Zentrela EEG Technology

The 2024 Cannabis Innovator Challenge: Embracing EEG Technology for Enhanced Product Efficacy and Market Leadership

by | Jun 19, 2024

Zentrela EEG Technology

Written by Kristina Etter

Kristina is a digital content creator and designer. She has a talent for creating engaging and informative content that resonates with our professional audience. Kristina’s passion for the cannabis industry stems from her belief that it has the potential to revolutionize the world in many ways, and has a personal testimony of cannabis success.

In our fast-paced industry, staying innovative and validating product claims with scientific evidence are becoming increasingly essential. Until now, traditional methods for evaluating product effectiveness have relied on subjective user feedback or expensive clinical pharmacokinetic (PK) studies, making it difficult to comprehensively validate a large product portfolio. 

However, thanks to advancements in neurotechnology, cannabis companies now have access to portable EEG technology, which allows for the objective quantification of the effects of cannabis products.

Zentrela EEG Technology

Zentrela EEG Technology: An Innovative New Approach

Zentrela, a tech company based in Canada, has developed a new way to study the effects of cannabis products. Using a portable device to monitor brain activity without being invasive, Zentrela is quantifying the effects of cannabis.

Advanced computer algorithms help them accurately measure how cannabis products make people feel, such as whether they make the consumer relaxed, more energetic, or have psychoactive effects. Their technology offers a faster and more cost-effective way to test cannabis products compared to traditional methods, and it avoids relying solely on people’s own reports of how they feel.

Read more about Zentrela previously on Cannabis Tech.

Opportunities for Cannabis Product Innovators

1. Agile and Cost-Effective Research: Instead of expensive and time-consuming PK studies, consider opting for quick, dependable EEG testing. Data collected by Zentrela can reduce R&D costs and accelerate the innovation process, helping companies adjust product formulations based on real-time feedback about their effectiveness.

2. Precise Quantification of Effects: EEG technology allows companies to measure the impact of different concentrations of cannabinoids and their combinations with other ingredients on the consumer experience. Product developers can then customize their products to better match consumer preferences, making them more appealing and increasing user satisfaction.

3. Data-Driven Commercialization Decisions: Producers can leverage objective data to make informed decisions about which products to bring to market. This approach ensures that only the most effective products, capable of truly delighting consumers, are developed and commercialized, maximizing ROI and reducing the risk of market failure.

4. Enhanced Marketing and Consumer Trust: By using scientifically validated data, brands can make informed marketing strategies and consumer communications. This level of transparency helps build trust and positions a brand as a leader in product efficacy and consumer education, which are critical factors in the competitive cannabis market.

Case Study: PAX

A compelling testament to the effectiveness of Zentrela’s approach is its collaboration with PAX, a leading global cannabis brand. 

In a recent study, Zentrela utilized its EEG technology for quantifying the psychoactive effects, including onset time and maximum strength, of PAX’s Live Rosin with Natural Diamonds and High Purity THC cannabis products. The study showcased meaningful insights into the cannabis experience. 

Key findings suggest that whole-plant, full-spectrum products can produce a statistically significant faster onset and more than double the psychoactive experience than distillate products with comparable Delta-9-tetrahydrocannabinol (THC) potencies due to the “entourage effect,” or presence of additional whole-plant compounds like phytocannabinoids and terpenes.

The THC Chase is Over

Advanced EEG technology is a game-changer for companies specializing in CBD, minor cannabinoids, or terpene-based products. As the case study implies, Zentrela provides a practical and efficient tool to not only understand but also clearly demonstrate the nuanced effects of their formulations. This will become particularly important as the market matures and consumers become more sophisticated in their expectations for product performance. 

“Consumers looking for psychoactive effects typically shop for cannabis products based on THC, which is a bit of a fallacy,” said Brian Witlin, VP of Product Development at PAX. “In the spirit of continuing to advance cannabis research and understanding of the plant — which has been far too limited for much too long — we wanted to demonstrate through scientific study how full-spectrum products with the full range of terpenes and cannabinoids have a more profound impact on the onset and ultimate cannabis experience. We hope this type of insight helps consumers understand that shopping for products based on THC% alone is not the leading indicator of expected experience.”

Zentrela EEG Tech

Cannabis Innovators Start with Tech

The challenge for cannabis innovators is clear: embrace EEG technology to stay competitive and lead in a market that values innovation backed by solid, scientific evidence. By adopting this new technology, cannabis brands can ensure their products are truly effective and communicate these benefits in a credible, compliant, and impactful way. 

In doing so, producers on the leading edge will go beyond current market demands and shape the future of the cannabis industry, ensuring their products are the preferred choice for informed consumers around the world.

Embracing technology can transform product development and position cannabis producers at the forefront of the industry’s future.