The global company for measuring and analyzing data, Nielsen, formed an alliance with the cannabis analysis company Headset
Marketing provider Nielsen Holdings Plc, a provider of consumer research services, said Wednesday that it has partnered with Headset, a Seattle-based cannabis analytics company, to help businesses understand US market for cannabis.
The strategic alliance is based on the recent acquisition by Nielsen de Cannabiz Consumer Group, a company that focuses on studying the impact of legalization on consumer spending and purchasing trends.
Nielsen and Headset plan to release a report on the US cannabis market from its beginnings to 2018.
according to a Press releaseThe two companies are joining forces as Nielsen, headquartered in New York, is developing a "full range" of cannabis measurement capabilities to help inform companies in the industry.
Nielsen's consumer research capabilities will be intertwined with Headset's point-of-sale data for cannabis products collected in "key" states and recreational legal markets.
Headset and Nielsen plan to provide insight into market trends, segments, brands and products in the legal economy, as well as to study consumer attitudes and product preferences.
The first product of the alliance will be an industry report that analyzes market dynamics and provides insight into the buying behavior of cannabis in the United States.
The two companies also plan to offer similar analyzes in the Canadian market.
Nielsen Holdings is listed on the New York Stock Exchange under the symbol NLSN.
The companies will also build capacity for the Canadian market, which last year became the first industrialized country to legalize recreational cannabis.
The cannabis industry has attracted hundreds of traditional companies looking to take advantage of a growing market, which is why this market needs concrete analysis.