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Nielsen, Headset team up on cannabis analytics for CPG companies

Nielsen will combine its consumer research with Headset's data from point-of-sale terminals, catalog and demographic and purchase data.

Nielsen and Headset, an analytics firm that compiles point-of-sale data from legal cannabis sales in the U.S., said they are teaming up to provide data and insights for consumer packaged goods (CPG) companies.

The tie-up illustrates how the cannabis is rapidly maturing via the use of technology as well as data.

Under the partnership, Nielsen will combine its consumer research with Headset's data from point-of-sale terminals, catalog and demographic and purchase data. The goal of the partnership is to better segment the market and give CPG companies insights for new products and markets.

To date, companies like Anheuser-Busch Inbev and Molson Coors have been teaming up with cannabis players such as Tilray and HEXO Corp., respectively, to explore new markets for non-alcoholic beverages. Constellation Brands has also invested in Canopy Growth Corp.

As the cannabis industry evolves it stands to reason that CPG companies will cautiously wade into the market. Nielsen, which already provides data and research to enterprises, recently acquired Cannabiz Consumer Group, a research firm that specializes in studying the impact of marijuana legalization on CPG spending.

Headset will provide more data to complement Nielsen's research. Headset and Nielsen are already working on an industry report and said they will co-develop a suite of research and data tools for the Canadian market where cannabis is legal nationwide.

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