Bronwen Ward

Bronwen Ward is a strategic insights specialist known for illuminating human motivations that drive decision-making and behaviour. As Vice President, Insights at Upwords—a boutique research consultancy that exists to help spark insights that inspire in the areas of strategy, innovation, communications, and experiences—Bronwen leads cannabis research initiatives that unlock clarity and reveal opportunity. She has worked in the cannabis category since the onset of legalization, gaining deep understanding through research across Canada and the U.S. Her experience spans consumers at every stage of familiarity—from the tentative to the curious to the connoisseur—as well as budtenders on the frontlines of education and influence. With a reputation for empathy-driven moderation and insight-rich storytelling, Bronwen partners with organizations to inform strategy and elevate brand experience—from seed to strategy.