Demographics: Late 20s to mid-40s; college-educated; suburban; affluent.
Personal Histories: She leads a health-conscious life and is active, though she also enjoys wine with her girlfriends. Before legalization, she hasn’t used cannabis since college. Her goals are both therapeutically and socially-motivated. She wants to treat insomnia, stress and anxiety, or pain. She also likes the social aspect that legal cannabis brings with products like vapes and chocolate edibles — products she doesn’t have to smoke.
Expectations: She’s looking for dispensaries that provide a spa-like or Apple Store experience. Price is far less important to her than quality and experience — she’ll gladly pay a premium (or drive further) to go to dispensaries where she feels comfortable and which carry organic or top-shelf products. She wants knowledgeable and approachable budtenders who can direct her to products that are uplifting, uninhibiting, and, in the case of edibles, tasty (particularly artisan chocolates). Once she finds a dispensary or brands that she loves, she can become very brand-loyal to the point of becoming a brand advocate.