WORLDWIDE, THERE ARE AN ESTIMATED 260 MILLION CANNABIS CONSUMERS ranging from savvy connoisseurs to holistic healers, yet the market-place today too often remains set on pigeonholing marijuana consumers into one of two categories, either as a stereotypical recreational stoner or a chronic patient holding a doctor’s note.
“All insecurity in business is created by a lack of data,” says Gary Allen, CEO of New Frontier Data, a Washington, D.C.-based research data and strategic analysis firm.
He explains that for advertisers to effectively tap into a local or global market, they need to see beyond the legalized reform policy buckets of recreational versus medicinal cannabis markets, and better understand the consumers themselves in order to find and engage them.
Toward that end, New Frontier Data interviewed 3,100 consumers over a three-year…