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Is New Frontier Data pro-Cannabis?

We take no stance on the legalization of cannabis across the nation. Our goal is to provide unbiased, authoritative, and actionable data that will allow our users: investors, policy makers, researchers and academics to make informed decisions in this growing industry.

General (17)

All media inquiries should go through our PR team:

Please leave a message with your inquiry, your name, phone number to contact you, and your deadline. All inquiries will be answered in as timely a manner as possible.

We take no stance on the legalization of cannabis across the nation. Our goal is to provide unbiased, authoritative, and actionable data that will allow our users: investors, policy makers, researchers and academics to make informed decisions in this growing industry.

Until recently, the multibillion dollar cannabis industry has been guided by little to no business intelligence, rooted in a lack of vetted and comprehensive data. New Frontier Data’s proprietary approach to data, meta-tagging, and analysis make it possible for investors, policy makers, researchers and operators to make informed decisions in the cannabis industry, while minimizing risk  – all based on authoritative and trusted intelligence.

We do not compare ourselves to anyone else in the industry today. New Frontier Data is looking to service those who want to better understand the industry by providing them with vetted, comprehensive, and ultimately more reliable data to improve their research and analysis. While our own reports focus on proprietary analytical methodology, we welcome others to use our data and run their own analysis, thus supporting the industry’s continued growth in a transparent and sustainable manner.

Data is defined as statistics and facts that are collected together to reference or analyze.

Big Data is a complex collection of data from multiple sources, rapidly accumulated for ongoing discovery and analysis. In-depth analyses of big data is instrumental in risk reduction, cost reduction and greater operational efficiency for any industry.

Big Data and its proper analysis is crucial for operators, investors, legislators, and researchers alike to make educated decisions based on true statistically meaningful facts.

The difference between Data and Big Data can be summarized by noting the 3 key areas of differentiation: Velocity, Volume, and Variety, whereby Big Data must cover millions of data points, across many data sets, as close to real time as possible.

On average we publish one to two reports per month.

To find out about new or upcoming features and report releases, sign-up for one of our FREE newsletters!

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As the authority in cannabis business intelligence, New Frontier Data is committed to making our years of data collection and expert analysis accesible through free resources such as:

  • Equio® Explore – Our newest (and entirely free) subscription offering for the leading cannabis intelligence platform
  • Free Newsletters Delivering the most comprehensive coverage of the global cannabis industry
  • CannaWeek™ Tune in to hear industry experts weigh in on the top headlines in cannabis each week
  • Webinars – Informative and topical presentations on the most pressing topics impacting cannabis industry stakeholders


Yes! If you would like more information on our custom research engagements, our most tailored offering, visit our Advisory Services page, or send us an email.

Horses exemplify strength, resilience and loyalty – a list that falls right in line with our mission and core values at New Frontier Data. Our company aims to be the vehicle that provides vetted, comprehensive and actionable intelligence to every corner of the Cannabis industry, including operators, investors, legislators and researchers.

Honesty, Understanding, and Respect

Equio® is our primary subscription product, providing a single-access point to multiple interactive data dashboards, industry-leading Analyst Reports, and our entire Cannabyte™ content library.

We are pleased to offer industry stakeholders with a choice between 3 different subscription levels, designed to meet varying levels of cannabis business intelligence and budget needs:

  1. Equio® Explore
  2. Equio® Basic
  3. Equio® Pro

To compare pricing and features for each subscription level, click here.

New Frontier Data offers a wide range of products and services to fit the unique needs of every cannabis industry stakeholder. Each of our products and services can be accessed in the following ways:

  • Analyst Reports – The vast majority of our Analyst Reports are distributed exclusively through Equio®. To browse what topics and areas of analysis are included in our full reports library, click here.
  • Equio® Subscription – View the features & pricing of our industry-leading cannabis intelligence platform to find the subscription level that works best for your cannabis data needs.
  • CannaConnect™ – To learn more or to purchase the CannaConnect™ Cannabis Business Contact list, click here
  • NXTeck™Learn more about our Ad-Tech service, or send us an email
  • Sponsorship Opportunities – If you are interested in sponsoring a report, webinar, podcast or newsletter, view our sponsorship opportunities
  • Custom Research Engagements – Learn more about our services, or email us to discuss your specific research needs
  • General Questions – Our Customer Care Team is happy to assist you in determining which service is best for you.

New Frontier Data’s reports cover a wide range of subjects, including national overviews, state-focused reports, and subject matter reports such as Energy Use and Incarceration. Readers will be able to understand, assess, and size market opportunity, potential return on investments and capital requirements. They will also be able to craft sound strategic, operational and investment plans. Our customers will stay informed of global issues and events affecting US cannabis business interests, as well as monitor federal, state, and international tax developments that could influence their short and long-term plans.

  • Operators: Can customize value propositions and product offering based on specific and timely consumer needs. Are able to assess industry, competitive and legislative risks and are able to measure and track business profitability and performance against the industry as well as make informed business decision based on industry trends, market dynamics and legislative action.
  • Policy Makers & Community Leaders: Can assess impact of legalization/decriminalization in their states and cities, educate their constituents, and make better taxation decision benefiting both profitability and socio-economic impact of regulator changes.
  • Investors: Can identify best suited investment opportunities to their specific interests and relevant to projected returns and growth. As well as, craft value-add business propositions in tune with market demand, industry trends, and emerging opportunity areas.

All customers are required to accept our Terms of Use in order to complete checkout. Equio® subscribers must also accept our Terms of Use upon accessing the Equio® dashboard.

Equio® (18)

Report download capabilities are exclusively available to Equio® Pro subscribers.

Equio® Basic subscribers may view the contents of our entire library of Analyst Reports but are unable to download them.

Equio® Explore subscribers are able to view the full contents of a select number of reports.

Compare subscription levels

Equio® is designed to resolve three key challenges faced by legal cannabis stakeholders worldwide:

  1. What data is required and available to substantiate business, legislative and research questions?
  2. Where can the data be found to avoid having to piecemeal data sets after hours, days and often weeks of research?
  3. Which data is vetted and thus reliable to ensure equally viable and trusted analysis?

Equio® provides centralized online access to the vetted data required to answer and resolve critical questions and challenges faced by cannabis stakeholders worldwide. Fun Fact: The word “equio” comes from the Latin word “equorum” for horse’s and “ore” for mouth, loosely translating to “horse’s mouth.” We at New Frontier Data endeavor to provide cannabis industry stakeholders vetted and reliable data straight from its source, meaning…straight from the horse’s mouth!

To save time, have access to vetted and reliable industry data and insight, and to stay ahead of risks and opportunities within the legal cannabis industry globally. Until recently, the multi-billion dollar cannabis industry has been guided by little to no business intelligence, rooted in the lack of access to vetted or sufficiently comprehensive industry data. Data required for research and decision-making, whether legislative, operational, or for investment purposes, data remains fragmented and scattered across borders and industry segments.

New Frontier Data has built the technological infrastructure, and has adopted the necessary data ingestion, aggregation, and reporting protocols, to enable stakeholders to ensure data integrity, user privacy, and ultimately real-time access to cannabis industry references, analysis, and insights centralized within one trusted online platform, Equio®.

Upon completion of checkout, you should have received an email with the subject of Welcome to Equio®.

  • Check your spam or junk folder in your email program as the Welcome email may have gotten marked as spam.
  • If you do not see our email in your spam or junk folder, you can reset your password here.

Once you have retrieved your login credentials, visit the login page.

New Frontier Data has provided data aggregation capabilities for years now. We leverage our big data engine to ingest, normalize (scrub), and process publicly available data, our proprietary data (whether collected via our own surveys or purchased) and licensed third-party data, which we have rights to via dozens of partnerships across the industry. All the data on our Equio® platform is further processed and analyzed to ultimately deliver fact-based actionable cannabis business intelligence.

The frequency of data updates varies across each Equio® dashboard and is largely based upon the data source. In general:

  • U.S. Retail Dashboard –  widgets derived from point-of-sale and shopping cart data within this dashboard are updated monthly. Retail widgets pertaining to dispensary visit data are updated weekly.
  • U.S. Consumer Dashboard – the widgets within this dashboard visualize insights from our annual cannabis consumer surveys and, therefore, are updated yearly.
  • U.S. Market Dashboard– our U.S. market figures and projections are updated quarterly and as new legislation is passed.
  • U.S. Hemp Dashboard – hemp market insights within this dashboard are updated annually and reflect data from the previous calendar year.
  • Global Market Dashboard – our Global market figures are updated yearly and as new legislation is passed.
  • WeedEx™ Stock Ticker – real-time stock intraday stock data
  • Cannabyte™ Content Library – weekly and as new content is published

TIP: Click the (i) icon in any Interactive Data Widget to open the Tool Tip for more insights into the data source and frequency of updates.

The great majority of cannabis industry stakeholders today are looking for data and insight to help them invest, research, and/or operate. As one of Equio®’s benefits is saving subscribers valuable time in this fast paced industry, we have created custom dashboards for each area of interest, providing easy and quick access to the most relevant and actionable data and insights pertinent to that particular areas of interest.

An Equio® subscription is required to access our Analyst Reports.

To access reports in Equio®, please follow these steps:

  1. Log in to Equio®
  2. Upon login, click “Reports & Charts” in the left-hand navigation menu
  3. You will land automatically on My Reports where you can view all reports included with your Equio® subscription

Our Equio® online platform provides digital, visualized and interactive access to a combination of quantitative and qualitative data in the form of raw streams, indices, market benchmarks, curated news and analytical content across both vertical and geographic segments. Equio® is primarily targeted at market or financial researchers and analysts, whether within the cannabis industry or outside looking in, so most data and business intelligence delivered addresses some financially material aspect of the cannabis space.

Within the Equio® Data Marketplace, users downloading, for example a Data Bundle on our Global Cannabis Report: 2019 Industry Outlook will have access to total cannabis consumer data sets by region, consumption figures by region, as well as the various underlying data points supporting global market sizing to include both legal and illegal sales. Data sets in our Cannabis Consumer, Archetypes and Trends Data Bundle include insights from our survey of over 3000 cannabis consumers on things like frequency of use and average cannabis spending, as well as consumer behavior profiling data.

We are here to assist you! We offer multiple ways to learn how to use Equio®, including:

  1. Sign up for one of our monthly group demos, or request a 1:1 demo
  2. Click on the Tool Tip icon in the top right corner of each widget to learn more about that feature
  3. Send an email to our Customer Care Team (available M-F from 10a-6pm ET)

No. It is a violation of New Frontier Data’s Terms of Use to screenshot the contents of Equio®.  All charts and graphs are available for download to Equio® Pro subscribers. Please utilize these and do not modify or screenshot their contents.

The downloadable interactive charts, graphs and data widgets within Equio® are updated regularly. Data from screenshots of reports, PowerPoints or other sources may be outdated.

Equio® Pro and Equio® Group subscribers are able to download, and re-purpose all our charts and graphs. This feature is not included at the Equio® Basic level.

Compare subscription levels

Equio® Basic subscriptions do not include licensing rights. Therefore, Equio® Basic subscribers are neither permitted to download charts and graphs nor share any aspects of the data visualizations included within the Equio® platform outside of their own personal use.

Equio® Pro subscriptions include licensing rights, during the active subscription period, permitting subscribers to use the downloadable charts and graphs in their original form, including the crediting source as shown.

Compare subscription levels

If you purchase or download a data product from the Equio® Data Marketplace, you may create and distribute charts or graphs created using the data as well as findings from your own analysis of the data product to create “Resultant Data”, so long as you visibly and properly attribute New Frontier Data as the source within any resultant data.

For resultant data produced using any New Frontier Data product, proper attribution requires the following text to be included, alongside any additional data sources utilized in the Resultant Data:

Source(s): New Frontier Data [Insert Report or Data Set Name(s)]

You may not, under any circumstances, resell or share data sets in the Data Marketplace in their raw or current form.

An Equio® Pro subscription permits subscribers to monetize the information available within Equio® by engaging in the following activities during their paid subscription period, so long as New Frontier Data is clearly and properly cited as the source*:

  • Create and distribute the charts or graphs provided by New Frontier Data in Equio®. However, you may not resell or share data sets in the Data Marketplace in their raw or current form.
  • Use the content within Equio® to create your own “resultant data”, so long as that content is not an exact recreation or reasonable facsimile for the data or contents of Equio®.
  • Include the downloadable charts and graphs in Equio® in business materials so long as they remain unmodified and contain the appropriate crediting source as included on the image.

*Proper attribution requires the following text to be included within any resultant data or other materials produced from Equio®:

Source(s): New Frontier Data [Insert Report or Data Set Name(s)]

The full answer varies depending on your subscription level. All Equio® subscribers can use the contents of Equio® to create “Resultant Data” for their own internal business use and analysis during their active subscription period. However, licensing rights to share, publish and/or distribute Resultant Data for commercial purposes are only granted at the Equio® Pro subscription level and above.

At the Equio® Basic level, you are able to share Resultant Data so long as (1) New Frontier Data is properly cited as the source* and (2) the Resultant Data produced is not being monetized.

Resultant data produced using any New Frontier Data product must include the following text: Source(s): New Frontier Data [Insert Report or Data Set Name(s)]

“Resultant Data” means data created by users, using the New Frontier Data’s licensed products or services, which cannot be: (i) reverse-engineered to recreate the original Products and/or Services or any content, and (ii) used to create other data that is a reasonable facsimile for the Products and/or Services or any Content.

Resultant data consists of any materials based on the data and contents of Equio® combined with the subscriber’s own data or analysis. To comply with our Permitted Use of Data terms, Resultant Data…

  • Must not be a reverse-engineered or recreated version of the contents of Equio®.
  • Must not be a reasonable facsimile for Equio®
  • Must not be used in any manner that could compete with or harm Frontier Financials Group.
  • Must include proper attribution, clearly citing New Frontier Data AND the name of the report or data set as the source.

The licensing rights to share, publish and/or externally distribute Resultant Data for commercial purposes, are granted at the Equio® Pro subscription level and above.

Equio® Retail Suite (8)

Each of the 4 dynamic dashboards of the Equio® Retail Suite are designed to deliver a wide range of dispensary-level insights and critical retail data points, including:

Market MVPs

  • Market share and average pricing for the top 10 brands last week
  • Discounts and market share for the brands with the greatest increase in net sales week-over-week 
  • Market share and average pricing for the top 10 products and related brands 


  • Average pricing within and across product types, including flower pricing per gram
  • Profitability of each product type to learn which products pack the most punch for retailers’ bottom lin
  • Transaction volume over time by product type
  • Select a specifc product type (ex: Edibles) to see which sub-types (ex: Gummies, Chocolate, etc;)  are most popular in terms of market share and quantity purchased within a selected product type (ex: Edibles)


  • Brand benchmarks like average number of retailers and number of product types carried by brand
  • Number of brands available over time and by product offerings
  • Best-selling brands within a selected state and see how the top performing brands have changed over time.
  • Brand-level data on pricing metrics and transaction volume, as well as insights into the customers purchasing a specific brand


  • Archetypes of the dispensary customers driving retail sales
  • Find out which product type has the largest customer base in your state
  • Build your target audience from 160M+ probablisitic THC and CBD consumers within a specific state or market area within a state

All Equio® subscribers are eligible to purchase the Retail Suite subscription add-on, including subscribers with a free Equio Explore subscription.

Are you an existing Equio subscriber? Here’s how to sign-up for the Retail Suite

Are you new to Equio? Click here to learn how to get started

The Retail Suite subscription add-on is billed monthly.

Billing and renewals for the Retail Suite are independent of the billing cycle and billing frequency of your base Equio subscription.

The Retail Suite is a subscription add-on offering. 

All Equio subscribers are able to access the Market MVPs tab of the Retail Suite.

Access to all four dynamic dashboards of the full Retail Suite — Market MVPs, Products, Brands, Consumers — is exclusively available to Equio subscribers who have purchased the add-on product.

Click here to find out how to join the Suite Life!

Head to Market MVPs in the Retail Suite to preview the types of expanded dispensary level insights included with your subscription add-on purchase.

The Market MVPs tab is included with all Equio® subscriptions for no additional cost!

This free resource provides Equio subscribers with a weekly round-up of top performing brands and products, including discount and pricing metrics within and across product categories.


While we hope that you recognize the value that the Retail Suite delivers, if you no longer wish to be a Retail Suite subscriber, you are able to cancel your subscription at any time within the My Account portal by following the same steps that you would to cancel any New Frontier Data subscription.

Similarly, if you have previously cancelled your Retail Suite subscription, you are able to restore your access to timely brand and product dispensary insights within the My Account portal as well.

Backed by the largest set of cannabis consumer data available in the market, the NxTeck™ Audience Builder provides insight to help you identify, target and reach the fastest-growing consumer audience.

Discover new opportunities to expand your marketable audience by filtering for:

  • State
  • Designated Market Area
  • Consumer Type (THC vs. CBD)
  • High-THC Product Types
    • Flower
    • Edibles
    • Vapes
    • Extracts
    • Flower w/ Concentrate
    • Beverages
    • Prerolls
    • Tinctures
    • Topicals
  • CBD Product Types
    • Beverages
    • Vapes
    • Topicals
    • Pets


New Frontier Data was the first company to identify and define cannabis consumer archetypes. Since 2018, we have surveyed over 20K+ cannabis consumers to assess attitudes, perceptions and consumption across both legal and unregulated markets in the United States.

The dispensary customer data and consumer audience data within the Retail Suite layers the demographic data from point-of-sale and geo-location data with social science to match each dispensary transaction and marketable consumer to our proprietary archetypes.

Ready to learn more about New Frontier Data’s industry-leading cannabis consumer analysis?

  • Browse our U.S. Cannabis Consumers Resource Center (2022)
  • Access state-level consumer insights within the U.S. Consumer Dashboard of Equio®
  • Read our annual cannabis consumer reports within the Equio® Reports & Charts library to gain insight into the methodology behind our surveys and access our latest findings
    • Cannabis Consumers in America- Part 1: Dynamics Shaping Normalization in 2022
    • 2021 U.S. Cannabis Consumer Evolution: Archetypes, Preferences and Behaviors
    • The 2018-2019 Cannabis Consumer Report: Archetypes, Preferences & Trends
  • Download the NxTeck Taxonomy pocket-guide to consumer archetypes

NXTeck™ enables digital and programmatic advertisers and leading AdTech companies to better understand, target, reach, and engage with the legal cannabis consumer audience globally to increase campaign performance.

Click here to download our NXTeck™ archetypes and profiles guide

To learn more about NXTeck™, email

Our exclusive sponsorship opportunities allow our partners to leverage New Frontier Data’s reach and expertise across the global cannabis market.

Click here to download our Sponsorship Kit

We offer a variety of different engagement options- from Analyst Reports and webinars to newsletters and podcasts- that can be tailored by geography, vertical, channel and frequency to align with your objectives and priorities.

To learn more and contact our sales team, visit:

Managing your account (5)

We offer an unlimited subscription length for our Equio® Explore subscription offering, with no credit card required for sign-up.

For our paid subscription levels, Equio® Basic is available with either monthly or yearly billing. Due to the licensing rights included with the Equio® Pro subscription level, this offering is available with either quarterly or yearly billing.

We accept payment by credit card.

Easy! Simply login to your My Account page and click on the “My Subscription” tab to re-activate your previous subscription.
If your existing subscription is Cancelled and you wish to sign-up for a different subscription level, please visit the Equio® features page to complete the checkout process for your new subscription.

Yes, you may cancel at any time and will continue to have access to the dashboard through the end of the current billing period.

Simply log in to the My Account dashboard.

The navigation links within the My Account dashboard allow you to…

  • Orders- view all orders associated with your account (subscription parent orders, subscription renewal orders, report and download purchases)
  • My Subscription – view and edit your subscription details, including next payment date and recurring totals. This is also where you can renew a cancelled subscription and cancel or suspend an existing subscription.
  • Downloads – access any downloadable video product purchases
  • Addresses – update your billing address
  • Payment methods – adjust, remove or add payment methods
  • Account details – edit the name associated with your account. Email addresses are unable to be changed.