Cognitive psych here! I have the same worry! My lab is NSERC oriented too rather than SSHRC. I have not had much luck the past two years so I do not have high hopes this round. No luck in the OGS department either (always destined for the waitlist). I think my profile is decent? But who knows! Before this, I did a master's in experimental, had 1 year work experience at a not-for-profit, 1 first-author journal pub, and 4 conference presentations. I also had success with master's funding and an award for my thesis. I keep wondering if it is my proposal (I completely re-wrote it this year), or if the world is just competitive (or both).