Connecting Consumer Behavior to Industry Action

As a researcher, I’ve always believed that data tells a story. Behind every chart, graph, and dataset is a narrative about people—their behaviors, preferences, and motivations. At New Frontier Data, these stories are at the heart of everything we do, and they’ve played a critical role in shaping our newest offerings within Equio.ai.

Our mission has always been to provide the cannabis industry with the insights it needs to thrive. With Equio.ai and its flagship products—marketEQ, adEQ, and shopEQ—we’re taking that mission to the next level, building on years of research and the latest findings about consumer behavior.

How Research Drives Innovation

Every feature in Equio.ai is rooted in the data my team has gathered and analyzed. Whether it’s understanding how consumers choose dispensaries or identifying the factors that drive loyalty, our research informs the tools we create.

For example:

• Our recent Consumer Survey revealed that over 40% of cannabis consumers report sourcing from more than one dispensary. This insight directly shaped shopEQ’s benchmarking feature, enabling dispensaries to understand their market position and improve retention strategies.
• We also found that 82% of consumers view product selection as very or extremely important when deciding which retailer to visit—findings that informed adEQ’s audience targeting and optimization tools.

This is how research connects to action: by translating insights into tools that businesses can use to make smarter decisions.

Consumer Insights: The Backbone of Equio.ai

marketEQ: Guided by Market Trends

marketEQ reflects the industry’s need for a macro-level view of the retail landscape, consumers and the market. From dispensary locations and visit details, to consumer and market trends, this product offers a window into the who, what, and where of cannabis consumption.

adEQ: Informed by Buying Behavior

adEQ leverages data on how targeted and segmented consumers respond to advertising, helping marketers fine-tune their campaigns for maximum impact.

shopEQ: Built on Local Knowledge

shopEQ focuses on what we’ve learned about hyperlocal dynamics. Consumers’ choices are shaped by their proximity to stores, their experiences with competitors, and their preferences for certain products. shopEQ puts this knowledge into the hands of dispensary owners.

Looking Ahead: Insights for a Smarter Industry

At New Frontier Data, research is never static. We’re constantly asking new questions, exploring new datasets, and uncovering new trends. Our latest findings show that cannabis consumers are becoming more discerning, expecting personalized experiences and greater convenience. At the same time, they are developing brand and dispensary loyalty, which presents both challenges and opportunities.

Equio.ai is designed to meet these expectations, giving businesses the tools to adapt and excel. As our research evolves, so will the platform—ensuring that our users always have the insights they need to stay ahead.

I invite you to explore our latest Industry Trends Report , which dives deeper into this data and offers actionable recommendations for businesses. Together, we can build an industry that’s not only smarter but also more connected to the people it serves.

Dr. Amanda Reiman
Chief Knowledge Officer, New Frontier Data

Join us for the webinar!

Jan 22, 2025
 2:00 pm CST

Connecting Consumer Behavior to Industry Action

Join Dr. Amanda Reiman, Chief Knowledge Officer at New Frontier Data, for an exclusive look at how evolving consumer expectations for personalization and convenience are reshaping the cannabis industry. This webinar will explore how insights from Equio.ai—featuring marketEQ, adEQ, and shopEQ—can help businesses turn these challenges into opportunities for growth.