SampleCon Speech

During May of 2022, the latest edition of Samplecon was held in Pasadena, Ca. With attendees from 16 different countries and 240 guests, it was the biggest yet. Jacqueline Rosales, the President of ISA initiated the convention 9 years ago. She returned to the Samplecon stage to, once again, disrupt the consumer market research spaxw. This time her mission was to educate her colleagues about the future of the world wide web; Web 3 and how it’s ecosystem will change the world, let alone the marketing research industry. She brought to stage Craig Obligacion Wilson who is a Metaverse and NFT expert that worked for Unigrid, a decentralized cloud service. They shared their thoughts on how Web3, in particular NFTs will change the world.

Below are some of the top quotes and facts from the interview.

“Adidas…the first NFT collection 24 hours sold out. How much money did Adidas make on that collection $23 million.”

“And now in web three, it's the ownership economy. It is anybody can contribute. Anybody can own the data."

– Jacqueline Rosales, President, ISA

“I think the one thing that's gonna blow some heads in here…is that the consumers own the information, that the consumers have the right to sell it to you, versus you pay them for it. It's a little bit of a different strategy. It's very bottom up or as I like to call it, C2B instead of B2C. And that C could either be consumer, customer or community. It is the community that's making the decision… for Web3.”

“So, Blockchain is a digital ledger. I also like to think of it as like a digital timeline, where all the information is encrypted, so it can't be changed. It can't be accessed. It's always there. It's also like a moment in history. It's always there can't be changed. And then it's peer to peer. So, all this information gets spread, everywhere, anybody can access it.”

– Craig Obligacion Wilson, SME, ISA

Crypto winter is the time to build

You’ve probably heard the term “crypto winter” thrown around about a million times at this point. Should our clients be nervous to invest in Web3 research? Should we stop pushing the issue? The simple answer is no!

Venture capitalist firm Andreessen Horowitz (known as “a16z”) has just closed on its latest crypto fund – totaling $4.5 billion. This doubles the size of their last crypto fund and shows that the firm has no interest in taking their foot off the Web3 gas pedal.

Antoni Martin, enterprise lead at Polygon told Protocol that although the crypto crash has decreased interest in crypto, it is the time to differentiate between speculation and build saying “I think it’s time to build up, and with time the market will differentiate.”

“The blockchain solves counterparty interaction, eliminating the need for a middleman. This technology allows you to push payments without any intermediaries and provides a system of real-time auditability. Traditional banking requires protocols to prevent money laundering and to keep funds secure. Blockchain technology alleviates the need for these protocols by making each transaction transparent.”

-Eric Benz, CannaDAO

You know who is taking advantage of this time to build – Emerald Road. Emerald Road is a group of Californian cannabis farmers, led by legacy farmer and entrepreneur, Justin Calvino. Emerald road is an exclusive digital cannabis community. The platform is designed to connect farmers directly with their customers using community-building experiences. There is also the ability to purchase and market and provide content and education for consumers – all powered by blockchain technology. This virtual bazaar will give consumers the opportunity to gain experience, visit and purchase directly from farms, without ever leaving their home.

“The crypto blockchain space can really help the cannabis industry with everything from securing payments to seed to sale tracking and supply chain management. The fact that both crypto and cannabis are both new, emerging industries creates a great opportunity for them to help each other grow.”

– Laura Albers, Oasis Intelligence

Do you think your clients can benefit from Web3 strategy plan? We do! Don’t let the hype of “crypto winter” keep your clients from getting the full potential out of a Web3 plan. Remember, we’re not early, we’re late.

Business on blockchain

We know you’ve heard about what blockchain is, but what can it do?

 

The value of blockchain technology lies within the efficiency of it’s security measures. It can diminish the cost of doing business by providing data security that protects underlying data by making permanent, immutable records of exchanges. Blockchains are a new opportunity to reduce costs, streamline processes, improve data tracking and security, mitigate fraud and improve security.

“I continue to learn and develop more of an understanding of the power of blockchain technology. We are seeing a multitude of different and diverse uses and I believe that we are not even close to the pinnacle of what this technology can do. It is explosive and enabling businesses to become more efficient and successful.”

– Jacqueline Rosales

We’ve seen a real-life example of using a blockchain to track data with London-based company, Everledger, who are using a blockchain tracker to help eradicate the mining and trading of “blood diamonds,” which are mined using child labo0r and drug money. The startup has built a platform that tracks origin and ownership changes along the supply chain – recently securing $20 million in funding.

We are seeing a trend in opportunities for business development on these new platforms. Blockchains are bringing a new way to track and securely store data, giving transparency and more trust to business transactions. Large corporations, like Beijing Mercedes Benz, have partnered with blockchain based used car company, PlatOn, to understand and measure depreciation of their vehicles over time.

“I think a lot of these projects are being built on platforms where community will have the best experience. It comes down to user experience. It is important to provide value back to users on the network.”

– Hugh Benjamin

Blockchain technology allows for opportunity for greater productivity and trust between companies and clients. We are seeing blockchain platforms gain the interest of financial institutes like RBC, JP Morgan, Citibank, American Express, Visa and MasterCard. These enterprises can use the technology for building trust within the industry, financial inclusion and payment efficiency. Business developers can use those same principles in their work to gain business by providing an immutable and transparent ledger, receiving access to a secure place to track and store data, and reduce costs of conducting business, resulting in a higher margin.

In order to stay ahead of the Web3 curve, we need to make sure we are staying up to date on news. Make sure to take time to do your own research and learn about the space.

NFT News Nugget:

Check out this video of some billion dollar companies that use blockchain!

 

ISA and Vertosa Announce Upcoming Live Event Exploring Branding and Marketing for Cannabis-infused Beverages

The virtual event taking place on July 27th will include the best-selling author of Branding Bud along with business leaders from WUNDER and Pabst Labs

ISA and Vertosa announced today the speaker lineup for their upcoming webinar: “Category Creators: Marketing and Branding for Cannabis Beverages.” Alexi Chialtas, CEO of WUNDER, David Paleschuck, Author of Branding Bud: The Commercialization of Cannabis and Mark Faicol, Brand Manager at Pabst Labs, will join the live event starting at 1 pm PST on July 27, 2021. This engagement is the third in a series of webinar events stemming from a strategic partnership between ISA and Vertosa.
The infused beverage market is expanding rapidly, driven by consumer curiosity and innovative product development. With new cannabis beverages launching almost every day, brands must constantly create and maintain excitement around their product. ISA and Vertosa developed this content specifically to bring to light new marketing strategies, concepts and approaches. The panel of experts will explore the question of what consumers are really looking for and how marketers can speak directly to their needs. Additionally, ISA will be releasing new data and insights showcasing the enormous potential of the infused beverage market.
“Our panel brings together a diverse group of powerful industry leaders, each with their own unique perspective and in-depth knowledge of both the cannabis beverages market, and the cannabis industry as a whole,” said Jacqueline Rosales, President of ISA. Jacqueline will moderate the event and lead the conversation about marketing and branding for cannabis beverages. The event is free and open to the public. 

ISA’s VP of Demand, Adriana Hemans, Will Lead Mentorship Workshop for Cannabis Entrepreneurs

As part of Arcview’s Mentorship Workshop, Hemans will share data and insights about the cannabis industry.

June 16, 2021, Los Angeles, CA — Insights firm ISA announced today that their VP of Demand, Adriana Hemans, will lead a live event titled Define and Align Your Data for Success, presented by Arcview’s Women’s Inclusion Network (WIN). Hemans will lead the interactive workshop and share data and insights developed by ISA’s dedicated cannabis research division. The content is aimed at helping cannabis entrepreneurs grow their businesses by identifying market opportunities and understanding their target audience. The 60-minute program was designed exclusively for WIN members and will take place Monday, June 21, at 2 pm PST and 5 pm EST. Attendees can register here.

 

“I’m thrilled to be involved in Arcview’s mentorship workshop,” Hemans commented.  “The mentoring program goes hand-in-hand with ISA’s interest in empowering women and expanding opportunity in the cannabis industry.  I believe that the openness and flexibility are the strengths of this program.  We feel that this offers participants the chance to develop in a relaxed, yet professional, setting.”

 

During the session, Hemans will share new research about emerging trends shaping the cannabis industry. Attendees will learn how consumer feedback can be harnessed to develop personalized marketing strategies. Additionally, the session will explore how consumer data and analytics can provide directional support for new product development. Hemans will offer a sneak peek of a yet-to-be-released cannabis consumer segmentation study and introduce the audience to the six key consumer personas driving the growth of the cannabis industry. 

 

Adriana Hemans leads ISA’s cannabis research division. Under her direction, ISA emerged as an early leader in cannabis consumer research. Their cannabis-focused product offering includes the CANNApinion Poll, a bi-monthly survey of 1,000 US cannabis consumers developed as a low-barrier-to-entry product for emerging brands. In 2021, ISA launched the first cannabis consumer research panel, The Green Time. ISA is the first insights firm to conduct an in-home usage test with cannabis products containing THC and the first to conduct cannabis consumer research using their proprietary insight community platform, icanmakeitbetter.

 

For more information on the Mentorship Workshop or to register, please click here.

SoapBoxSample Helps Riverside County Gauge the Spread of COVID-19

Antibody Study Shows COVID-19 May Have Infected 5.9% of Riverside County Residents, to Date

August 3, 2020, Los Angeles, CA — In an effort to understand and slow the spread of COVID-19, SoapBoxSample partnered with Riverside University Health Systems to test a representative sample of Riverside County residents for the presence of COVID-19 antibodies in their blood. The study was unique because it included adults and children aged 5 and older. This test was administered to 1,726 county residents to gain a more accurate picture of the spread of the virus in Riverside County.

Based on the county’s study, officials estimate there have been between 118,000 and 175,400 infections in Riverside County. On the low end, that would be 235% higher than confirmed case totals; on the high end, it would mean a confirmed infection prevalence that is 431% higher than the county’s current total number of confirmed cases. Riverside County has about 2.5 million residents.

SoapBoxSample recruited a random sample of Riverside residents through their proprietary sampling techniques, designed to ensure reach and diversity. Study participants were included via invitation only. Residents were not allowed to volunteer to be a part of the study, so that health officials could obtain a representative sample of the community, which is a critical component of the study. The study showed a positivity rate of nearly 6%, and officials used that percentage to estimate how many residents likely had the virus by applying the positivity rate to the overall population. These results emphasize the need to practice safe social distancing by wearing face masks and keeping 6 feet of distance from others.

“It is an honor to work on such impactful point-in-time research. We are incredibly proud of the work we’ve done here, assisting Riverside County with understanding the true spread of COVID-19 within their community. We will continue to partner with county officials, medical professionals, scientists and epidemiologists. We have a lot to learn about antibodies beyond just the prevalence.” said Jacqueline Rosales, SoapBoxSample COO.

“We continue to learn new information about coronavirus, and this survey adds important research to the growing knowledge of COVID-19,” said Riverside County Board Chair and Fourth District Supervisor V. Manuel Perez.

SoapBoxSample attracted attention from the local and national news media last March when the results of their serosurveillance study of Los Angeles County was released. The study, which tested 863 LA County residents, revealing a positivity rate of 4.06%, was conducted in partnership with the University of Southern California and the Los Angeles Department of Health. SoapBoxSample recruited the participants, developed the research instrument and designed the results portals, where residents learn the status of their tests. Read the full article in the Journal of the American Medical Association here.