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Landmark Research Shows Cannabis Users Reject Stoned Driving, Embrace Testing

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Cannabis consumers like to pair their favorite plant with music, hiking, dining and lots more. But one thing a majority of them reject — mixing marijuana and driving.

In fact, most pot enthusiasts support the development of technologies that test drivers for THC intoxication.

The results, announced today by BDS Analytics <>, are drawn from the cannabis market research firm’s landmark study, *Cannabis in the USA: Public Attitudes and Actions Toward Legal Cannabis*. The ongoing study, the most comprehensive and incisive research into cannabis consumers ever performed, analyzes a wide range of aspects of cannabis consumers, as well as people who accept (but do not consume) marijuana and people who oppose marijuana. Consumer Research Division


BDS Analytics' ground-breaking new report,
"Public Attitudes and Actions Toward Legal Cannabis"
helps you answer your business' most important strategic questions.

BDS Analytics' Consumer Research Division celebrates the release of two inaugural reports “Public Attitudes and Actions Toward Legal Cannabis” covering California and Colorado, with Oregon and Washington now underway. These reports represent some of the first statistically significant, rigorous consumer research in the cannabis sector, showing that cannabis consumers include almost every sub-category of the adult population.

These reports are based on the “BDS Analytics Consumer Trends Survey,” conducted online among 2,000 California and Colorado adults ages 21 years and older with a quota of 1,200 past-six-month marijuana consumers. The study identifies three segments of the public based on actions and attitudes toward marijuana:

  1. Consumers: Have consumed cannabis or cannabis products within the past six months (from any source)
  2. Acceptors: Would consider consuming cannabis or cannabis products in the future
  3. Rejecters:  Would not consider consuming cannabis or cannabis products in the future

Key Report Topics Include:

  • How large is the market?
  • Who are Consumers, Acceptors, and Rejecters?
  • What defines different cannabis consumer segments?
  • How do lifestyles create communication opportunities?
  • When are the occasions and what are the need states?
  • Who prefers inhalables, edibles, topicals?
  • What are the purchase drivers?
  • Who is shopping at dispensaries? What are their attitudes and practices?
  • Who is the Medical vs. Recreational Consumer, and what are their preferences?

Purchase the Colorado Report

Purchase the California Report

About the Consumer Research Division

 The BDS Analytics Consumer Research Division is headed by renowned consumer market researcher, Linda Gilbert.
Linda specializes in wellness, nutrition and sustainability products. She has worked with national and multi-national companies, conducting extensive qualitative and quantitative studies. As founder and former President of HealthFocus International and Founder and current CEO of EcoFocus Worldwide, companies from the Fortune 500 to start-ups have relied on Linda’s consumer insights, data, and marketing expertise for more than 30 years:  Unilever, Nestle, Biovittoria, Pfizer, Cargill, PepsiCo, Coca Cola, Mars, Kemin, DSM, Spice Hunter, White Wave, Barilla, Campbell’s, Kraft, and others. Linda joined BDS Analytics in 2016 as Managing Director of the Consumer Research Division.    

If you are interested in learning more about our "Public Attitudes and Actions Toward Legal Cannabis" reports, or to discuss custom consumer research for your company, email Linda Gilbert, or call 727-906-3319.

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