The cannabis industry is fast-moving but let’s be honest, not every new product that hits the shelf has staying power. Walk into any dispensary and you’ll see crowded walls of manicured flower, gummies for ever need-state, dizzying vape options, and ratio’d tinctures, many of them blending together in a blur of bright packaging and buzzwords. In a market like this, how do you make sure your brand doesn’t just launch a product but launches a winner?
The answer is simple: validation.
Consumers Aren’t Just Saying, They’re Showing
In cannabis, “asking people what they want” is never enough. A customer might say they’re interested in solventless, organic, or fast-acting products, but what matters is whether they buy again once they try it. That’s where consumer validation comes in. From quick A/B tests of packaging and messaging to at-home trials of a new gummy flavor, real-world feedback separates nice ideas from products that actually move baskets.
When you’re paying premium for production, compliance, and shelf space, the last thing you can afford is a product that flops after its first run.
Every Market is Its Own Market
Unlike mainstream CPG, cannabis doesn’t have the luxury of one national launch strategy. California is not Colorado. Michigan is not New Jersey. Each state (and each region within them) has its own consumer preferences, pricing sensitivities, regulatory frameworks, and cultural cues. That’s why market validation - piloting products in specific regions, testing SKUs with dispensary partners, running geo-targeted campaigns - is invaluable.
If you consistently validate regionally before scaling, you avoid the trap of betting big on a product that only resonates in one zip code.
Education is Part of the Product
While increasingly sophisticated, cannabis consumers are still learning, and that’s part of the opportunity. Dosing, onset time, effects, manufacturing, ingredients - these aren’t just selling points, they’re trust points. Validation helps brand leaders figure out what consumers understand and where they need education which helps you meet customers where they are. Maybe your tincture needs a clearer dosage guide or larger label, or perhaps your drink line should highlight lab test transparency; Testing packaging and messaging through consumer and market validation gives you valuable answers before the product hits shelves.
The Cost of Getting it Wrong is Too High
Unlike traditional CPG companies, cannabis brands can’t write off a failed launch as a learning exercise. Every misstep is magnified by the industry’s capital constraints, regulatory hurdles, and inventory risks. Validation (both consumer and market) lets you fail small, pivot quickly, and double down on products with real potential.
Think of it this way: validation isn’t a nice-to-have. It’s insurance for your brand’s future (and reputation).
A Stage-Gate Phase illustration shows the steps savvy companies like Coca-Cola take to direct their energy toward success.
Building Data in a Data-Poor Industry
Federal prohibition means cannabis doesn’t have the luxury of Nielsen or IRI scanner data. That makes in-house validation even more critical. By running your own consumer and market validation processes, you create the insights your competitors simply don’t have. That’s not just useful for marketing and sales; it strengthens your story with investors, retail partners, and future expansion markets.
Lack of syndicated data is an opportunity to build your own trove.
The Bottom Line
The cannabis brands that win will be those that consistently listen closely, test rigorously, and launch strategically. Validation playbooks for both consumer and market aren’t red tape, they’re the difference between being another SKU lost on a crowded shelf and becoming the brand customers come back for, purchase after purchase.
In cannabis, the stakes are too high to gamble on gut instinct and vibes. Validation isn’t slowing you down. It’s the engine that makes sure your growth is sustainable, scalable, and rooted in real demand.
Through mission of The Canncierge Consulting is to help cannabis brands bridge culture, consumer behavior, and business strategy. Validation is one of the most powerful tools in that process and one of the most overlooked. It’s time we changed that.
Let’s work - contact me: christina@thecanncierge.com