Consumer research services provider Nielsen has teamed up with leading cannabis analytics company Headset to help CPG companies understand the US cannabis market. The US-specific strategic alliance comes as Nielsen steadily develops a suite of cannabis measurement capabilities including a recent acquisition of Cannabiz Consumer Group, a firm which focuses on studying the impact of marijuana legalization on consumer spending and shopping trends.
Nielsen and Headset plan to release a report on the US cannabis market from its infancy through 2018. Ongoing, the vision is to help CPG companies monitor the evolution of the legal cannabis space, and the potential impact of legal cannabis sales to better mitigate threats and identify future opportunities.
The Nielsen and Headset alliance leverages the combined power of Nielsen’s consumer research capabilities with Headset’s real-time retail point of sale (POS) data for legal cannabis products in key legal/recreational use states, along with Headset’s proprietary product catalog, dictionary, demographic and purchase dynamics. This relationship will bring unprecedented visibility into market-leading trends, highlighting segments, brands, and products that are resonating with consumers in the legal cannabis market. This alliance will also give insight into consumer attitudes, product preferences, use occasions, and future intent tied to consumer interaction points within CPG categories.
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