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How to capitalize on consumer data to personalize marijuana marketing

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When it comes to marijuana, men and women approach consumption differently.

Men are more likely to go on binges while women tend to avoid substance-use behaviors, for example.

A 2020 Canadian study also found that men pursue opportunities for intimate interactions with women when using cannabis, while women reported being more selective about sexual partners.

It’s this kind of new information that marijuana companies can use to market their products to men and women, drill down deeper into their wants and needs and build a more effective brand to mesh with those individual wants and needs, according to industry experts and executives.

The result: a more personalized cannabis experience for consumers.

Canadian producer Aurora Cannabis is among the companies digging deeper into data aggregation to dial in its product development.

The Edmonton, Alberta-based company has partnered with Strainprint in Canada, a cannabis-use tracking app for the medical cannabis consumer.

Using the app, patients can report such things as how a certain strain makes them feel, or what symptoms they’re using it for.

“It gives us demographic data as well,” Lana Culley, vice president of innovation and consumer preference at Aurora, told MJBizDaily.

“We’re going to be integrating that (data) into our decision-making process as well and pulling out insights, which I think will be really interesting.

“But it’s still early days,” she said, adding that Aurora itself doesn’t have a lot of robust tools to gather intelligence from consumers and learn about what they think about products.

But what data the company has gathered has helped Aurora in its decision-making.

In April, the company released two new high-THC cannabis flower products in Germany for medical marijuana patients: Pedanios 27/1 FRG CA from the Farm Gas cultivar, with 27% THC, and Pedanios 29/1 SRD CA from the Sourdough cultivar, with 29% THC.

Axel Gille, president of Aurora Europe, said in a news release the “two high-THC products” offer “physicians even more options to provide patients individually tailored treatments.”

Culley, for her part, said the research work Aurora has done has shown that regardless of things such as gender, sex, location or age, the same general attributes of dried cannabis apply.

“THC is still a big driver of purchase,” she said. “That is a focus of our breeding program and will continue to be.

“But where we see segmentation is not around gender, it’s not around age, but it’s around things like what types of aroma do certain people like.”

In describing the Farm Gas cultivar used for Pedanios 27/1 FRG CA, Aurora said it “is known for its complex aromas and fruity undertones.”

Solving health and wellness challenges

Boulder, Colorado-based Wana Brands also is digging into data to understand what drives consumer purchases.

Nancy Whiteman, the company’s CEO, wrote on a recent LinkedIn post that she learned from a BDSA Consumer Insight study that consumers would pay more for a cannabis product that promises to elicit specific benefits such as sleep or lower stress.

Asked about specific products that deliver such benefits, a Wana spokesperson pointed to three recently released products in the company’s Optimal line of gummies: Quick Calm, Fast Asleep and Stay Asleep.

“There’s a big market of people out there who want to use cannabis to solve everyday health and wellness challenges. Let’s make some great products for them,” Whiteman wrote.

New marketing data

Today’s marijuana consumers are in transition, according to industry experts.

They want a more personal experience. They want to be better understood. They want marketers to know the “why” of their cannabis consumption.

And, according to a 2020 Canadian study of cannabis consumers, that is a very different demographic data set that marketers can use.

The study – in the International Journal of Environmental Research and Public Health – examined gender norms, roles and relationships in marijuana-use patterns.

It found that societal rules and expectations played a larger role in behavior such as cannabis consumption that transcend simple age-sex-income demographics.

For example, men consume cannabis as a way to navigate traditional masculinity in paradoxical ways, both for closeness in friendships and in competition.

Women reported more subjective feelings of feeling high than men do on lower amounts of marijuana.

For example, women who consumed cannabis report significantly more dizziness than men, according to 2010 findings in the British Journal of Pharmacology, and are more susceptible to cannabinoid-induced memory impairment. They smoke marijuana mainly when they feel anxious.

In the Canadian study, both men and women reported feeling more in control on marijuana than alcohol but also were quieter and less social.

It’s findings such as these that could be reflected in a new wave of marketing cannabis – lower levels of THC products marketed to women, and THC-heavy marijuana as a catalyst for a bigger party experience for men.

It’s much the same way the beer industry evolved its marketing strategies and created products (low alcohol, no alcohol, low calorie) to connect with the social norms of beer drinkers.

“The study was reporting on the whole business of what sex-related factors are,” Lorraine Greaves, of the Canadian Association for Global Health and one of the authors of the Canadian study, told MJBizDaily.

“That’s the ‘why’ and ‘how’ part. The gender-related factors are more the social pattern.

“The study was us trying to illustrate how both things fit together and work together to actually produce trends or to produce behaviors, or desires even, for things like cannabis.”

Greaves said she and other researchers have been observing cannabis retailers for a while and are beginning to work with some in Ontario to educate retail staff.

“That ‘who’ (in marijuana marketing research) is just descriptive,” Greaves said. “It really doesn’t tell us much at all. It might discuss some sort of marketing preferences, but it doesn’t explain why those preferences exist.

“And also, more importantly, it doesn’t talk about how males and females need to understand that the substance has different impacts on them.

“It’s important for them to understand that males and females have different requirements or limits for the substance. That’s worth knowing.”

Translating data to products

Lisa Buffo, founder and CEO of the Cannabis Marketing Association, told MJBizDaily that her take on the Canadian study was that there is “a lot to dive into and look at and pick apart.”

Buffo said that one of the main things she has seen with cannabis marketing and consumer research is that consumers are using marijuana for a variety of reasons that largely improve mental health outcomes, including reducing anxiety, improving sleep, increased relaxation and creating more joy.

“I think in today’s world, negative mental health outcomes are tied to how marginalized or struggling varying communities are,” she said.

“This has longer-term impacts on outcomes like education, socioeconomic status and physical health.

“We need to look at issues like gender and its intersection with cannabis and why folks are using. We need to zoom way out and understand how it intersects with how the world currently treats those communities and those identities.”

AI, machine learning to the rescue

Budboard, based in Albuquerque, New Mexico, created the Effects Lab to collect data about marijuana, who’s using it, what they’re using it for, how it’s affecting them and what’s in the plant that’s actually being consumed.

The company then takes that data, analyzes it in the Effects Lab and uses it for product development.

Budboard works in partnership with Abstrax, a Tustin, California-based company that studies the production of cannabis and botanically derived terpenes, to develop the first artificial intelligence-driven process to create terpene blends with predictable effects, called the “AI Terp Effects.”

Budboard is moving forward with the launch of some products now derived from machine learning and AI that the company has been working on for seven years.

Joshua Mallett, co-founder of Budboard, commented on some of the findings of the Canadian study, telling MJBizDaily that “in terms of creating a product whose branding is intended to match its target market, that’s absolutely something that’s starting to become considerably more prevalent in the industry.”

Clients come to Budboard with a story about their target market for cannabis, telling Mallett, for example, that there are Gen Z cannabis consumers who particularly like to be active in nature. The clients want an effect that appeals to those customers.

“We’ll have a discussion with them about what that means,” he said.

A product that Budboard currently is working on is one where the client wants to market it for meditation, fishing and similar calming activities.

“We had a long conversation with them,” Mallett said. “What’s the persona of the person that goes on these activities? Why are they doing this?”

“Targeting the ultimate objective is really where we start to mesh the formula to the effect, or what the end goal of a product is.”

He said that there’s absolutely a social nature to cannabis.

“There are strains or products of cannabis that are less social than others from a rather arbitrary standpoint,” Mallett said.

“We would certainly help a company determine what products or what tools they need to use in their formulation in order to achieve more social effects.”

Source: https://mjbizdaily.com/how-to-capitalize-on-consumer-data-to-personalize-cannabis-marketing/

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Jio’s 1,600-Satellite LEO Constellation Gets Technical Green Light

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Reliance Jio has crossed a significant milestone in its space connectivity ambitions after its proposal to deploy a Low Earth Orbit (LEO) satellite constellation of around 1,600 satellites received a positive technical assessment from the Indian National Space Promotion and Authorisation Centre (IN-SPACe).

The evaluation, conducted jointly by IN-SPACe, the Indian Space Research Organisation (ISRO), and the Wireless Planning and Coordination (WPC) wing of the Department of Telecommunications, reportedly concluded that Jio’s proposed system meets the required technical standards and is comparable to leading global satellite broadband networks.

India’s Indigenous LEO Satellite Vision

Under the proposal, Reliance Jio plans to deploy between 1,600 and 1,650 satellites in Low Earth Orbit at an altitude of around 650 kilometres.

The planned constellation is expected to provide high-speed satellite connectivity across India, with approximately 32 satellites visible from any location at a given time. The company aims to roll out the network within the next two to three years, subject to regulatory approvals.

According to industry estimates, the satellite system could deliver 4.5 to 5 terabits per second (Tbps) of total data capacity, making it one of the largest satellite broadband projects proposed in India.

The project is expected to require an investment of $10–15 billion (approximately ₹95,000 crore to ₹1.42 lakh crore), reflecting the scale of infrastructure needed for satellite manufacturing, launches, ground stations, and user terminals.

Regulatory Process Moves Forward

Following the successful technical review, the proposal is expected to move into the next phase of regulatory approvals.

The government may now assist Jio in securing orbital slots, coordinating spectrum usage, and filing applications with the International Telecommunication Union (ITU), the global body responsible for managing satellite orbit and frequency allocations.

Obtaining orbital rights remains a critical step, as Low Earth Orbit has become increasingly competitive due to the growing number of satellite broadband projects being planned worldwide.

Officials also indicated that the proposed satellite architecture has been designed to coexist with future Indian LEO constellations, allowing multiple domestic operators to share orbital resources efficiently.

Broadband, Mobile Connectivity, and Strategic Applications

Jio plans to use the satellite network to provide a range of communication services, including satellite broadband, mobile backhaul, enterprise connectivity, and direct-to-device (D2D) satellite communication, particularly in remote and underserved regions where conventional telecom infrastructure is limited.

The company also intends to establish 20 to 22 ground stations across India to support network operations.

Apart from commercial telecommunications, officials have highlighted the project’s potential strategic importance. A domestically developed satellite constellation could strengthen India’s communication infrastructure, reduce dependence on foreign satellite operators, and support national security requirements.

Reports suggest preliminary discussions are underway regarding the possibility of integrating defence-related payloads into some satellites, enabling both civilian and strategic use.

Major Step for India’s Space and Telecom Sectors

Industry analysts view the technical clearance as an important milestone in India’s expanding private space ecosystem. If Jio secures the remaining regulatory approvals and international orbital clearances, the project could become the country’s first large-scale indigenous LEO satellite broadband network.

The initiative also aligns with India’s broader efforts to expand digital connectivity while strengthening its presence in the global satellite communications market.

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Alleged Crores Pharma Scam Mastermind Arrested from Surat

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After evading law enforcement for nearly 13 years, an accused linked to a large-scale pharmaceutical fraud case has been arrested by Delhi Police from Surat, Gujarat. The suspect is alleged to have orchestrated a series of financial scams involving fake identities, forged documents, and dishonoured cheques used to procure high-value pharmaceutical raw materials.

Authorities say the accused, identified as Himmat Singh Lodha, is believed to have defrauded multiple pharmaceutical companies in Delhi of goods worth approximately ₹98 lakh before disappearing and remaining underground for years.

Fake Business Deals and Dishonoured Cheques Used in Fraud

Investigators claim the accused posed as a legitimate pharmaceutical trader and placed bulk orders for expensive drug ingredients, offering post-dated cheques as payment security.

In one documented case from 2013, he allegedly obtained around 550 kilograms of Gliclazide, a diabetes-related pharmaceutical ingredient, valued at over ₹26 lakh. When suppliers attempted to encash the cheques, they were reportedly returned with the remark “account closed.”

Following the transaction, the accused allegedly vacated his office and rented residence and disappeared without settling payments. He was later declared a proclaimed offender in 2016 after repeatedly failing to appear before court proceedings. Authorities had also issued a reward for information leading to his arrest.

Multiple Identities and Repeated Fraud Pattern

Police investigations further link the accused to another cheating case dating back to 2012, where he allegedly used a fake identity, “Kailash Jain,” to obtain a large consignment of Ambroxol HCL, a pharmaceutical compound used in cough medications. The value of that consignment was estimated at around ₹72 lakh.

Officials believe the accused followed a consistent modus operandi—posing as a credible businessman, securing high-value goods on deferred payment terms, and then disappearing after delivery while shutting down business operations.

Investigators suspect that forged business records, fake company credentials, and fabricated financial histories were used to build trust with suppliers and gain access to expensive raw materials.

Multi-State Surveillance Leads to Arrest in Surat

A special Crime Branch team tracked the accused through coordinated surveillance efforts across multiple cities, including Mumbai, Ahmedabad, and Surat. After nearly a month of technical monitoring and intelligence gathering, officials located and arrested him from a residential area in Surat.

Authorities also revealed that the accused had been involved in property-related activities while staying under the radar to avoid detection.

Growing Threat of Corporate Identity Fraud

The case highlights a rising trend of organised financial fraud targeting industries that rely heavily on trust-based transactions and deferred payments. Experts note that criminals increasingly exploit gaps in corporate verification systems by using fake GST registrations, temporary offices, and forged documentation to appear legitimate.

Cybercrime and financial fraud specialists warn that such schemes are becoming more complex with the widespread availability of digital business tools, making it easier to create convincing but fraudulent corporate identities.

Experts Urge Stronger Due Diligence in High-Value Transactions

Experts, including former IPS officer and cybercrime specialist Prof. Triveni Singh, emphasize the need for stricter verification procedures in commercial dealings. He noted that relying solely on paperwork or digital business profiles can expose companies to significant financial risk.

Authorities and industry experts recommend physical verification of business operations, bank account validation, and detailed background checks before engaging in high-value or deferred-payment transactions—particularly in sectors like pharmaceuticals, where single consignments can involve transactions worth crores.

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EU Pressure Builds on Google as Regulators Face Calls for Massive Fine Over Search Practices

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A growing coalition of European industry groups is intensifying pressure on regulators to take decisive action against Google over allegations of unfair search practices that could reshape competition rules across the region’s digital economy.

Investigation Under Digital Markets Act Gains Momentum

The case is being examined by the European Commission under the European Union’s landmark Digital Markets Act (DMA), introduced to curb the dominance of major technology platforms and ensure fair competition.

Launched in March 2024, the investigation focuses on whether Google has been prioritising its own services in search results, potentially disadvantaging rival businesses that rely on online visibility to reach customers.

Industry Groups Demand Swift Action

Several prominent European organizations have jointly urged regulators to conclude the probe without further delay. They argue that prolonged investigations allow alleged anti-competitive practices to continue, putting European companies—especially startups—at a disadvantage.

Signatories include the European Publishers Council, the European Magazine Media Association, the European Tech Alliance, and EU Travel Tech.

In a joint statement, these groups warned that delays in enforcement are affecting innovation, profitability, and growth prospects for regional businesses competing in digital markets.

Google Denies Allegations

Google has rejected claims of bias, stating that its search algorithms are designed to deliver the most relevant and useful results to users. The company has also proposed adjustments to address regulatory concerns.

However, critics argue that these changes are insufficient and fail to address the core issue of market dominance.

Potential Billion-Euro Penalties

If found in violation of the DMA, Google could face significant financial penalties. Under EU rules, fines can reach a substantial percentage of a company’s global turnover, potentially amounting to billions of euros.

Regulators may also impose corrective measures requiring changes to business practices, which could have long-term implications for how digital platforms operate in Europe.

Wider Implications for Big Tech

The case highlights ongoing tensions between European regulators and major U.S. technology firms. In recent years, the EU has taken a more aggressive stance in enforcing competition laws, aiming to create a level playing field for local businesses.

A final ruling against Google could set a major precedent, influencing future enforcement actions and shaping the regulatory landscape for global tech companies operating within Europe.

As scrutiny intensifies, the outcome of the investigation is expected to play a critical role in defining the future of digital competition across the European Union.

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