The qualitative phase delivered a new and deep understanding of current users’ motivation for using recreational Cannabis. It also identified the impact of a number of cognitive biases on attitudes and consumption. Findings of the qualitative phase of research were used to create a list of statements based on needs related to current recreational cannabis consumption. In addition, a list of statements was created related to what users would like to see in the future for cannabis. These statements provided the basis for a choice-based segmentation. A total of five distinct segments were derived with markedly different profiles attitudes and needs. RESEARCH STRATEGY GROUP estimated the size and value of each of these segments—a critical deliverable for the client.
Key findings confirmed that users valued the role that the provincial regulator was playing in ensuring high quality supply. There was also the realization that the regulator needed to spend more time addressing the needs and concerns of heavy users. Continuing to refine the retail environment and undertaking programs to encourage retail trial were also deemed important.
The detailed profiling of each segment had a major impact on the client’s ability to target messages and programs to segments of interest. Having this enhanced understanding allowed the client to move ahead with optimizing the retailing of cannabis in the province.