Presenting Research

Purpose of research..Why conduct research?We conducted the research in order to be able to get an idea of who our audience will be and the types of products they enjoy. This will help us to ensure our product will be consumed 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 their age and gender. We also wanted to be able to find out how many vegetarians would benefit from our product by asking who eats meat and an overall question of favourite desserts was 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 and who is most likely to benefit from our product. It also means that once we have learned and understood who we are targeting we are able to adjust our product in order to fit their needs 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 method because 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 online questionnaire we used multiple-choice and the comment/essay box for people to give us plenty of 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 and compare them/find out what people think. The disadvantages of using an online survey is that some of the answers are not appropriate and it is clear to see that some of the people who took the survey were not being serious when answering the questions. This can affect our data overall because 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

FemaleMaleOtherPrefer not to say

Our first question was: “What is your gender?”.

We found that most people that we had targeted were female. We had 35 female’s and 25 males.

Our target audience is predominantly female but there is a very marginal difference between males and females. This means that our target audience is closely mixed but we have a slightly more feminine audience.

Age

12 yrs - 17 yrs18 yrs - 20-yrs21 yrs - 29 yrs30 yrs - 39 yrs40 yrs - 49 yrs50 yrs - 59 yrs60 yrs - 69 yrs70 yrs - 79 yrs80 years and over

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 age range of 12-17, meaning our audience is mostly young people. This is because we mainly targeted people on Facebook and twitter with our survey and younger people tend to be the people that are using facebook constantly and are aware of what is being posted on there.

This shows us that we have to 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?

YesNo

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 also going to appeal to non-vegetarians in order for our recipe cards to be a success and to sell.

Vegetarian Companies

QuornLinda McCartneyRedwoodThe vegtarian so-cietyDragonfly foodsGoodness foods wholesaleFayreField foodsOther

This question was:“Which of these vegetarian companies are you aware of?”.

This question has allowed us to see that most people are virtually unaware of most vegetarian food companies. They have mostly heard of Quorn. This is probably because it is the most advertised and ‘out there’ company that people are aware of.

This allows us to know that we will have to highly advertise and promote our recipe cards in order for people to be aware of them and know about them, making them want to know more about them and make people purchase them.

Would you eat a meat sub-stitute?

YesNoI already do

This question was:“would you ever consider eating a meat substitute? (e.g. Tofu).

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 ensure we do not place any form of meat substitute into our recipes as this may cause them to not want to try the recipe or to eat it.

Filtered by : Do you eat meat? ‘no’.

Gender

FemaleMaleOtherPrefer not to say

Gender

FemaleMaleOtherPrefer not to say

Before filtering After filtering

Before filtering After filtering

Age12 yrs - 17 yrs

18 yrs - 20-yrs

21 yrs - 29 yrs

30 yrs - 39 yrs

40 yrs - 49 yrs

50 yrs - 59 yrs

60 yrs - 69 yrs

70 yrs - 79 yrs

80 years and over

Age12 yrs - 17 yrs

18 yrs - 20 yrs

21 yrs - 29 yrs

30 yrs - 39 yrs

40 yrs - 49 yrs

50 yrs - 59 yrs

60 yrs - 69 yrs

70 yrs - 79 yrs

80 years and over

Do you eat meat?

YesNo

Before filtering After filtering

Do you eat meat?

YesNo

Before filtering After filtering

Vegetarian Companies

QuornLinda McCartneyRedwoodThe vegtarian societyDragonfly foodsGoodness foods wholesaleFayreField foodsOther

Vegtarian Companies

Quorn

Linda McCartney

Redwood

Vegetarian society

Dragonfly foods

Goodness foods and wholesale

Fayrefield foods

Other

Before filtering After filtering

Would you eat a meat substitute?

YesNoI already do

Would you eat a meat sub-stitute?

YesNoI already do

By filtering our results to get the answers from vegetarians only we are able to get the point of views from vegetarians and this could help us meet the brief since we are producing vegetarian products.

We have been able to discover that even though people are vegetarian, there is a high percentage of them that will not eat a meat substitute such as tofu. This shows us that in order to create a successful product we should meet the requirements and needs of our target audience and if we include something they won’t eat then it won’t work out. Another thing that has been discovered from the filtering is that our target audience is still mostly dominated by females in the age range of 12-17 year olds.

Do you cook your meals with dairy products and eggs?

YesNo

Our 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 that the majority of the people who answered do cook their meals with dairy products and eggs, meaning that we will be making recipes that contain dairy products and eggs.

Which desserts do you enjoy?

CakesBiscuits/CookiesBrowniesSoufflesFlapjacksTrifleSundaesOther

The seventh question we asked was “Which desserts do you enjoy?”.There is an equal amount of cakes, biscuit and brownie lovers in our audience. This could be because these desserts are usually a common childhood favourite and they may still enjoy them all the way into adulthood. The least voted was soufflés. This may be because soufflés are rarely heard of, as they are often served in fancy restaurants and not many people will know how to make them.

What is your favourite dessert? Dessert Type Total

Cheesecake/Chocolate cake 11

Jam Roly poly 1

Tiramisu 1

Ice-cream 7

Chocolate 5

Brownies 3

Sticky Toffee Pudding 1

Apple Crumble 2

Chocolate Mousse 2

Trifle 1

From this chart we can see that these desserts were the most common, and we can also see that Cheesecake/Chocolate Cake and Ice Cream are the top two desserts our audience like. Chocolate comes in second. With these results in mind, we can maybe begin to create a recipe that will appeal to all three of these popular desserts. For example, we could make chocolate brownies with ice-cream on the side, or we could make cheesecake with ice-cream. Doing this will allow us to appeal to more of our audience, and this will hopefully make our cards more popular.

Dessert Cheesecake / chocolate cake

Jam roly poly

Tiramisu

Ice-cream

Chocolate

Brownies

Sticky toffee pudding

Apple crumble

Chocolate mousse

Trifle

Which colour scheme would you prefer to see?

Bright and vibrantCalm and neutralPastel

From this chart we can see that our audience would like to see bright and vibrant recipe cards the most. This will probably be because people would like to be attracted to a colourful scheme and will find the card more appealing, making them want to make the recipe. The least common answer is pastel. This could be because people may find pastel and pale colours boring, or some people may find that colour scheme to be too feminine as most pastel colours include pale pinks, blues, and purples.

Would the appearance of the cards influence your meal choice?

YesNo

From this chart we can see that it is a 50/50 of whether or not the appearance of our recipe cards will affect the audiences choice of meals. This can be useful because then we can spend more time on giving information about the recipe, instead of spending heaps of time on making the cards look nice. Although, we will still need to put some effort into the appearance of the cards for the other 50% of our audience.

Filtering Results – Bright and Vibrant

By filtering the answers to our questionnaire for Bright and Vibrant, we can see that cakes and biscuits/cookies were still the most popular desserts. This could be because you can experiment with these kinds of desserts and they can contain different ingredients or have different toppings, and you can make them as colourful as you want.

Obviously, with the question asking which colour scheme the audience would prefer to see, the most common answer in this case is Bright and Vibrant. From the last question we can see that the results have changed quite a lot. ‘Yes’ has now increased to 56.2%, while ‘No’ has decreased to 43.75%. This shows us that the people who would like to see the recipe cards with a Bright and Vibrant colour scheme feel that the overall appearance of the cards would affect whether they make the recipe or not. The results could also mean that our audience mostly consists of teenagers or young adults who are fond of brighter colours and standing out. This means that we will have to think carefully about the colours we use on our cards 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 of responses by gathering our findings from 64 people. We gathered a range of responses from a range of people, both genders and a mixed age range of responses. In total we gathered more results than we expected to and got more vegetarian results than we expected to but it would have been helpful to gain a larger percentage of people who do not eat meat to benefit our research and help us with our project development.

What could you improve?We could improve our research results by trying to gain a larger group of people who are vegetarian. We could do this by posting our survey links onto more vegetarian websites and forums along with vegetarian Facebook pages. This would have made our survey more known to vegetarian people and increased the likelihood of them seeing our survey and answering it. Posting the link in more places than just online social networking sites would also help us to get an audience within more of a varied age range rather than all being young people who use facebook/twitter.