Verification Standards
Cannabis data is fragmented, inconsistent across states, and frequently misrepresented by industry actors. Our verification process addresses this:
Multi-Source Rule
Key data points in our reports are cross-referenced against at least two independent sources where possible. When only one source exists (common for emerging markets), we note this limitation explicitly.
Primary Source Preference
We prefer primary sources (state agency data, SEC filings, published academic research) over secondary sources (industry reports, news articles, press releases). When we cite secondary sources, we name them so readers can evaluate credibility.
Named Attribution
Every significant data point in our reports is attributed to a specific source — researcher name, organization, publication, and year. We do not make anonymous assertions about market size, growth rates, or consumer behavior.
Recency Standards
Cannabis markets change rapidly. Our recency targets:
| Data Type | Recency Target | Notes |
|---|---|---|
| Sales / revenue data | ≤ 6 months | State reporting lag varies (1–6 months) |
| License counts | ≤ 3 months | Some states update monthly, others quarterly |
| Regulatory status | Current | Updated as legislation passes or rules change |
| Pricing data | ≤ 3 months | Cannabis Benchmarks weekly, state data quarterly |
| Public company financials | Most recent filing | Quarterly (10-Q) or annual (10-K) |
| Consumer surveys | ≤ 12 months | Survey methodology and sponsor noted |
| Academic research | Publication date noted | Landmark studies cited regardless of age |
Confidence Levels
Not all data is equally reliable. Our reports use a three-tier confidence system for forward-looking statements and estimates:
- High confidence — based on direct observation (state data, SEC filings) or strong academic evidence. These are things we believe are true.
- Moderate confidence — based on modeling, cross-market comparison, or multiple secondary sources that align. These are our best estimates.
- Directional — based on limited data, emerging signals, or single-source claims. We believe the direction is right; the magnitude is uncertain.
Corrections Process
We make mistakes. When we do:
- Errors of fact (wrong number, incorrect date, misattributed source) are corrected immediately upon discovery, with a correction note added to the affected page or report
- Errors of interpretation (data was correct but our analysis was wrong) are addressed in the next publication cycle with an explanation of what changed in our understanding
- Forecast misses are tracked on our public prediction scorecard with analysis of why the prediction was wrong
If you identify an error in our research, please contact us. We prioritize accuracy corrections above all other correspondence.
Independence
CannaIntelligence is funded by report sales. We do not accept:
- Sponsorships or advertising from cannabis operators
- Consulting fees from companies we cover in our research
- Payment for favorable coverage or report inclusion
- Free products, services, or access in exchange for coverage
Our research team has no financial interest in any cannabis company covered in our reports.