ISA President To Be Featured at NFT Expoverse in LA

ISA/NFT Expoverse

Jacqueline Rosales, President of ISA, will be speaking onstage about the intersection of cryptocurrency and cannabis

July 20, 2022, Los Angeles, CA —ISA, a Los Angeles based insights firm, announced today that their most senior leader will be featured as a speaker at an upcoming event. The NFT Expoverse, happening in Los Angeles July 29th, 2022 is focused on opportunities in Web3. Jacqueline will share her knowledge of cryptocurrency and cannabis on the Platinum Stage at 11:45 am PST.

“NFT Expoverse has given me the unique opportunity to address investors, business leaders, influencers and creators about two disruptive industries that I feel extremely passionate about,” stated Jacqueline. “Cannabis and crypto coming together provides an opportunity for marginalized groups to be elevated in ways they may not be in traditional industries.”

ISA hosts their own content-focused Web3 events, including a weekly Twitter Spaces panel, which serves as a forum for those who want to learn more about cannabis and Web3 while featuring dynamic speakers and leaders from multiple verticals. It is also a place for people to come together and speak to those who are driving the industry forward.

About Jacqueline Rosales

Jacqueline Rosales is a 25+ year veteran of the Insights, Consumer Behavior and Market Research industries and currently serves as the President of ISA, an insights firm based in Los Angeles, CA. She launched the cannabis research division within ISA in 2018 and built the world’s first cannabis research community, The Green Time. Jacqueline has partnered with multiple Fortune 500 companies to help them navigate their go-to-market (G2M) strategy for Web3. She is the resident Subject Matter Expert on all engagements related to Web3 across Material (ISA’s parent company). In addition, Jacqueline is a G2M strategist for GRIPNR (a Web3 tech company), where she leads Gripnr’s community initiatives and advises on organizational direction and strategic partnerships.

 

Meet ISA’s Web3 Team

ISA onboarded a team of Web3 experts to support clients’ growing need for insights and data related to the $25 billion dollar industry. Jacqueline has partnered with clients on projects in entertainment and gaming, bringing her passion for technological innovation and sharing her vision for the possibilities of Web3. To support the expansion of ISA’s Web3 division, four experts: Garry Liu, Garrett Hand, Hugh Benjamin, and Craig Wilson have joined the team.

NFT News Game Environment

“Every person I’ve ever met is a gamer.
Some people just haven’t found their game yet.”

– Stephen Radney-MacFarland

The Metaverse is an endless sea filled to the brim with untapped potential. These virtual worlds are extremely accessible and contain enormous communities of ethnically diverse individuals from all demographics. Networking in the metaverse is as simple as pushing a button to type or talk, creating opportunities for interactions that were impossible in traditional communication channels.  One real-life example of an opportunity is airdropping coupons in the metaverse to circumvent the legal restrictions associated with advertising certain products.

“A question that people have when they get involved in any kind of project is “what is the value for that customer?”. With gaming there’s always an opportunity to receive something by playing and engaging with a project – whether it’s information, data or analytics. When you look at what’s happened during COVID over the last two and a half years, there’s been this suppression of people interacting with each other. The NFT gaming space not only allows for data collection, but a safe space to interact – merging the social aspect with the monetary aspect.” – Hugh Benjamin

The metaverse isn’t only a place to socialize and build a network but also serves as an international meeting place for business development where there are no physical limitations. While a traditional shopping mall must accommodate the laws of physics, a shopping center in the metaverse can contain an impossible number of click and mortar stores. Entire neighborhoods of real estate can be toured quickly without the need for a guide. Workplaces in the metaverse could provide new opportunities for human resource development as the popularity of remote work continues to rise. Finally, the metaverse could also act as a customer support portal, creating new opportunities for feedback loops and increased customer retention. The possibilities are endless, and if your clients aren’t ready, let’s help them get there!

NFT News Nugget:

Check out this clip from Devin Nash talking about why NFTs can be beneficial to gamers and game companies.

Join ISA on Twitter Spaces every Tuesday!

NFT Game Blockchain

Tuesday, June 14, 2022
5PM (PST) / 8PM (EST)

Missed a Twitter Spaces Session? Check those out here.

Download our Web3 Glossary

Web3 Glossary PDF

If you have any questions regarding Web3, contact the team at Web3@isacorp.com

Is the future of gaming Play to Earn?

 Is the future of gaming Play to Earn?

Society’s perception of gaming has evolved from a mindless pastime, to potentially the largest global sport in recent history. The world of competitive gaming and eSports has seen incredible success over the past decade, growing to 465.1 million eSports enthusiasts/viewers at the end of 2021. The eSports market was valued at $1.08 billion last year and is forecasted to grow to $1.62 billion by 2024 (Statista). The enormous growth in the eSports market has caught the attention of major global corporations and brands, who invested over $640 million in sponsorships with gaming organizations last year, and now these brands have shifted their attention to the new kid on the block, Web3 gaming.

Web3 gaming integrates blockchain technology to establish a digital economy, powered by digital currencies that can be exchanged for fiat currency (USD, Euro, RMB, etc.) called cryptocurrencies. Using blockchain technology, gaming companies can also create non-fungible tokens (NFTs) that serve as representations of ownership over a specific digital asset that can be attained in-game. Ownership over these digital assets can then be traded, sold, or purchased on secondary markets where cryptocurrencies are accepted as forms of payment.

With the establishment of these virtual economies, digital assets, and the creation of secondary markets that allow for global 24/7 trading that is not limited to a single game or platform, a new method of incentivizing players to play these games arose. This method is known as a “Play to Earn” model and is sometimes referred to as “Play and Earn”. Nevertheless, the purpose of a Play to Earn game is to allow players to earn cryptocurrencies while playing the game, which in turn can be exchanged for fiat currencies like USD.

This model, in conjunction with the establishment of community-driven virtual economies and secondary markets, allows players to experience gaming with more freedom, ownership, and authority than ever before. In addition to the ability to earn real money from playing a Web3 game, there are some games like Duskbreakers which allow community members who are holding NFTs to actively take part in decision making processes, establishing a community led governance model that is rarely seen outside of small indie projects in today’s gaming space.

Play to Earn gaming took a giant popularity leap in the second half of 2021 with the rise of Axie Infinity, a Web3 game similar to Pokémon where players can breed Axies with unique traits that can be traded on secondary markets. Axie Infinity has reported 2,225,346 active players DAILY, just in the last 30 days. It is reported that there are people in the Philippines and other low-income communities that are making more money playing Axie Infinity than working an office job in their area.

Play to Earn gaming has also been a topic of much pushback from traditional gamers who believe that this model influences players to focus more on monetary gain rather than enjoying the game. Although the future of Play to Earn gaming is uncertain, there is now a new model of Play and Earn gaming which places more emphasis on the quality of gameplay and in-game experiences rather than methods for earning revenue from playing the game. This Play and Earn model serve the purpose of repositioning Web3 gaming brands as more gameplay-focused in the hopes of attracting more traditional gamers, bridging the gap between traditional gaming and Web3 gaming.

NFT NEWS NUGGET:
Check out this video explaining blockchain gaming!

Jacqueline Rosales, ISA President, to Present on How Web3 Will Transform the Insights Industry at SampleCon 2022

Jacqueline Rosales, President of Los Angeles-based Insights firm ISA, will be taking the SampleCon main stage once again, this time speaking about the multitude of ways that web3 technologies will revolutionize the insights industry. SampleCon, the only industry event dedicated to market research sampling, will be hosted in Pasadena at the Langham Hotel, May 16-18, 2022. Jacqueline will be speaking on May 17 and sharing her perspective with senior leaders about why the sample industry needs to be embracing the Web3 movement.

“In my 25 plus years in the Insights space, I have always been enthusiastic about being the first to enter emerging markets and seize new opportunities,” said Jacqueline Rosales. “With more Fortune 500 companies diving in to Web3 daily, we need to understand that if the insights industry is unable to adapt to emerging technologies, they will be left behind.”

The May 17 presentation, titled, “We’re Not Early, We’re Late: Why the Sample Industry Needs to Embrace Web3 Today”, is one of Jacqueline’s many recent public appearances centered around the topic of web3. She will be joined on stage by Craig Obligacion Wilson, Unigrid’s “utility knife”, who runs their community, writes their blog and acts as the North American face of the company. Unigrid is a decentralized cloud service building towards revolutionizing the web by sharding the internet. Jacqueline was recently featured on Unigrid’s “The Future of Web3 in Corporate America” panel. She was also featured panelist on the “Exploring Revolutionary Tech” panel at the NewFriendshipTech convention, an invitation-only event that ran parallel to NFT LA in March 2022.

Jacqueline, a serial entrepreneur and sought-after thought leader, spearheaded the web3-focused insights practice at ISA. In March of 2022, ISA announced the official launch of their web3-focused insights division and the addition of two subject matter experts to the team, Garret Hand and Garry Liu. To learn more about the web3 team at ISA visit: https://isacorp.com/web3/

SampleCon was launched in 2013 with a goal of creating an open forum for discussion of topics in the sample industry – becoming the first convention with a sample industry focus. The conference has grown exponentially since its beginning but continues to provide the opportunity for leaders across the sample industry to gather, network, share and debate industry challenges and successes in a collaborative environment. ISA was one of the original founding members of SampleCon.

In addition to Jacqueline, ISA will be represented at SampleCon by Dan Parcon, VP of Sample Services, Jeff Spitzer, Senior Director of Sample Services, and Ruvin Spivak, Assoc. VP, General Counsel – Material. If you are interested in meeting with any of the ISA team members during SampleCon, contact gbuffolino@isacorp.com

ISA Announces Launch of Web3-Focused Insights Division and Expanded Team to Support

ISA onboards a team of Web3 experts to support clients’ go-to-market strategies.

Insights firm ISA announced today that the company is launching a Web3-focused division, to support client’s growing needs for insights and data related to the $25 billion dollar industry.

ISA has emerged as an early leader in Web3 insights, having already partnered with multiple Fortune 500 brands to provide data, insights, and strategic consultation, allowing them to achieve rapid and sustained growth in Web3. The ISA Group is among the first research firms, if not the first, to pay incentives to respondents in cryptocurrency, as well as among the first to conduct focus groups on Clubhouse. For those who want to connect with The ISA Group, members of the Web3 team will be attending NFT|LA, March 28-31.

“Over our forty-year history as a company we have built a reputation for helping clients successfully adapt to disrupted markets and seize new opportunities,” said Jacqueline Rosales, President of ISA. “We offer access to key audiences – consumers, collectors and creators – expert consulting and innovative approaches other insights firms don’t have. We understand that brands who don’t evolve and expand their legacies in the Web3 space, are at risk of getting left behind.”

Rosales herself is partnering with clients on projects in entertainment and gaming, bringing her passion for technological innovation and sharing her vision for the possibilities of Web3. She is confident that research and insights can drive key outcomes for brands. To support the expansion of ISA’s Web3 division, two experts:  Garry Liu and Garrett Hand, have joined the team.

Garry Liu is a bi-lingual, restless reinventor who has translated his work experience in the creator economy into a community-centric focus on the NFT and crypto space. He has a passion for cultivating self-sufficient communities and building trust through sincere community outreach. Garry has utilized his knowledge and passion to educate creators and corporations on how to enter and navigate the Web3 space. 

As a current full time NFT and crypto currency investor, Garrett Hand brings insight and creativity from thousands of hours studying the blockchain. Having made the majority of his recent income through the NFT and crypto space, he has been able to bridge the knowledge of a full-time investor to a part time advisor and consultant for up-and-coming projects in the space. Garrett has helped creators access the best utilities and strategies to innovate NFT projects.

 

2021 Year in Review: The Highs and Lows of Brand Building in the New Era of Cannabis

The new era of cannabis will be driven by data.

This statement is not just a catchy tagline. It also describes the natural progression of a dynamic, diverse industry with unlimited growth potential.

In recent history, we’ve witnessed dramatic shifts in consumer behavior. The disruptions caused by Covid, the evolution of cannabis from illegal to “essential”, and the dismantling of stigmas have all contributed to a transformation of consumers’ relationships with cannabis. As a consumer insights firm, we’ve had the privilege of observing and measuring these monumental changes. Why not take a moment to pause and reflect on the experiences of 2021? This is by no means an exhaustive list of everything that happened in cannabis in 2021, but rather, just a few highlights related to marketing, branding, canna-business and of course, consumer data and insights.

To read our recap of 2020, check out this Ganjapreneur article – What we learned about cannabis consumers during the weirdest year ever.

State markets to watch in 2022

First up, the legal landscape looked a lot different in 2021. In 2020, we saw perceptions of cannabis shift dramatically when dispensaries were deemed essential businesses. In 2021, the momentum continued. A whopping 5 new states came online for adult use in 2021. The most exciting markets we’re watching closely in 2022 include New York, which some say could become the largest U.S. state market. Colorado continues to break sales records and is home to dozens of innovative brands. Of course, we can’t overlook our home state of California, which is developing a robust tourist destination with spas, cannabis agricultural tours and cannabis-friendly lodging.

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The Benefits of Hiring a Partner to Gather Cannabis Consumer Data in Colorado

If you’re reading this, you probably already operate a cannabis business in Colorado or you are considering investing in one.

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Can a Cannabis Market Research Company in California Guide Strategy?

The national cannabis market is on the upswing, and in recent years several states have passed legislation…

Read More

Bud and Booze Sign a Truce

After months of marketing campaigns deriding the effects of alcohol and promoting cannabis as a healthy alternative, Hollywood’s favorite beverage brand, Cann, ended their unofficial war on booze by launching a series of partnerships with alcohol brands. The topic of hangovers was notably absent in Cann’s 2021 holiday ad, featuring Kate Hudson and Kate Hudson’s vodka brand King St.

Why the sudden change?

ISA’s study of beverage consumers from 2021 revealed that consumers are not necessarily looking for an alcohol replacement, and 40% of cannabis beverage consumers say that when they drink cannabis, they’re also drinking alcohol. If you’re a cannabis beverage brand, it makes sense to pivot away from a marketing strategy that could potentially alienate 40% of the market.

Anti-alcohol rhetoric is so 2020.

Celebrities Crowd into the Cannabis
Market - Consumers yawn

Speaking of celebrities…

Seth Rogan, Justin Bieber, Pitbull, DJ Khaled, Lil Kim, Ice Cube, Melissa Etheridge, Drake, Bella Thorne – this is only a partial list of the celebrities who announced their foray into cannabis in 2021. It’s obvious that some partnerships between brands and celebs are a natural fit, and the wave of celebrity entrants is a good indicator of growing cultural acceptance. For most consumers, however, it’s just adding to the clutter. This Twitter user is over it.

How many consumers share this guy’s opinion? A lot. Last year we partnered with mg Magazine to understand the luxury cannabis market and how consumers define luxury for cannabis products. We asked 1,000 cannabis consumers to rate how important a celebrity endorsement is for them when evaluating products. The majority (56%) said it’s of little importance or not important at all.

Read the Article

Clubhouse opens to the public

Marketing professionals have limited options when it comes to promoting cannabis online. Facebook and Instagram are famous for shutting down accounts, often without so much as an explanation. LinkedIn is cannabis-friendly, but the business-forward platform can be a turn off for those who appreciate the subversive, counter-culture characteristics of the industry.

Enter Clubhouse. In 2021, the censorship-free audio-based networking app exploded in popularity and cannabis entrepreneurs found a safe space to promote their products, discuss business, and network.

Learn More about Clubhouse and Cannabis

Cannabis in the Metaverse (Cannaverse?)

In December of 2021, Higher Life CBD grabbed headlines with a promotion that allowed customers to browse and buy cannabis products in the metaverse and then have it delivered to their real-world homes.

Some say it will take years or even decades for the metaverse to reach a point of critical mass, where it really takes off and regular people start to spend their free time shopping, socializing, and gaming on the new platform. However, cannabis people are not regular people. The words pioneer, subculture, experimental and “not risk averse” come to mind. It stands to reason that the same group that was first in line to seize opportunities in cannabis will also be early entrants in the digital “Wild, Wild West.” The cannabis business leaders who survived and thrived through Prohibition, constantly shifting regulations, natural disasters, supply chain issues and a global pandemic are battle-tested, and well poised to gamble on a new platform and win. Also, they know how to throw a party, so there’s that.

The Birth of Weed Week

Speaking of industry gatherings, 2021 also brought us the return of live, in-person cannabis networking events. After canceling their live event in 2020 (along with the rest of the world) MJBiz Con triumphantly returned to the Las Vegas strip in 2021 for their 10th annual show. This time there was something different. A new event called MJ Unpacked opened up down the street and kicked off the same day that MJBiz Con wrapped up. MJ Unpacked caters exclusively to brands and retailers. Ancillary businesses are not allowed. Is the fragmenting of events a cause for alarm or a natural progression? Some say the addition of MJ Unpacked means we can now look forward to a yearly mega event in Las Vegas – unofficially dubbed Weed Week. See what industry insiders are saying about Weed Week.

Insights Take Center Stage

In the early stages of development as an industry, consumer preferences were often over-looked in the rush to bring products to market. There was a sense that any product would sell, and any product could make it onto retail shelves. Fast forward to 2022 – brands are more deliberate with their planning and attentive to their brand and what it represents. Specific, core audiences and usage occasions are no longer an afterthought in product development and marketing strategies.

In 2021, we saw more leaders embrace the need for insights and level-up their investment in research.

Related article:

There’s still a long way to go before cannabis catches up with major national brands, in terms of analyzing their customers’ behavior to uncover market opportunities. With federal legalization on the horizon, and further consolidation, it’s quickly becoming too risky to ignore fundamental questions related to brand health.

In 2022, more organizations will need to answer questions such as…

  • What are our customers experiencing when they use our products/ visit our locations?
  • How loyal are our current customers?
  • Why have our lapsed customers moved on?
  • How does our product address consumers’ underlying emotional needs?
  • Are we optimizing the use of our customer data?
  • Which product types or new state markets represent the greatest opportunities with minimal risk?
  • How do we stay in front of trends?
  • How can we create a customer feedback loop that informs new product development and/or helps us improve our current offering?

If any of these questions are on your to-do list for 2022, get in touch.