Moderated By: Philip Spearman
In this session, we’ll walk through real-world case studies illustrating how layered consumer insights can fuel smarter product innovation, sharper brand positioning, and a more meaningful customer experience across all touch points in the cannabis space. Through quantitative segmentations, qualitative deep-dives and ethnographic research, these projects revealed new whitespace opportunities and brought to life key consumer personas—revealing who they are, what drives their choices, and where unmet needs exist across use cases from recreation to wellness. We’ll also show how applying a Social Values lens uncovered new ways to position brands competitively, fine-tune messaging and experience, and inform market strategies tied directly to evolving consumer motivations. Join us to learn how to blend research, empathy, and strategy to create meaningful growth in a crowded and evolving marketplace.
