Ask Headset is an AI-powered assistant that helps you explore Headset Insights cannabis market data through natural language questions. Instead of building reports manually, you can simply ask questions like "What were the top edible brands in California last month?" and receive instant insights.

This guide will help you get the most out of Ask Headset by explaining how it works, what data is available, and how to write effective questions.

What Can Ask Headset Do?

Ask Headset can answer questions about:
 

• Sales Performance: Revenue, units sold, and pricing trends for brands, products, and categories
• Market Analysis: Compare performance across states, track market growth, and identify trends
• Category Insights: Understand how different product categories (Flower, Edibles, Vapor Pens, etc.) perform
• Brand Comparisons: See how brands stack up against competitors
• Demographic Analysis: Learn which customer segments (age groups, genders) prefer certain categories or brands
• Pricing & Discounts: Analyze average item prices and discount rates across markets

Important: How Ask Headset Handles Markets

Ask Headset has access to all Headset Insights markets

Regardless of which markets are included in your Headset Insights subscription, Ask Headset can query data from all 20 available markets:
 

United States (16 markets): Arizona, California, Colorado, Connecticut, Florida*, Illinois, Maryland, Massachusetts, Michigan, Missouri, Nevada, New Jersey, New York, Ohio, Oregon, Washington
 

Canada (4 markets): Alberta, British Columbia, Ontario, Saskatchewan

Florida:* category-level sales data only

Ask Headset defaults to multi-market analysis

When you ask a question without specifying a market, Ask Headset will analyze data across all applicable markets—not just the ones in your Headset Insights subscription.

For example, if you ask "What are the top vapor pen brands?", Ask Headset will return results across all US markets combined, which may include markets outside your subscription.

Always specify your market of interest

To get results relevant to your business, include the state or province in your question:

• ❌ "What are the top edible brands?" (returns combined results from all markets)
• ✅ "What are the top edible brands in California?" (returns California-specific results)

Default Assumptions

When you ask a question, Ask Headset makes the following assumptions unless you specify otherwise:

 

If you don't specify...	Ask Headset assumes...
Time period	Trailing 12 complete months
Country	United States (USD)

 

Number of results for "top" lists: 15 items

 

 

Currency Handling

 

Ask Headset keeps US (USD) and Canadian (CAD) data separate. When you say "nationally" without specifying a country, Ask Headset defaults to US markets only and will note this in the response.
 

To analyze Canadian markets, be explicit: "What are the top brands in Canada?" or "How is the Ontario market performing?"

Data Availability & Limitations

Time Coverage

• Data refresh: Daily (data is current through yesterday)
• Historical depth: Up to 7 years, depending on the market

Brand Demographic Data

Ask Headset can tell you which customer demographics (age groups, genders) purchase specific brands. However, this data has some limitations:
 

• Time window: Brand demographic data covers the trailing 180 days only (not the full historical period)
• Minimum sample size: Only brands with at least 1,000 unique customers in a state/category appear in demographic results
• Percentages only: For demographic analysis, Ask Headset reports percentage shares and index values—not raw dollar sales figures
• Data confidence: Results include a confidence indicator (high, medium, low) based on sample size. Results marked "low" confidence should be considered directional
   

If Ask Headset returns no demographic data for a brand you're interested in, it likely means that brand has fewer than 1,000 customers in the Headset retailer sample for that market during the past 180 days.

What Ask Headset Cannot Do

• Access data from markets not listed above
• Provide retailer-specific or store-level data (this requires Headset Bridge)
• Make future predictions or forecasts
• Combine USD and CAD sales into a single total (these are kept separate)
   

Prompting Tips
 

Be Specific About Geography

Always include the state or province you're interested in:

 

Instead of...	Try...
"Top flower brands"	"Top flower brands in Colorado"
"How is Wyld performing?"	"How is Wyld performing in Washington?"
"Edible market trends"	"Edible market trends in Midwest markets over the last 6 months"

 

Be Specific About Time Periods

Ask Headset defaults to 12 months, but you can request different periods:

• "...in Q4 2024"
• "...over the last 6 months"
• "...in January 2025"
• "...comparing 2024 vs 2023"
• “… over the trailing 60 days”

Be Specific About Categories

When analyzing brands, specify the product category for more relevant results:

 

Instead of...	Try...
"Stiiizy's demographic breakdown"	"Stiiizy's demographic breakdown for vapor pens in California"
"Which brands do Gen Z prefer?"	"Which edible brands do Gen Z prefer in Colorado?"

 

Use Clear Comparisons

When comparing, be explicit about what you're comparing:

• "Compare Cookies vs. Connected flower sales in California"
• "How do Millennial vs. Baby Boomer preferences differ for edibles in Illinois?"
• "Compare vapor pen sales in New York vs. New Jersey"

Example Questions

Good Questions ✅

Sales & Market Analysis:

• "What were the top 10 vapor pen brands in California last month?"
• "How has the average price of flower trended in Colorado over the past 12 months? Compare that to the preceding 12 months."
• "Compare Wyld and Wana edible sales in Washington for 2024"
• "Which states had the highest discount rates last quarter?"
• "What is the month-over-month sales growth for Michigan?"

Category Demographics:

• "What age groups prefer edibles vs. flower in Illinois?"
• "Do male or female customers spend more on concentrates in Colorado?"
• "Which product categories over-index with Baby Boomers?"

Brand Demographics:

• "What is the demographic breakdown of Cookies flower customers in California?"
• "Which vapor pen brands over-index with Generation Z in New York?"
• "Compare the demographic profiles of Wyld vs. Kiva edibles in California"

Questions That Need Improvement ⚠️

 

Question	Problem	Better Version
"What are the top brands?"	No market or category specified	"What are the top edible brands in California?"
"How is the market doing?"	Too vague	"What is the year-over-year sales growth for Colorado by category?"
"Tell me about Stiiizy"	Too broad	"What were Stiiizy's vapor pen sales in California last quarter, and what is their demographic breakdown?"
"National sales trends"	Doesn't specify US or Canada	"What are the US national sales trends for vapor pens over the last 12 months?"
"Who buys edibles?"	No market specified	"What age groups and genders buy the most edibles in Michigan?"

Understanding Your Results

 

Demographic Index Values

 

When viewing brand demographic data, you may see "index" values. Here's how to interpret them:

• Index = 100: The brand's appeal to this demographic matches the category average
• Index > 100: The brand over-indexes with this demographic (stronger appeal than average)
• Index < 100: The brand under-indexes with this demographic (weaker appeal than average)
   

For example, if a brand has a "Generation Z Index" of 130, it means Generation Z customers are 30% more likely to purchase that brand compared to the category average.

Data Confidence Levels

For demographic analysis, results include a confidence level:
 

• High: 5,000+ customers — reliable for detailed analysis
• Medium: 2,500–4,999 customers — good for directional insights
• Low: 1,000–2,499 customers — use with caution; consider these insights directional

Providing Feedback

Your feedback helps improve Ask Headset. After each response, you'll see thumbs up 👍 and thumbs down 👎 buttons.

• 👍 Thumbs up: The response was helpful and accurate
• 👎 Thumbs down: The response was unhelpful, inaccurate, or unexpected

When providing a thumbs down, please include written feedback describing what went wrong or what you expected. This helps our team identify and fix issues.

Quick Reference

Topic	Default	How to Change
Time period	Trailing 12 months	Specify: "last 6 months", "in Q4 2024", "YTD"
Country	United States (USD)	Specify: "in Canada", "in Ontario", "Canadian markets"
Market scope	All US markets combined	Specify state: "in California", "in Colorado"
Results count	15 for "top" lists	Specify: "top 5", "top 25"
Demographics time window	180 days (fixed)	Cannot be changed

 

 

Summary: Keys to Success

 

1. Always specify your market — Include the state or province in every question
2. Be specific about time periods — Don't rely on defaults if you need a specific range
3. Include product category — Especially for brand and demographic questions
4. Remember the data boundaries — Brand demographics are 180-day, percentage-based, and require 1,000+ customers
5. Use feedback buttons — Help us improve by rating responses and providing comments

If you have questions not covered in this guide, please contact Headset Support.