Choice Hacking helped a U.S.-based Cannabis Brand go from confused to clear about its customer's needs.

relaxation gummies
Managing your health comes in many forms.

For some folks it’s a visit to a mental health professional.

For others it’s an intense hot yoga session followed by a cold dip.

And for a growing number of people in the US and Canada, it’s using a hemp or cannabis product to relax at the end of a stressful day.

But the retail and e-commerce brands in this space have a unique challenge:

// Challenge
How can they get to know their users deeply, when legal cannabis customer experiences are so new - and so emotionally charged for many people?

That’s what my client - a US-based cannabis retail, delivery, and e-commerce brand - came to me to figure out.

// Process & Deliverables
This was an extensive project that included many deliverables: 
  • Discussion guide creation
  • Survey design & delivery 
  • Recruitment of research participants 
  • Leading 10 hour-long user interviews  
  • Delivering a 50-page customer insights document 
  • Creating multiple user personas
  • Creating multiple customer journey maps

I recruited and interviewed 10 cannabis (hemp & THC) users who told me all about their deepest fears, barriers, needs, and challenges around purchasing in this new category.

Using behavioural science interview frameworks powered by models like COM-B, I dug into the underlying psychological drivers behind their behaviors - I analyzed these interviews and turned them into an insightful customer research deck, but that was just the beginning.

From there, I used a unique behavioral science and psychology-powered approach to create behavioral personas and several customer journey maps.


My client went from feeling like they were in the dark about their customers to having clear behavioral insights, practical recommendations, customer journeys, and easy-to-use personas to inform their product development and marketing.

This is what CMO Tom Daly (and former Sr. Group Director of Global Marketing for Coca-Cola) had to say about our work: 

"If you want to get to know your customers better, uncover impactful insights, and make marketing that resonates with your target audience, you should consider working with Choice Hacking...

Moreover, working with Jen and Choice Hacking was a collaborative and personalized experience. They took the time to understand our business and tailor their methods to our specific needs. This approach led to insights that were relevant and impactful to our business.

Working with Jen and Choice Hacking was a fantastic experience that delivered valuable insights and measurable improvements to our business.
If you want to take your business to the next level and connect with your target audience, you should consider working with Choice Hacking."

Does this sound like a challenge you're facing right now?
Just get in touch here or book out a mini-consulting session.

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