Activity 4: Build Your Personas

Let’s use the template we made to create 3-4 different personas that represent distinct segments within the cannabis market. Start with generalizations like:

• “Curious Newcomer”: Interested in wellness benefits but cautious about effects; values education and low-dose products.
• “Health-Focused Professional”: Uses CBD products for stress relief and values transparency, sustainability, and organic ingredients.
• “Experienced Recreational User”: Prioritizes potency and innovation; interested in high-THC products and new product types.

Then add all the details from your template regarding their name, age, gender/pronouns, location, etc.

Example of a detailed Persona: “The Health-Conscious Newcomer”

• Demographics: Age 30-45, working professional, lives in an urban area.
• Background: Interested in wellness and natural remedies; values education and transparency.
• Goals: Seeking to incorporate cannabis or CBD as part of a health regimen to manage stress or improve sleep.
• Challenges: Overwhelmed by choices, concerned about side effects, and unsure where to begin.
• Buying Preferences: Prefers small-dose, high-quality CBD products, and values brands that provide clear, educational content.
• Values: Prioritizes products with organic certifications and transparent labeling over low-cost options.

When you are done, we are going to move on to the next activity.