MCP Bags Marijuana Mystery Shopping Firm

In the US, international mystery shopping and MR firm Measure Consumer Perspectives (MCP) has acquired 420 Intel Agency, a Colorado firm offering marijuana mystery shopping services - and has renamed the business CatchFire CX. Terms of the deal were not disclosed.

Cannabis is now legal in a number of US states and service industries are forming rapidly to support the new sector, market research among them. Last month saw the official launch of BDS Analytics, also based in Colorado, with a $1.5m round of investment funding.

420 was founded by former private investigator Carrie Roberts (pictured) earlier this year. Under its new name, CatchFire CX offers dispensary secret shopping, cannabis compliance mystery shopping, brand auditing and customer experience analysis to help clients understand the cannabis marketplace and remain compliant with regulatory issues. Services also include hidden video shops, in-store customer intercepts and exit surveys, and employee engagement surveys.

Roberts comments: 'There are cannabis review sites where consumers can leave their feedback about a particular dispensary but they tend to be highly skewed towards positive or negative experiences. If your business only focuses on the extremely good or bad comments from a small percentage of customers, you will be missing out on the opinion of your average, everyday customers - they're the ones who make up the bulk of your business'.

Web site: www.catchfirecx.com .