A recent survey has found that people need a better education when it comes to cannabis.
An Oasis Intelligence report surveyed more than 20,000 current and prospective customers across every states. The results indicate that consumers are lacking when it comes to gaining education on the drug from the industry.
According to the Oasis study, over 70% of people are unfamiliar with terms like the “entourage effect” and “endocannabinoid system.”
“We inside the industry have a real advantage when it comes to understanding the plant from a scientific, regulation and usage perspective that is generally a requirement for those in the space,” Oasis Intelligence co-founder Laura Albers told The Fresh Toast. “However, when it comes to the average consumer, we see the needs for education are not about more advanced topics that the industry may prioritize—think terpenes, minor cannabinoids gaining popularity or even the endocannabinoid system.”
Instead, Albers said, many are still grasping the basics. Subjects that most interest consumers include different available products, CBD:THC ratios, and alternative consumption methods. A significant portion of consumers still seek more understanding around tetrahydrocannabinol, or THC.
“Cannabis is a unique category where previous personal experience counts tremendously,” Albers said. “It’s a relatively new shopping experience for the masses and the stories of taking too much of an edible can make a person less confident about how exactly to engage with cannabis.”.
“Best advice is to begin at the beginning and while messaging can, and should, expand into details for the more curious set, continue to beat the drum of Cannabis 101,” Albers said. “We know that consumers are going to online search and YouTube for video content as the first line of personal research so ensuring strong SEO and creating more video info-tainment will help enormously.”