Heidi brings more than 20 years of research and consulting experience to her role as Vice President, Financial Services at Environics. She leads the Environics Retail Banking practice, anchored by the Canadian Financial Services Switching Study, a long-standing syndicated program that tracks consumer behaviour, brand performance, and market share dynamics across Canada’s retail banking landscape.
Prior to joining Environics, Heidi held senior roles at Market Probe and Ipsos, where she advised some of the country’s leading financial institutions on brand strategy, customer experience, and marketing effectiveness. Her work blends deep sector knowledge with a passion for uncovering the “why” behind consumer behaviour, an approach that will now be enhanced through the integration of Environics’ proprietary Social Values framework.
Her expertise spans brand health tracking, customer journey mapping, and enterprise-level CX and Loyalty tracking across banking, insurance, and investment sectors. Known for her strategic thinking and collaborative style, she is a trusted advisor to clients looking to understand shifting market dynamics and drive growth.
Heidi holds a Ph.D. from the State University of New York (SUNY) and is an active member of the Canadian Research Insights Council (CRIC), from which she holds the CAIP designation. Heidi is an avid cook, and in the winter months she enjoys downhill skiing with her family.
