Beyond the Checkbox: How Thoughtful Surveys Build Real Understanding

By: Shaniece N. Fullove, MPA

In an age where everyone wants data, it’s easy to forget that not all data is created equal. Especially in the cannabis industry, where perception and stigma still shape behavior, a bad survey doesn’t just waste time — it tells the wrong story.

A good survey doesn’t shout for responses. It listens. It invites honesty, empathy, and clarity — the kind of answers that help brands understand why their customers buy, not just what they buy. That difference is everything.

Because when we move beyond the checkbox, we move closer to what truly drives connection: understanding.

🌿 Asking the Right Questions

Think about the last time you filled out a survey that felt meaningless — five clicks, no context, no care. You finished it, but did it reflect how you actually felt? Probably not.

That’s where the line between a good and bad survey lives. A good survey feels intentional. It’s written for real people, not algorithms. It knows who it’s talking to, what language they understand, and how to guide them through reflection rather than reaction.

In cannabis, that intention matters even more. Our consumers aren’t just buyers — they’re educators, advocates, and first-timers navigating legality and identity all at once. If your questions don’t reflect that nuance, your data won’t either.

“When brands take the time to ask better questions, they build more than data — they build trust.” – Fullove

🪴 Designing for Discovery

The best surveys act like conversations. They use tone, pacing, and purpose to create space for honest feedback. Each question should serve a reason — whether it’s identifying needs, mapping emotion, or testing product awareness.

Let’s take an example: imagine you’re developing a new cannabis gummy line focused on sleep.
A bad survey might ask:

“Do you prefer gummies that help with sleep?”
(Checkbox. No insight.)

A good survey reframes it:

“When you think about cannabis products for rest, what qualities matter most to you — dosage clarity, flavor, onset time, or feeling relaxed the next morning?”

Now you’re not just getting answers. You’re getting language — words that can guide copywriting, packaging, and even product formulation.

🍃 Why It Matters for Cannabis

The cannabis space is crowded with assumptions — from how people use products to why they choose one brand over another. That’s why thoughtful research isn’t optional; it’s essential.

Surveys help us listen at scale. They give brands insight into habits, motivations, and friction points. But to work, they have to be built on authentic curiosity — not the need to confirm what you already believe.

Session Goods, Miss Grass, and other leading brands prove this time and time again. Their growth stems from real understanding — knowing how their audiences feel, not just what they purchase. By collecting clean, honest data through well-crafted surveys, these brands adapt faster and communicate with empathy.

💡 What Makes a Good Survey

If you’re building surveys that lead to better decisions, start here:

• Define your “why.” Know what decision each question will inform.

• Ask human questions. Speak like your audience speaks. Ditch the jargon.

• Keep it short and meaningful. Long surveys lose attention and quality.

• Mix formats. Combine multiple-choice with open-ended questions to reveal both trends and emotions.

• Respect your audience. Value their time and perspective — that’s how you earn honest data.

🌸 Beyond the Numbers

At the heart of every great survey is empathy. In cannabis especially, people want to be seen and understood — not studied. A thoughtful survey bridges that gap by giving consumers a voice in how brands grow.

The result? Research that feels less like data collection and more like collaboration. That’s how modern cannabis brands stand out — by turning feedback into a form of relationship building.

“Ask with intention. Listen with curiosity. Grow with purpose.” – Fullove

A good survey doesn’t just check boxes — it checks in. It’s not about collecting more responses; it’s about uncovering better stories. And in an industry built on connection, curiosity, and care, that’s where true growth begins.