Despite various efforts by numerous companies big and small in the U.S., education remains the biggest obstacle in the cannabis industry, a new survey conducted by Oasis Intelligence found.
The firm’s research showed that the majority of legal consumers still lack foundational knowledge about weed’s effects, risks and benefits. One explanation? The number one resource that customers use when seeking out information about cannabis and potential products is their friends.
The survey places stark contrast between the conversations occurring inside cannabis spaces and how people discuss weed at home.
“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.”
According to the Oasis study, over 70 per cent of people are unfamiliar with terms like the “entourage effect” and “endocannabinoid system.” Instead, Albers said, many are still grasping with 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 THC.
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