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As it moves from infancy to early adulthood, the launch of cannabis in Canada is still going through its growing pains. With the recent introduction of a totally new consumer category that is worth billions in sales has come a mad dash to gain market share, and companies are attempting to overcome the complex set of regulations currently limiting their ability to build strong brands.
A key element in supporting long-term growth for cannabis retailers and brands is to become customer-centric and clearly understand the needs and aspirations of the given emerging target groups. At a very high level, the market is comprised of three distinct segments with each requiring us to understand their motivations and needs.