Matters Group - Cannabis Research

 When Washington State voted to legalize cannabis in November of 2013 we knew the coming years would be interesting. As prerequisite for serving the cannabis industry the team at Matters Group decided self-education was needed first. At the time there was zero qualitative consumer brand research. So we opted to self-fund what would become the first national study on cannabis consumer brand preferences which has been updated twice since. Below are samples of research we've completed for both the industry and clients. Our services include proprietary consumer research to support the research needs of cannabis and mainstream brands.


Research - 2019 cannabis market brand attitudes report & playbook

2019 cannabis brand attitudes report and playbook 800x977 768x938

In our third updated deep dive into attitudinal segmentation of Americans’ perception of cannabis. We also explored attitudinal differences in states with adult-use and/or medical is legal vs. non-legal states. This edition of our report includes a marketing playbook section to help you develop strategies and tactics for reaching your market.

Attitudes & insights on unique market segments and how to market to them

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eBook - Cannabis branding guide for marketers

Matters Group 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.

New opportunities for a new market segment

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White Paper - 10 cannabis brand archetypes

10 Cannabis Brand Archtypes - Matters GroupHow consumers attach themselves to a brand is based on the brand's ability to tell its story to its customer. Learn about the different brand archetypes active in the U.S. market and determine if one aligns with your brand strategy.

Different customer segments require different positioning, creativity, messaging, audience targeting, and products





White paper - cannabis branding differences among men & women

matters group men vs women cannabis branding white paper 2017We’ve compiled specific research findings from our Cannabis Brand Study related to men and women brand preferences into this free white paper.

Learn how men and women differ in what appeals to them for cannabis branding and packaging

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White Paper - California cannabis research findings

2019 cannabis brand attitudes report and playbook 800x977 768x938Our California Cannabis Branding white paper explores the key metro areas of San Francisco Bay Area, Los Angeles and San Diego. We explore why and where California cannabis consumers differ from the each other in the largest and most innovative U.S. market.


Compiled from the California research findings from our Cannabis Brand Study

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Research - 2017 cannabis brand market research report

matters group cannabis brand study report 2017The 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 have evolved as well.
Our 2017 study reveals 4 cannabis market segments you need to know