Which Archetypes Define Your Customers?

New Frontier Data’s latest report, Cannabis Consumers in America, Part Three: Identifying Key Archetypes, introduces manufacturers, brands, and retailers to the customers who ultimately define success. Through specific case studies and in-depth demographic tendencies, the report illustrates basic differences and overlapping priorities among consumers’ motives for choosing cannabis, consuming it, and coming back for more.

“It can no longer be assumed that cannabis consumers are a monolith,” explains Amanda Reiman, New Frontier Data’s Chief Knowledge Officer. “Understanding the unique desires and needs of customers within a certain segment is the evolution of cannabis branding.”

The report concludes a groundbreaking series full of newly detailed insights into the purposeful and intentional use of cannabis across the United States: New Frontier Data’s newly quantified consumer archetypes reflect the evolving landscape of consumer trends, behaviors, and preferences.

All told, nine distinct consumer archetypes offer valuable takeaways from previously overlooked or under-examined consumption groups. Beyond usage patterns, the consumer categories also differ by their procurement sources, spending habits, preferred products, reasons for use, social openness, and other key variables.

Refined data authoritatively reveals distinct consumption trends and purchasing behaviors which industry stakeholders can leverage within a U.S. legal cannabis market projected to exceed $57 billion by 2030.

Presented through partnership with cannabis discovery company Jointly, the report zeroes in
on U.S. consumers and revised data about their intentions, preferences, and behaviors. Since
Jointly launched its consumer data platform in 2020, some 80,000 cannabis consumers have
rated and recorded their individual experiences. To date, more than 206,000 of them have
documented experiences detailing goals, products, doses, product effectiveness, and
flavor/aroma ratings. They include 140,000 experiences noting the time of day, duration since a previous session, the presence or absence of exercise, hours of sleep, hydration, fullness of
stomach, and side effects.

A recorded webinar about the report will remain available through the video library on Equio®, our cannabis business intelligence platform. Download a complimentary copy of the report. Interested in accessing Part I and Part II of our Cannabis Consumers in America report series? Purchase an Equio® subscription to gain access to New Frontier Data’s entire library of Analyst Reports, and our five dashboards of interactive data widgets connecting you to the best-in-class retail, consumer, and market intelligence.

About New Frontier Data:

New Frontier Data is the premier data, analytics and technology firm specializing in the global cannabis industry, delivering solutions that enable investors, operators, advertisers, brands, researchers and policy makers to assess, understand, engage and transact with the cannabis industry and its consumers.

Our mission is to inform policy and commercial activity for the global legal cannabis industry. We maintain a neutral position on the merits of cannabis legalization through comprehensive and transparent data analysis and projections that shape industry trends, dynamics, demand and opportunity drivers. Founded in 2014, New Frontier Data is headquartered in Washington, D.C. with a presence in Europe, Latin America and Africa. For more information about New Frontier Data, please visit us at https//www.NewFrontierData.com.

About Jointly

Jointly is the cannabis discovery company. Powered by a proprietary data platform, the company was created on the premise that purposeful cannabis consumption is the key to unlocking a better you. It has the industry’s first – and only – experience-based app for purposeful cannabis consumption.

Cannabis enthusiasts use the platform to reflect on their experiences to reveal insights that help them reach their goals. Their authentic, unbiased experiences create Jointly’s trusted product ratings, matching all consumers with the best performing products for their goals.
For additional information, visit jointlybetter.com and download the app for free on Apple / Google

Media Contact:

Emily Watkins
New Frontier Data
+1 844-420-3882 ext. 3