Thank you for visiting our project website. The Engaging and Educating Young-Adult Cannabis Consumers project collected data from October 17 - December 21, 2020. We've been working with Humber College students to prepare new cannabis public education materials. Provide feedback on the new materials by signing up for a focus group!
The common facts of today are the results of yesterdays research.
- Duncan MacDonald
About the research
Three planned phases
Phase 1 - Data Collection: This project employs a mixed methodological approach in phase 1, gathering data from an online survey and a series of focus groups. Participants will be current or potential cannabis users between 18-30 years of age (or the age of access in their province) and will be recruited using online social media outreach and through paid online advertisements.
The target is to recruit ~2500 survey responses, and have 100 people attend focus groups.
By integrating data from these two methodologies we hope to produce the strongest possible base from which we can develop our consumer and retailer focused materials.
The research question for Phase 1 is, ‘How are cannabis consumers building and utilizing knowledge about cannabis when making decisions about their consumption practices?’
Phase 2 – Development and Production: During this phase we will spend January to July 2021 developing the new public education materials. In April, mid-way through this period, the team will hold a series of meetings with our partners, and focus groups with retailers and cannabis consumers to present initial versions of our public education materials in order to have them provide feedback and guidance.
The consumers participating in these groups will be key to the participatory nature of the projects. These review sessions take place early enough to allow for all the stakeholders to shape the design of our final materials. These sessions will take place across the Greater Toronto Area to facilitate their execution and reduce travel costs.
Phase 3 - Launch and Review: After launching the new materials in October 2021 the team will focus on tracking dissemination and uptake of the new materials. This will take place between October 2021 and March 2022.
Measurements will include
We will continue to invite visitors to the website to take part in the survey, and continue to reach out to our partner organizations to solicit feedback. In April 2022 we will begin analysis of all this data and will revise or update our materials and potentially develop additional dissemination pathways from May to July 2022.
The target is to recruit ~2500 survey responses, and have 100 people attend focus groups.
By integrating data from these two methodologies we hope to produce the strongest possible base from which we can develop our consumer and retailer focused materials.
The research question for Phase 1 is, ‘How are cannabis consumers building and utilizing knowledge about cannabis when making decisions about their consumption practices?’
Phase 2 – Development and Production: During this phase we will spend January to July 2021 developing the new public education materials. In April, mid-way through this period, the team will hold a series of meetings with our partners, and focus groups with retailers and cannabis consumers to present initial versions of our public education materials in order to have them provide feedback and guidance.
The consumers participating in these groups will be key to the participatory nature of the projects. These review sessions take place early enough to allow for all the stakeholders to shape the design of our final materials. These sessions will take place across the Greater Toronto Area to facilitate their execution and reduce travel costs.
Phase 3 - Launch and Review: After launching the new materials in October 2021 the team will focus on tracking dissemination and uptake of the new materials. This will take place between October 2021 and March 2022.
Measurements will include
- hits to the website,
- views of any videos produced,
- social media engagement with key words or phrases used in our campaign, and
- track how many flyers the retail partners have given to customers.
We will continue to invite visitors to the website to take part in the survey, and continue to reach out to our partner organizations to solicit feedback. In April 2022 we will begin analysis of all this data and will revise or update our materials and potentially develop additional dissemination pathways from May to July 2022.