The Battle of Data Versus the Story You Want to Tell: Framing Up Cannabis Industry Insights

Exploring the tension between consumer data and brand narratives in cannabis marketing.

In the cannabis industry, we’ve gotten comfortable spinning narratives about what consumers want—education on terpenes, cannabinoids, and the science behind the plant. But the truth? Consumers aren’t always asking for a lesson. They want sleep, stress relief, inspiration, or simply a good time. The real insights are right there in the data, but some brands are stuck in an echo chamber, ignoring what shoppers are actually telling us through their behavior. 

In this blog, we’ll connect stories and data to help brands and dispensaries engage the right audience with the right message.

The Data-Story Paradox in Cannabis 

Brands love to tell stories—but when stories don’t align with real consumer desires, it’s not just ineffective—it’s counterproductive. Without data, you could be telling a story no one asked to hear.

The real challenge is finding that balance. Brands need to craft stories that are meaningful, but those stories must be informed by what the data shows consumers actually care about. Skip that, and your message falls flat, or worse, might alienate your audience. 

Some might worry that an abundance of data might stifle creativity. But in reality, a healthy amount of the right kind of data sharpens creativity. When you use it to shape your storytelling, you’re speaking directly to what your consumers want, not just what you wish or hope or think they care about.

The Difference Between Storytelling and Data Storytelling 

In traditional storytelling, brands lean heavily on their passion and values, crafting narratives around what they believe sets them apart. The focus is often inward, driven by assumptions about what the audience wants or what the brand thinks should matter. Without data to validate and hone that focus, brands run the risk of filtering narratives through their own worldview, which can lead to stories that end up less than relevant.

Data storytelling shifts the focus squarely on the consumer, grounding narratives in consumer behavior and hard facts. Instead of guessing or assuming, brands use real-time data—such as purchasing behavior, stated preferences, and consumer feedback—to hone their messaging. 

The gap between what brands think matters and what consumers actually value can be a major barrier to growth. Data storytelling bridges that gap, grounding passion in the realities of the marketplace. It’s about making smarter decisions that don’t just sound good—they connect because they’re built on a foundation of real consumer insight. 

Framing the Data: Turning Insights into Actionable Stories 

But data is only as powerful as how it’s used internally. If you overwhelm your team with complex charts or endless statistics, you risk losing focus before you even get to shaping the brand’s story.

The goal is to present data in a way that sharpens your internal narrative, helping your team create a story that’s backed by real consumer insights. Focus on clarity—use visuals that highlight the most important insights without adding unnecessary complexity. Keep it simple, relevant, and impactful. Your internal stakeholders should be able to grasp the key points at a glance, allowing them to weave those insights into a brand story that’s grounded in what consumers actually care about.

Once you’ve aligned on the data, turn those insights into an internal story that resonates with your team and stakeholders first. The data might show that price and convenience are the top drivers—use that to validate your brand’s larger message. A well-crafted narrative backed by data doesn’t just make your brand more relatable to consumers—it helps keep your internal teams focused on the right priorities.

And while you want to consistently deliver data-driven narratives internally, that doesn’t mean you should be rigid. As new data becomes available, be ready to adapt your story without losing the thread of what’s already working. Consistency builds trust within your team, but adaptability keeps the brand relevant. In the end, the brands that win are the ones that stay true to their core message while remaining flexible enough to respond to real-time insights.

Understanding Consumer Behavior: What Does the Data Say?

Data has its own story to tell about the cannabis industry and its assumptions—and this data comes directly from BDSA Consumer Insights, Spring 2024 Update. When it comes to cannabis shopping, consumers aren’t prioritizing glossy narratives; instead, price and convenience are the top drivers, with 36% of consumers choosing where to shop based on the lowest prices and 34% looking for a convenient location. 

Trust comes in close behind, but the idea that consumers are flocking to stores for a particular strain or brand? That’s important but less of a factor— 21% care if their preferred products or strains are available.

With product choice, high THC content (36%) and taste or flavor (33%) top the list, followed by price. This tells us that while brands might be pushing education on cannabinoids or strain history, the consumer is making a much simpler decision: They want a product that works, tastes good, and doesn’t break the bank. 

Loyalty to brands and strains plays a smaller role, with only 22% saying they stick to familiar brands and 17% preferring specific strains or classes.

How do consumers feel when shopping? The data reveals that most feel at ease (43%) or satisfied with selection (39%). Meanwhile, only 19% describe themselves as knowledgeable or decisive, reinforcing that brands and dispensaries should focus less on educating consumers and more on creating an experience that feels straightforward and stress-free.

Brands that align their strategies according to this data are more likely to meet consumer needs without getting lost in industry assumptions.

The Story You Want to Tell vs. The Story You Need to Tell 

The previously mentioned data shows that consumers are practical, price-conscious, and primarily interested in a simple, satisfying shopping experience. And yet, far too often, the cannabis industry gets stuck in an echo chamber on platforms like LinkedIn, where brands and insiders create a feedback loop of narratives that sound impressive to each other but miss the mark with consumers. 

To tell stories that truly matter to consumers, brands need to break the mold of these internal narratives. Consider these strategies:

Leverage Consumer Data Consistently

Regularly review consumer insights as part of your ongoing strategy. Understanding consumer preferences in real-time helps you adapt your messaging based on what’s resonating with them right now, not what was trending last year. Integrate data from platforms like BDSA’s Consumer Insights to know what’s actually driving purchases.

Test and Learn

Instead of relying solely on internal ideas, run experiments with your storytelling. Use A/B testing for email campaigns, social media posts, or product descriptions to see what language or focus points get the most engagement. Track what works and iterate. If consumers respond better to messaging around convenience or relaxation rather than strain specifics, make adjustments.

Speak to the Benefits, Not the Features

Not all consumers care about the intricate details of the terpene profile; they care about how the product makes them feel. Make your messaging about the results consumers want. Focus on outcomes and how your product can make a consumer’s life easier or more enjoyable.

Get Outside Your Bubble

Engage directly with your customers through surveys, reviews, or even social media polls. This gives you a direct line into their thoughts and preferences. Don’t rely solely on the feedback from your internal team or industry partners. Consumer insights from real shoppers add important context to assumptions made in Zoom calls or industry networking events. 

Update Your Brand Story Regularly

Your brand story shouldn’t be static. It needs to evolve as the market and consumer preferences shift. Regularly revisit your brand’s narrative to see if it’s still aligning with current data. If the consumer demand for stress relief has increased, but you’re still telling a story about THC content, it’s time for a rewrite.

Data-Driven Decision-Making: How to Let Consumers Lead

Data should be at the core of every strategic decision cannabis brands make—whether it’s in marketing, product development, or customer engagement through storytelling. 

Real consumer data helps brands circumvent the guessing game, allowing them to refine product offerings, adjust pricing strategies, and create targeted marketing campaigns that align with what consumers are actually seeking. Integrating data into your storytelling and strategy doesn’t have to be complex, but it does have to be deliberate. 

Here are some practical steps for making data a critical part of your decision-making process:

Analyze Purchase Behavior

Dive deep into purchase histories and consumer feedback to understand what’s driving buying decisions. Adjust your product lineup and marketing messages to reflect these insights.

Segment Your Audience

Not all consumers are the same. Use data to segment your audience based on behavior patterns, preferences, and buying habits. Once you have these segments, create customized marketing efforts for each group. 

Track and Respond to Feedback

Use surveys, reviews, and social media analytics to continuously gather feedback. When consumers talk about wanting more lower-priced options, listen and pivot.

Tools and Technologies

Brands don’t have to do this alone. Tools like BDSA’s Consumer Insights and Retail Sales Tracking products give cannabis brands the ability to collect and analyze consumer data at scale. Whether it’s tracking purchase behavior, understanding market trends, or analyzing consumer sentiment, the right tools make it easier to stay ahead of the curve. 

Maturing as a Cannabis Brand or Dispensary Leader

If the cannabis industry wants to move forward, brand and dispensary leaders need to continue to break away from outdated narratives and let data drive the conversation. Consumers don’t always care about the stories you think matter—they do care about real outcomes, real benefits. 

Maturing as a brand means understanding that data is not the enemy of creativity, but the key to giving it a purpose. The leaders who embrace this ethos will be the ones who build stronger, more meaningful connections with their customers. It’s time to lean in and let the data lead.

Ready to take your brand’s storytelling to the next level? Request a BDSA demo today and see how data-driven insights can transform the way you connect with your audience.