1. Task 5
Market Research Analysis
Alan Smith

2. Collecting Data
The information was primary research as the questions were formed on the website SurveyMonkey
and the answers later collected.
The survey was posted on a variety of websites and forums giving the market research more of a
chance of being valid and more accurate to who it is targeting.
SurveyMonkey is a good way to get your foot in the door when looking at primary research and
working on first hand information. This website allows you to create your questions for free and
shows clear guidelines on how to set them out.
This can prove to be a quicker and much more environmentally friendly approach. This saves you
spending time printing out individual sheets to hand out people around you. Having the questions
online provides you with much more reliable results due to a possibility of peers or a certain location
having the same opinions and life styles, using the web gives more variety.
The questions were kept short but open, the answer had to be in one or two lines so the reader had
to be concise and get to the point. This was so the person taking part did not get bored or start to
drift away from the question. These questions will help determine which recipe cards will be made,
what the food will be made of, how it will be presented and who it will be aimed at.

3. Looking at the Data
9
10
11
12
13
Male Female
Gender
Male
Female
When using Survey Monkey I received 22
pieces of feedback from the people that
answered the 10 short questions given.
From the data it shows that there is a larger
amount of males to females.
This can be very helpful when looking at
my own recipe cards as I will provide the
base on who to target and how it will be
done. For example the recipe cards can
now be made in a simple style and easy
to follow without any patterns.
Secondary data suggests males prefer
clear, concise and organised recipe cards.

4. Age
Under 18
19 to 26
27 to 39
A question was asked in the survey on
how old that person was. This was in
order to determine who the recipe
cards will be targeted at. It was
important that in the primary research
as much as possible is found out about
the demographic.
It shows that the older people
do not want to participate in
the survey. It also suggests
that recipe cards may be
something that has been
modernised and that the
elderly population does not
want to adapt.

5. 0
2
4
6
8
10
12
14
16
Job Title
Job Title
This graph shows that there is such a clear dominance in who
have been asked, this means that the link of the survey has been
posted in places where students will see more then adults in jobs.
Having placed the link on the forum ‘The Student Room’ had a
strong chance of a heavy response. On the other
hand, Vegetarians were approached on the vegetarian society
website and the link was posted several times on the chat forums
provided.
This chart tells me
that the recipe
cards should target
a younger age
group as they are
more likely to see
the advertisements.
However it does
show a good
variation in other
jobs. Meaning that
anyone can be a
vegetarian.

6. 0
2
4
6
8
10
12
14
Rarely Don't Once a
Week
Twice a
Week
Daily
How often do you cook?
Rarely
Don't
Once a Week
Twice a Week
Daily
This shows that the majority of the people asked do
cook daily and are very independent. This can be
helpful when looking at the recipe cards because it
shows that the food mentioned has to be
fresh, healthy and quick for those targeted.
Using this it can help determine
who exactly it is that cooks in
your targeted demographic. As
the people I want to target in
my project are males aged 19-
26.
From this you can also
see that 10 of the 23
people asked do not
cook at all or not as
much as they should.

7. 0
2
4
6
8
10
12
10% of
all food
50% of
all food
60% of
all food
90% of
all food
How much fresh food do you eat?
10% of all food
50% of all food
60% of all food
90% of all food
When looking at the fresh food consumption of
people it was clear that if I was to make a recipe
card, the food used would have to be that of home
made or freshly picked. This is due to 90% or 10 out
of the 22 asked believed that they ate fresh food at
least once a day.
This is very helpful with my own idea
because the recipes will need to be
new, quick and easy.
As the majority of the demographic is
cooking daily, this suggests that the
recipes must be taking a short period
of time for preparation and cooking.
As found out, the people were mainly
students, leaving them little time to
find food products for complicated
recipes. This shows me that I need to
incorporate new ideas but also
keeping to a time schedule as the
demographic is very busy.

8. When looking at what theme should be done for the cards, the audience was asked and
again there was a range in responses. They were:
Salads
Shabby Chic
Quick easy meals
Indian
A variation
Home Grown
Low Carb
Fast food
Summer
Asian (Chinese)
Vegetarian (A point was made that there is not enough options in restaurants)
This tells me that the audience wants a new, healthy alternative to what is already out there in the
market. This shows that the research used was well done and the questions asked were good enough
to make the readers want to respond in such depth. This type of primary research is very helpful as
this can help you in much more detail then what second hand information would. This is because you
have the results that you want and are specific to that product.
Most of the people asked believed that having a variation of both foods and countries will make the
recipe cards more appealing. It was also mentioned that one theme could be stuck to throughout
each card, such as Home Grown, or summer. Regions were thought about also, such as Asia as a
whole, using foods rom all the countries surrounding it on the cards.

9. Do you eat meat substitute
products like Quorn?
Yes
No
Sometimes
This gives a brief insight to if this type of
food should be considered in the process
of the recipe cards.
With the majority of people saying they
do eat the likes of Quorn it can be looked
at as part of one recipe.
As Italian food is being strongly looked
at, having food such as Quorn mince to go
with Pasta can be a good idea for a new
vegetarian recipe.
However there was also a strong
argument for not eating the meat
substitute. 8 out of 22 asked said they did
not eat it, with many of those saying they
were vegetarians and tried it but
disagreed with the idea of anything to do
with animals.
When considering my own foods for
the recipe cards and what will be in the
ingredients, I believe that it is a
consideration having Quorn and other
Substitutes but to look into a Italian
theme and also with the target
audience being young, I do not think
that everyone will approve.

10. When asking for peoples reasons on becoming a vegetarian a
variety of responses were recorded. From Animal
Cruelty, Family, Ethical and Religious reasons as well as just not
liking the taste of meat. 9 out of the 22 people asked said they
were not, leaving a greater amount of vegetarians.
This has a chance of being invalid due to being posted on the
vegetarian society forum and there should be a larger response
from meat eaters. If there was more time given for primary
research a much greater audience could be found for the survey.
As the majority of the people
asked were in fact
vegetarians, a good choice of
responses as helped in the
understanding of why people
do not eat meat.
This can help when looking at
the recipe cards but more
specifically the design of them.
The colour or theme may not
appeal to some people who
disagree with meat for ethical
reasons.
Having a lot happening in the
cards may but an older
audience off as it may be
portrayed as too childish and
not the kind of food they want
to consume.
As the target audience was
seen as Males ages 19 to
26, the design can therefore
stick to a gender bias.

11. This shows that out of the 22 people that
answered the survey there was such a vast
amount of variety as well having two major
foods. Pizza and Indian were dominant and
answers that came common to people
answering. However the people who chose
Indian were not all vegetarian and
preferred different individual foods.
Foods that came up which
vegetarians answered were
that of Stir Fry, Quorn
Sausages and an unusual
Arabic Wrap Felafel. This
shows that the people
answering the questions
want individual foods and
of a unique nature. This can
help me in my recipe card
design as I can look at
weird and unheard of
recipes to catch the eye of
potential vegetarians.

12. Favourite country for food?
Italy
Britain
Mexican
Indian
Thailand
American
Chinese
This shows that people who answered the survey leaned towards a
certain theme throughout. Italy. Peoples favourite food was pizza whilst
the favourite country was Italy. It was made aware that the people who
chose pizza were not all vegetarian however when looking at the reply's
to this question it showed that Italian food was a preference. From this I
will consider making a set of Italian recipes that have a certain theme to
them.
From this I can also see
that Britain is a good
source of food, given the
time period on the
survey, the majority of
the people who
answered were from this
country meaning the
results may be invalid to
a certain extent. But I will
consider making a ‘Best
of British’ set of recipe
cards that can have a
range of foods from
different regions.

13. Conclusion
When looking through the ten questions that were asked it became clear that many were very
similar and maybe did not provide enough room for an answer. They were short and simple which
was why so many answered in the time given, however if the questions were more about the
product itself and if they would like my idea maybe that would be more helpful then what job then
do.
On the other hand, the results found were very helpful and when considering the questions such as
reason for and how many times you cook a week. These allow me to understand who I can target
with these recipe cards and how they will portray what is in my food.
After analysing all the responses in depth it is clear that the audience I will be targeting will be that
of a male student aged 19-26 who prefers quick and simple meat alternative recipes. The suggested
theme for the meals was Italian and this preference was the majority vote throughout. As fresh
food was cooked a lot in the research, this can indicate that the food should be home made and
clean. Favourite county for food was also Italian suggesting that the food should be from abroad
rather than the original idea of best of British.
From this I can picture my targeted demographic being that of someone who is at University or
Working in education and does not have time to prepare huge meals nor wants to eat meat for
many reasons they have discovered. Providing a quick alternative may prove to be a niche product
and there may well be space in the market for that.