Research and Questionnaire Analysis

Abby Downing

Summary of audience research

I carried out my research through a questionnaire to find out how old people were, if they were a vegetarian and if so why, what food they could not live without, where they shopped most, what theme would they like in a set of recipe cards, what is there favourite vegetarian option, if they ate meat substitutes like quorn, what they think the best reason is in becoming a vegetarian, how often do they cook and do they prefer having fresh packaged or tinned food. Of which I presented some as open questions and some as closed.

Most of my responses came from non vegetarians, which was interesting to see their answers as well as those of a vegetarian. I believe that having a mixture of people answer is better for the analysis.

Question 1: How old are you?

• What does this tell you about your research and your audience?• The audience I am aiming for is 20+ so I will mainly looking at this section, and most people that

aged answered the questionnaire which helped. This also tells me that I carried out the research in the correct way and placed my questionnaire where most of my target audience would see. It also shows that my target audience are interested in taking part in a vegetarian questionnaire, which suggests that they will be interested in looking at a vegetarian recipe card.

• How can you use this to make your product appeal to this audience?• I can use this information to help pick out the age of which my target audience is and look at the

questions they have answered to make my recipe card appeal to them the most.

Question 2 : Are you a vegetarian? If so why?

• What does this tell you about your research and your audience?• 8/15 respondents said that they were a vegetarian. My first respondent said that they were a vegetarian, for

animal, planet and health reasons, which I found out were some of the most popular reasons. My second and third respondent is a vegetarian for ethical reasons. My fourth is for animals, my firth is for ethical reasons again. The most popular reasons I have found for being a vegetarian in my questionnaire are Ethical and animal reasons.

• I have found that most of the people who had answered that they were a vegetarian were 20+ which helps a lot to decide what goes into my recipe card.

• How can you use this to make your product appeal to this audience?• I can use this information to help with my recipe cards because most of the people that answered they were a

vegetarian were 20+ which is my target audience, so I can look into their answers to get the best research.

Question 3: What food could you not live without?

• What does this tell you about your research and your audience?The candidates who answered my questionnaire showed me a variety of different foods they could not live without, which was

surprising. My target audience mainly answered pasta and chicken. This helps me a lot to decide what food I should put into my recipe cards. Because chicken is not vegetarian, I could use a meat substitute such as quorn, to meet my audiences needs. Quorn chicken looks much like regular chicken, so those who are non vegetarian still may take a look at these recipe cards to contribute to a more healthy diet.

Pasta is already vegetarian, it’s just dependant on the sauce you use. But because pasta is a very popular option I am going to consider adding this food into my recipe cards as well, maybe in the same one as the quorn chicken. This meal would be very popular with both vegetarians and non vegetarians.

• How can you use this to make your product appeal to this audience?• I can use this to meet my audiences needs very well. Because if I add in the food they like and enjoy, then my recipe cards are

likely to be more popular.

Question 4 : Where do you shop most?

• What does this tell you about your research and your audience?• I found that overall most vegetarians and non vegetarians shop at Tesco. I chose to add this

question into my survey because when it comes to promoting my recipe cards and putting them into supermarkets and shops then it would be good to know where my target audience shop the most. Which is Tesco. This will probably be the place where i promote my recipe cards.

• How can you use this to make your product appeal to this audience? I can use this to make my recipe cards seen by hopefully most of my target audience, which will help promote the recipe cards.

Question 5 :What theme would you like in a set of Recipe Cards?

• What does this tell you about your research and your audience?• I thought because I am going to be making recipe cards soon that I would ask my candidates what theme and style they would like running

throughout the recipe cards. I had a variety of different answers which ranged from, types of food, worldwide food and layouts. This tells me that my audience would like a simple recipe card with lots of colour, because this attracts people when it catches their eye easily. They would also like Images, which are good because this also catches your eye and sometimes determines whether the audience actually buys the recipe card or not, because if the image on the front promotes the meal really well and makes it look tasty then the audience will be attracted by it. They would also like it to be clear, which was my main aspect from the start whilst analysing existing recipe cards.

• Other answers my audience gave were that they would like to have a country theme on some like ‘Canadian’ ‘Thai food’ and ‘Mexican’ I was planning on doing some country themed cards because people like trying different culture food and they also like the design contributed around them.

• How can you use this to make your product appeal to this audience?• I can use this by taking into consideration what my audience has said about what they would like in the recipe card and apply it to my final pieces.

By doing so I am meeting my audiences needs and they are more likely to get sold to the audience I am targeting by following what they like.

Question 6 : What is your favourite Vegetarian option?

• What does this tell you about your research and your audience?• I thought that this question was very important to ask, because this applies to vegetarians and non

vegetarians and it can give me an overall view on what food is popular with both non vegetarians and vegetarians that is a vegetarian option.

• Pasta and curry were very popular options in the survey, which is something i am going to take into consideration when coming to choose the foods i want in my recipe cards.

• How can you use this to make your product appeal to this audience?• I can use this again to meet my audience’s needs. I will put these answers and the answers from

question 3 together to help work out the favourite foods overall that i should put into my recipe cards.

Question 7: Do you eat meat substitutes like quorn?

• What does this tell you about your research and your audience?• This tells me that 60% of my audience do not eat meat substitutes. Which leaves us with 40%

that do. Most people that have said not have not tried quorn and are not vegetarian. I have come to a decision that I will add one quorn recipe to one of my recipe card because a big percentage likes quorn and the other percentage have a love of chicken.

• How can you use this to make your product appeal to this audience?• I can use this information to help it appeal to my audience because knowing what percentages

eat quorn/do not eat quorn helps me decide whether to put it in the recipe cards or not and it helps me know if it will be beneficial.

Question 8 :What do you think the best reason is in becoming a vegetarian?

• What does this tell you about your research and your audience?• It tells me what the audience is like and what their interests are. It tells me what they really

believe in and gives me a better and more accurate audience profile then any of my other questions. I have only produced one question like this which was only to do with my audience. It tells me that both vegetarians and non vegetarians still have a strong view of reasons in becoming a vegetarian.

• How can you use this to make your product appeal to this audience?• This can help me make my product appeal to my audience because it helps me get a better

audience profile on my Target audience, which will help me create the best recipe’s for them.

Question 9 : How often do you cook?

• What does this tell you about your research and your audience• This tells me how much of my audience actually cook. This question I thought was

relevant because the people who do cook made me want to look at their individual answers first, because these are the people I am aiming my recipe cards at. But it turned out that most people cooked most days of the week anyway which was really good because then I am specifically looking at all the answers.

• How can you use this to make your product appeal to this audience?• Could help me point of the specific peoples interests.

Question 10 : Do you prefer having fresh, packaged or tinned food?

• What does this tell you about your research and your audience?• This tells me that my audience prefer fresh food a lot more then packaged

and tinned, but they would eat packaged and tinned occasionally. • How can you use this to make your product appeal to this audience?• This will help me make my product appeal to my audience because it shows

me what type of food they’re most interested in, so I can base my recipe cards more around fresh food then any other.

Conclusions

(What conclusions have you come to at the end of research? Do you need to change anything in the way you researched? How will this research help you with this project?)

The conclusions I have come up with that all of my answers were different which was good, because it gave me a nice variety of different ideas I can do with my recipe cards. But also a lot of my answers were similar, and the answers that were similar was mainly of the audience that was my target audience, this was nice to see because it makes my overall conclusions and ideas easier to make sure I make my product exactly how my audience wants it.

My audience mainly liked fresh food, they wanted the recipe card to be plain and simple but with lots of colour. They also liked the theme of different country food and styles e.g. Mexican. Most of the audience did not eat meat substitutes and shopped at tesco.

Audience Profile

• Age: 20-35 (I thought this was a suitable age to pick because the people of this age answered my questionnaire the most and are the most likely to be interested in buying recipe cards to try out new things)

• Gender: Female (because they are the most likely ones to cook/ cook the most)

• Do not eat meat substitutes but will try them if in the recipe cards.

• Shop at Tesco

• Like fresh food the most out of packaged and tinned.

• Have been vegetarian most of their life and are excited about trying new foods

• Would like to cook all the time rather then most of the time.