The legalization of cannabis in Canada is showing that throwing open the doors doesn’t mean there will be a sudden stampede to get in. Ipsos’ Alcohol Consumption Tracker (ACT) and Cannabis Consumption Tracker (CCT) studies show that attitudes and behaviors regarding cannabis are slow to shift after legalization.
- Executive Vice President, Canada, Ipsos
Michael Rodenburgh is Executive VP for Ipsos in Western Canada and leads the country’s cannabis consulting practice. In his role, works with a wide range of global cannabis producers, regulators, retailers and accessories manufacturers on topics ranging from brand development, new product innovation, market segmentation, and customer experience. He speaks regularly at cannabis conferences and has written numerous articles on cannabis consumption habits.
Michael has been in the marketing research industry for over 20 years and has held senior executive positions in client services, product development, and business development. Michael is an award-winning researcher and is a MRIA’s “Best in Class” award recipient in 2003 for the best overall research study in Canada, and more recently “Best Paper” at the November 2012 ESOMAR Digital 3D Dimensions conference in Amsterdam.
He is a Certified Marketing Research Professional (CMRP) and has an undergraduate degree in Political Science from McMaster University.
Areas of Expertise
|Brand Development||New Product Innovation|
|Market Segmentation||Customer Experience|
|Quantitative Research||Public Opinion|
|Food and Beverage||Consumer Products|
|Retail||Travel & Tourism|
Capturing cool in Western Canada, Ipsos Ideas Spotlight, December 1, 2015
Love, brands and the Pacific Northwest, Ipsos Ideas, April 17, 2015
Smartphone, tablet, laptop: what’s the occasion?, Ipsos Ideas Spotlight, December 2, 2013
How to capitalize on EFM, Ipsos Ideas Spotlight, November 14, 2013
Hitting a home run for Zillow, Ipsos Ideas Spotlight, August 15, 2013
Seattle Knowledge Summit 2013 – daring to be different, Ipsos Ideas Spotlight, May 15, 2013
Higher but not further ahead, O’Cannabiz Conference & Expo, April 2019, Toronto.
Beyond the haze: how cannabis is impacting alcohol & wine consumption, BC Wine Industry Insights Conference, March 2019, Penticton.
Trends in Canadian cannabis consumption, O’Cannabiz Conference & Expo, December 2018, Vancouver.
Survey research in a digital world (and vice versa), TTRA International Conference, July 2018, Miami.
On time departure. On time results!, MRIA National Conference, June 2018, Vancouver.
TV is dead, or is it really?, MRIA National Conference, May 2015, Toronto.
Undergraduate, Political Science