In the US, cannabis industry marketing intelligence and consumer research provider BDSA has appointed long-time Nielsen BASES exec Kelly Nielsen as Vice President of Insights and Analytics.
Launched in 2015, with a $1.5m round of investment funding, Boulder, Colorado-headquartered BDSA provides an understanding of the cannabis market by generating insights from point-of-sale data, consumer research, and market-wide industry projections. Through its methodologies, the firm analyzes what is selling by SKU/product in dispensaries, trending consumer and shopper insights, detailed consumer segmentation, and provides five-year market forecasts by category and by market in more than 40 countries.
Nielsen (pictured) joins after more than thirteen years at Nielsen, which included several roles in the company's innovation division BASES. Most recently, she served as VP Innovation Business Partner, focusing on delivering insights to the alcohol beverage and cannabis industries. Earlier, she held director, management-level and analyst positions. During her time with the business, Nielsen helped clients develop new ideas; assess the risk of making changes to established products; evaluate and consult around potential strengths and weaknesses of new products; forecast sales; and evaluate brand positioning, product performance, communication strategy, and overall marketing plans.
Commenting on the appointment, CEO Micah Tapman said: 'Kelly brings a new dimension to our insights and analytics capabilities, she is a highly-experienced analytics and innovation leader. Her unique experience elevates our client offerings, leveraging the massive amount of data we collect to develop valuable insights for our clients. I am confident that Kelly's analytical and innovative approach to client engagement will lead to even greater success for BDSA.'
Web site: www.bdsa.com .
All articles 2006-20 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.