MRI s National Cannabis Study

Transcription

1 MRI s National Cannabis Study A Roadmap for brands & marketers GfK

2 WHAT we do in MRI and WHY it matters 24,000 respondents per year Area probability sample In-person interview Product book 600+ categories 7200 products 1k psychographics ONLY MRC accredited multi-media survey research 2

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4 What it is The full cannabis universe Consumers vs nonconsumers Two ground-breaking segmentations Linked to MRI s rich goldstandard data on behaviors & attitudes 4

5 WHAT you get The Clearest Picture of Your Consumer WHO they are 160+ demographic insights WHAT they buy 8,000+ brands in 550+ categories HOW they think 1,600+ psychographic & leisure questions WHERE to reach them Measurement of ALL major media types 5

6 What you get Cannabis Use by Census Sub-Regions NEW ENGLAND PACIFIC MOUNTAIN WEST SD NORTH CENTRAL EAST NORTH CENTRAL MIDDLE ATLANTIC Pacific Mountain WEST SOUTH CENTRAL EAST SOUTH CENTRAL SOUTH ATLANTIC West North Central West South Central East North Central East South Central Middle Atlantic South Atlantic New England HI 6

7 What you get Cannabis Usage in the US Less than once/month Daily 10% Monthly+ 22 Million Once/ month Few times/ month Few times/ week Once/ week Caffeine Vitamins Alcohol Herbal supplements 16% Cannabis 38 Million How often, on average, do you consume/use each of the following? 7

8 What you get Types of consumers among the 38 million 15% 55% 29% 8

9 What you get Rich cannabis consumer profile Product purchases Personality type Spending styles Other interests 9

10 What you get National segmentation based on views of cannabis WEED WORRIERS MEDIAN AGE: 38 (YOUNGEST) HH INCOME: $46K SEX: SLIGHTLY MALE MARIJUANA MAVENS MEDIAN AGE: 40 HH INCOME: $72K CANNABIS CAMPAIGNERS MEDIAN AGE: 40 HH INCOME: $46K SEX: SLIGHTLY MALE REEFER RESISTERS MEDIAN AGE: 49 HH INCOME: $46K SEX: SLIGHTLY FEMALE CANNABIS CRITICS MEDIAN AGE: 50+ HH INCOME: $74K SEX: MOSTLY MALE CANNABIS CHEERLEADERS MEDIAN AGE: 48 HH INCOME: $73K SEX: SLIGHTLY FEMALE 10

11 What you get First segmentation of cannabis consumers 11

12 What you get: What they buy when they re high FOOD ALCOHOL ENTERTAINMENT CLOTHING / PERSONAL CARE ITEMS EVENTS / TICKETS TAXI / RIDE SHARE TRAVEL HOME DÉCOR PRODUCTS FURNITURE ARTWORK SPORTING EQUIPMENT 12

13 What you get Robust data on who they are, what they do, how they feel, what they buy, and media to reach them ACTIVITIES ATTITUDES PURCHASES MEDIA SKEWS TOTAL CANNABIS CONSUMERS Painting / Drawing Video Games Photography Yoga Regularly eat organic Investment risk taker Children have a significant impact on brands choose Energy Drinks Fruit Snacks Teeth Whitener Foot Locker H&M Heavy Internet Light TV CANNABIS CAMPAIGNERS Auto shows Dancing Fishing Disinterested in cooking Concerned about the environment View themselves as trendy Soda Frozen prepared food Bath & Body Works Big Lots Payless Light Magazine Heavy Internet Heavy Radio Heavy TV Viewer REEFER RESISTERS Word puzzles Biking Indoor gardening & plants Consider themselves conservative & spiritual Mascara Costume Jewelry The Gap Barnes & Noble Famous Footwear N/A 13

14 How it can work for you BRANDS Consumer insights/profiling Media planning/messaging Data integration AGENCIES Media planning Enhanced consumer targeting Digital Activation DIGITAL / TV Identify ad targets Audience sizing/ characteristics Consumer targeting

15 What else we can give you DELIVERED INSIGHTS MULTI-PLATFORM FUSION TARGETS Proprietary segments loaded onto MRI TV FUSION SOCIAL MEDIA FUSION CELEBRITY FUSION Your 1 st party data enriched by MRI ANY DMP/DSPS 15

16 Contact your MRI representative for more information. 16