          "label": "Average house price / home value",
          "value": "$517,857",
          "profile_relevance": "Meaningful housing value supports the established homeowner profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/m1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/m1/intelligentsegments_2026.1_M1_regional-family-homekeepers.md"
      }
    },
    {
      "segment_code": "M2",
      "segment_name": "Foothills Family Achievers",
      "one_sentence": "Alberta-led family homeowners with strong incomes, practical spending habits, and active outdoor routines make up a high-value audience that responds best to useful offers, trusted brands, and loyalty-driven convenience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "522,403",
          "profile_relevance": "Solid segment scale for national and regional planning"
        },
        {
          "label": "Household base, households in market",
          "value": "231,121",
          "profile_relevance": "Large concentration of addressable family households"
        },
        {
          "label": "Total population",
          "value": "613,701",
          "profile_relevance": "Meaningful total reach anchored in house-based communities"
        },
        {
          "label": "Total population 18+",
          "value": "473,457",
          "profile_relevance": "Strong adult reach for household decision makers"
        },
        {
          "label": "Average household income",
          "value": "$149,681",
          "profile_relevance": "Above-average income capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$68,482",
          "profile_relevance": "Stable individual earning power within larger households"
        },
        {
          "label": "Average household net worth",
          "value": "$535,622",
          "profile_relevance": "Substantial wealth base with active family-stage obligations"
        },
        {
          "label": "Average household asset value",
          "value": "$705,419",
          "profile_relevance": "Strong household asset capacity across home, vehicle, and retirement holdings"
        },
        {
          "label": "Average house price / home value",
          "value": "$519,465",
          "profile_relevance": "Supports homeowner and home-upkeep targeting"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/m2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/m2/intelligentsegments_2026.1_M2_foothills-family-achievers.md"
      }
    },
    {
      "segment_code": "M3",
      "segment_name": "Comfortable Mixed-Density Families",
      "one_sentence": "Ontario-centred family households combine above-average income, stable wealth, practical shopping habits, and balanced media use, making them a strong target for brands tied to home, food, family care, and everyday convenience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "184,938",
          "profile_relevance": "Meaningful audience scale for broad consumer targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "83,495",
          "profile_relevance": "Strong household concentration for retail, service, and neighbourhood activation"
        },
        {
          "label": "Total population",
          "value": "210,379",
          "profile_relevance": "Substantial total population footprint for mass-reach planning"
        },
        {
          "label": "Total population 18+",
          "value": "169,732",
          "profile_relevance": "Solid adult audience for media and purchase-decision targeting"
        },
        {
          "label": "Average household income",
          "value": "$158,679",
          "profile_relevance": "Strong earning power supports above-average household demand"
        },
        {
          "label": "Average per capita income",
          "value": "$82,120",
          "profile_relevance": "Healthy individual income levels reinforce personal spending capacity"
        },
        {
          "label": "Average household net worth",
          "value": "$709,335",
          "profile_relevance": "Above-average wealth signals financial stability and long-term value"
        },
        {
          "label": "Average household asset value",
          "value": "$860,094",
          "profile_relevance": "High asset levels support home, finance, and investment-oriented positioning"
        },
        {
          "label": "Average house price / home value",
          "value": "$533,908",
          "profile_relevance": "Strong housing value reinforces ownership, equity, and home-related spending potential"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/m3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/m3/intelligentsegments_2026.1_M3_comfortable-mixed-density-families.md"
      }
    },
    {
      "segment_code": "M4",
      "segment_name": "Earned-Equity Detached Families",
      "one_sentence": "Established homeowners in detached neighbourhoods, concentrated most heavily in Alberta and other western markets, combine above-average household wealth with family-oriented, value-conscious habits across home, grocery, media, and everyday spending.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "38,505",
          "profile_relevance": "Meaningful segment scale for national planning and cross-channel activation"
        },
        {
          "label": "Household base, households in market",
          "value": "16,509",
          "profile_relevance": "Strong addressable household footprint for local, retail, and direct response programs"
        },
        {
          "label": "Total population",
          "value": "43,593",
          "profile_relevance": "Broad population scale anchored in family and household decision contexts"
        },
        {
          "label": "Total population 18+",
          "value": "35,809",
          "profile_relevance": "Substantial adult reach for media, financial, retail, and service targeting"
        },
        {
          "label": "Average household income",
          "value": "$143,621",
          "profile_relevance": "Above-average household earning capacity supports durable purchasing power"
        },
        {
          "label": "Average per capita income",
          "value": "$66,000",
          "profile_relevance": "Individual income sits near national norms, reinforcing the role of multi-person households"
        },
        {
          "label": "Average household net worth",
          "value": "$650,285",
          "profile_relevance": "Strong wealth position supports the earned-equity story and longer-term financial stability"
        },
        {
          "label": "Average household asset value",
          "value": "$810,480",
          "profile_relevance": "Deep asset base reflects property, retirement, vehicle, and investment capacity"
        },
        {
          "label": "Average house price / home value",
          "value": "$478,820",
          "profile_relevance": "Meaningful owner-occupied housing value underpins home-focused offers and equity-led positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/m4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/m4/intelligentsegments_2026.1_M4_earned-equity-detached-families.md"
      }
    },
    {
      "segment_code": "N1",
      "segment_name": "Metro Apartment Independents",
      "one_sentence": "Apartment-based adults concentrated in major metro markets, especially Ontario, combine independent small-household living, multicultural city routines, and digitally connected, value-conscious spending that favours practicality over broad affluence.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "673,888",
          "profile_relevance": "Large and strategically meaningful segment size for national planning"
        },
        {
          "label": "Household base, households in market",
          "value": "304,168",
          "profile_relevance": "Strong household concentration for metro, retail, and neighbourhood activation"
        },
        {
          "label": "Total population",
          "value": "754,716",
          "profile_relevance": "Broad overall reach across the segment population"
        },
        {
          "label": "Total population 18+",
          "value": "625,630",
          "profile_relevance": "Significant adult audience for media and offer targeting"
        },
        {
          "label": "Average household income",
          "value": "$103,723",
          "profile_relevance": "Moderate household earning power with a need for practical value messaging"
        },
        {
          "label": "Average per capita income",
          "value": "$54,035",
          "profile_relevance": "Supports an individual income profile centred on measured spending"
        },
        {
          "label": "Average household net worth",
          "value": "$198,166",
          "profile_relevance": "Wealth sits below national norms, reinforcing a leaner balance-sheet profile"
        },
        {
          "label": "Average household asset value",
          "value": "$254,505",
          "profile_relevance": "Limited asset depth aligns with apartment living and smaller-home economics"
        },
        {
          "label": "Average house price / home value",
          "value": "$220,080",
          "profile_relevance": "Lower housing value supports the segment's compact urban residential profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/n1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/n1/intelligentsegments_2026.1_N1_metro-apartment-independents.md"
      }
    },
    {
      "segment_code": "N2",
      "segment_name": "Small-City Homekeepers",
      "one_sentence": "House-based households in smaller-city and suburban markets combine practical money management, steady home upkeep, and community-minded shopping habits with dependable TV, radio, and flyer reach.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "1,835,671",
          "profile_relevance": "Large addressable segment with meaningful national planning scale"
        },
        {
          "label": "Household base, households in market",
          "value": "865,261",
          "profile_relevance": "Strong household concentration for retail, direct mail, and neighbourhood activation"
        },
        {
          "label": "Total population",
          "value": "2,070,037",
          "profile_relevance": "Broad population footprint that supports multi-channel reach"
        },
        {
          "label": "Total population 18+",
          "value": "1,693,280",
          "profile_relevance": "Substantial adult audience for consumer marketing and media planning"
        },
        {
          "label": "Average household income",
          "value": "$111,346",
          "profile_relevance": "Moderate household income capacity with value-conscious spending behaviour"
        },
        {
          "label": "Average per capita income",
          "value": "$62,716",
          "profile_relevance": "Solid individual earning base, but below national average affluence"
        },
        {
          "label": "Average household net worth",
          "value": "$323,981",
          "profile_relevance": "Modest wealth position that supports practical rather than premium targeting"
        },
        {
          "label": "Average household asset value",
          "value": "$419,626",
          "profile_relevance": "Meaningful asset base tied largely to home and household stability"
        },
        {
          "label": "Average house price / home value",
          "value": "$475,955",
          "profile_relevance": "Supports the segment’s house-based identity and home-upkeep relevance"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/n2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/n2/intelligentsegments_2026.1_N2_small-city-homekeepers.md"
      }
    },
    {
      "segment_code": "N3",
      "segment_name": "Practical Apartment Balancers",
      "one_sentence": "Apartment-led Western and Prairie households balance modest financial capacity, smaller-space living, and practical shopping habits while staying digitally active and closely tied to everyday value channels.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "385,936",
          "profile_relevance": "Large enough audience to support scalable national and regional activation"
        },
        {
          "label": "Household base, households in market",
          "value": "172,411",
          "profile_relevance": "Strong addressable household footprint, especially for apartment and neighbourhood targeting"
        },
        {
          "label": "Total population",
          "value": "435,160",
          "profile_relevance": "Meaningful population scale for broad consumer planning"
        },
        {
          "label": "Total population 18+",
          "value": "356,232",
          "profile_relevance": "Substantial adult reach for media, retail, and service campaigns"
        },
        {
          "label": "Average household income",
          "value": "$99,867",
          "profile_relevance": "Moderate household income signals value-conscious spending behaviour"
        },
        {
          "label": "Average per capita income",
          "value": "$53,174",
          "profile_relevance": "Supports a practical, individual budget-balancing profile"
        },
        {
          "label": "Average household net worth",
          "value": "$149,448",
          "profile_relevance": "Lower wealth position than Canada overall, reinforcing careful financial decision-making"
        },
        {
          "label": "Average household asset value",
          "value": "$203,034",
          "profile_relevance": "Limited asset depth keeps big-ticket demand more selective"
        },
        {
          "label": "Average house price / home value",
          "value": "$215,635",
          "profile_relevance": "Lower home value aligns with apartment concentration and compact-space living"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/n3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/n3/intelligentsegments_2026.1_N3_practical-apartment-balancers.md"
      }
    },
    {
      "segment_code": "N4",
      "segment_name": "Francophone Solo Renters",
      "one_sentence": "French-speaking solo renters in Quebec anchor this audience, combining apartment-based independent living with practical spending, strong local media habits, and steady demand across groceries, health, recreation, and everyday self-care.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "161,521",
          "profile_relevance": "Meaningful audience scale for dedicated segment targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "96,328",
          "profile_relevance": "Strong household concentration for local retail, service, and media activation"
        },
        {
          "label": "Total population",
          "value": "181,276",
          "profile_relevance": "Broad population footprint beyond core household counts"
        },
        {
          "label": "Total population 18+",
          "value": "150,575",
          "profile_relevance": "Substantial adult reach for consumer marketing"
        },
        {
          "label": "Average household income",
          "value": "$103,459",
          "profile_relevance": "Moderate household income capacity, below the national benchmark"
        },
        {
          "label": "Average per capita income",
          "value": "$65,985",
          "profile_relevance": "Solid individual income support for independent living"
        },
        {
          "label": "Average household net worth",
          "value": "$169,461",
          "profile_relevance": "Modest wealth position, shaped by lower assets and renter concentration"
        },
        {
          "label": "Average household asset value",
          "value": "$211,805",
          "profile_relevance": "Limited asset depth compared with national norms"
        },
        {
          "label": "Average house price / home value",
          "value": "$272,370",
          "profile_relevance": "Lower housing value context consistent with apartment living and reduced ownership"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/n4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/n4/intelligentsegments_2026.1_N4_francophone-solo-renters.md"
      }
    },
    {
      "segment_code": "N5",
      "segment_name": "Steady Quebec Homebodies",
      "one_sentence": "French-speaking, locally rooted Quebec consumers with smaller households, steady wealth, and practical habits define a home-centred audience that buys carefully, stays loyal to familiar local brands, and responds best to useful, trusted messaging.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "196,324",
          "profile_relevance": "Meaningful audience size for segment-level planning and activation"
        },
        {
          "label": "Household base, households in market",
          "value": "99,505",
          "profile_relevance": "Strong household concentration for addressable home, retail, and media targeting"
        },
        {
          "label": "Total population",
          "value": "221,755",
          "profile_relevance": "Substantial population scale within the defined Quebec audience"
        },
        {
          "label": "Total population 18+",
          "value": "181,117",
          "profile_relevance": "Solid adult reach for media, retail, and service marketing"
        },
        {
          "label": "Average household income",
          "value": "$124,191",
          "profile_relevance": "Healthy but selective household spending capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$70,676",
          "profile_relevance": "Strong individual earning context, supported by smaller household sizes"
        },
        {
          "label": "Average household net worth",
          "value": "$627,133",
          "profile_relevance": "Above-average wealth position supports steady long-term value"
        },
        {
          "label": "Average household asset value",
          "value": "$751,820",
          "profile_relevance": "Strong balance-sheet depth driven by pensions, savings, and other assets"
        },
        {
          "label": "Average house price / home value",
          "value": "$523,868",
          "profile_relevance": "Established housing base with value below the national norm, but still commercially meaningful"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/n5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/n5/intelligentsegments_2026.1_N5_steady-quebec-homebodies.md"
      }
    },
    {
      "segment_code": "O1",
      "segment_name": "Franco Family Homekeepers",
      "one_sentence": "French-rooted homeowners concentrated in Quebec combine family-first routines, careful spending habits, and strong attachment to home, local retail, and trusted traditional media.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "585,229",
          "profile_relevance": "Large enough audience base to support broad regional planning and scaled activation"
        },
        {
          "label": "Household base, households in market",
          "value": "268,828",
          "profile_relevance": "Meaningful household concentration for home, retail, and local service targeting"
        },
        {
          "label": "Total population",
          "value": "673,782",
          "profile_relevance": "Strong overall population footprint across key regional markets"
        },
        {
          "label": "Total population 18+",
          "value": "534,284",
          "profile_relevance": "Substantial adult reach for media, retail, and financial activation"
        },
        {
          "label": "Average household income",
          "value": "$136,103",
          "profile_relevance": "Slightly above-average household income supports stable mainstream spending power"
        },
        {
          "label": "Average per capita income",
          "value": "$66,251",
          "profile_relevance": "Individual earning power is solid, but moderated by larger family household structure"
        },
        {
          "label": "Average household net worth",
          "value": "$486,472",
          "profile_relevance": "Moderate wealth position supports stability, though not a high-luxury profile"
        },
        {
          "label": "Average household asset value",
          "value": "$612,055",
          "profile_relevance": "Meaningful asset base reinforces homeownership and longer-term household security"
        },
        {
          "label": "Average house price / home value",
          "value": "$455,598",
          "profile_relevance": "Owned housing is important, with property values reflecting practical family-home markets"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/o1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/o1/intelligentsegments_2026.1_O1_franco-family-homekeepers.md"
      }
    },
    {
      "segment_code": "O2",
      "segment_name": "Detached Community Families",
      "one_sentence": "Established homeowners in larger detached homes, rooted across Ontario, the Prairies, and select Atlantic markets, combine family-first routines, practical value shopping, and strong response to trusted community and traditional media touchpoints.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "582,751",
          "profile_relevance": "Large segment scale for broad campaign planning"
        },
        {
          "label": "Household base, households in market",
          "value": "262,396",
          "profile_relevance": "Strong addressable household base for retail, local, and direct response activation"
        },
        {
          "label": "Total population",
          "value": "666,896",
          "profile_relevance": "Meaningful total population footprint across key markets"
        },
        {
          "label": "Total population 18+",
          "value": "535,489",
          "profile_relevance": "Substantial adult reach for media and offer planning"
        },
        {
          "label": "Average household income",
          "value": "$125,878",
          "profile_relevance": "Solid household earning power, with spending shaped by value consciousness"
        },
        {
          "label": "Average per capita income",
          "value": "$67,228",
          "profile_relevance": "Stable individual income profile that supports everyday discretionary demand"
        },
        {
          "label": "Average household net worth",
          "value": "$470,269",
          "profile_relevance": "Established household wealth, though below the Canadian average"
        },
        {
          "label": "Average household asset value",
          "value": "$614,646",
          "profile_relevance": "Strong asset base tied to ownership, vehicles, and retirement holdings"
        },
        {
          "label": "Average house price / home value",
          "value": "$483,162",
          "profile_relevance": "Reinforces the segment's rooted homeowner profile and home-based marketing relevance"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/o2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/o2/intelligentsegments_2026.1_O2_detached-community-families.md"
      }
    },
    {
      "segment_code": "O3",
      "segment_name": "Prairie Homestead Families",
      "one_sentence": "Prairie-rooted homeowners with a strong family orientation combine practical middle-income spending, larger detached homes, vehicle-led routines, and a clear preference for value-driven shopping, community-minded brands, and dependable mainstream media.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "346,910",
          "profile_relevance": "Core segment scale for planning and prioritization"
        },
        {
          "label": "Household base, households in market",
          "value": "157,201",
          "profile_relevance": "Strong household count for regional retail, media, and CRM activation"
        },
        {
          "label": "Total population",
          "value": "402,995",
          "profile_relevance": "Broad population footprint beyond head-of-household targeting"
        },
        {
          "label": "Total population 18+",
          "value": "315,511",
          "profile_relevance": "Meaningful adult reach for media and purchase influence"
        },
        {
          "label": "Average household income",
          "value": "$121,581",
          "profile_relevance": "Solid but selective household spending capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$62,725",
          "profile_relevance": "Moderate individual earning power within a family-led profile"
        },
        {
          "label": "Average household net worth",
          "value": "$285,550",
          "profile_relevance": "Wealth trails Canada overall, shaping practical rather than premium positioning"
        },
        {
          "label": "Average household asset value",
          "value": "$408,249",
          "profile_relevance": "Real household asset base, but lighter than national norms"
        },
        {
          "label": "Average house price / home value",
          "value": "$399,259",
          "profile_relevance": "Supports a detached-home, ownership-led housing story without broad luxury cues"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/o3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/o3/intelligentsegments_2026.1_O3_prairie-homestead-families.md"
      }
    },
    {
      "segment_code": "O4",
      "segment_name": "Apartment Value Professionals",
      "one_sentence": "Apartment-based adults concentrated in Alberta and Quebec combine educated working profiles, smaller households, and careful value-led spending, making them best reached through regional retail ecosystems, practical messaging, and a balanced digital-plus-traditional media mix.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "64,319",
          "profile_relevance": "Substantial segment scale for customer targeting and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "34,617",
          "profile_relevance": "Meaningful household footprint for regional and neighbourhood activation"
        },
        {
          "label": "Total population",
          "value": "72,616",
          "profile_relevance": "Broad population presence supports scaled awareness and reach"
        },
        {
          "label": "Total population 18+",
          "value": "59,299",
          "profile_relevance": "Strong adult audience for most consumer marketing programs"
        },
        {
          "label": "Average household income",
          "value": "$104,978",
          "profile_relevance": "Moderate household income capacity, below national norms"
        },
        {
          "label": "Average per capita income",
          "value": "$55,968",
          "profile_relevance": "Supports a practical, value-aware individual spending profile"
        },
        {
          "label": "Average household net worth",
          "value": "$126,568",
          "profile_relevance": "Limited wealth depth compared with Canada overall"
        },
        {
          "label": "Average household asset value",
          "value": "$192,037",
          "profile_relevance": "Constrained asset capacity reinforces selective spending behaviour"
        },
        {
          "label": "Average house price / home value",
          "value": "$58,801",
          "profile_relevance": "Low housing value context, consistent with apartment-heavy living and limited property-backed wealth"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/o4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/o4/intelligentsegments_2026.1_O4_apartment-value-professionals.md"
      }
    },
    {
      "segment_code": "O5",
      "segment_name": "Rooted Quebec Homekeepers",
      "one_sentence": "French-speaking Quebec homeowners with strong local roots combine steady income, practical spending habits, and deep home pride with reliable engagement across local retail, television, radio, and print.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "375,345",
          "profile_relevance": "Large enough audience to support scaled provincial targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "178,641",
          "profile_relevance": "Strong household concentration for home, retail, and local service activation"
        },
        {
          "label": "Total population",
          "value": "434,890",
          "profile_relevance": "Broad population footprint across Quebec communities"
        },
        {
          "label": "Total population 18+",
          "value": "343,080",
          "profile_relevance": "Substantial adult reach for category, media, and offer planning"
        },
        {
          "label": "Average household income",
          "value": "$134,682",
          "profile_relevance": "Solid household earning power with stable mid-to-upper-middle income capacity"
        },
        {
          "label": "Average per capita income",
          "value": "$68,995",
          "profile_relevance": "Healthy individual income base that supports practical discretionary spend"
        },
        {
          "label": "Average household net worth",
          "value": "$545,042",
          "profile_relevance": "Meaningful household wealth driven by ownership, savings, and pension assets"
        },
        {
          "label": "Average household asset value",
          "value": "$672,009",
          "profile_relevance": "Strong total asset base that reinforces financial stability and home orientation"
        },
        {
          "label": "Average house price / home value",
          "value": "$455,278",
          "profile_relevance": "Supports the segment's ownership-heavy, house-based residential profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/o5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/o5/intelligentsegments_2026.1_O5_rooted-quebec-homekeepers.md"
      }
    },
    {
      "segment_code": "P1",
      "segment_name": "Quiet Apartment Nesters",
      "one_sentence": "Apartment-centred singles and smaller couples with moderate means define Quiet Apartment Nesters, a home-oriented audience that shops carefully, values routine and community, and responds best to practical mass-market messaging.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "843,137",
          "profile_relevance": "Large national audience with meaningful scale for broad consumer targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "399,733",
          "profile_relevance": "Strong addressable household footprint for local retail, flyer, and delivery activation"
        },
        {
          "label": "Total population",
          "value": "950,358",
          "profile_relevance": "Broad population presence supports mass-market positioning"
        },
        {
          "label": "Total population 18+",
          "value": "780,014",
          "profile_relevance": "Substantial adult reach for media, loyalty, and offer planning"
        },
        {
          "label": "Average household income",
          "value": "$96,089",
          "profile_relevance": "Moderate household spending power with clear value sensitivity"
        },
        {
          "label": "Average per capita income",
          "value": "$53,197",
          "profile_relevance": "Individual earning power is present but below national norms"
        },
        {
          "label": "Average household net worth",
          "value": "$128,123",
          "profile_relevance": "Lower wealth position reinforces practical rather than premium messaging"
        },
        {
          "label": "Average household asset value",
          "value": "$173,095",
          "profile_relevance": "Limited asset depth supports affordability and utility-led positioning"
        },
        {
          "label": "Average house price / home value",
          "value": "$181,391",
          "profile_relevance": "Lower housing value aligns with the audience's apartment-heavy residential profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/p1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/p1/intelligentsegments_2026.1_P1_quiet-apartment-nesters.md"
      }
    },
    {
      "segment_code": "P2",
      "segment_name": "Quebec Local Loyalists",
      "one_sentence": "French-speaking Quebec consumers with deep local roots, smaller established households, and strong loyalty to trusted provincial retailers, media, and financial institutions define this practical, highly reachable audience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "136,899",
          "profile_relevance": "Large enough to support efficient segment-level planning and targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "71,361",
          "profile_relevance": "Strong addressable household footprint for local retail, mail, and service activation"
        },
        {
          "label": "Total population",
          "value": "154,040",
          "profile_relevance": "Meaningful overall population scale within the selected segment"
        },
        {
          "label": "Total population 18+",
          "value": "126,426",
          "profile_relevance": "Substantial adult reach for media, retail, and service campaigns"
        },
        {
          "label": "Average household income",
          "value": "$126,336",
          "profile_relevance": "Solid income capacity, though slightly below the national benchmark"
        },
        {
          "label": "Average per capita income",
          "value": "$72,748",
          "profile_relevance": "Healthy individual earning context supported by smaller household size"
        },
        {
          "label": "Average household net worth",
          "value": "$493,796",
          "profile_relevance": "Established but moderate wealth position relative to Canada overall"
        },
        {
          "label": "Average household asset value",
          "value": "$604,517",
          "profile_relevance": "Good asset base that supports steady financial resilience and spending power"
        },
        {
          "label": "Average house price / home value",
          "value": "$468,027",
          "profile_relevance": "Mid-range home value profile consistent with established Quebec house-based communities"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/p2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/p2/intelligentsegments_2026.1_P2_quebec-local-loyalists.md"
      }
    },
    {
      "segment_code": "P3",
      "segment_name": "Quebec Apartment Steadies",
      "one_sentence": "French-speaking Quebec renters living mostly in apartments make up a steady, value-conscious audience with smaller households, modest financial capacity, strong local retail ties, and dependable reach through French television, radio, Facebook, and everyday in-store channels.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "168,820",
          "profile_relevance": "Meaningful audience scale for a clearly defined Quebec persona"
        },
        {
          "label": "Household base, households in market",
          "value": "98,494",
          "profile_relevance": "Strong apartment-household footprint for neighbourhood and retail activation"
        },
        {
          "label": "Total population",
          "value": "189,916",
          "profile_relevance": "Substantial population concentration within one provincial market"
        },
        {
          "label": "Total population 18+",
          "value": "157,175",
          "profile_relevance": "Large adult audience for media and offer targeting"
        },
        {
          "label": "Average household income",
          "value": "$86,057",
          "profile_relevance": "Below-national income capacity supports value-led positioning"
        },
        {
          "label": "Average per capita income",
          "value": "$52,739",
          "profile_relevance": "Modest individual earning power reinforces careful spending"
        },
        {
          "label": "Average household net worth",
          "value": "$55,949",
          "profile_relevance": "Low wealth position underscores practical, non-premium messaging"
        },
        {
          "label": "Average household asset value",
          "value": "$79,424",
          "profile_relevance": "Constrained asset base aligns with renter-heavy apartment living"
        },
        {
          "label": "Average house price / home value",
          "value": "$155,998",
          "profile_relevance": "Lower housing value context supports the segment's smaller-home, lower-cost profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/p3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/p3/intelligentsegments_2026.1_P3_quebec-apartment-steadies.md"
      }
    },
    {
      "segment_code": "P4",
      "segment_name": "Mainstreet Value Homeowners",
      "one_sentence": "Established homeowners across English Canada combine practical middle-market finances, strong home-and-family routines, and clear value discipline that makes trusted local messaging and everyday retail offers especially effective.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "998,691",
          "profile_relevance": "Large addressable segment with meaningful national-scale relevance"
        },
        {
          "label": "Household base, households in market",
          "value": "463,617",
          "profile_relevance": "Strong homeowner household scale for local retail and service activation"
        },
        {
          "label": "Total population",
          "value": "1,123,287",
          "profile_relevance": "Broad overall population footprint across multiple provinces"
        },
        {
          "label": "Total population 18+",
          "value": "913,852",
          "profile_relevance": "Substantial adult reach for media and offer targeting"
        },
        {
          "label": "Average household income",
          "value": "$106,305",
          "profile_relevance": "Solid but below-average household earning power, reinforcing value-led messaging"
        },
        {
          "label": "Average per capita income",
          "value": "$62,856",
          "profile_relevance": "Moderate individual income context with practical spending priorities"
        },
        {
          "label": "Average household net worth",
          "value": "$275,424",
          "profile_relevance": "Lower overall wealth than Canada, supporting selective and careful purchase behaviour"
        },
        {
          "label": "Average household asset value",
          "value": "$372,698",
          "profile_relevance": "Asset ownership is meaningful but not high-end, anchored by home and vehicle value"
        },
        {
          "label": "Average house price / home value",
          "value": "$440,401",
          "profile_relevance": "Homeownership is central, with mainstream property values that support upkeep and renovation positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/p4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/p4/intelligentsegments_2026.1_P4_mainstreet-value-homeowners.md"
      }
    },
    {
      "segment_code": "P5",
      "segment_name": "Quebec House-Proud Steadies",
      "one_sentence": "French-first Quebec households define a settled, home-oriented, value-conscious market that balances practical spending, strong local retail loyalty, and dependable engagement with traditional media.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "505,987",
          "profile_relevance": "Large addressable segment for province-wide campaign planning"
        },
        {
          "label": "Household base, households in market",
          "value": "253,522",
          "profile_relevance": "Meaningful household footprint for local retail, service, and media activation"
        },
        {
          "label": "Total population",
          "value": "577,663",
          "profile_relevance": "Broad community scale supports mass-reach and regional targeting"
        },
        {
          "label": "Total population 18+",
          "value": "466,388",
          "profile_relevance": "Strong adult reach for household decision-maker marketing"
        },
        {
          "label": "Average household income",
          "value": "$117,761",
          "profile_relevance": "Solid but measured income capacity, better suited to practical value positioning than premium-only messaging"
        },
        {
          "label": "Average per capita income",
          "value": "$67,255",
          "profile_relevance": "Supports steady individual spending power without signalling broad affluence"
        },
        {
          "label": "Average household net worth",
          "value": "$394,561",
          "profile_relevance": "Moderate wealth profile with real stability but below national benchmark levels"
        },
        {
          "label": "Average household asset value",
          "value": "$503,345",
          "profile_relevance": "Meaningful asset base consistent with ownership, savings, and household maintenance behaviour"
        },
        {
          "label": "Average house price / home value",
          "value": "$426,858",
          "profile_relevance": "Reinforces the importance of owner-occupied, house-based living and home-related demand"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/p5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/p5/intelligentsegments_2026.1_P5_quebec-house-proud-steadies.md"
      }
    },
    {
      "segment_code": "Q1",
      "segment_name": "Provincial Family Homeowners",
      "one_sentence": "Established homeowners in provincial Canadian markets combine family-centred routines, practical spending discipline, and strong attachment to home, local retail, and trusted media.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "504,815",
          "profile_relevance": "Large selected audience with meaningful national-scale addressability"
        },
        {
          "label": "Household base, households in market",
          "value": "231,081",
          "profile_relevance": "Strong household footprint for home, retail, and community-level activation"
        },
        {
          "label": "Total population",
          "value": "581,218",
          "profile_relevance": "Broad population scale supports multi-category targeting"
        },
        {
          "label": "Total population 18+",
          "value": "460,943",
          "profile_relevance": "Substantial adult reach for media, retail, and service campaigns"
        },
        {
          "label": "Average household income",
          "value": "$129,456",
          "profile_relevance": "Solid mainstream household earning power"
        },
        {
          "label": "Average per capita income",
          "value": "$65,275",
          "profile_relevance": "Stable individual income base, but not strongly affluent"
        },
        {
          "label": "Average household net worth",
          "value": "$419,934",
          "profile_relevance": "Moderate wealth position, anchored more in home ownership than high liquid wealth"
        },
        {
          "label": "Average household asset value",
          "value": "$538,984",
          "profile_relevance": "Meaningful asset base with clear home and vehicle relevance"
        },
        {
          "label": "Average house price / home value",
          "value": "$435,355",
          "profile_relevance": "Owner-occupied housing is central, with home values below the national benchmark but still commercially important"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/q1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/q1/intelligentsegments_2026.1_Q1_provincial-family-homeowners.md"
      }
    },
    {
      "segment_code": "Q2",
      "segment_name": "French Family Homekeepers",
      "one_sentence": "French-speaking Quebec homeowners with strong family routines, orderly households, and loyal local shopping habits pair steady income with careful, home-centred spending and high receptivity to trusted media.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "252,034",
          "profile_relevance": "Meaningful audience scale for broad provincial targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "123,407",
          "profile_relevance": "Strong household concentration for addressable home and family activation"
        },
        {
          "label": "Total population",
          "value": "289,890",
          "profile_relevance": "Substantial overall population reach within the segment footprint"
        },
        {
          "label": "Total population 18+",
          "value": "230,462",
          "profile_relevance": "Large adult base for media and consumer marketing programs"
        },
        {
          "label": "Average household income",
          "value": "$140,184",
          "profile_relevance": "Solid household earning power supports steady everyday demand"
        },
        {
          "label": "Average per capita income",
          "value": "$69,340",
          "profile_relevance": "Individual income levels support practical but comfortable spending"
        },
        {
          "label": "Average household net worth",
          "value": "$478,788",
          "profile_relevance": "Established financial footing, though below the national wealth benchmark"
        },
        {
          "label": "Average household asset value",
          "value": "$593,222",
          "profile_relevance": "Meaningful asset base tied to ownership, pensions, and household stability"
        },
        {
          "label": "Average house price / home value",
          "value": "$426,745",
          "profile_relevance": "Reinforces owner-occupied, house-based living with moderate property values"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/q2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/q2/intelligentsegments_2026.1_Q2_french-family-homekeepers.md"
      }
    },
    {
      "segment_code": "Q3",
      "segment_name": "Resource Belt Families",
      "one_sentence": "Western and resource-linked family households, centred in Alberta and Saskatchewan, combine practical earning power, home and vehicle driven lifestyles, and strong value-seeking behaviour across retail, media, and everyday spending.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "226,186",
          "profile_relevance": "Meaningful audience scale for targeted regional planning"
        },
        {
          "label": "Household base, households in market",
          "value": "101,702",
          "profile_relevance": "Strong household count for addressable family and home-focused activation"
        },
        {
          "label": "Total population",
          "value": "262,799",
          "profile_relevance": "Broad population footprint across the selected audience"
        },
        {
          "label": "Total population 18+",
          "value": "205,463",
          "profile_relevance": "Substantial adult reach for media and offer planning"
        },
        {
          "label": "Average household income",
          "value": "$120,915",
          "profile_relevance": "Solid middle-market income capacity with selective spending behaviour"
        },
        {
          "label": "Average per capita income",
          "value": "$60,187",
          "profile_relevance": "Moderate individual earning power that supports practical rather than premium positioning"
        },
        {
          "label": "Average household net worth",
          "value": "$264,395",
          "profile_relevance": "Below-national wealth position that reinforces value-conscious decision-making"
        },
        {
          "label": "Average household asset value",
          "value": "$370,621",
          "profile_relevance": "Modest overall asset base relative to Canada, with home and vehicle needs still central"
        },
        {
          "label": "Average house price / home value",
          "value": "$383,824",
          "profile_relevance": "Lower-cost ownership context that supports house-based family living"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/q3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/q3/intelligentsegments_2026.1_Q3_resource-belt-families.md"
      }
    },
    {
      "segment_code": "Q4",
      "segment_name": "Young Condo Families",
      "one_sentence": "Young condo-oriented families concentrated in Alberta and Quebec combine early-stage wealth building, practical value-led spending, strong cross-screen media habits, and active home-centred lifestyles shaped by children, convenience, and everyday routine.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "59,112",
          "profile_relevance": "Meaningful segment scale for family-focused targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "27,215",
          "profile_relevance": "Strong addressable household base for local retail and media activation"
        },
        {
          "label": "Total population",
          "value": "68,358",
          "profile_relevance": "Useful reach across adults and children within the segment"
        },
        {
          "label": "Total population 18+",
          "value": "53,860",
          "profile_relevance": "Solid adult reach for media, retail, and service planning"
        },
        {
          "label": "Average household income",
          "value": "$116,849",
          "profile_relevance": "Moderate household buying power with room for value-led offers"
        },
        {
          "label": "Average per capita income",
          "value": "$49,634",
          "profile_relevance": "Individual earning levels align with a younger life-stage audience"
        },
        {
          "label": "Average household net worth",
          "value": "$174,611",
          "profile_relevance": "Early-stage wealth profile rather than fully established financial security"
        },
        {
          "label": "Average household asset value",
          "value": "$250,513",
          "profile_relevance": "Limited accumulated assets compared with mature homeowner segments"
        },
        {
          "label": "Average house price / home value",
          "value": "$101,658",
          "profile_relevance": "Lower-value condo-oriented housing context supports practical positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/q4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/q4/intelligentsegments_2026.1_Q4_young-condo-families.md"
      }
    },
    {
      "segment_code": "Q5",
      "segment_name": "Bilingual Mainstreet Actives",
      "one_sentence": "French language strength, a broad English base, and a regional footprint across Quebec, the Prairies, and Atlantic Canada define a practical, active, retail-first audience that responds best to bilingual, community-rooted marketing.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "36,039",
          "profile_relevance": "Meaningful segment scale for national and regional activation"
        },
        {
          "label": "Household base, households in market",
          "value": "16,304",
          "profile_relevance": "Solid addressable household base for retail, mail, and local media planning"
        },
        {
          "label": "Total population",
          "value": "40,686",
          "profile_relevance": "Strong total reach for broad awareness and community-level targeting"
        },
        {
          "label": "Total population 18+",
          "value": "33,265",
          "profile_relevance": "Substantial adult audience for purchase-focused marketing"
        },
        {
          "label": "Average household income",
          "value": "$117,993",
          "profile_relevance": "Moderate household income capacity with value-conscious spending behaviour"
        },
        {
          "label": "Average per capita income",
          "value": "$63,191",
          "profile_relevance": "Useful indicator of steady individual earning power rather than premium affluence"
        },
        {
          "label": "Average household net worth",
          "value": "$336,955",
          "profile_relevance": "Below-average wealth profile that supports practical, considered positioning"
        },
        {
          "label": "Average household asset value",
          "value": "$431,716",
          "profile_relevance": "Meaningful asset base, but well below national norms"
        },
        {
          "label": "Average house price / home value",
          "value": "$247,203",
          "profile_relevance": "Lower housing value context that reinforces middle-market affordability and regional positioning"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/q5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/q5/intelligentsegments_2026.1_Q5_bilingual-mainstreet-actives.md"
      }
    },
    {
      "segment_code": "R1",
      "segment_name": "Quebec Mainstreet Independents",
      "one_sentence": "French-speaking, locally rooted Quebec consumers with smaller households, practical budgets, and strong loyalty to neighbourhood retail and traditional media define this audience.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "402,473",
          "profile_relevance": "Substantial segment scale for broad campaign deployment"
        },
        {
          "label": "Household base, households in market",
          "value": "212,906",
          "profile_relevance": "Meaningful household concentration for local retail and service activation"
        },
        {
          "label": "Total population",
          "value": "449,157",
          "profile_relevance": "Broad population footprint beyond household targeting"
        },
        {
          "label": "Total population 18+",
          "value": "373,223",
          "profile_relevance": "Strong adult reach for most consumer categories"
        },
        {
          "label": "Average household income",
          "value": "$102,721",
          "profile_relevance": "Moderate household income, below national norms but commercially active"
        },
        {
          "label": "Average per capita income",
          "value": "$63,205",
          "profile_relevance": "Solid individual earning base with practical spending limits"
        },
        {
          "label": "Average household net worth",
          "value": "$189,849",
          "profile_relevance": "Modest wealth position, well below national norms"
        },
        {
          "label": "Average household asset value",
          "value": "$250,475",
          "profile_relevance": "Limited asset depth, reinforcing selective rather than expansive spending"
        },
        {
          "label": "Average house price / home value",
          "value": "$332,182",
          "profile_relevance": "Established but lower-cost housing context supportive of local value messaging"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/r1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/r1/intelligentsegments_2026.1_R1_quebec-mainstreet-independents.md"
      }
    },
    {
      "segment_code": "R2",
      "segment_name": "Budget Quebec Apartment Solos",
      "one_sentence": "Budget-minded solo renters rooted in Quebec define this profile, combining apartment living, careful everyday spending, strong local media habits, and steady loyalty to practical brands that feel familiar, useful, and trustworthy.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "635,601",
          "profile_relevance": "Large enough audience base to support national and regional activation"
        },
        {
          "label": "Household base, households in market",
          "value": "323,778",
          "profile_relevance": "Meaningful household scale for apartment, retail, and neighbourhood targeting"
        },
        {
          "label": "Total population",
          "value": "717,382",
          "profile_relevance": "Broad population footprint for reach planning"
        },
        {
          "label": "Total population 18+",
          "value": "589,050",
          "profile_relevance": "Strong adult audience for media and shopper activation"
        },
        {
          "label": "Average household income",
          "value": "$84,373",
          "profile_relevance": "Constrained household spending power versus the national norm"
        },
        {
          "label": "Average per capita income",
          "value": "$46,005",
          "profile_relevance": "Modest individual earning power that supports value-led positioning"
        },
        {
          "label": "Average household net worth",
          "value": "$52,904",
          "profile_relevance": "Limited wealth accumulation reinforces practical, budget-conscious behaviour"
        },
        {
          "label": "Average household asset value",
          "value": "$82,117",
          "profile_relevance": "Low overall asset depth reflects renter concentration and smaller balance sheets"
        },
        {
          "label": "Average house price / home value",
          "value": "$120,979",
          "profile_relevance": "Modest housing value aligns with apartment living and lower ownership intensity"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/r2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/r2/intelligentsegments_2026.1_R2_budget-quebec-apartment-solos.md"
      }
    },
    {
      "segment_code": "R3",
      "segment_name": "Heartland Active Savers",
      "one_sentence": "House-based Canadians rooted in Prairie, Atlantic, and smaller-city Ontario communities balance active, community-minded lifestyles with careful, deal-aware everyday spending.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "434,663",
          "profile_relevance": "Large addressable segment with meaningful national scale"
        },
        {
          "label": "Household base, households in market",
          "value": "203,610",
          "profile_relevance": "Strong household footprint for retail, mail, and local activation"
        },
        {
          "label": "Total population",
          "value": "490,972",
          "profile_relevance": "Broad consumer reach across the selected audience"
        },
        {
          "label": "Total population 18+",
          "value": "398,821",
          "profile_relevance": "Substantial adult audience for media and offer planning"
        },
        {
          "label": "Average household income",
          "value": "$94,304",
          "profile_relevance": "Below-average income capacity makes value positioning important"
        },
        {
          "label": "Average per capita income",
          "value": "$54,001",
          "profile_relevance": "Reinforces practical individual spending power"
        },
        {
          "label": "Average household net worth",
          "value": "$131,311",
          "profile_relevance": "Wealth levels are modest versus Canada overall"
        },
        {
          "label": "Average household asset value",
          "value": "$187,058",
          "profile_relevance": "Asset base is present but well below national norms"
        },
        {
          "label": "Average house price / home value",
          "value": "$319,040",
          "profile_relevance": "Supports a more affordable, house-based residential profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/r3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/r3/intelligentsegments_2026.1_R3_heartland-active-savers.md"
      }
    },
    {
      "segment_code": "R4",
      "segment_name": "Quebec Traditional Nesters",
      "one_sentence": "French-speaking Quebec homeowners in established, often older, households combine home-first routines, strong local brand loyalty, and practical value-led spending with unusually strong traditional media engagement.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "630,390",
          "profile_relevance": "Large audience scale for provincial Quebec activation"
        },
        {
          "label": "Household base, households in market",
          "value": "341,051",
          "profile_relevance": "Substantial household base for retail, direct mail, and local service outreach"
        },
        {
          "label": "Total population",
          "value": "715,626",
          "profile_relevance": "Broad reach across established Quebec communities"
        },
        {
          "label": "Total population 18+",
          "value": "584,365",
          "profile_relevance": "Strong adult marketing reach with a mature life-stage skew"
        },
        {
          "label": "Average household income",
          "value": "$108,083",
          "profile_relevance": "Moderate household spending capacity with careful budgeting behaviour"
        },
        {
          "label": "Average per capita income",
          "value": "$75,001",
          "profile_relevance": "Solid individual earning power supported by smaller household sizes"
        },
        {
          "label": "Average household net worth",
          "value": "$301,756",
          "profile_relevance": "Established but below-national wealth position"
        },
        {
          "label": "Average household asset value",
          "value": "$401,579",
          "profile_relevance": "Meaningful home and pension-backed asset base, though lighter than Canada overall"
        },
        {
          "label": "Average house price / home value",
          "value": "$348,806",
          "profile_relevance": "Stable homeowner context in more moderately priced housing markets"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/r4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/r4/intelligentsegments_2026.1_R4_quebec-traditional-nesters.md"
      }
    },
    {
      "segment_code": "R5",
      "segment_name": "Small-Market Empty Nesters",
      "one_sentence": "Older homeowners in Atlantic Canada and the Prairies anchor a small-market, mostly empty-nest audience with steady but not premium means, practical shopping habits, and a media mix that still leans on TV, radio, flyers, and trusted local brands.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "452,568",
          "profile_relevance": "Large enough audience base to support regional planning and scaled activation"
        },
        {
          "label": "Household base, households in market",
          "value": "225,571",
          "profile_relevance": "Meaningful household footprint for local retail, direct response, and addressable media"
        },
        {
          "label": "Total population",
          "value": "510,365",
          "profile_relevance": "Strong overall population scale for broad regional messaging"
        },
        {
          "label": "Total population 18+",
          "value": "418,627",
          "profile_relevance": "Substantial adult reach for most consumer categories"
        },
        {
          "label": "Average household income",
          "value": "$105,358",
          "profile_relevance": "Moderate household income capacity, below national norms but commercially viable"
        },
        {
          "label": "Average per capita income",
          "value": "$70,376",
          "profile_relevance": "Individual earning power remains solid relative to household size"
        },
        {
          "label": "Average household net worth",
          "value": "$326,768",
          "profile_relevance": "Stable wealth position that still sits below national levels"
        },
        {
          "label": "Average household asset value",
          "value": "$421,867",
          "profile_relevance": "Asset base is present, led more by home and vehicle holdings than liquid investments"
        },
        {
          "label": "Average house price / home value",
          "value": "$325,678",
          "profile_relevance": "Lower-cost ownership helps support the small-market homeowner profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/r5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/r5/intelligentsegments_2026.1_R5_small-market-empty-nesters.md"
      }
    },
    {
      "segment_code": "S1",
      "segment_name": "Settled Quebec Homekeepers",
      "one_sentence": "French-speaking Quebec homeowners and settled small-household adults define a practical, home-centred market that values upkeep, local retailers, trusted institutions, and familiar French-language media.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "388,106",
          "profile_relevance": "Meaningful audience scale for province-focused activation and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "197,929",
          "profile_relevance": "Strong household footprint for addressable home and retail outreach"
        },
        {
          "label": "Total population",
          "value": "443,035",
          "profile_relevance": "Substantial overall population for broad consumer targeting"
        },
        {
          "label": "Total population 18+",
          "value": "357,886",
          "profile_relevance": "Large adult base for media, retail, and service marketing"
        },
        {
          "label": "Average household income",
          "value": "$115,954",
          "profile_relevance": "Solid but measured household earning power"
        },
        {
          "label": "Average per capita income",
          "value": "$62,731",
          "profile_relevance": "Supports an individual income profile rooted in practical spending decisions"
        },
        {
          "label": "Average household net worth",
          "value": "$245,658",
          "profile_relevance": "Moderate wealth position with less balance-sheet capacity than Canada overall"
        },
        {
          "label": "Average household asset value",
          "value": "$326,018",
          "profile_relevance": "Useful indicator of property and household asset capacity"
        },
        {
          "label": "Average house price / home value",
          "value": "$310,852",
          "profile_relevance": "Reinforces a stable homeowner profile in a more attainable housing market"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/s1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/s1/intelligentsegments_2026.1_S1_settled-quebec-homekeepers.md"
      }
    },
    {
      "segment_code": "S2",
      "segment_name": "Active Apartment Households",
      "one_sentence": "Apartment-based Albertans and Quebecers define a practical, active, and bilingual-leaning audience that manages spending carefully, lives in smaller homes, and responds best to value-led marketing delivered through a balanced mix of local media, radio, television, and utility-first digital touchpoints.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "102,445",
          "profile_relevance": "Meaningful segment scale for broad consumer targeting"
        },
        {
          "label": "Household base, households in market",
          "value": "48,065",
          "profile_relevance": "Strong addressable household concentration for local and neighbourhood activation"
        },
        {
          "label": "Total population",
          "value": "117,825",
          "profile_relevance": "Substantial overall population presence within the selected segment"
        },
        {
          "label": "Total population 18+",
          "value": "93,564",
          "profile_relevance": "Solid adult reach for media, retail, and service planning"
        },
        {
          "label": "Average household income",
          "value": "$102,196",
          "profile_relevance": "Moderate household income capacity with value-conscious spending behaviour"
        },
        {
          "label": "Average per capita income",
          "value": "$46,685",
          "profile_relevance": "Supports a practical, mid-income individual earning profile"
        },
        {
          "label": "Average household net worth",
          "value": "$122,547",
          "profile_relevance": "Wealth sits well below national norms, reinforcing selective spending"
        },
        {
          "label": "Average household asset value",
          "value": "$177,406",
          "profile_relevance": "Limited asset depth compared with Canada overall, with modest property-backed capacity"
        },
        {
          "label": "Average house price / home value",
          "value": "$76,953",
          "profile_relevance": "Lower housing value context supports the segment's modest wealth profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/s2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/s2/intelligentsegments_2026.1_S2_active-apartment-households.md"
      }
    },
    {
      "segment_code": "S3",
      "segment_name": "Francophone Home Nesters",
      "one_sentence": "French-speaking, house-based households centred in Quebec and New Brunswick combine mature life-stage stability, practical spending habits, and strong responsiveness to trusted local and French-first marketing.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "163,222",
          "profile_relevance": "Substantial segment size for planning and prioritisation"
        },
        {
          "label": "Household base, households in market",
          "value": "80,889",
          "profile_relevance": "Strong household footprint for home, retail, and local activation"
        },
        {
          "label": "Total population",
          "value": "185,828",
          "profile_relevance": "Meaningful total reach across the broader audience"
        },
        {
          "label": "Total population 18+",
          "value": "150,380",
          "profile_relevance": "Solid adult audience for media and offer planning"
        },
        {
          "label": "Average household income",
          "value": "$118,749",
          "profile_relevance": "Moderate household earning power with practical spending discipline"
        },
        {
          "label": "Average per capita income",
          "value": "$67,509",
          "profile_relevance": "Individual income levels remain close to national norms"
        },
        {
          "label": "Average household net worth",
          "value": "$344,986",
          "profile_relevance": "Wealth is present but more modest than the national average"
        },
        {
          "label": "Average household asset value",
          "value": "$440,520",
          "profile_relevance": "Home and pension assets matter more than deep liquid investment pools"
        },
        {
          "label": "Average house price / home value",
          "value": "$373,176",
          "profile_relevance": "Strong ownership sits within more attainable housing economics"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/s3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/s3/intelligentsegments_2026.1_S3_francophone-home-nesters.md"
      }
    },
    {
      "segment_code": "S4",
      "segment_name": "Regional Roots Homeowners",
      "one_sentence": "Established homeowners across regional Canada pair practical spending habits, strong community and family ties, and house-based lifestyles with a clear preference for familiar retail, local relevance, and dependable value.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "643,210",
          "profile_relevance": "Large addressable audience for broad segmentation and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "303,316",
          "profile_relevance": "Strong household concentration for retail, CRM, and local activation"
        },
        {
          "label": "Total population",
          "value": "738,359",
          "profile_relevance": "Meaningful total population scale across regional markets"
        },
        {
          "label": "Total population 18+",
          "value": "587,004",
          "profile_relevance": "Solid adult reach for media and consumer targeting"
        },
        {
          "label": "Average household income",
          "value": "$109,539",
          "profile_relevance": "Moderate household income capacity with clear value orientation"
        },
        {
          "label": "Average per capita income",
          "value": "$61,110",
          "profile_relevance": "Supports steady individual purchasing power without strong affluence cues"
        },
        {
          "label": "Average household net worth",
          "value": "$237,061",
          "profile_relevance": "Established but below-average wealth profile"
        },
        {
          "label": "Average household asset value",
          "value": "$321,351",
          "profile_relevance": "Indicates tangible household assets anchored mainly in property and vehicles"
        },
        {
          "label": "Average house price / home value",
          "value": "$325,916",
          "profile_relevance": "Reinforces attainable homeowner status in regional housing markets"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/s4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/s4/intelligentsegments_2026.1_S4_regional-roots-homeowners.md"
      }
    },
    {
      "segment_code": "S5",
      "segment_name": "Maritime Value Homeowners",
      "one_sentence": "Maritime-rooted homeowners in smaller, lower-cost markets define a value-conscious, locally grounded audience that balances practical spending, steady home upkeep, and strong response to trusted retail, loyalty, and community-based messaging.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "36,929",
          "profile_relevance": "Meaningful regional audience scale for customer acquisition and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "13,143",
          "profile_relevance": "Strong household footprint for local retail, home, and service activation"
        },
        {
          "label": "Total population",
          "value": "38,972",
          "profile_relevance": "Solid total reach across the selected audience population"
        },
        {
          "label": "Total population 18+",
          "value": "35,350",
          "profile_relevance": "Large adult base for direct consumer marketing"
        },
        {
          "label": "Average household income",
          "value": "$96,156",
          "profile_relevance": "Moderate household income supports practical, value-led positioning"
        },
        {
          "label": "Average per capita income",
          "value": "$49,078",
          "profile_relevance": "Individual earning power is present but below national norms"
        },
        {
          "label": "Average household net worth",
          "value": "$337,106",
          "profile_relevance": "Household wealth exists, but at a more modest level than Canada overall"
        },
        {
          "label": "Average household asset value",
          "value": "$420,856",
          "profile_relevance": "Assets are weighted toward homes, vehicles, and pensions rather than large liquid investments"
        },
        {
          "label": "Average house price / home value",
          "value": "$214,546",
          "profile_relevance": "Lower housing costs reinforce the audience's stable, value-oriented homeowner profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/s5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/s5/intelligentsegments_2026.1_S5_maritime-value-homeowners.md"
      }
    },
    {
      "segment_code": "T1",
      "segment_name": "Francophone Boomer Savers",
      "one_sentence": "French-speaking boomers rooted mainly in Quebec combine mature life stage, careful money management, strong local shopping habits, and a media mix that still leans heavily on television, radio, flyers, and familiar community brands.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "388,538",
          "profile_relevance": "Meaningful audience scale for broad targeting and planning"
        },
        {
          "label": "Household base, households in market",
          "value": "214,399",
          "profile_relevance": "Strong household footprint for retail, financial, and home-focused activation"
        },
        {
          "label": "Total population",
          "value": "434,601",
          "profile_relevance": "Substantial population presence within the selected audience"
        },
        {
          "label": "Total population 18+",
          "value": "361,459",
          "profile_relevance": "Large adult audience for media and customer acquisition efforts"
        },
        {
          "label": "Average household income",
          "value": "$93,843",
          "profile_relevance": "Moderate household income supports value-led positioning over premium framing"
        },
        {
          "label": "Average per capita income",
          "value": "$60,237",
          "profile_relevance": "Individual earning power is steady but below national norms"
        },
        {
          "label": "Average household net worth",
          "value": "$137,148",
          "profile_relevance": "Wealth levels are modest, reinforcing practical and disciplined spending behaviour"
        },
        {
          "label": "Average household asset value",
          "value": "$182,454",
          "profile_relevance": "Asset holdings exist but remain well below broader Canadian averages"
        },
        {
          "label": "Average house price / home value",
          "value": "$209,893",
          "profile_relevance": "Lower home values align with established, lower-cost residential markets"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/t1/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/t1/intelligentsegments_2026.1_T1_francophone-boomer-savers.md"
      }
    },
    {
      "segment_code": "T2",
      "segment_name": "Quebec Mature Nesters",
      "one_sentence": "French-speaking mature Quebec households, often living alone or as couples in established detached homes, combine later-life stability with practical spending habits, strong local retail ties, and unusually strong attachment to French-language media.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "621,634",
          "profile_relevance": "Large enough to support meaningful segment-specific planning and activation"
        },
        {
          "label": "Household base, households in market",
          "value": "338,901",
          "profile_relevance": "Strong household concentration for retail, home, and local media targeting"
        },
        {
          "label": "Total population",
          "value": "685,140",
          "profile_relevance": "Substantial total reach for broad awareness activity"
        },
        {
          "label": "Total population 18+",
          "value": "577,434",
          "profile_relevance": "Large adult audience for consumer marketing and media planning"
        },
        {
          "label": "Average household income",
          "value": "$91,216",
          "profile_relevance": "Moderate household income capacity, below national norms"
        },
        {
          "label": "Average per capita income",
          "value": "$62,892",
          "profile_relevance": "Solid individual income context despite older and smaller household structure"
        },
        {
          "label": "Average household net worth",
          "value": "$122,403",
          "profile_relevance": "Modest wealth position that supports practical rather than premium positioning"
        },
        {
          "label": "Average household asset value",
          "value": "$172,448",
          "profile_relevance": "Limited overall asset depth, with spending decisions likely to remain selective"
        },
        {
          "label": "Average house price / home value",
          "value": "$230,960",
          "profile_relevance": "Established, lower-cost housing markets support home-focused and maintenance-led offers"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/t2/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/t2/intelligentsegments_2026.1_T2_quebec-mature-nesters.md"
      }
    },
    {
      "segment_code": "T3",
      "segment_name": "Everyday Apartment Value Seekers",
      "one_sentence": "Apartment-based adults with smaller households, modest incomes, and strong price discipline make up a broad everyday market for value-led retail, grocery, pharmacy, and loyalty-driven marketing.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "243,859",
          "profile_relevance": "Broad target scale for a nationally distributed everyday consumer audience"
        },
        {
          "label": "Household base, households in market",
          "value": "116,271",
          "profile_relevance": "Meaningful addressable household base for retail, grocery, and CRM activation"
        },
        {
          "label": "Total population",
          "value": "277,707",
          "profile_relevance": "Strong population footprint for broad consumer targeting"
        },
        {
          "label": "Total population 18+",
          "value": "225,763",
          "profile_relevance": "Substantial adult reach for media and offer planning"
        },
        {
          "label": "Average household income",
          "value": "$90,071",
          "profile_relevance": "Modest household income capacity that supports value-led positioning"
        },
        {
          "label": "Average per capita income",
          "value": "$48,607",
          "profile_relevance": "Reinforces practical individual spending power rather than premium orientation"
        },
        {
          "label": "Average household net worth",
          "value": "$101,972",
          "profile_relevance": "Limited wealth depth compared with Canada overall"
        },
        {
          "label": "Average household asset value",
          "value": "$138,164",
          "profile_relevance": "Lower asset capacity supports a smaller-home, lower-wealth profile"
        },
        {
          "label": "Average house price / home value",
          "value": "$158,201",
          "profile_relevance": "Housing value aligns with apartment-heavy, lower-cost residential context"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/t3/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/t3/intelligentsegments_2026.1_T3_everyday-apartment-value-seekers.md"
      }
    },
    {
      "segment_code": "T4",
      "segment_name": "Small-Town Steady Savers",
      "one_sentence": "Older homeowners in smaller-town Atlantic and Prairie communities define this audience, combining modest means with careful bill management, practical shopping habits, and strong loyalty to trusted local and national value brands.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "930,874",
          "profile_relevance": "Large enough to support national segmentation with strong regional concentration"
        },
        {
          "label": "Household base, households in market",
          "value": "454,946",
          "profile_relevance": "Meaningful household scale for local retail, service, and community-based activation"
        },
        {
          "label": "Total population",
          "value": "1,040,541",
          "profile_relevance": "Broad population footprint across smaller-market communities"
        },
        {
          "label": "Total population 18+",
          "value": "861,055",
          "profile_relevance": "Strong adult reach for household decision-maker targeting"
        },
        {
          "label": "Average household income",
          "value": "$91,976",
          "profile_relevance": "Moderate household buying power with clear value sensitivity"
        },
        {
          "label": "Average per capita income",
          "value": "$58,472",
          "profile_relevance": "Supports a practical, middle-income individual earning profile"
        },
        {
          "label": "Average household net worth",
          "value": "$140,571",
          "profile_relevance": "Wealth sits well below the national norm, reinforcing cautious spending behaviour"
        },
        {
          "label": "Average household asset value",
          "value": "$198,578",
          "profile_relevance": "Asset position is led more by tangible household assets than by large financial portfolios"
        },
        {
          "label": "Average house price / home value",
          "value": "$240,259",
          "profile_relevance": "Lower home values support the smaller-town, established-homeowner profile"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/t4/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/t4/intelligentsegments_2026.1_T4_small-town-steady-savers.md"
      }
    },
    {
      "segment_code": "T5",
      "segment_name": "Acadian Steady Homeowners",
      "one_sentence": "French-speaking, locally rooted homeowners concentrated in New Brunswick and nearby Quebec combine modest financial means, low leverage, home-centred living, and community-minded value habits that reward practical, trustworthy brands.",
      "metrics": [
        {
          "label": "Target audience base",
          "value": "125,204",
          "profile_relevance": "Meaningful audience scale for regional targeting and customer development"
        },
        {
          "label": "Household base, households in market",
          "value": "64,535",
          "profile_relevance": "Strong addressable household count for retail, mail, and neighbourhood-level activation"
        },
        {
          "label": "Total population",
          "value": "137,456",
          "profile_relevance": "Solid total population footprint concentrated in a distinct regional profile"
        },
        {
          "label": "Total population 18+",
          "value": "117,553",
          "profile_relevance": "Strong adult reach for financial, retail, media, and service campaigns"
        },
        {
          "label": "Average household income",
          "value": "$93,629",
          "profile_relevance": "Moderate household income capacity with value-conscious spending behaviour"
        },
        {
          "label": "Average per capita income",
          "value": "$51,565",
          "profile_relevance": "Supports a practical, individually budget-aware consumer profile"
        },
        {
          "label": "Average household net worth",
          "value": "$155,959",
          "profile_relevance": "Modest wealth position that still reflects ownership-based stability"
        },
        {
          "label": "Average household asset value",
          "value": "$218,101",
          "profile_relevance": "Useful indicator of home, vehicle, and household asset capacity"
        },
        {
          "label": "Average house price / home value",
          "value": "$196,332",
          "profile_relevance": "Reinforces the accessible homeowner base and older detached housing context"
        }
      ],
      "resources": {
        "html": "https://segments.intelligentview.ca/vintages/2026.1/segments/t5/",
        "markdown": "https://segments.intelligentview.ca/vintages/2026.1/segments/t5/intelligentsegments_2026.1_T5_acadian-steady-homeowners.md"
      }
    }
  ]
}