Map showing Canadian smokers

CannabisInsights Powered by Vividata


CannabisInsights Powered by Vividata projects how consumers view and use cannabis at the neighbourhood level. Based on the Cannabis Study by Vividata, it helps inform governments, retailers and producers looking to enter this rapidly emerging space. The database consists of 335 variables used to build consumer profiles at the postal code level that describe behaviours, preferences and attitudes towards cannabis. By linking this database to our PRIZM segmentation system, or other data products, analysts can see how cannabis consumption aligns with social values, media preferences and more, to inform their policy-making and marketing strategies.

Since cannabis legalization in 2018, cannabis consumption has had a few years to become more mainstream with new consumption methods and usages. To reflect that, CannabisInsights 2021 has added an Edibles category as well as understands the more discerning cannabis customer by adding important purchasing factors that are inline with shopping for a grocery item.

Here are a few examples of how CannabisInsights can be applied:


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Customer Profiles: Discover where likely cannabis consumers live and see how consumption varies across different segments.



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Product Positioning: Are your consumers young risk takers or older professionals looking for an upmarket experience? Use CannabisInsights to determine the best branding name for your product to appeal to your target market.

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Retail Site Selection: Government-run dispensaries and retailers can pinpoint the best retail locations that fit with the legislative requirements and community characteristics.



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Medical Marijuana: Spot areas in a community that have a higher propensity for ailments treated with cannabis and which see cannabis as a viable treatment option.

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Public Awareness Campaigns: Learn about Canadians' attitudes towards cannabis to develop public health and awareness campaigns at the neighbourhood level, promoting the responsible use of cannabis.

The database is available as an Opticks Vividata add-on or as a standalone product (a Vividata membership is required). The CannabisInsights flat file is delivered with counts, indexes and percent penetrations for each geography level. 

Want to know more about the CannabisInsights Database?

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Create a comprehensive picture of your customers according to their shared demographic, lifestyle and behavioural traits. Discover where they live and understand their preferences to create more effective marketing strategies. In addition to custom segmentation services, we offer four off-the-shelf segmentation systems, including PRIZM, Canada’s leading consumer segmentation system.


Reach your best customers, track neighbourhood growth patterns and forecast trends with demographic data covering age, sex, marital status, education, occupation, income, housing, cultural diversity and more. We offer five proprietary, privacy-complaint databases, which are built from multiple sources.

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