WORLDWIDE, THERE ARE AN ESTIMATED 260 MILLION CANNABIS CONSUMERS ranging from savvy connoisseurs to holistic healers, yet the market-place today too often remains set on pigeonholing marijuana consumers into one of two categories, either as a stereotypical recreational stoner or a chronic patient holding a doctor’s note.
“All insecurity in business is created by a lack of data,” says Gary Allen, CEO of New Frontier Data, a Washington, D.C.-based research data and strategic analysis firm.
He explains that for advertisers to effectively tap into
