How do you win market share in a brand-new area? Talk to the competition. Well, at least to their buyers. For a major Cannabis company, this meant asking consumers what made them choose a certain brand. The idea? Create a better customer experience and 86% will pay you more for it. Your brand: 1, the competition: 0.
But, there was a hill to climb. The new market for this Cannabis client was very familiar with the competition; they didn’t really know the client’s brand. This client needed to understand who their true target audience and product user was. To do it, they’d need to dig in deep, for consumer insights.