GfK MRI adds cannabis data to survey

New questions are now in the field, with data expected to become available in March 2019. MRI is capturing recreational marijuana use within the past six months, and medical use in the past year.

Clients will be able to analyse the cannabis data in the context of consumers’ product ownership, leisure activities, attitudes and beliefs and media use, among other things.

The cannabis questions are part of a larger GfK North America initiative to explore marijuana use as part of lifestyle choices. It was developed in collaboration with strategic research agency with expertise in cannabis consumer insights, Miner & Company Studio.  

GfK will also add questions on this topic to its probability-based online panel, KnowledgePanel®.

Karen Ramspacher, senior vice-president of innovation and insights at GfK MRI, said: “With marijuana moving beyond stereotypical ‘stoners’ into mainstream medical and recreational use, MRI believes it is time to understand the implications of these changes. We look forward to trending the data nationwide and revealing the associated purchases that are impacted by new use trends.”

The Survey of the American Consumer® measures consumption of more than 6,500 products and services in nearly 600 categories.