SOURCE: Canna Ventures

November 12, 2014 10:00 ET

"Don't Call Us Stoners!" New Market Research Report Surveys the New Cannabis Consumer

Seattle Based Canna Ventures Publishes Inaugural "Cannabis Brand Development Study" Report to Help Cannabis Businesses Build a Successful Consumer Brand

LAS VEGAS, NV--(Marketwired - Nov 12, 2014) - Canna Ventures, a marketing and branding agency focused on the cannabis industry, today announced the publication of its first research report entitled "Cannabis Brand Development Study: Know Your Target Market." The report is a first-of-its-kind national market research study that examines the evolving attitudes of consumers towards cannabis and goes on to define four distinct market segments which marketers of cannabis related businesses can reference when creating and developing their brand. Eric Layland, one of the co-founders of Canna Ventures, will be presenting findings from the report at the Marijuana Business Conference & Expo taking place in Las Vegas on November 12-14th.

"The cannabis ecosystem is poised to rapidly accelerate in Washington and Colorado and perhaps several other states in the coming months. However, many of these new businesses really don't understand who their target market is and the traits they should take into consideration when developing a brand," said Eric Layland, one of the principals of Canna Ventures. "This survey was not intended to gauge the political views of respondents. Rather, the objective of this research was to gather perspectives on the lifestyle and desires of cannabis users and understand what drives their interaction and adoption of brands."

The 17-page report provides a detailed look at the attitudes consumers have towards cannabis. Some of the key findings of the report include:

  • We're consumers not 'stoners.' The study revealed that the quickest way to turn off consumers is by using stereotypes and imagery of the past. Such visuals really only appeal to those longing for nostalgia of days past. The take-away is that today's customers want to be respected with sophisticated messaging;
  • Approval of legalization does not equal a proclivity to consume, yet. Whereas our sample revealed 71.3% generally approved of the legalization efforts in Colorado and Washington State, a much smaller 21.8% indicated they were at least "somewhat likely" to use cannabis products if legal in their state;
  • It's Us versus Them. The survey results tell a very interesting story about the two main 'sides' in the recreational marijuana environment. Two of our four main groups indicated they will support and patronize cannabis brands, while the remaining two most likely will not. You could look at it as an 'Us vs. Them' scenario, but that doesn't tell the whole tale; and
  • Consumer segments emerge. Of the four groups uncovered, only two are worthy of pursuing with marketing investments. The segments are unique in their worldview. While there are commonalities, there are also differences in attributes preferred in brands.

A summary of the report can be downloaded here.

About Canna Ventures
Canna Ventures is a market research and services agency focused on helping cannabis related businesses. The firm was founded by veterans from across the marketing spectrum. Key services include brand development, marketing strategy, web development, traditional & digital advertising, creative services and market research. For more information, visit: www.canna-ventures.com.

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