Since recreational marijuana was legalized in 2014, this client has sought to promote safe and responsible usage among Colorado residents and tourists.
Insights Lab conducted a three-part study to help the client identify and build content around the questions, concerns, and behaviors of current marijuana users.
Analyzed five websites to identify the top marijuana topics discussed online.
Five-day interactive forum with 30 marijuana users in Colorado, including tourists.
Twenty-minute online survey with 3,000 marijuana users.
Identified five marijuana user segments in the Colorado market.
Defined underserved segments and ways to engage them to speak to their unique needs.
Pinpointed top concerns and misconceptions among users to guide content development.
Formed the foundation for revamped campaign strategy and creative development.