In our third deep dive into attitudinal segmentation of Americans’ perception of cannabis, we surveyed residents in three specific groups of U.S. states: states where cannabis is not legal in any form, states where it is legal for medicinal purposes, and states where recreational use has been legalized.
The report is divided into two sections. The first provides an updated review of insights gained into the four market segments uncovered in our national research. Each of the segment's preferences is reviewed and details are provided about their motivations.
The second part of the report is a playbook on marketing to cannabis audiences. Recommendations are provided about how to connect with cannabis consumers and various tactics that might be deployed and an assessment of their potential effectiveness.
Use this report to develop your strategic planning and marketing campaigns.