The Two Nations of Canada vs. The Nine Nations of North America:

Does the "Nine Nations of North America" scheme accurately reflect cross-subcultural differences among Canadians, or is the traditional French/English-Canada segmentation map more useful? This study of 1,205 urban Canadians living in three of the nine "nations" - Quebec, The Foundry, Ecotopia - measured their personal-value orientations in order to test the two segmentation schemes. The findings tentatively suggest that the French/English-Canada segmentation strategy is a better predictor of personal-value differences than a three-nation approach. The growing interest in personal values for cross-cultural analyses of consumer marketes demands more research to refine the values measures.