Bernice CheungVP - Cultural Markets & Financial Services

Bernice Cheung is the VP of Financial Services and Cultural Markets at Environics Research. With almost 15 years of experience in helping companies gain insight and make strategic decisions, she specializes in helping companies understand the lucrative newcomer Canadian market, with a focus on financial services.

Bernice runs an annual syndicated study that examines the financial service needs of new Canadians as they compare to those born in Canada. The study evaluates financial goals, attitudes towards money, overall market penetration of financial institutions by product and satisfaction, likelihood of recommendations, current financial institutions and first bank dynamics among new Canadians. Her study looks at day-to-day banking (chequing, saving, overdraft, credit cards, etc.), lending (unsecured, secured, mortgages, HELOCs, etc.), investments (RRSP, TFSA, non-RRSP, mutual funds, etc.) and insurance products (auto, home, life, health, etc.).


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