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Our audience is divided into 4 different personas:

Classic Stoner

Characteristics:

  • Stoners aged 18-26, young, outspoken, engaged
  • College students and young adults who love to “smoke weed every day”
  • Typically use the Internet a lot and truly love entertaining and hilarious content that specifically has to do with cannabis. If they feel a piece of content is not “stonery” enough for them, or shows something they find dumb, they are not afraid to speak their minds and make comments on the posts. With that, they also are not afraid to respond harshly to others with whom they do not agree with.
  • Love to post what they smoke, how they smoke, when they smoke (every day) what they smoke out of, etc. and are not afraid of including pictures at times.
  • Downfalls: Typically do not care for actual meaningful content – typically only read the headline and comment regardless, they can make very unrealistic statements, and can be very brutal when necessary and group together since they are a majority of the audience.
  • Primarily in the U.S. (50%), Australia, U.K., Canada (15%), India
  • Bottom line: they ARE the typical “stoner.”

Persona example:

Pete is a 20-year-old college student who loves to smoke cannabis nearly every day. Pete started to inhale in high school and never looked back. He loves the fact that cannabis makes him feel relaxed and relieves all the stress within his life, and just genuinely loves the feeling of getting “high.” Pete wants to see the legalization of cannabis happen, but he does not partake in any activist groups, but will argue that it needs to be legalized since “weed isn’t a drug” and it has a lot of medicinal properties to it, and it’s less harmful than alcohol or tobacco. Pete looks for some extremely stoneresque content that is entertaining, funny, and stuff that he can share with his “stoner” buddies.

Cannabis Enthusiast

Characteristics:

  • Consumers, 18-34, open-minded, smart, down-to-earth, friendly
  • College to young adults that enjoy cannabis frequently, but not necessarily every day. It is their drug of choice.
    These are everyday Internet users that acknowledge how to actually invoke change within cannabis policies and like to not only see entertaining and funny stuff, but like to see meaningful policy changes, research, etc. and are the ones who will actually read through articles. These users will acknowledge quality content, won’t typically get into pointless and groundless arguments, and are the ones who have realistic knowledge towards cannabis legalization.
  • These users love to post their opinions, their experiences, and realistic comments that also show intellect rather than “stoned” vocab.
  • Downfalls: Some users may see the overly “stoneresque” content as “not helping out the movement” and be quick to point it out.
  • Primarily in the U.S. (50%), Australia, U.K., Canada (15%), India

Persona example 01:

Rori is a 26-year-old male who currently has a steady job and loves to enjoy cannabis in his free time when there isn’t a big responsibility to worry about. He is fairly to well-educated about cannabis regarding its history, a little about its chemical properties, what makes cannabis a medicine, cannabis policies around his country, and also is interested in the cannabis industry. Rori loves to show his knowledge for cannabis when needed, and typically wins in debates because of his intellectual capability in knowing cannabis. Rori loves reading and seeing all sorts of cannabis content and loves entertaining/humorous posts, but loves seeing new studies, policies, videos, etc. about what is happening with cannabis around the world. Ultimately, Rori knows he does not fit into the “stoner” stigma and genuinely hates the phrase since he knows not all consumers are that way and that there are plenty sophisticated users like himself trying to make a difference.

Persona example 02:

Jess is a 30-year-old professional who is making great progress with her career. In her mid-twenties, a friend offered her ‘a smoke’ and ever since she has enjoyed cannabis. After a long day at the office Jess likes to come home, kick her heels off and have a smoke to help her relax and unwind. Jess is health conscious person who eats well and exercises regularly, and as such she likes to be well informed about cannabis and how it affects her body. Because of her career, she doesn’t like to broadcast her appreciation of cannabis and likes to keep a low profile. However, she enjoys staying up to date with the cannabis movement and culture.

Medical User

Characteristics

  • The user will either be an older person (50+) or children of an older person (20-40) looking for a solution for their parent or loved one
  • Looking for an alternative to prescription medicines
  • Is most likely already suffering from an illness
  • May not be very educated about medical marijuana and is looking to learn more
  • The older people may view marijuana with ‘Reefer Madness’ goggles, as they grew up during this time, and as such need to be re-educated
  • Medical user will, in most cases not be interested is smoking or any stonereque-type information.
  • They are most likely to cook marijuana-recipes, or consume cannabis-oil capsules.

Persona example 01:

Jim is 50 years old and has back pain from an injury he had on a construction site 10 years ago. Jim was on loads of pain killers for years and they nearly destroyed his life. He experimented with cannabis 2 years ago (it was suggested by a friend). Since then he has used cannabis to relieve his pain and believes it is an amazing medicine. Jim wants to learn more about cannabis, its healing properties and how he can make easy food that will relieve his pain. He is also interested in cannabis culture, videos and medical information.

Persona example 02:

Jenny is a well educated 60 year old woman who is now retired. She was recently diagnosed with a treatable form of cancer. 2 years ago, one of her friends treated cancer with chemo. While the chemo worked, the effect on her friend’s quality of life was severely affected for many months. Jenny has heard that ‘cannabis cures cancer’, without all the terrible side effects. She saw her friend suffer and does not want to experience the same thing. So her and her husband are seriously considering cannabis / CBD as an alternative treatment. Before she can make her decision wants to understand exactly how cannabis can help and assess whether it is effective as a treatment and a cure.

Cannabis Chef 

Characteristics

  • The user will either be an older person (50+) who uses marijuana in their food for medicating purposes (see Medical User above)
  • Alternatively the user may be a younger person (18-30) who is looking to bake some ‘brownies’ for some weekend fun
  • Is most likely already suffering from an illness
  • May not be very educated about medical marijuana and is looking to learn more
  • The older people may view marijuana with ‘Reefer Madness’ goggles, as they grew up during this time, and as such need to be re-educated
  • Medical user will, in most cases not be interested is smoking or any stonereque-type information.
  • They are most likely to cook marijuana-recipes, or consume cannabis oil capsules.

Persona example:

Julie is a 21-year-old university student.  She and her friends really enjoy smoking marijuana and they have heard eating cannabis can be a whole new experience. So Julie is looking for a quick, easy to understand recipe. She knows it’s hard to get the ‘right amount’ of marijuana in each brownies, so she will be looking for good information about making cannabutter. She then wants a quick and easy recipe to make. She’s not interested in much of the medical benefits, she just wants to make the brownies so she and her friends can get high and have a good time.

 

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