Consumer Insights

BDSA's trended consumer (and non-consumer) insights

Table of Contents

Detailed Product Guide
Overview
General Navigation
Filter Panel
Data Use & Interpretation 
Exporting Results 

Key Questions Answered

• Messaging - Design data-driven messaging that speaks to the attitudes and needs of real shoppers and cannabis consumers.
• Innovation - Launch innovations that are incremental to the shelf or brand portfolio by knowing who to target with what product and what message. 
• Targeted Promotion - Craft unique strategies to boost basket sizes, incrementality, and sales velocity at retail by knowing which cannabis consumer segments to target.
• Assortment - Enhance product assortment to get the most of your shelf space by shelving or selling products consumers are looking for.

Detailed Product Guide

A detailed guide of topics and definitions is available for Consumer Insights Subscribers under the Consumer Insights Menu. Please reach out to your Account Manager if you need any further assistance.

Overview 

BDS Analytics’ Consumer Insights Dashboard is set up to provide clients with a full understanding of Cannabis Consumers, Acceptors, and Rejecters and to provide a full assessment of demographics, psychographics, attitudes, actions, behaviors, consumption dynamics, and purchasing dynamics across key segments of the US and Canadian markets. Delivering insights through an interactive, dynamic, drillable online platform allows our clients to better address and answer their key business questions. 

Dashboard pages are set up to answer the who, what, when, where, why, how, and how much of cannabis. In addition, various filter panel options are available on the left-hand side of each dashboard page and can be applied to look at different geographic regions and/or sub-segments of the Consumer, Acceptor, and Rejecter groups. 

The Consumer Insights Dashboard is fully supported in the following browsers:  Google Chrome, Mozilla Firefox, Safari, Internet Explorer 11.0 or higher*, Microsoft Edge 

Currently, BDSA offers 3 different types of dashboards, each of which are covered here:

1. Current Wave Dashboards:   All subject matter covered is from the most recently completed wave of the survey.      
2. Trending Dashboards:  BDSA's Consumer Insights is now in the 14th "wave". Every 6 months, the study is re-run (with very small adjustments) to get a valuable trended view to understand the evolution of markets and the consumers within them. The Trending Dashboards cover most of the subject matter included in the Current Wave Dashboards, but historical data going back to Wave 5 (Fall 2019) are also included.  By including this historical data, these dashboards show changes in attitudes and behaviors over time.  
3. CBD/Hemp Dashboards:  In BDSA’s semi-annual study, a wealth of information is collected specifically around attitudes and behaviors relating to CBD/Hemp consumption.  These dashboards focus on these CBD-related attitudes and consumption including cannabis-derived, hemp-derived CBD, hemp-derived delta 8/9/10 THC, and hemp-derived THC.  Only the most recent wave of data is included; no trending is available.  

General Navigation 

• On the GreenEdge home page, go to the Consumer Insights drop-down menu located in the green-colored bar near the top of the screen.  In the drop-down menu, select “Consumer Insights” 

• Use the buttons across the top panel to filter the current dashboard to a specific region, demographic, user type, etc. (top right button), navigate to a new dashboard (top left button), or download to a PNG (center button).

• Once you are in a dashboard, you may navigate to other dashboards through the menu in the upper section of the dashboard view. 
• Within each dashboard, a filter pane can be accessed by clicking on the slider button icon near the upper left-hand side of the screen.   
• Dashboards can be exported into PNG files by clicking on the Export button, which can be found near the upper right-hand corner of each dashboard.  Click on the icon again to return to the dashboard

Filter Panel 

The filter panel is located on the left-hand side of your dashboard screen, which allow for more granular views of the data shown on the dashboard.  

• The filter panel is broken out by Markets and Demographics & Usage.
  • Use Markets to toggle between countries, provinces, states, and regions
  • Use Demographics & Usage to select a demographic profile of interest or cannabis usage preferences.
  
• For Markets, only one filter can be selected at a time
  • Ex: if North America is selected as the continent, you cannot select a country until the North America is removed from the continent filter 
  • You can layer multiple filters within Demographics & Usage

• As filters are applied, the sample size of Consumers, Acceptors, and Rejecters will update at the bottom of the filter screen.
  • Please take care to not over-filter data since it may result in low base sizes.   

• To enable the filter, please scroll to the bottom of the filter panel, and click on the “Apply” button.  This will update the dashboard with data for only the filter value(s) selected. 
• To clear the filters, either click on “No selection” within a given filter or click on the “Clear All” button located at the button at the bottom of the filter panel. 

Data Use & Interpretation 

Sample Size 

The sample size reflective of all filters can be seen at the top of each visual.

• If the sample size for a visual is too low (under N < 70), a low base size warning message will appear next to the sample size. Is the sample size is insufficient (N < 30) an insufficient base warning will appear next to the sample size
• If a low or insufficient base size warning message appears, please take caution when interpreting the results since visualization based on low sample sizes may result findings that are not truly representative of the general population of interest.

Avoiding the Low Based Size Warning

• BDSA’s dashboard visuals are all based on highly robust sample sizes, and low base size warnings will only appear if too many filters are applied when looking at data.    
• As a rule of thumb, check the sample size for a visual if 2 or more filters have been applied.    
• To remove a low base size warning, remove applied filters one at a time.  After removing a filter, check the sample size for a visual to see if the low base size warning appears. 

Data types used in visuals 

• 7-point scales are used for frequency, agreement, importance, and likelihood questions. 
• For all of the visualizations utilizing data from a 7-point scale, only the percentage for the top 2 responses (i.e., survey responses of 6 or 7 on each scaled question) are shown.   Each visualization utilizing this convention will include text indicating that the results are “top 2 box”.

Why do the combined response option percentages not equal 100 percent? 

• In some cases, particularly for the demographic data, the ‘prefer not to answer’ option is not being displayed in the dashboard. Therefore, percentages may not add up to exactly 100 percent. 

Exporting Results 

• All or part of a dashboard may be exported into a PNG file
• Please reach out to BDSA if specific data points are needed in another format. Cross-tabs can be provided for a small fee.