Business Ethnography and The Cannabis Industry

Business Ethnography and The Cannabis Industry
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  • A business ethnography is a research technique that examines the attitudes and behaviors of consumers. This type of study is particularly beneficial for identifying internal problems or troublesome environments. For large corporations, business ethnographies are a great way to identify the root causes of problems and find ways to improve them. For cannabis companies, business ethnographies are particularly valuable for solving problems that seem intractable or unsolvable.

    Observing people in their environment

    What are the benefits of business ethnography? Using it to study the cannabis industry can help improve business operations. While high-level business executives think they know every nuance of their industry, this research can reveal details they otherwise would have missed. By using a specific approach, business ethnography can boost business performance. If you’re interested in learning more about how business ethnography can benefit your cannabis company, contact Cann Strategy.

    Using business ethnography to understand the cannabis industry is an excellent way to find out what makes the industry tick. Ethnographic research involves observing people in their environment. The results of an ethnographic study may include the identification of work redesign requirements. Unlike surveys, the findings of business ethnography are not always immediately accessible to decision makers. Instead, they may be misinterpreted or repurposed in ways that contradict their intended purpose.

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    Identifying relevant shifts in perception of cannabis

    When studying the changing attitudes toward cannabis, business ethnography provides a rich source of information for marketers like breeds and reviews of strains from USA marijuana seeds and other known strains most users go for. While some of the participants remained skeptical, others were more likely to accept it as a necessary part of everyday life. For example, while cannabis use was still stigmatized, participants acknowledged that the issue is complex and rife with controversy. Participants in the study also identified shifts in the perception of cannabis through their own communities and through the media.

    During the research process, the researchers asked participants to create public health messages on the issue. Participants in Group 1 were highly influential and spoke with authority. Those without personal experience listened attentively to this authoritative voice, but were ill-prepared to challenge the expert’s claims. Participants in Group 2 were more measured and rarely uttered any misinformation. They did not smoke marijuana regularly, but smoked it once.

    Using social media to conduct an ethnographic study

    One method for understanding the online cannabis industry is the use of ethnography. The purpose of ethnography is to explore the habits and practices of a cultural sharing group. Ethnography involves participant observation, with the researcher acting as both participant and observer. The use of digital technologies has led to a subtype of ethnography called cyber-ethnography, or the study of technologically facilitated interactions.

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    While using online methods to conduct ethnographic studies has its advantages, they should be used with caution. Online methods cannot replace face-to-face methods. For example, some crimes are not covered by private discussion or group identity. However, 21st century deviants and criminals have a presence on the internet. The aim of ethnographic research is to capture the entirety of people’s lives in a more holistic manner.

    Results of an ethnographic study

    There are several different approaches that can be used in ethnographic studies. One is to use active participation ethnography, which focuses on how youth interact with cannabis businesses. Another approach is cyber-ethnography, which doesn’t involve researchers interacting directly with participants, but rather analyzes their social media posts. This approach can be particularly useful in examining cannabis business brand strategies in online marketing. In addition, it’s important to recognize that researchers’ worldviews can influence their data collection.

    Researchers in this field have conducted ethnographic studies of inner-city communities, where the residents are typically minorities who do not fit into the mainstream. As a result, they rarely encounter white people as traditional representatives of mainstream institutions. Because of this, the high prevalence of drug use in inner-city communities is largely due to oppressive social conditions, limited economic opportunities, and racism. In addition, ethnographers rely on oppositional cultures to describe the experiences of drug users.

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    Methods of conducting an ethnographic study

    A thorough ethnographic study can yield a wide range of important insights, including information about the culture of a particular community. The methods used by ethnographers vary depending on their research context. Ethnographers often assume a participant-observer role, spending hundreds of hours observing processes and engaging in relevant activities. In order to collect qualitative data, ethnographers document participants’ roles, expectations, consequences, and outcomes.

    The methods used in ethnography differ from those used in quantitative research, but the approach is based on socially-meaningful units. For example, ethnographic studies on drug use often include the personal accounts of people who use the substance, such as gang members. However, the studies of drug use among low-income Puerto Ricans or those in New York City focus on individuals who share a common identification with drug use.

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