Purpose of research..Why conduct research?We conducted the research in order to be able to get an idea of who our audience will beand the types of products they enjoy. This will help us to ensure our product will beconsumed by our audience and they will make use of it.What did you want to get out of it?We wanted to be able to find out different aspects of who our audience are such as theirage and gender. We also wanted to be able to find out how many vegetarians would benefitfrom our product by asking who eats meat and an overall question of favourite dessertswas asked for us to get a good idea of what people enjoy the most.How could this influence your project?This influences our project because it gives us an idea of who our main audience are andwho is most likely to benefit from our product. It also means that once we have learned andunderstood who we are targeting we are able to adjust our product in order to fit theirneeds and know what is going to be most successful and what they would like to see.
How did you conduct the research?What methods did you use?The methods we used were questionnaires. There was two ways of filling out our questionnaires,with one being filling it out online and another being filling it out on paper. We used this methodbecause it was easy to gather the results.Where/how did people fill them in?People were able to fill our questionnaires in either online or on paper. On our onlinequestionnaire we used multiple-choice and the comment/essay box for people to give us plentyof information about their views and preferences on eating meat and Vegetarianism.Advantages/Disadvantages:The advantages of using an online survey is that it is easy for us to collect all of the data andcompare them/find out what people think. The disadvantages of using an online survey is thatsome of the answers are not appropriate and it is clear to see that some of the people who tookthe survey were not being serious when answering the questions. This can affect our data overallbecause it will waste our time separating the helpful answers from the stupid ones.
Summary.• Our survey was answered by 64 people.• We mainly had a female audience response within the age range of 12-17 year olds.• Most of the people who answered were not vegetarian but we had 11 people who are vegetarian and do not eat meat.
Gender Our first question was: “What is your gender?”. We found that most people that we had targeted were Female female. We had 35 female’s and 25 males. Male Our target audience is Other predominantly female but there is a very marginal difference between males Prefer not to and females. This means that say our target audience is closely mixed but we have a slightly more feminine audience.
Age Our next question was: “which category below contains your age?”. Through asking this question we have found out that our target audience mainly falls into the 12 yrs - 17 yrs age range of 12-17, meaning our audience is mostly young 18 yrs - 20-yrs people. This is because we 21 yrs - 29 yrs mainly targeted people on Facebook and twitter with our 30 yrs - 39 yrs survey and younger people tend 40 yrs - 49 yrs to be the people that are using facebook constantly and are 50 yrs - 59 yrs aware of what is being posted 60 yrs - 69 yrs on there. 70 yrs - 79 yrs This shows us that we have to 80 years and over create foods which a range of people but mainly younger ages are going to enjoy and be interested in, making them want to eat it.
Do you eat meat? This question was: “Do you eat meat?”. This question has allowed us to see that most of our audience is not vegetarian. This means we have to make vegetarian recipes that are Yes also going to appeal to non- vegetarians in order for our recipe No cards to be a success and to sell.
Vegetarian Companies This question was: “Which of these vegetarian companies are you aware of?”. Quorn This question has allowed us to see that most people are virtually Linda McCartney unaware of most vegetarian food Redwood companies. They have mostly heard of Quorn. This is probably because it The vegtarian is the most advertised and ‘out there’ society company that people are aware of. Dragonfly foods This allows us to know that we will Goodness foods have to highly advertise and promote wholesale our recipe cards in order for people FayreField foods to be aware of them and know about them, making them want to know Other more about them and make people purchase them.
This question was: “would you ever consider eating aWould you eat a meat meat substitute? (e.g. Tofu). substitute? Most of the people who answered our survey said they would never eat a meat substitute. (29 people) This means that when we are creating the recipe cards we need to Yes ensure we do not place any form of No meat substitute into our recipes as I already do this may cause them to not want to try the recipe or to eat it.
Before filtering After filtering Gender Gender Female Female Male Male Other Other Prefer not Prefer not to say to say
Before filtering After filtering Age Age 12 yrs - 17 yrs 12 yrs - 17 yrs 18 yrs - 20 yrs 18 yrs - 20-yrs 21 yrs - 29 yrs 21 yrs - 29 yrs 30 yrs - 39 yrs 30 yrs - 39 yrs 40 yrs - 49 yrs 40 yrs - 49 yrs 50 yrs - 59 yrs 50 yrs - 59 yrs 60 yrs - 69 yrs 60 yrs - 69 yrs 70 yrs - 79 yrs 70 yrs - 79 yrs 80 years and over 80 years and over
Before filtering After filtering Do you eat meat? Do you eat meat? Yes Yes No No
Before filtering After filtering Vegetarian Companies Vegtarian Companies Quorn Quorn Linda McCartney Linda McCartney Redwood Redwood The vegtarian Vegetarian society society Dragonfly foods Dragonfly foods Goodness foods Goodness foods and wholesale wholesale FayreField foods Fayrefield foods Other Other
Before filtering After filtering Would you eat a meat Would you eat a meat substitute? substitute? Yes Yes No No I already do I already do
By filtering our results to get the answers from vegetarians only weare able to get the point of views from vegetarians and this couldhelp us meet the brief since we are producing vegetarian products.We have been able to discover that even though people arevegetarian, there is a high percentage of them that will not eat ameat substitute such as tofu. This shows us that in order to create asuccessful product we should meet the requirements and needs ofour target audience and if we include something they won’t eatthen it won’t work out. Another thing that has been discoveredfrom the filtering is that our target audience is still mostlydominated by females in the age range of 12-17 year olds.
Do you cook your meals with dairy products and eggs? Yes NoOur sixth question was “Do you cook your meals with dairy products and eggs?”.A large majority of our audience said “Yes”, while 11 people said “No”. This shows us thatthe majority of the people who answered do cook their meals with dairy products andeggs, meaning that we will be making recipes that contain dairy products and eggs.
Which desserts do you enjoy? Cakes Biscuits/Cookies Brownies Souffles Flapjacks Trifle Sundaes OtherThe seventh question we asked was “Which desserts do you enjoy?”.There is an equal amount of cakes, biscuit and brownie lovers in our audience. Thiscould be because these desserts are usually a common childhood favourite and theymay still enjoy them all the way into adulthood. The least voted was soufflés. This maybe because soufflés are rarely heard of, as they are often served in fancy restaurantsand not many people will know how to make them.
What is your favourite dessert? From this chart we can see that these desserts were the most common, Dessert Type Total and we can also see that Cheesecake/Chocolate Cake and Ice Cream areCheesecake/Chocolate cake 11 the top two desserts our audience like. Chocolate comes in second. With these results in mind, we can maybe begin to create a recipe thatJam Roly poly 1 will appeal to all three of these popular desserts. For example, we couldTiramisu 1 make chocolate brownies with ice-cream on the side, or we could make cheesecake withice-cream. Doing this will allow us to appeal to more ofIce-cream 7 our audience, and this will hopefully make our cards more popular.Chocolate 5Brownies 3 Dessert Cheesecake / chocolate cake Jam roly polySticky Toffee Pudding 1 TiramisuApple Crumble 2 Ice-creamChocolate Mousse 2 ChocolateTrifle 1 Brownies Sticky toffee pudding Apple crumble Chocolate mousse Trifle
Which colour scheme would you prefer to see? Bright and vibrant Calm and neutral PastelFrom this chart we can see that our audience would like to see bright and vibrantrecipe cards the most. This will probably be because people would like to be attractedto a colourful scheme and will find the card more appealing, making them want tomake the recipe. The least common answer is pastel. This could be because peoplemay find pastel and pale colours boring, or some people may find that colour schemeto be too feminine as most pastel colours include pale pinks, blues, and purples.
Would the appearance of the cards influence your meal choice? Yes NoFrom this chart we can see that it is a 50/50 of whether or not the appearance of ourrecipe cards will affect the audiences choice of meals. This can be useful because thenwe can spend more time on giving information about the recipe, instead of spendingheaps of time on making the cards look nice. Although, we will still need to put someeffort into the appearance of the cards for the other 50% of our audience.
Filtering Results – Bright and VibrantBy filtering the answers to our questionnaire for Bright and Vibrant, we can see thatcakes and biscuits/cookies were still the most popular desserts. This could bebecause you can experiment with these kinds of desserts and they can containdifferent ingredients or have different toppings, and you can make them ascolourful as you want.Obviously, with the question asking which colour scheme the audience wouldprefer to see, the most common answer in this case is Bright and Vibrant. From thelast question we can see that the results have changed quite a lot. ‘Yes’ has nowincreased to 56.2%, while ‘No’ has decreased to 43.75%. This shows us that thepeople who would like to see the recipe cards with a Bright and Vibrant colourscheme feel that the overall appearance of the cards would affect whether theymake the recipe or not. The results could also mean that our audience mostlyconsists of teenagers or young adults who are fond of brighter colours and standingout. This means that we will have to think carefully about the colours we use on ourcards and how we place the images, text, title, etc.
Evaluation.How well did you do?Overall, I think we did well because we got a reasonably large amount ofresponses by gathering our findings from 64 people. We gathered a range ofresponses from a range of people, both genders and a mixed age range ofresponses. In total we gathered more results than we expected to and got morevegetarian results than we expected to but it would have been helpful to gain alarger percentage of people who do not eat meat to benefit our research and helpus with our project development.What could you improve?We could improve our research results by trying to gain a larger group of peoplewho are vegetarian. We could do this by posting our survey links onto morevegetarian websites and forums along with vegetarian Facebook pages. Thiswould have made our survey more known to vegetarian people and increased thelikelihood of them seeing our survey and answering it. Posting the link in moreplaces than just online social networking sites would also help us to get anaudience within more of a varied age range rather than all being young peoplewho use facebook/twitter.