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Vividata’s 2018 Canadian Cannabis Study provides understanding on medicinal and recreational cannabis consumers and their relationship with cannabis ahead of legalization. This study will allow brands, media companies and advertising agencies to gain key insights into how Canadians consume and feel about cannabis, its upcoming legalization, their potential consumption post legalization, and much more.

Study Methodology

The study was conducted between March 2nd – March 14th, 2018 with a total sample of 4880 adult Canadians (19+). Of the total sample, 1025 respondents claimed to be users of Cannabis. The sample includes provincial, age, and gender (male and female) representation, and is projected to Statistics Canada’s 19+ population.

Cannabis Segments

Vividata’s Cannabis Segments provide users with an opportunity to have a better understanding of how Canadians view and consume cannabis; extending beyond how they are demographically defined. These segments cover both cannabis users and nonusers.


Modernists support legalization, while seeing the need for clear regulations around packaging, advertising, and where cannabis can be consumed. Non-users within this group are the most likely to consume cannabis post legalization.


Utilitarians support legalization. They see the utility of cannabis and believe in its presence in medicine. Their consumption (or lack of consumption) of cannabis is not likely to be swayed with legalization.


Cynics oppose legalization. They associate cannabis consumption with negative effects and feel the government needs to do more investigation before legalization.

What's Included?


Consumption Habits

  • Personal versus household
  • Recency and frequency of consumption
  • Medical and/or recreational use
  • Method and quantity of consumption

Motivation To Consume

  • Influence mood
  • Heighten senses
  • Creativity and concentration
  • Health/medical

How Obtained For Self

  • Sources usually use to obtain cannabis
  • Types purchased
  • Amount spent by type
  • Quantity purchased by type

Opinions on Legalization

  • Support or oppose legalization
  • Opinions on packaging, advertising, education and regulation
  • Channels cannabis should be available through post legalization
  • Social acceptability and role of media

Effects of Consumption

  • Opinions on effects of consumption in different environments
  • Effects of cannabis on medical symptoms/diseases
  • Effects of cannabis on use of other medications
  • Effects on mood

Potential Consumption

  • Likelihood to consume cannabis post legalization
  • Preferred method of consumption post legalization
  • Motivation to consume post legalization
  • Preferred channel for access post legalization

How will the data be available?

The following products are available for purchase:

  • A PDF report
  • Software access for the standalone Canadian Cannabis Study
  • Software access to a database that links the Canadian Cannabis Study to the larger Vividata Canadian Consumer Study


Want more details?

Please contact Tosha Kirk, Vice President of Client Services:
416.961.3205 Ext. 305

Buy the 2018 Cannabis Report Now!

Take Me There


Ready to dig into the data?

Our reports will help you dig deeper into the consumers of your brand, and paint a vivid picture of the Canadian Consumer. Contact us today, to learn more about membership and purchasing our studies.


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