Miner & Co. Studio is a group of strategists with a
proven and award-winning track record in guiding brand
positioning, brand experience, advertising campaign development, TV show and concept testing and new product and app development. Employing a range of approaches
across the qualitative and quantitative spectrum, we join our clients in embracing consumer aspirations and insights to drive
innovation and action. These are the words that I read on the main page of Miner & Co. Studio's website. I continued to read on and
found statements like “They join their clients in embracing consumer aspirations and insights to drive innovation and action”. With a client
list of the likes of American Express, CNN & CNBC, ESPN & G4, Jose Cuervo, KFC & NISSAN, Miner & Co. Studio has been “providing a mix of
qualitative, quantitative, social media and consulting expertise delving beyond what consumers simply say or self-report but to uncover the 'why' that drives their behaviors and brand affinities”. So with plenty of business and insufficient free time, why would this big-time marketing research
firm decide to do a self-funded study on cannabis consumers?
The answer may surprise you.
I first became aware of Miner & Co. Studio and it's cannabis
study in mid-December of last year. I was quite impressed
with the findings and the produced video to describe
their findings. However, it was not until I recently
spoke with Robert Miner, President of Miner &
Co. Studio, that I got the whole story of his
motivations, expectations, surprises and
insights that this story came full
circle for me.
So let’s start with
the basics.
On November 30, 2016
Miner & Co. Studio
released an article and
video entitled The New
Cannabis Consumer - Stoners
No More. This article
CannaConsumer Magazine
RECREATIONAL CANNABIS 45
CANNABIS