Potcast 111: Data For Good
Lift & Co. is a connector for the Canadian cannabis community, and they recently published a joint report with EY Canada sharing consumer insights one-year into legalization. I hope this conversation helps you better understand folks that aren’t having the same cannabis experience as you. And maybe you’ll be inspired to share the data of your shopping experience and start giving constructive feedback to cannabis brands. Listen and read the report below.
‘After the Show’ Notes
Lift & Co.
Lift & Co. helps Canadians explore, understand and make better-informed decisions around cannabis with product reviews, events, and data. Although you don’t need to be Canadian to benefit from the information available in their online magazine.
According to @liftandco we can expect 3 million new Canadian cannabis consumers with the rollout of new Cannabis 2.0 products in 2020.
Sean Copeland, the VP of Data with Lift & Co, who recently launched the organization’s flagship data product, Cohesion: a consumer insights platform to help cannabis marketers make better brand decisions.
Prior to joining Lift & Co., Sean led consumer research, data analytics and data science teams at Abacus Data, LoyaltyOne, and most recently at Student Life Network and Parent Life Network, a company that develops customized, targeted campaigns to maximize brand exposure and engagement with unique audiences.
Sean brings his leading experience in consumer insights to the burgeoning Canadian and global cannabis industry where he’ll help companies make data-driven decisions to improve their overall positioning, product development, marketing, and sales.
After beginning his career at top research firms R.A. Malatest, Ipsos and Environics, Sean taught postgraduate students in the Research Analyst Programs at Humber and Georgian College. Sean graduated from Georgian College and Ryerson University with postgraduate studies in research analysis, big data and predictive analytics.
Lift & Co. and EY Canada Collaboration
What’s your consumer avatar?
Lift & Co. and EY have collaborated to enhance the understanding of the Canadian consumer. This report first explores the various consumer segmentations and their preferences, views on current and future products as supported by the survey results. It then further provides insights and perspectives for licence holders and retailers to challenge the way they currently integrate consumer data into their strategies.
If we want the cannabis industry to grow up responsibly, as consumers, we need to teach them well.
Companies that make data-driven decisions improve their overall positioning, product development, marketing, and sales. What does that mean to us as the consumers of those products? It means everyone is listening to you. It means you have an opportunity.
Brands and product designers want to know what you think about your experience with their brand and product or service. So get paid to use your voice and demand better-crafted, higher quality products that actually do what they claim they can do. Ask for detailed ingredients labels that include cannabinoid and terpene profiles. Get healthier edibles on shelves. Demand mindful packaging that respects the light-sensitive cannabis-products inside and our planet outside. And no matter how pretty it is, stop buying cannabis brands with wasteful packaging. Rate your budtender. Suggest ways to improve your dispensary shopping experience. It’s just like in politics - your voice matters and your experience is noteworthy.
Canadians can sign up at lift.co to participate in a rewards program to share your experience.