Entering a new market, a Cannabis company found 59% of buyers start on an app
A major Cannabis company moving into a brand-new market needed to know who its real buyers were, in a market that already knew the competition. Surveys triggered within hours of a dispensary visit or app session found 59% research on apps first, and 51% decide while they are in the store.
- Client
- A major Cannabis company
- About the client
- A major Cannabis company moving into a brand-new market, where buyers were very familiar with the competition but did not really know this brand.
- Solution
- Surveys On The Go® (SOTG)
- Challenge
- Win market share in a brand-new area by asking the competition’s buyers what made them choose a certain brand.
- Method
- Surveys triggered to people who had opened a Cannabis app or visited a dispensary, within hours of the action taken, inside the client’s requested market area.
- Result
- Buyers research on apps first and decide in the store, so awareness has to be bought in both places — and the client rebuilt its go-to-market approach on the findings.
How do you win market share in a brand-new area?
Talk to the competition. Well, at least to their buyers. For a major Cannabis company, this meant asking consumers what made them choose a certain brand. The idea? Create a better customer experience and 86% will pay you more for it. Your brand: 1, the competition: 0.
But, there was a hill to climb. The new market for this Cannabis client was very familiar with the competition; they didn’t really know the client’s brand. This client needed to understand who their true target audience and product user was. To do it, they’d need to dig in deep, for consumer insights.
Cannabis consumers shop at dispensaries, but they also use apps.
We’d need to help this client to collect data in-store—and on an apps. They’d need access to a panel of consumers who were willing to share their dispensary and app behaviors, so we could study them all.
We used Surveys On The Go® (SOTG).
As the nation’s largest, highest-rated consumer panel, SOTG locates consumers in real-time. Here, the app triggered a survey to people who had accessed a Cannabis app, or visited a dispensary, within hours of the action taken. All within the client’s requested market area.
And, cause it’s an app, the client got:
eCommerce behavior
SOTG confirmed their use of a Cannabis app on their phone.
Dispensary actions
GPS was used to track each panelist’s location, with their consent.
Accurate data
Panelists were spoken to in real time, and validated via the SOTG app.
They were able to adjust their approach and create a better go-to-market strategy.
As a result of the research, the client found they had poor coverage in certain areas.
Shoppers spend an average of $70 in flow and vape products, so it’s worth investing. Marketing efforts should increase awareness in both dispensaries, and on apps, because:
Consumers listen to what they’re told in-store. So, dispensary relationships are key, and a great way for new buyers to try the brand. After all:
Cannabis apps matter. Buyers who research ahead of time use apps and the internet over recommendations. The client must be ready to promote their brand. In fact:
About the client
A major Cannabis company, unnamed in the research, entering a market where consumers already knew the competition’s brands but not this one. Its buyers shop at dispensaries and on Cannabis apps, which is why the study had to follow both.
About MFour
MFour solves the issues of data fraud and commoditization in research using validated consumer data and a groundbreaking end-to-end insights platform. Utilizing the 4.5 star rated iOS & Android Surveys On The Go® app, MFour collects validated consumer behaviors + surveys to gain deep insights into consumer journeys.
Ask a category buyer within hours of the visit.
Surveys On The Go® triggers a survey after a validated dispensary visit or app session, inside the market area you name — while the reason for the choice is still fresh.
Talk to an insights strategist