1. Research and Questionnaire
Analysis
Richard & Robyn

2. Summary of audience research
To gain knowledge of our audience, we had to do some research. We did this is
two different ways: survey & interviews.
We used a mix of questions to find out what our target audience should be when
producing our recipe cards. We asked questions such as ‘Would you eat Quorn as
a meat substitute’ and the more obvious question ‘Which of the following are
you?’ with the options of five different answers including Vegan, Vegetarian and
Pescetarian. From this, we can work hard to incorporate recipes without meat
for every type of food group. Overall, we found that the response we got was
enough to gain information on who we want to target our recipe cards at.

3. Question: What is your age?
•What does this tell you about your research and your audience?
What this tells us is that the majority of participants are between the ages of 16 to 19. We
have concluded that this is down to the access of the questionnaire as it was posted on
Facebook & Twitter.
•How can you use this to make your product appeal to this audience?
We can use this to make a comparison with the other answers we got from the the three other
age groups. Although they are majorly smaller, we can still make a slight comparisons
between the age groups and how they answered the questions. We could use the answers we
were given to target our product at a specific age group.

4. Further analysis
We found that 84% of the people that
answered our survey were aged 14 to 19 = 16
out of the 19 participants. 5.26% were
between the ages 26-30, 31-39 & 55+. By
looking at this data would we conclude that
we should target our products at someone in
this age bracket. There are other reasons why
we believe that this would be a positive
audience to target. Although you would
assume that this age bracket would not have
a strong opinion of this matter, we have
found they do.

5. Question: What is your gender?
•What does this tell you about your research and your audience?
This tells us that the majority of people that answered our survey were
female.
•How can you use this to make your product appeal to this audience
We could use this information to find out what a female audience
wants to find in a recipe card and cater to that audience. We can also
see a comparison between male & female.

6. Further analysis
Looking at these results further, we should target our product at the female
market as we have more data on them which we can look back on. Although we
did get male responses, we found that 3 of the responses were from the older
generations (not 14-19) which is not going to be useful to us when producing the
products. We will look further into what this gender wants to find in a recipe
card on later slides.

7. Question: Which of the following are
you?
• What does this tell you about your research and your audience?
We found that there were to major different types of people: meat eaters & non-
meat eaters. Whilst 10 people claimed they ate meat, we found 9 people did not
(including the Pescetarian). This generally tells us that an equal amount of meat-
eaters & non-meat eaters answered the questionnaire.
• How can you use this to make your product appeal to this audience? What this
tells us is that we could in fact target our product at a non-meat eater & find an
audience that is the same size as a meat-eater audience.

8. Further analysis
Looking at our data further, we found
that 6/12 females we asked are
vegetarians. This is a slightly larger
percentage overall from the data we
got from the male participants. This
gives us another reason to target our
recipe cards at females. Within this
percentage, we found one vegan & one
Pescetarian. We could also target our
recipe cards at this audience.

9. Question: How often do you use a recipe?
•What does this tell you about your research and your audience?
This raw data tells us that more than half of the people asked use a
recipe between sometimes & all the time.
•How can you use this to make your product appeal to this audience
Although this data does not allow us to know how often someone uses a
recipe card specifically, we would assume that they would want to use
one if they had access to one.

10. Further analysis
Analysing the data further, we found that 50% of the females we asked would
use a recipe card from sometimes-all the time. This fits in with our data about
using Quorn as a meat substitute. This allows us to narrow down further who we
want to target our recipe cards at. Although it would have been better to have a
larger percentage of females using recipes to produce meals, we can still find an
audience so we still can. This links in with the idea/stereotype that females are
the ones that cook in a family.

11. Question: Would you use Quorn as a meat substitute?
•What does this tell you about your research and your audience?
We asked this question specifically to find out if we could get meat-
eaters to use the recipe cards, as well as the non-meat eaters.
•How can you use this to make your product appeal to this audience?
When we look at the data further, we can find out if meat-eaters would
be up for using a vegetarian recipe card.

12. Further analysis
Looking further into the analysis, we found that 7/12 females would use Quorn
as a meat substitute. This number is useful to know because we really can target
our recipe cards at this audience now (females who eat/want to eat Quorn).
This is larger than how many males would use Quorn as a meat substitute, which
was only 4 people.

13. Question: If you’re not a vegetarian or vegan, would you consider either as a
lifestyle choice?
•What does this tell you about your research and your audience?
This question was made for people that are not vegetarians or vegans,
but some non-meat eaters answered the question.
•How can you use this to make your product appeal to this audience?

14. Further analysis
Looking at this data further I have found that 5/6 females that are not already
non-meat eaters would consider a vegetarian/vegan lifestyle. This is very useful
to know as we could then further target these recipe cards at females that are
thinking about becoming vegetarian/would consider it as a lifestyle. To help
these females, it would be useful to use Quorn in the recipes.

15. Question: What is your favourite meal?
•What does this tell you about your research and your audience?
This part of the questionnaire told us what kind of favourite
foods/meals.
•How can you use this to make your product appeal to this audience
We can use this to appeal to the audience by producing replicates of
the kind of food they would want to make. We could use the recipes
to make a theme e.g. all around the world.

16. Further analysis
Looking further into this, we have found that we could assign one recipe card to
one of the favourite meals. Food taste is generally gender neutral, so it should
not matter whether a male or female is eating the food. It is stereotypical that
the women in a family cooks, although this is not strictly true.

17. Question:
•What does this tell you about your research and your audience?
Everyone who answered the questionnaire said that they would associate
the colour green with vegetarianism.
•How can you use this to make your product appeal to this audience?
This allows us to know that we should use for colours on our recipe cards.

18. Further analysis
Although we had already done research & found that green is used often on recipe cards,
we just wanted to make sure that green would be the right colour choice for our recipe
cards. We wanted to make sure that the audience knew what colours to look out for when
looking for a vegetarian recipe card. This also helps us to know what colours we need to
incorporate into our recipes once we make the food.

19. Question: What would entice you to
purchase/use a recipe card?
•What does this tell you about your research and your audience?
Looking at the answers we got to the this question, we have found that imagery is
the most important aspect a person looks at when choosing a recipe/recipe card.
•How can you use this to make your product appeal to this audience?
This can help us by making sure we pay special attention to some aspects, possibly
more than others. But knowing the fact that an audience believes that imagery is
the most significant means we need to make these extra special.

20. Further analysis
Looking further into this, we've found that all aspects are important & have to work well
together. Although imagery did come out with the highest percentage at 53%, simple
cooking instructions also got a high percentage at 48%. We then found variety of meals to
be at 42% & design (colour) at 26%. This also tells us that some people find other aspects
more important than others. When producing our recipe cards, we need to make sure all
of these aspects are done well so we can access and reach as many people as possible,
preferably our target audience.

21. Question: Where would you most
likely find a recipe?
•What does this tell you about your research and your audience?
A lot of our audience find recipes/recipe cards from doing internet searches. This
suggests that recipe cards are not as prolific as they used to be & possibly not
needed for the younger demographic that we are targeting at
•How can you use this to make your product appeal to this audience?
Although we have clearly been asked to produce recipe cards, it would also be
recommended to the client that these recipes can be accessed online, as that is
where the majority of people find their recipes.

22. Further analysis
Looking at the numbers, over 70% of people said that they would find recipes online.
That got us thinking that an online version would be of significant importance to our
audience & to the company. We would highly recommend this happen, alongside the
obvious recipe cards that should be featured in specialist magazines & as hand outs in
supermarkets. Although it states in this research that only 5% of people use
supermarkets for recipes, through secondary research, we found that supermarkets
often produce their own recipe cards for their customers to access. It would be useful if
we produced recipe cards to feature in a supermarket.

23. Conclusions
Overall, we have found that younger people, particularly females, would be
interested in using something such as our recipe cards. This is what we have
concluded from primary research. Due to it being primary research, we found
that we did not get a lot of responses although we tried to get it out there as
much as possible by tweeting it to Quorn, posting it on Facebook & sending it to
numerous friends of ours. We were able to come to a conclusion from our results
though, although this may change during secondary research. If we were to
change anything, we would probably add a few more questions e.g. ‘Would you
be interested in a themed set of recipe cards?’ Or ‘Do you cook your own meals
or does someone do that for you?’. That would have allowed us to further our
knowledge of our audience. This research will help us because we now know
what an audience expects from something like a recipe card. The question
‘What would entice you to purchase/use a recipe card?’ was helpful for us to
know what we need to focus on when making our recipe cards.
During interviews & the answers we got from the questionnaire, we found that
females are more likely to use recipe cards & use Quorn as a meat substitute.
Although that could be seen as the target audience, the cards are not
exclusively for them. There is not much gender difference when it comes to
recipes. Our aim is not to shun out a particular group of people. We add that we
cannot justify our decisions entirely from this primary data as there were only
19 respondents at the time of writing, secondary data is needed.