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Marijuana dispensaries are an entirely new vertical, with strict regulatory requirements and a host of other challenges. Surterra, holder of one of the five medical marijuana licenses in Florida, looked to figure3 to help understand the mindset of a new kind of shopper. Knowing that design has the power to change how people think, feel, decide and behave; we leveraged our Connection Point process to reveal what unconsciously sparks customers’ curiosity pulling them towards therapeutic cannabis, and what repels them.