Chapter 6:
Importance of Cannabis Market Research

Cannabis is a new industry with huge growth potential. Using market research to better understand your consumer is important when entering a new market. This is especially true in a new industry with different legal and regulatory requirements. A recreational cannabis consumer in Colorado is going to have many different consumer preferences and habits as compared to a cannabis consumer in New York.

There is huge diversity amongst cannabis consumers so it’s important to conduct market-specific research to better understand the needs of cannabis consumers in each specific geography.

Some topics to explore in market research with cannabis consumers include:

Frequency of purchasing and using cannabis
Selection of cannabis dispensaries
Path to Purchase or Customer Journey
Preferred ways to consume cannabis
Primary reasons for the use of cannabis

The importance of cannabis marketing research cannot be understated. Marketing research can help your brand can be seen as a thought leader in the industry. Having proprietary data on cannabis consumers takes the guesswork out of marketing to cannabis users. Get ahead of your competitors by researching cannabis consumer behavior in its early stages and staying up to date on the latest cannabis trends.

Explorer uses their decades of market research experience across dozens of categories to discover actionable cannabis shopper insights.