Client Challenge
In 2023, 42% of adults aged 19 to 30 reported using cannabis in the past year, maintaining a historically high level.
A leading global cannabis rolling paper company realized they lacked deep consumer insights, despite their strong sales. As cannabis legalization expanded, new consumers were entering the market, and the client wanted to know who they were, what they valued, and how to win their loyalty. To stay ahead, they needed a data-driven strategy for future growth to keep them on top and get ahead of changing consumer preferences.
Project Highlight
We conducted a comprehensive segmentation study and brand tracker to uncover exactly who was buying rolling papers, why they chose certain brands, and what influenced their purchasing decisions. Through our research, we mapped the market, segmented users by behavior and mindset, and identified key purchase drivers. We delivered a clear, actionable strategy that helped the client fine-tune branding, product offerings, and marketing investments.
Key Learnings
By uncovering what matters most to different consumers, the client was able to prioritize investments, adjust positioning, and fine-tune messaging to drive stronger brand connections. The research also set a precedent in the industry, proving that data-driven consumer understanding can drive smarter business decisions and long-term competitive advantage
