Project Work presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceThe cannabis sector in Portugal, as well as in Europe, is going through a long journey towards
its regulation and legalization. Opinions are divided on the two sides of the coin, with some who argue
with support in some scientific studies already carried out that cannabis has positive therapeutic
properties, however, in an opposite opinion we have its negative connotation to the drug and its
psychoactive effects. As this plant has several components and THC (Tetrahydrocannabinol) is the only
responsible for the psychoactive effects, due to a generalization the perception of CBD (Cannabidiol)
has also been affected. Currently, the CBD (Cannabidiol) suffers from a serious problem of
transparency and honesty, which means that society is still not properly informed about this
substance, making room for fraud and other suspicions. The focus of this study will be to understand
the current perception of CBD (Cannabidiol) by the Portuguese population and to understand how this
affects the market and how the situation can be changed/improved. For this, the study will be
supported by an analysis of scientific literature and build a qualitative market research and apply it in
focus group to draw conclusions based on the opinions of potential consumers
