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2020 Cannabis Brand Survey
1.
What type of cannabis industry business do you represent?
Licensed cultivator/producer
Licensed processor
Licensed retailer
Other (please specify)
2.
Which market(s) do you operate in?
Alaska
Arizona
Arkansas
California
Colorado
Connecticut
Delaware
Florida
Georgia
Hawaii
Illinois
Indiana
Iowa
Kentucky
Louisiana
Maine
Maryland
Massachusetts
Michigan
Minnesota
Mississippi
Missouri
Montana
Nebraska
Nevada
New Hampshire
New Jersey
New Mexico
New York
North Carolina
North Dakota
Ohio
Oklahoma
Oregon
Pennsylvania
Rhode Island
Texas
Utah
Vermont
Virginia
Washington
West Virginia
Canada
Other (please specify)
3.
What is your job role?
Executive / Management
Marketing / Sales
Operations
Customer Service
Investor
Other (please specify)
4.
Rate the severity of the following obstacles faced by cannabis brands on a scale of 1 (not a problem) to 5 (a very serious problem).
Not a problem at all
A minor problem
A problem
A serious problem
A very serious problem
Lack of consumer education about cannabis
Not a problem at all
A minor problem
A problem
A serious problem
A very serious problem
Restrictions on cannabis advertising
Not a problem at all
A minor problem
A problem
A serious problem
A very serious problem
Market over-saturation, too many brands
Not a problem at all
A minor problem
A problem
A serious problem
A very serious problem
Lack of budtender knowledge about products
Not a problem at all
A minor problem
A problem
A serious problem
A very serious problem
Back-channel dealings
Not a problem at all
A minor problem
A problem
A serious problem
A very serious problem
Competition from corporate/celebrity brands
Not a problem at all
A minor problem
A problem
A serious problem
A very serious problem
Competition from the unregulated market
Not a problem at all
A minor problem
A problem
A serious problem
A very serious problem
5.
Rate the effectiveness of consumer education solutions/approaches available to cannabis brands from 1 (totally ineffective) to 5 (extremely effective)
Totally ineffective
Mostly ineffective
Somewhat effective
Effective
Extremely effective
Social Media
Totally ineffective
Mostly ineffective
Somewhat effective
Effective
Extremely effective
Website / SEO
Totally ineffective
Mostly ineffective
Somewhat effective
Effective
Extremely effective
Text Messaging / SMS
Totally ineffective
Mostly ineffective
Somewhat effective
Effective
Extremely effective
Email Marketing
Totally ineffective
Mostly ineffective
Somewhat effective
Effective
Extremely effective
Onsite Promotions / Vendor Days
Totally ineffective
Mostly ineffective
Somewhat effective
Effective
Extremely effective
Magazines / Print Advertising
Totally ineffective
Mostly ineffective
Somewhat effective
Effective
Extremely effective
Cannabis Directories (Weedmaps, Leafly, etc)
Totally ineffective
Mostly ineffective
Somewhat effective
Effective
Extremely effective
Influencer Partnerships
Totally ineffective
Mostly ineffective
Somewhat effective
Effective
Extremely effective
6.
What consumer education tools does your company currently use?
Social Media
Website / SEO
Text Messaging
Email Marketing
Onsite Promotions / Vendor Days
Magazines / Print Ads
Cannabis Directories (Leafly, Weedmaps, etc.)
Influencer Partnerships
Other (please specify)
7.
How difficult is it for cannabis brands to educate consumers about their products?
Extremely Easy
Easy / Not Difficult
Slightly Difficult
Difficult
Extremely Difficult
8.
How satisfied are you with available online consumer education & product discovery portals like Leafly, Weedmaps, etc?
Very satisfied
Satisfied
Neither satisfied nor dissatisfied
Dissatisfied
Very dissatisfied
9.
Which of the following do you think is the most effective way for brands to describe cannabis products with packaging/labeling?
By Sativa / Indica / Hybrid ratios (80/20 Sativa, etc.)
By Specific Strain / Genetics (Blueberry Haze, etc.)
By Effect / Feeling (Calm, Relaxed, Energetic, etc.)
10.
Which best describes how you feel about the Indica / Sativa / Hybrid paradigm when it comes to describing the
effects
of a particular cannabis product?
It is not a useful way to describe the effects of cannabis products
It is a useful and accurate way to describe the effects of cannabis products
It can be useful, but it is not always accurate
11.
Which best describes how you feel about listing Strain Name / Genetics when it comes to describing the
effects
of a cannabis product?
It is not a useful way to describe the effects of cannabis products
It is a useful and accurate way to describe the effects of cannabis products
It can be useful, but it is not always accurate
12.
Which best describes how you feel about listing specific feelings to describe the effects of cannabis products, such as "energetic" or "calm?"
They are not useful in describing the effects of cannabis products
They are useful and accurate in describing the effects of cannabis products
They can be useful, but they are not always accurate
13.
In your opinion, what is the most common misconception about cannabis among average consumers?
That the experience of a particular cannabis product is consistent for everyone
That cannabis products with the highest THC content are the best products
That all cannabis is pretty much the same
Other (please specify)
14.
In your opinion, what is the biggest source of misinformation about cannabis among average consumers?
User-generated databases like Leafly, Weedmaps, etc.
Budtenders & retail workers
Persistent notions / lore about cannabis
Deceptive or misleading advertising by brands
Other (please specify)
Current Progress,
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