Click here to participate in our latest survey exploring how people understand and respond to cannabis public education materials.
About the research
The Engaging and Educating Young-Adult Cannabis Consumers project featured three phases. We are currently in Phase 3 of the project, evaluation, and will continue with this work until March, 2024. The project is funded by a Colleges and Community Social Innovation fund grant from the Natural Sciences and Engineering Research Council of Canada.
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 2024.
Measurements will include
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 2024.
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.
