Microdosing Mamas appear in one market: US Cannabis
Definition: Women with children in the household who report using cannabis at least weekly.
Persona Story:
Rosalie is a 41-year-old woman who uses cannabis to deal with the daily stress of being a mom to four high school children. Before the kids get home from school, Rosalie often enjoys a moment to herself with a small bowl of cannabis flower or a gummy. No matter the mess or how many friends are brought home today, Rosalie is relaxed and ready to lovingly greet her kids.
She buys her cannabis at a local dispensary. Not wanting to feel too stoned, she often tries products with CBD and THC. Rosalie has used cannabis in some respect most of her life and enjoys the relaxation it brings her.
Personas were developed using a mixed-methodology approach of advanced statistical methods and qualitative expertise. We first performed multiple cluster approaches including k-means and hierarchical clustering on multiple combinations of user attributes (attitudinal and behavioral questions).
We focused on a three-prong approach of 1) identifying cluster groups using k-means clustering; 2) isolating the top correlated attributes for each group identified; and 3) finally define distinct decision rules for each personas using the top correlated attributes. Our qualitative analysts and content experts then confirmed and verified these characteristics as well as named and described the groups.