VP – Cultural Markets & Financial Services
Bernice Cheung brings almost 20 years of marketing research and management consulting experience from various industries, including financial services, consumer goods, retail, and healthcare. She help clients with both qualitative (in-person & online focus groups, in-depth-interviews) and quantitative (surveys, in-person intercepts) market research. She enjoys helping clients with customer valuation, segmentation, targeting, brand studies, and product & ad testing studies.
At Environics, Bernice leads the Syndicated Group Plan Sponsor Study, an annual quantitative study that examines group plan sponsors’ perception on group health, retirement & savings providers and their decision making process. In addition, she leads the Syndicated FinTech Study, which examines Canadians’ view of Financial Technology offerings and demand for innovation. She also enjoys consulting with clients on a variety of interesting business challenges and creating custom solutions for them.
Bernice is a frequent speaker at conferences, specializing in insights about the lucrative newcomers consumer segment. As a result, she has consulted with over 80 CPG and retailers and often appears in the media to speak and write about the lucrative Canadian ethnic market. She has appeared in both mainstream (The Globe and Mail, Toronto Star, Canadian Grocer, etc.) and ethnic media (Fairchild TV, OMNI TV, Sing Tao, Ming Pao, etc.). Her cultural markets work is supported by her experience in moderating robust discussions both English and Cantonese.
A member of the Environics Research Group since 2015, she received her MBA from Ivey Business School, with a concentration in marketing and strategy, and an Honours Bachelor of Commerce degree with distinction from DeGroote School of Business.
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