MarketSense Inc. is a boutique market research company established in 2006, specializing in the financial services industry. The principals understand how to support you in making decisions that will drive sustainable growth of your business. As experts in credit cards, reward programs and payments, we help you better understand the dynamics at play in the Canadian market and provide insights and recommendations to help you take your business forward.

This deep knowledge is reflected in our work and coupled with a strong client service ethic and attention to detail, provides our clients with the advantage of being informed of emerging trends feeding into more effective strategy development.

About Us

Our Studies

CardSense - Why this study?

CardSense is our integrated exploration of the Canadian credit card and reward program markets and includes over a decade of trending information...

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Business CardSense - Why this study?

Business CardSense examines the factors driving the selection and use of credit cards among Canadian small business owners and the role of reward programs in influencing behaviour....

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Proprietary Research - Why you should consider MarketSense Inc.

The principals of MarketSense are uniquely equipped to undertake custom research projects given our broad experience across a wide range of research techniques and topics...

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Did you know?

Personal credit cards continue to dominate the wallets of small business owners despite strong intentions to acquire a business credit card. Multiple value propositions will be needed to sway those using personal cards.

One third actively seek out special offers that waive the annual fee or deliver bonus rewards points.

Small business owners clearly see reward points earned as theirs to use. Messaging should speak to business owners rewarding themselves for their efforts and success.


Our organization has benefited in many ways from CardSense referencing it many times through the year for different reasons...This is one data source we reference frequently, making it well worth our investment.
Vice-President, Marketing, Major Credit Card Issuer
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MarketSense in the News

The Globe and Mail
You can stop plotting how to burn off your Aeroplan points. Air Canada will no longer be leaving Aeroplan to fend for itself like a shopping mall that’s lost its anchor retailer.
August 21, 2018
Canadian cardholders are holding back from applying for travel rewards-linked credit cards while they wait for the fallout from Air Canada’s decision to withdraw from the Aeroplan coalition loyalty scheme.
July 20, 2018