insight

insights. audience. results.

the matters. group is the only agency that has developed an attitudinal segmentation based on proprietary consumer research that gets at the core motivations of what consumers want and why they choose specific brands.

2019 cannabis market brand attitudes report & playbook

In our third deep dive into attitudinal segmentations of Americans’ perception of cannabis, we surveyed residents in three specific groups of U.S. states: states where cannabis is not legal in any form, states where it is legal for medicinal purposes, and states where recreational use has been legalized.

10 cannabis brand archetypes

As momentum for cannabis legalization grows nationally, the commercialization of cannabis is no longer a pipe dream. In fact, it is becoming a reality right before our eyes, providing companies with the opportunity to build an enduring national, perhaps global brand.

branding bud

Buy it Branding Bud now and get some of our latest insights into existing and emerging cannabis consumers and how to build your brand so that it connects with them.

2017 cannabis brand market research report

The 2nd round of our nationwide attitudinal research study explores how the unique consumer segments have shifted over the last two years, and how cannabis brand preferences has evolved as well. 

cannabis branding guide

A brand is much more than a logo and a tagline. Our branding guide is designed to help responsible cannabis businesses get started defining what their brand is, and what it stands for. For a limited time, we are providing a free copy of the digital version.

cannabis branding for men vs. women white paper

This white paper explores the differences between men and women and what cannabis branding appeals to them and why. We’ve compiled specific research findings from our Cannabis Brand Study related to men and women brand preferences into this FREE white paper.

california cannabis branding white paper

Our California Cannabis Branding white paper explores why (and where) California cannabis consumers differ from the rest of the U.S. We’ve compiled the California research findings from our Cannabis Brand Study into this FREE white paper.

ready to start?

We not only know what customer segments your brand should target, but how to make them your customers. Check out our portfolio to learn more about what we’ve accomplished for our clients.