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. 

Lets See What’s New in 2020 from CES

Highlights from CES 2018 and Why Researchers Should Care

Where can you play ping-pong with a robot, fall into love with a mechanical puppy and see inside a refrigerator without opening the door? At CES, the Consumer Electronics Show. Every January tech companies from around the globe convene on Las Vegas to showcase their products — gadgets and gizmos that consumers can look forward to one day owning — sort of. They won’t be coming to a store near you anytime soon, and a lot of them leave you wondering – who would actually want that? In the aftermath of CES 2018, many critics pointed out that most of the products on display would only appeal to two types of people – people with money to burn and lazy people with money to burn. But we don’t have to rely on guessing who would buy these things, because we can actually ask people and find out. (Yay research!) SoapBoxSample conducted a mini poll* to gauge people’s awareness of CES and to find out if consumers would actually buy any of these high-tech gadgets. (You’ll find the results sprinkled throughout this article. I had to find some way to get you to read the whole thing.)

The research industry has been accused of being slow to adapt. While analysts are locked in rooms figuring out how to produce non-biased sampling frames, people are out making robots with Artificial Intelligence. The very same robots you can see at CES. The tech industry could benefit from paying attention to what consumers actually want (something research can supply), but researchers should be paying attention to the tech industry because big changes in the way people use tech in their everyday lives provides new opportunities for gathering data.

“Alexa, let’s do a survey”

At CES this year, Google came out looking like they were trying too hard. They built a three-story installation in the Las Vegas Convention Center parking lot. They also clearly shelled out big bucks for an advertising presence that plastered the entire town with the phrase Google wants you to remember – Hey Google. Amazon didn’t exhibit at all. They didn’t need to, because every other device at CES boasted about being “Alexa compatible.” All the free marketing garnered by Amazon, in contrast with Google’s flashy displays made Amazon look like the cool kid who doesn’t have to try to be cool.

People love the Amazon Echo. They consider Alexa to be a trusted part of their family. This is good news for researchers. When people are taking voice-activated surveys through Alexa (coming soon), the higher levels of trust will evoke more accurate, detailed, and honest responses from respondents.

Car tech – knowledge drives enthusiasm

You can’t talk about CES without bringing up the cars. They’re sleek, they’re stylish, they glistening under the showroom lights. I’m not a car person at all (my car has roll-up windows), but these vehicles were really beautiful. As a non-car-person, what I appreciated about the new smart dashboards and infotainment systems is that they were built to provide the driver with more insight into the inner workings of the car, something that I wouldn’t be able to assess by opening the hood.

As car manufacturers are scrambling to bring the first self-driving cars to market, they also have to convince people that self-driving cars are safe. Last quarter SoapBoxSample published the results of an internal study on the public’s perception of self-driving cars. Almost half of those surveyed believe that self-driving cars are dangerous and would not feel comfortable sharing the road with them. Only 28% said they looked forward to owning one. Developing smart dashboards that give drivers detailed information about how the car is operating is one way that car manufacturers can combat negative views of their product’s safety.

Related: Who’s in the Driver’s Seat? An Infographic About Self-driving Cars

Beauty tech – look better, feel worse

I tried out the HiMirror, one of CES’s #beautytech products. The HiMirror measures your pores, dark spots, wrinkles and dark circles. Just what women need, right? A super judgy mirror. Their marketing promised that the in-depth analysis would result in better “skin care goal-setting”. But what is the goal, to stop aging, or to sell products? The next generation of the HiMirror will probably show targeted ads for skin care products. I think I would rather skip the recommended products, and not know that my dark circles had increased by 3%. Turns out most people agree with me. Our poll showed that 68% of respondents would not want to use a high-tech mirror that measures skin imperfections.

It’s not so much consumer electronics, as it is competitive electronics

Is there really a consumer demand for a laundry-folding robot the size of a washing machine that requires you to manually tag each item of clothing you own, and can only fold adult-sized clothing? (And by the way, it takes longer than folding by hand.) Of the nearly 1,000 people who answered our poll, 79% said no thank you to the $980 laundry-folding robot.

Are the companies that produce these robots more focused on giving consumers what they want, or trying to out-do their competitors? What you might notice about this year’s line of robots is that their designs are very similar. White casing, black trim — almost without exception. Did the robot manufacturers forget to do their competitive analysis? (Shameless plug – did you know that SoapBoxSample’s passive metering application is great for understanding how people interact with your brand’s competition online?)

Can Americans fall in love with a robot dog?

I’m not a dog person, or even a pet person, so I didn’t expect to catch feelings for SONY’s robot dog Aibo. But it won me over instantly. Aibo is life-like, expressive, and responds to voice and touch. Knowing that his OLED eyes were mechanical did not make them any less puppy-like. Aibo is currently only available in Japan and costs $1700. SONY has said that they expect to sell at least 150,000 units. Could Aibo gain the same type of popularity in the United States?

Americans are waaaaaay into their pets. Here are some highlights from SoapBoxSample’s 2016 survey of U.S. pet owners to prove it – more than 60% of pet owners sleep with their animals, 40% of dog owners dress their pets up in costumes, and 73% of pet owners believe their pets are “smarter than average”. Could a robot dog one day occupy the same space in our hearts (and in our beds)? According to the results of our poll – heck no. When asked if they could see robot pets becoming more popular than live pets, 89% said no.

Related: Valentine’s Day Pet-fographic – We Know Americans Have a Close Relationship with Their Cats and Dogs But Just How Close Are They?

The future is full of glitches

If robots had emotions, the Aeolus would have experienced total confusion during its live demonstration. The booth presenter repeatedly ordered the bewildered bot to pick up a remote control off the floor, which it finally did after about a minute or so. (This scenario would be nothing new for the 8.4% of U.S. households with teenagers.) But the limitations of the robot’s responsiveness are no hurdle when compared to its price tag. The company wouldn’t name the actual cost, other than to say it was “less than a vacation for a family of four.” For the purposes of our poll, we guessed the price to be $10,000. Turns out most people don’t really see the value in it. Over 83% said they would not be picking one up anytime soon.

I need a fridge with a camera in it

The ThinQ smart fridge unveiled by LG has a 29-inch touchscreen on the door. If you knock on the screen twice it becomes transparent so you can see the contents inside. But my favorite part was the wide-angle camera inside the fridge. How many times have you thought to yourself, “I wish I could look inside my fridge while I’m at the store so I can see what I need to buy”? Maybe never, but you know who else wants a look inside your fridge? Researchers. The smart kitchen of the future is a paradise for people who hate making lists, and for research ethnographers. With cameras inside every appliance, researchers can see inside the homes of their subjects without setting foot in the door, and more importantly, without disrupting the routines they are attempting to study.

Within the 2.6 million square feet of exhibit space occupied by CES, there were devices that could change our everyday lives, and some other ones that were pretty dumb. There were also plenty of opportunities for researchers. Tech companies seem to have bought into idea that they should be creating things that the public doesn’t know they want yet. Based on the public reaction to some of the products at the show, this might not be the best plan. Tech companies need consumer research more than ever to tell them if there’s a market for what they are attempting to create. Researchers should keep a close eye on developments in tech — there are lots of opportunities coming along for research to become less invasive, cheaper, more efficient and more accurate. The two industries should work together as we move into the next phase of consumer technology.

*P.S. By the way, this poll was a lot like the exhibits at CES, fun to look at, but lacking scientific validity (probably biased and non-representative).

SoapBoxSample Announces Exciting Partnership with WeedWeek

Industry leaders collaborate to provide research and insights in the cannabis space

WeedWeek, the go-to media company for diverse cannabis news, announced a collaborative partnership with market research firm, SoapBoxSample, creating a council consisting of thought leaders and influencers in the cannabis space. The council will provide insight into the fast-evolving landscape allowing followers to keep their fingers on the pulse of the industry.

SoapBoxSample continues to expand its leadership and position within the cannabis space not only as a research provider, but as a collaborative influencer for brands, ancillary businesses and anyone looking to grow and build a cannabis business or brand.

“It’s so exciting working in a space driven by belief and passion. The opportunity to help businesses survive and thrive in such an explosive industry is not only fulfilling, but exhilarating.” said SoapBoxSample COO,  Jacqueline Rosales. “Every day is something new – a new challenge and a new opportunity. It’s exciting to see the immediate impact of our work helping clients.”

WeedWeek and SoapBoxSample came together on the heels of NECANN, the largest Cannabis Convention on the East Coast with more than 100 speakers, 300 exhibitors and approximately 10,000 attendees. Jacqueline Rosales’ session entitled, “When Patients Become Customers: How Understanding Consumer Types Can Help Your Cannabis Business Survive the Green Rush”, explained how business owners and decision makers can better understand consumer needs and wants through the use of research.

The WeedWeek Council’s responses and ideas will appear in a dedicated section of the WeedWeek newsletter. The council will be comprised of 25-30 people from various backgrounds and expertise in the green space and members are selected based on a competitive application process.

WeedWeek was founded in 2015 by Alex Halperin when he saw a need for a media company covering the many facets of the cannabis industry. Helperin, a successful journalist who has written for Washington Post, LA Times, Huff Post, Hightimes and Business Insider also runs ReCharge Events as well as a podcast. WeedWeek covers politics, law, culture, health and business as they relate to cannabis.

“WeedWeek Council is an exciting new way WeedWeek will share exclusive insights on the green rush with our thousands of readers,” said Alex Halperin.

SoapBoxSample has been actively conducting cannabis research since 2016 and continues to expand its offerings. Most recently, SoapBoxSample launched the CANNApinon poll, a national bi-weekly survey of cannabis consumers whose insights enable industry-specific details on consumer needs and wants for dispensaries, growers, media companies, food and beverage producers, distributors, and the cannabis beauty industry.

WeedWeek and SoapBoxSample are now accepting applications for membership to the WeekWeed Council. For information on how to join, click here.

To learn more about SoapBoxSample’s cannabis offering, visit SoapBoxSample.com/cannabis

About WeedWeek: Founded by award winning journalist Alex Halperin, WeedWeek’s free newsletters aggregate the latest developments in cannabis politics, business, health and science, law and culture. And the podcast features interviews with the most interesting voices in the space. Smart, credible and free, WeedWeek is the best way to keep up with the green rush. Subscribe at WeedWeek.net.[/vc_column_text][/vc_column][/vc_row]

Emerging Thought Leadership from USCC Reveals Urgent Need for Consumer Research in the Cannabis Space

SoapBoxSample Announces the Launch of a New Cannabis Consumer Research Service

As competition heats up in the cannabis market, what factors will determine whether brands can survive “the green rush”?  One clear takeaway emerged from thought leaders at the US Cannabis Conference (USCC) in Phoenix last week – know your customers; they may not be who you think they are.

Business owners, investors and experts gathered at the USCC for an event focused on the new era of cannabis. SoapBoxSample led a session in partnership with Jupiter Research and ProGrowTech titled, “Will You Survive the Green Rush?” The session focused on how consumer research can help companies get the right message to the right audience at the right time. At the start of the session, Jacqueline Rosales, SoapBoxSample COO, took questions from the audience that were sent out to respondents in real time, providing attendees with immediate feedback from real consumers.

SoapBoxSample presented data collected from cannabis consumers – much of what they uncovered contrasted with current assumptions. One example was the startling statistic that while 1/3 of cannabis consumers are purchasing in dispensaries, only 12% trust dispensary employees as a source of information about new products. Companies that distribute their products in dispensaries left the event with a clear directive that opportunities to educate consumers are being left on the table.

To demonstrate their commitment to cannabis research and their passion for the cannabis industry, SoapBoxSample announced the launch of their new product — a bi-weekly survey of cannabis consumers built around the research needs of growing cannabis businesses. Clients will be able to tap into a custom-built resource, ask questions, and access insights – all at a low cost.

Kaila Strong, Dir. of Marketing for Jupiter Research, a vaporizer technology company, urged business leaders to take a more conscious approach in their marketing. “This type of research is useful for product testing, product development, allocation of budget and also our own internal understanding,” said Kaila. “The golden rule of marketing is that you don’t assume that you are your consumer.”

Andrew Myers, CEO of ProGrowTech, a company that builds high-end lighting solutions for large-scale grow operations emphasized the importance of research for his company as they move into direct-to-consumer sales and unveil new products for 2019.

Brands that are able to gather feedback from their customers in order to improve their products and marketing are the ones that will survive and emerge as leaders in the industry. “People are invested in this space because they believe in it, and they’re passionate about it,” said Jacqueline Rosales.

Read Another Cannabis News Release – Age, Gender Play a Role in Cannabis Consumer Habits

The Culture Connection

This article originally appeared in the August 2018 issue of Quirks Magazine – Special Feature Faces of Market Research.

Authentic Leadership and Team Building Expert

Five years ago, when Jacqueline Rosales was faced with the enormous task of building a startup from scratch, she decided to start with an aspect of company-building that many leaders don’t tackle at all. She wrote the company ethos. Known as the Telltale Ten, these are the ten guiding principles that became the basis for the establishment and rapid growth of SoapBoxSample.

“I realized the first step was really to focus on what type of company I wanted to build. That’s what I was most excited about. You can be smart, skilled, and experienced, but if you are not willing, able, and genuinely pumped about working for a company that embodies these ten principles, then I am sorry (not really), you can’t play with us,” said Jacqueline.

Flash forward to today, SoapBoxSample has 45 full-time employees. They’ve expanded their product offerings to include a Full Service division, Passive Metering, and Mobile Missions and have integrated the operations of icanmakeitbetter, an Insight Community Platform.

Jacqueline attributes the company’s success to her staff. While her staff says it’s her authentic leadership style. “If you hire the right people, you can overcome any obstacle. They dive growth and success. My goal is to charm them enough that they want to become integral parts of a greater whole.”

In 2015, Jacqueline began documenting her entrepreneurial journey – both in and out of the office, in her blog, The Telltale Ten. Popular posts include No Budget Isn’t an Excuse for No Brains, So You Want to Be the Boss? and Yay, My Kid is Not a Jerk.

Confused Robots, Puppy Love, and Super Judgy Mirrors

Highlights from CES 2018 and Why Researchers Should Care

Where can you play ping-pong with a robot, fall into love with a mechanical puppy and see inside a refrigerator without opening the door? At CES, the Consumer Electronics Show. Every January tech companies from around the globe convene on Las Vegas to showcase their products — gadgets and gizmos that consumers can look forward to one day owning — sort of. They won’t be coming to a store near you anytime soon, and a lot of them leave you wondering – who would actually want that? In the aftermath of CES 2018, many critics pointed out that most of the products on display would only appeal to two types of people – people with money to burn and lazy people with money to burn. But we don’t have to rely on guessing who would buy these things, because we can actually ask people and find out. (Yay research!) SoapBoxSample conducted a mini poll* to gauge people’s awareness of CES and to find out if consumers would actually buy any of these high-tech gadgets. (You’ll find the results sprinkled throughout this article. I had to find some way to get you to read the whole thing.)

The research industry has been accused of being slow to adapt. While analysts are locked in rooms figuring out how to produce non-biased sampling frames, people are out making robots with Artificial Intelligence. The very same robots you can see at CES. The tech industry could benefit from paying attention to what consumers actually want (something research can supply), but researchers should be paying attention to the tech industry because big changes in the way people use tech in their everyday lives provides new opportunities for gathering data.

“Alexa, let’s do a survey”

At CES this year, Google came out looking like they were trying too hard. They built a three-story installation in the Las Vegas Convention Center parking lot. They also clearly shelled out big bucks for an advertising presence that plastered the entire town with the phrase Google wants you to remember – Hey Google. Amazon didn’t exhibit at all. They didn’t need to, because every other device at CES boasted about being “Alexa compatible.” All the free marketing garnered by Amazon, in contrast with Google’s flashy displays made Amazon look like the cool kid who doesn’t have to try to be cool.

People love the Amazon Echo. They consider Alexa to be a trusted part of their family. This is good news for researchers. When people are taking voice-activated surveys through Alexa (coming soon), the higher levels of trust will evoke more accurate, detailed, and honest responses from respondents.

Car tech – knowledge drives enthusiasm

You can’t talk about CES without bringing up the cars. They’re sleek, they’re stylish, they glistening under the showroom lights. I’m not a car person at all (my car has roll-up windows), but these vehicles were really beautiful. As a non-car-person, what I appreciated about the new smart dashboards and infotainment systems is that they were built to provide the driver with more insight into the inner workings of the car, something that I wouldn’t be able to assess by opening the hood.

As car manufacturers are scrambling to bring the first self-driving cars to market, they also have to convince people that self-driving cars are safe. Last quarter SoapBoxSample published the results of an internal study on the public’s perception of self-driving cars. Almost half of those surveyed believe that self-driving cars are dangerous and would not feel comfortable sharing the road with them. Only 28% said they looked forward to owning one. Developing smart dashboards that give drivers detailed information about how the car is operating is one way that car manufacturers can combat negative views of their product’s safety.

Related: Who’s in the Driver’s Seat? An Infographic About Self-driving Cars

Beauty tech – look better, feel worse

I tried out the HiMirror, one of CES’s #beautytech products. The HiMirror measures your pores, dark spots, wrinkles and dark circles. Just what women need, right? A super judgy mirror. Their marketing promised that the in-depth analysis would result in better “skin care goal-setting”. But what is the goal, to stop aging, or to sell products? The next generation of the HiMirror will probably show targeted ads for skin care products. I think I would rather skip the recommended products, and not know that my dark circles had increased by 3%. Turns out most people agree with me. Our poll showed that 68% of respondents would not want to use a high-tech mirror that measures skin imperfections.

It’s not so much consumer electronics, as it is competitive electronics

Is there really a consumer demand for a laundry-folding robot the size of a washing machine that requires you to manually tag each item of clothing you own, and can only fold adult-sized clothing? (And by the way, it takes longer than folding by hand.) Of the nearly 1,000 people who answered our poll, 79% said no thank you to the $980 laundry-folding robot.

Are the companies that produce these robots more focused on giving consumers what they want, or trying to out-do their competitors? What you might notice about this year’s line of robots is that their designs are very similar. White casing, black trim — almost without exception. Did the robot manufacturers forget to do their competitive analysis? (Shameless plug – did you know that SoapBoxSample’s passive metering application is great for understanding how people interact with your brand’s competition online?)

Can Americans fall in love with a robot dog?

I’m not a dog person, or even a pet person, so I didn’t expect to catch feelings for SONY’s robot dog Aibo. But it won me over instantly. Aibo is life-like, expressive, and responds to voice and touch. Knowing that his OLED eyes were mechanical did not make them any less puppy-like. Aibo is currently only available in Japan and costs $1700. SONY has said that they expect to sell at least 150,000 units. Could Aibo gain the same type of popularity in the United States?

Americans are waaaaaay into their pets. Here are some highlights from SoapBoxSample’s 2016 survey of U.S. pet owners to prove it – more than 60% of pet owners sleep with their animals, 40% of dog owners dress their pets up in costumes, and 73% of pet owners believe their pets are “smarter than average”. Could a robot dog one day occupy the same space in our hearts (and in our beds)? According to the results of our poll – heck no. When asked if they could see robot pets becoming more popular than live pets, 89% said no.

Related: Valentine’s Day Pet-fographic – We Know Americans Have a Close Relationship with Their Cats and Dogs But Just How Close Are They?

The future is full of glitches

If robots had emotions, the Aeolus would have experienced total confusion during its live demonstration. The booth presenter repeatedly ordered the bewildered bot to pick up a remote control off the floor, which it finally did after about a minute or so. (This scenario would be nothing new for the 8.4% of U.S. households with teenagers.) But the limitations of the robot’s responsiveness are no hurdle when compared to its price tag. The company wouldn’t name the actual cost, other than to say it was “less than a vacation for a family of four.” For the purposes of our poll, we guessed the price to be $10,000. Turns out most people don’t really see the value in it. Over 83% said they would not be picking one up anytime soon.

I need a fridge with a camera in it

The ThinQ smart fridge unveiled by LG has a 29-inch touchscreen on the door. If you knock on the screen twice it becomes transparent so you can see the contents inside. But my favorite part was the wide-angle camera inside the fridge. How many times have you thought to yourself, “I wish I could look inside my fridge while I’m at the store so I can see what I need to buy”? Maybe never, but you know who else wants a look inside your fridge? Researchers. The smart kitchen of the future is a paradise for people who hate making lists, and for research ethnographers. With cameras inside every appliance, researchers can see inside the homes of their subjects without setting foot in the door, and more importantly, without disrupting the routines they are attempting to study.

Within the 2.6 million square feet of exhibit space occupied by CES, there were devices that could change our everyday lives, and some other ones that were pretty dumb. There were also plenty of opportunities for researchers. Tech companies seem to have bought into idea that they should be creating things that the public doesn’t know they want yet. Based on the public reaction to some of the products at the show, this might not be the best plan. Tech companies need consumer research more than ever to tell them if there’s a market for what they are attempting to create. Researchers should keep a close eye on developments in tech — there are lots of opportunities coming along for research to become less invasive, cheaper, more efficient and more accurate. The two industries should work together as we move into the next phase of consumer technology.

*P.S. By the way, this poll was a lot like the exhibits at CES, fun to look at, but lacking scientific validity (probably biased and non-representative).