MRI Rolls Out First National Cannabis Study

MRI, the consumer and media research division of GfK MRI, has rolled out its National Cannabis Study, which the firm says includes the first-ever segmentation of cannabis consumers based on amount and type of usage, and related attitudes.

The National Cannabis Study, which was first announced in April, was conducted using a nationally representative sample of more than 3,000 respondents on KnowledgePanel. The resulting dataset was fused to MRI's Survey of the American Consumer, which covers all aspects of US consumer life, from general buying styles to typical media use to the full array of social attitudes. In addition, Miner & Co Studio - researchers in the world of cannabis since 2014 - provided thought leadership and ethnographies.

This new research divides the US population into six segments based on their perspective on legalization and views of cannabis. Through the study, clients can track support of and opposition to cannabis legalization among the full US population, and develop messages that appeal to different segments. They can also explore the development of new products - across brands, product lines, and categories - based on cannabis usage and attitudes, while identifying the media outlets that reach the target audience, from supporters to opponents, to current or potential users.

Karen Ramspacher (pictured), MRI's SVP of Innovation and Insights, comments: 'Cannabis as a widespread industry is finally putting down roots in the US. Brands, agencies, and institutions need authoritative data to guide their decisions - something very much lacking in this space. Our study will serve as a benchmark for anyone with a stake in the cannabis phenomenon - from promoters to detractors. Our approach and focus will evolve as this exciting marketplace matures.'

Web sites: www.gfkmri.com and www.minerandcostudio.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.