Understanding the Cannabis Consumer: Recommended Sources to Support Your Key Insights

Consumer studies are ramping up and there are many companies, organizations and government offices that are participating in these studies to learn more about cannabis consumers and their behaviors and preferences. While legalization has made more consumers feel comfortable to share their personal consumption habits, many still do not report honestly out of concerns about their privacy due to the old stigmas that still exist in society today.

So, while there are many reports being made available to marketers, they range widely due to the markets they collect data from, the consistency in the collection of research and the intentions for why they are seeking the data in the first place.  It is important as a marketer to not only use the available information and resources but to also conduct your own market research to get a more complete picture of the audience(s) you are trying to reach.

To get you started, here are some recommended sources when seeking relevant data, statistics, and case studies to reinforce the key insights:

1. Government Agencies and Research Institutes:

• National Institute on Drug Abuse (NIDA)
• Centers for Disease Control and Prevention (CDC)
• Substance Abuse and Mental Health Services Administration (SAMHSA)
• Statista

2. Cannabis Market Research Reports and Surveys:

• BDS Analytics
• New Frontier Data
• Brightfield Group
• Headset
• Prohibition Partners

3. Industry Associations and Organizations:

• National Cannabis Industry Association (NCIA)
• Marijuana Policy Project (MPP)
• Cannabis Business Association (CBA)
• Americans for Safe Access (ASA)

4. Academic Journals and Publications:

• Journal of Cannabis Research
• Cannabis and Cannabinoid Research
• Frontiers in Pharmacology
• The Lancet Psychiatry

5. Industry Conferences and Events:

• Cannabis conferences and expos, such as MJBizCon, CannaTech, and Cannabis Science Conference.
• Industry-specific events, including marketing and branding conferences with cannabis tracks.

6. Market Intelligence Reports and Subscription Services:

• Arcview Market Research
• Marijuana Business Daily (MJBizDaily)
• Hemp Industry Daily
• Cannabis Industry Journal

7. Consumer Surveys and Studies:

• Nielsen Cannabis Insights
• Consumer Research Companies like Nielsen, Ipsos, and YouGov
• Consumer trend reports from market research firms like Mintel and Euromonitor International

We are just scratching the surface of consumer behavior in this new legal category, what may be fact today could be fiction tomorrow. The best way to stay on trend and with an eye to the future is to find ways to stay engaged with your consumers, to develop brand loyalty and be clear in how you communicate your intentions. When you provide a great product with a genuine interest in the happiness and well-being of your clients, they will reward you with their truthful feedback.

Enthuse Marketing works with industry experts, master educators, and creative entrepreneurs to help solve business challenges. If you would like to learn more about our training and education-led marketing solutions, contact us today.