Segmenting an Emerging Category


While cannabis has recently been legalized (recreationally) in Canada, very little is known about its consumers because of the infancy of the category. A recreational cannabis client needed to understand the driving forces and segments in the category to form a foundation and design the 3-5 year corporate strategy.

Applying our segmentation modeling, we customized the first phase of quantitative discovery to uncover the true drivers behind why consumers participate in the category: to go beyond stated, rational responses in order to map a model of forces that really drive behaviors. This process revealed not just the forces, but several hypotheses which were then tested via a large quantitative study across North America.

The resulting segments were unique because they were driven by subconscious behaviors/emotions—not simple demographics or usage occasions. The model was well-accepted because the unique segments made it highly actionable as a key input to the three-year strategy for consumer segment targeting, portfolio and brand planning, and production and CapEx planning, as well as to sales and trade strategies.

Make informed, impactful business decisions that move people into action