Today's Cannabis Consumers: Understanding their needs, concerns, and purchases

With Jillian Andersen

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As cannabis increasingly enters the mainstream, many are embracing the possibilities -- while others continue to push back. In this episode, we explore the marijuana consumer -- recreational, medical, and everything in between. Who are they? Why do they consume cannabis? What types of entertainment do they choose, and what products are they purchasing while consuming? We also look at the profiles of those who are opting out of the cannabis phenomenon.

Thinking Ahead

This is a podcast about research, innovation, and discovery. Each episode will give you new insights into today’s consumer, and prepare you for tomorrow’s marketplace.
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STUDY: National Cannabis Study

As cannabis comes to Main Street, the promise of this new marketplace seems almost unlimited. But to seize the moment effectively, marketers need to understand the full spectrum of cannabis users and non-users alike – from grandparents to hipsters. The National Cannabis Study cuts through the hype to provide a clear, unbiased view of cannabis as a cultural force and marketplace juggernaut. It provides insights that can directly guide both marketing actions and public policy, capturing the full range of opinions and desires on this potentially polarizing topic.

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