A cannabis consumer insights company
We exist to help cannabis brands make more relevant emotional connections to the people they serve. To compete in this expanding cannabis marketplace, it’s increasingly important to create relatable, differentiated experiences that consumers will try, trust, and talk about.
Everyone enters a dispensary with curiosity and uncertainty.
The cannabis industry is at a point of maturity where it’s time to focus on understanding the full spectrum of cannabis users and why they buy. Or don’t.
We’re here to help create value for your cannabis business and drive transactions at retail by focusing on the consumer you matter most to.
We’re Relevance Research.
We combine qualitative research, the rigor of data analysis, and videotaped in-person interactions with cannabis consumers to provide visceral cannabis consumer insight - the building blocks of branding and selling. Consumers express their hopes, fears, dreams, and desires.
Our services include:
Focus groups, Mobile ethnography, Shopalongs, Consumer profiles, Shopper insight, Dispensary shopper journeys, Cultural intelligence
Talking about cannabis with everyday consumers is not new; legalization is.
Relevance Research is the cannabis-focused unit of Bad Babysitter, a brand and retail strategy practice with over 20 years of experience providing actionable consumer insights for blue chip brands and startups alike. Our human-centric, context-rich approach has helped define cultural relevance and growth opportunities for a wide variety of categories like consumer packaged goods, beer + spirits, wellness/self-care and retail.
