Name: Consumer insights in the CBD marketplace
Uploaded: 2022-09-23T12:40:14.714Z
Duration: 207.43
Description: The growth of opportunities in the cannabis space is moving brands to try and produce insights and drive exceptional customer service. We spoke with Karen Lee, and she told us about what she does to keep a good relationship with vendors and customers and help change the mainstream category's perception at Canopy Growth.

CBD.vtt

English

{{00:00:51}}
One of the bigger issues that we
have in cannabis is we don't have

{{00:00:55}}
as much reliable, syndicated data.

{{00:00:57}}
Like you would have in
cat food or toilet paper.

{{00:01:00}}
And so we have to find alternative
ways to supplement the data that we

{{00:01:04}}
do get, and we've been doing some
of it through primary research.

{{00:01:08}}
We've partnered with Ask
Suzy to have our own panel.

{{00:01:12}}
We get a lot of our panel
information via that.

{{00:01:14}}
We can run quick, fast surveys, and it
allows us to really have an opportunity

{{00:01:21}}
to personalize the research that
we're running on a regular basis.

{{00:01:26}}
We also have partnered with a few
data suppliers that focus on the

{{00:01:29}}
cannabis space, BDSA and Brightfield
are some of our partners there.

{{00:01:33}}
And so we kind of just take all of the
data that we can, combine it together

{{00:01:37}}
and make sense of it on our end,
with what we know about the industry.

{{00:01:41}}
And that's like I had mentioned
a little bit different than

{{00:01:44}}
it is in traditional CBD.

{{00:01:51}}
Throughout my entire career I've had
some really awesome vendor partners.

{{00:01:56}}
So I'll usually come up
with an idea in my mind.

{{00:01:59}}
I'll say, this is what I'm thinking of
methodology, what do you guys think?

{{00:02:03}}
And I love to take
advice from my vendors.

{{00:02:05}}
They might have better ideas or
things that I haven't thought of.

{{00:02:09}}
So I think working together in
partnerships with some of those vendors

{{00:02:13}}
is how we develop some methodologies
to really determine the best way to

{{00:02:17}}
go about approaching this category.

{{00:02:25}}
I would say we're more of a laws of
growth company, whereas we're not

{{00:02:31}}
focused on specific shopper segments.

{{00:02:34}}
We believe cannabis products
are good for all people.

{{00:02:38}}
We obviously have different
divisions where we're targeting

{{00:02:41}}
on like a medical community
versus a recreational community.

{{00:02:46}}
But we are also activating different
things within the communities

{{00:02:50}}
where our stores are located.

{{00:02:51}}
So we have Tokyo Smoke
and Tweed stores.

{{00:02:54}}
And within those communities, we're
doing things like supporting local

{{00:02:56}}
artists, having them paint murals,
having them bring in their products

{{00:03:02}}
and selling them in our stores.

{{00:03:03}}
And we're making sure that we're
getting a diverse set of people.

{{00:03:08}}
So women, minorities, really
making sure that we're focusing

{{00:03:13}}
our efforts on all communities and
currently right now, a lot of that's

{{00:03:17}}
happening in Canada, but I expect
that to continue in the US as well.

One of the bigger issues that we
have in cannabis is we don't have

Like you would have in
cat food or toilet paper.

And so we have to find alternative
ways to supplement the data that we

do get, and we've been doing some
of it through primary research.

We've partnered with Ask
Suzy to have our own panel.

We get a lot of our panel
information via that.

We can run quick, fast surveys, and it
allows us to really have an opportunity

to personalize the research that
we're running on a regular basis.

We also have partnered with a few
data suppliers that focus on the

cannabis space, BDSA and Brightfield
are some of our partners there.

And so we kind of just take all of the
data that we can, combine it together

and make sense of it on our end,
with what we know about the industry.

And that's like I had mentioned
a little bit different than

Throughout my entire career I've had
some really awesome vendor partners.

So I'll usually come up
with an idea in my mind.

I'll say, this is what I'm thinking of
methodology, what do you guys think?

And I love to take
advice from my vendors.

They might have better ideas or
things that I haven't thought of.

So I think working together in
partnerships with some of those vendors

is how we develop some methodologies
to really determine the best way to

I would say we're more of a laws of
growth company, whereas we're not

We believe cannabis products
are good for all people.

We obviously have different
divisions where we're targeting

on like a medical community
versus a recreational community.

But we are also activating different
things within the communities

And within those communities, we're
doing things like supporting local

artists, having them paint murals,
having them bring in their products

And we're making sure that we're
getting a diverse set of people.

So women, minorities, really
making sure that we're focusing

our efforts on all communities and
currently right now, a lot of that's

happening in Canada, but I expect
that to continue in the US as well.

Trend

The growth of opportunities in the cannabis space is moving brands to try and produce insights and drive exceptional customer service. We spoke with Karen Lee, and she told us about what she does to keep a good relationship with vendors and customers and help change the mainstream category's perception at Canopy Growth.

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Karen Lee

Director of Shopper Insights 

"We believe cannabis products are good for all people". Karen shows us her approach in working with the community to change the mainstream perception of the category.

Main perception and understanding

How hard is it to get insights in the cannabis space? Karen shares her experience working with vendors to ace customer experience.