CUSIC™ Consumer Research Method

The CUSIC™ consumer research method addresses a structural industry problem by providing objective, scientific data that companies can use to create regulatory compliant information campaigns that will educate their consumers, differentiate their products and build brand loyalty.

Consumers United for Safe and Informed Choices (CUSIC™)

CUSIC™ is Zentrela’s consumer research method, designed to address a structural problem in the heavily regulated cannabis industry. Producers and retailers did not have access to regulatory-compliant cannabis effect data they could use to inform consumers about the different experiences created by recreational cannabis products. This gap was created by the following factors:

1

There simply was not an accurate, science-based test for quantifying cannabis psychoactive effects. Previously, tests only measured THC-compound levels in body fluids.

2

Describing cannabis effects is not only about product cannabinoid properties (THC, CBD, etc.), it also requires accounting for individual consumer profiles and consumption information.

3

There wasn’t a data collection methodology to measure, document and describe the complete lifecycle of cannabis product effect experiences.

4

There wasn’t an affordable business model that would enable producers to generate accurate and reliable product effect statements for their entire portfolio of products

CUSIC™ addresses this gap by creating an objective, scientific database of cannabis psychoactive effects including onset time, maximum potency and offset time. Producers can license this data to create regulatory compliant promotional materials that will educate their consumers, differentiate their products and build brand loyalty.

Generating a Complete Psychoactive Profile

In order to generate a comprehensive product effect profile, the CUSIC™ method incorporates three types of data collected throughout the entire psychoactive experience (not just at a single point in time): 

  • Consumer profile (human factors), 
  • Product cannabinoid properties (THC, CBD, etc.), and 
  • Consumption information (how much product is consumed, consumption method, etc.)

Product Cannabinoid Properties

THC, CBD, Terpenes, etc.

Human Factors

Consumer profile information including demographics, psychographics, personality type, mood.

Consumption Methods

How much product is consumed by what method (vape, beverage, edible, oil, etc.) and for how long.

Documenting the Entire Psychoactive Experience

Regulatory Compliance

Cannabis is a highly regulated industry. The Canadian government will only permit cannabis producers to market their products through "information" promotions.

Zentrela complies with all Health Canada regulations pertaining to "Observational Studies" so our clients can use our objective, scientific data for their internal purposes as well as in their informational promotions.