Researching a Fast-Growing Industry: Four Years of Innovation, Regulation and Knowledge Mobilization  

Friday, October 21, 10 am – 12:30 pm ET

This set of presentations will reflect on milestones, current practices and the future outlook for this highly lucrative plant-based industry from the product, consumer, patient, B2B, and wellness perspectives, while also tackling the challenges researchers face with respect to: self-report and stigma, illicit versus legal market scoping and research, technological disruptions, knowledge barriers and education gaps, ambiguous and ambivalent consumers, the future of consumable formats, the impact of cannabis on the economy and ESG initiatives in cannabis, a sector notorious for the levels of waste and pollution it creates.

Presenters include: Lucas McCann, Co-Founder & CSO CannDelta; Jenn Petell, Vice President, Schlesinger Group; Jessica Chee-Hing, Category Insights Manager, Canopy Growth Corporation;  Diana Lucaci, Founder and CEO, True Impact; Craig Worden, President, CEO & Chief Innovation Officer, and Mubashera Kothawala, Associate Vice President, Pollara Strategic Insights; Mike Rodenburgh, Executive Vice President, Ipsos, Vivianne Wilson, CEO, Green Port Retail, Timothy Cornelius, Director of Audience Operations, QuestionPro, David Scholz, Executive Vice President and Partner, Leger


Welcome and significance of presentations / content

10:05 am – 10:30 am – The North American Cannabis Business Environment

  • The business of cannabis’ impact on the economy across the provinces and in Canada
  • Popular, unpopular, niche and risky formats and the share of wallet wars (flower / tinctures / topicals / beverages / edibles)
  • Pandemic’s impact on cannabis research and new developments and trends post the pandemic
  • Cannabis research in the US

10:30 am – 11:30 am – Customer Experience, Innovation and Branding Considerations

  • Tracking consumer (and patient) experience / opinion / consumer journeys in Cannabis (usage patterns, purcase from illicit and licit sources, POR
  • Product and retailer insights
  • Health and wellness, fem-care and the expansion of cannabis insights into consumer goods or FMCG, beyond just food and beverage or CPG
  • Measuring brand health and reputation in the cannabis industry
  • Building effective (compelling) creative for cannabis brands within the regulatory framework

11:00 am – 12 pm – Regulatory Roundtable

  • How has advocacy helped or stalled the industry in Canada?
  • ESG’s impact on cannabis brands
  • Research licenses: allowances and limitations including the results of Health Canada consultations on sensory testing for cannabis research

12pm – 12:25 pm – People and Technologies in Cannabis Research

  • Evolving competencies and talent in cannabis research
  • Research technologies and data platforms in the cannabis insights world

Thank you and Next Event

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