Know the competition before you get in the ring.

I always start with research. Whether I’m creating a new PR campaign or advising a client on a marketing tactic, I use research to inform every decision I make.

When I started working with clients in the cannabis space, I realized the need for more consumer insights. There is a lack of qualitative market research in the cannabis industry, and many brands don’t know who their audience is. I took the lead in developing my agency’s service offering in consumer insights and brand strategy to help our clients meet this need.

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