1. Presenting Research and Analysis
Bekki Asquith

2. Purpose of research
• The purpose of my research was to find out
more about the people who could possibly be
my target audience for this product: recipe
cards.
• When my research is analysed it will give me a
better idea of the viewpoint of vegetarians
and will most likely determine who I aim my
work at and what applies to them.

3. How research was conducted
• I created 10 questions that I then made into a survey. I then posted
this survey on SurveyMonkey with the URL:
http://www.surveymonkey.com/s/8B79DSP . I then posted this URL
on my Facebook and Twitter pages in order to try and get people to
answer the questions for me. I also asked my friends via the social
networking sites by private mail etc. In the case of the survey that
wasdisplayed on SurveyMonkey, 25 people answered the questions
that I posted. I tweeted the URL of my survey to the Vegetarian
Society and also to the Vegan Society to see if they could retweet to
get people to take part also.
• Another way that I conducted research was that I printed off the
survey questions and asked 11 people around my college them top
gain more answers.
• I also created 5 interview questions to ask a vegetarian and also 5
to ask a meat-eater about recipe cards (design, layout, content etc),
and asked two of my friends these questions.

4. Summary of data

5. The majority of people that completed question
1 of the questionnaire on SurveyMonkey were
between the ages of 16 and 20. However, there
were some older people, such as two people
being 21 – 25, and one each for the ages of 36-
40, 41 – 45 and also 46+.
I think that the reason the majority of the people
were of this age group is because I asked people
to complete my survey via Twitter and Facebook
which my friends of my age group will have seen
and then done so.
This tells me that the answers to the rest of the
questions of my questionnaire are likely to be
from the viewpoint of 16 – 20 year olds.
I think that this age group would be a good group
of people to aim my recipe cards at because we
have the same way of thinking and I would be
able to aim aspects of my cards to what I would
like to see.
I also had an additional 10 responses to the 16-
20 category and one from the 46+ category from
my paper questionnaire which I collected the
results for myself.

6. The answers to question 2 show that the majority of the people who answered my
questionnaire were female, which the percentage being 68% of the total of people who
answered. This tells me that the viewpoint of the answers to the rest of the questions are
most likely to be of a female perspective as well as a 16 – 20 year old one. Being a female, I
will be able to relate to the answers and maybe what they would be thinking and how they
would like recipe cards to be presented.
From my paper questionnaire, which I collected the results for myself, there were an
additional 5 responses to the male category and 6 for female.

7. Most of the people that answered
this question were meat-eaters,
there were only 2 people who
were vegetarian. There was also
another option that had to be
specified, which one person ticked
and answered; They wrote that
they eat more vegetables that
meat.
From the paper questionnaire,
there were 10 responses in the
meat-eater category and another
one in the vegetarian.

8. The results to this question show that a
majority of people do not cook for any
longer that 20 minutes per day. This tells
me that my idea for quick and easy to
cook meals would be popular with the
people who have taken part in the
survey.
Bearing in mind that the majority of
people who took part in the survey were
female, this could imply that they are
working mums who might not have time
to cook.
From the paper questionnaire, there was
another 6 responses in the 0-5 minutes
category, 4 in the 6-10 minutes category
and one in the 31-60 minutes.

9. Most people answered the
question ‘When you cook, do you
use meat substitutes such as
Quorn?’ with ‘No, never’. This
would indicate that people are not
really very interested in using
Quorn ingredients in their cooking.
I was planning on using Quorn in
some of the recipe cards, this has
convinced me not to, seeing as the
ingredient is not a popular choice
amongst people.
From the paper questionnaire,
there was another response in the
‘Yes, always’, ‘Most of the time’ and
‘Barely ever’ categories and 8
responses in the .No, never’
category.

10. The results of this question tells
me that the majority of people
would like to see an equal
balance of images and text on
recipe cards. However, 24% of
people would like to see mainly
images, this tells me that images
would be well received by the
participants of this survey and so
I will use images frequently but
not too much and not
overpowering to the text.
No one who answered this
survey wanted to see mainly text
so I will steer clear of using too
much text on my recipe cards.
From the paper
questionnaire, there were 2
responses in the ‘Mainly images’
category, 6 in the ‘Mainly text’
and 3 in the ‘Equal balance of
text and images’ category.

11. This answers to this
question tell me that
people would most like
to step-by-step images
on the recipe cards
rather than just an image
of the finished product.
On SurveyMonkey, I can
filter the results while
analyzing. This allowed
me to see for
example, the viewpoint
of just males or females
or people of a certain
age group. When I filter
to see the viewpoint of
females who have
answered this survey, I
can see that the majority
of females also wanted
to see step by step
images more.
From the [paper questionnaire, I collected 11 more responses for
the ‘Step-by-step’ images only category.

12. Chicken dishes /
Sunday roast /
Pasta dishes ////////////////
Pancakes //
Burgers /
Steak /
Pizza //
Chips /
Puddings //
Seeing as most of the people who took the survey were female, it would
seem to me that women like pasta dishes. I will bear this in mind if I decide
to aim my recipe cards at women.

13. These screen shots show the results when
filtered to the female point of view. Apart
from 3, all are pasta dishes, this tells me that
pasta dishes are most popular with females.
This would imply that my ‘Foods from
around the world’ theme could be popular
here, (Italian food).
From the paper questionnaire the results
were as follows:
Cake //
Buns //
Chicken /
Microwave meals /
Pasta //
Banana bread //
Cream pie /

14. People here, would most like to see recipe cards
with the theme of ‘Quick and easy to cook meals’
but only one more person liked this than
‘Desserts’ which was also a popular theme. The
fact that the idea of quick and easy meals was
the most popular, and the majority of the people
who answered the survey questions being
female, this would support my idea that the
women who answered the survey have little
time; they might be students or working mums.
The results that I collected from the paper
questionnaire added another 2 responses to
‘Desserts’, another 3 to ‘Quick and easy to cook
meals’, another 1 for ‘Dinner party meals’ and
another 5 to the ‘Food from around the world’
category.

15. The option ‘appropriate to the recipe
colours’ was the most popular answer;
This means like a chocolate cake with
ice cream would have the colours
brown and white incorporated into the
design. The second most popular
colour scheme voted for was the pastel
colours; this would indicate that the
female vote and viewpoint has been
influential here.
The paper questionnaire added
another 1 response to the ‘Pastel
colours’, another 6 to ‘Bright primary
colours’, another 3 to ‘Regal colours’
and also another one to ‘Colourful but
toned’. This would tell us, that seeing as
the majority of people who took the
paper questionnaire were aged 16-20,
their preferred colour scheme for the
recipe cards would be the bright
primary colours.

16. This next set of answers shows the
answers just of females who took the
survey, seeing as they were the larger
percentage. It is also of vegetarians, so
the answers that are presented here
are of a female vegetarian point of
view. This should help me with my
analysis and deciding on what I should
do for my recipe cards, as I would
know what vegetarian women would
like to see and have on a recipe.
There were only 2 vegetarians who
answered the questionnaire and they
both happened to be female, so this
does not give me much of an idea of a
vegetarian viewpoint, however my
interview and paper surveys will help
me out more with getting this idea and
basing my recipe cards on that.

17. These 2 vegetarians do not spend much
time cooking a day. Given that they are
female, they could be working mums or
busy career driven women who do not
have time to cook very often. This would
imply that my idea for ‘Quick and easy
to cook’ meals would be popular with
these people.

18. The answers to this question tell me
that Quorn is popular with vegetarians
and also their food and cooking. I can
factor this into the recipes that I will
put onto my cards. The vegetarians
that answered this question must like
something in their meals rather than
just vegetables to make them more
filling or maybe just to make them
more interesting.

19. The vegetarians seem to prefer an equal balance of text and images on a recipe card rather
than more images or more text. This was the overall view of all of the people who answered
the question as well. So I will be incorporating this information when I make my recipe cards.

20. The 2 female vegetarians that took
part in the survey said that they would
like to see step-by-step images rather
than just a finished product only
image. This is probably to make the
recipe card more interesting and also
easy to follow. Sometimes, vegetarian
recipes can be quite complicated so
step-by-step help would be
appreciated by the reader/user.
This would indicate that the people
who chose the option of step-by-step
images would like the method and
ingredients to be written out in a
simple way and a way that is easy to
read.

21. Both of the female vegetarians chose
Spaghetti Bolognese as their favourite
dish to cook. This would indicate that
Quorn had been used instead of meat
beef/turkey mince etc. Seeing as both
vegetarians chose this as their favourite
dish to cook, this could imply that this is a
popular dish amongst vegetarians.
I would like to incorporate this into my
work and maybe create a Spaghetti
Bolognese recipe. This could be made as
part of the ‘Foods from around the world’
theme or the ‘Quick and easy to cook
meals’.

22. Both of the vegetarians chose the ‘Quick and
easy to cook meals’ theme for the recipe
cards. This again, indicates that vegetarian
recipes can be too complex sometimes and
people would like simple and basic recipes to
cook from.
The ‘Quick and easy to cook meals’ theme
was the most popular overall so I think that
this will be the one that I use for my recipe
cards.

23. Both of the vegetarians that took
part in my survey chose the colour
theme: ‘Appropriate to the recipe
colours’ as the design that they
would like to see on recipe cards
that they use. This was the most
popular choice overall also, so I
think that this will be the colour
theme that I choose for the design
of my cards.

24. Interviews
• I conducted 2 sets of interview questions: one set to be asked to a
vegetarian and the other to be asked to a meat-eater.
Interview with a vegetarian: Interviewee: Nicole Wood
• 1. What is the main reason that you became a vegetarian?
• “I don’t like the idea of eating something’s insides…haha.”
• 2. What is your favourite vegetarian meal and why?
• “Hmm stir fry with Quorn pieces because it’s healthy.”
• 3. What kinds of vegetarian meals would you like to see recipe
cards for?
• “Just more vegetarian meal ideas in general, there’s not much
choice.”
• 4. How would you like the content of a recipe card to be laid out?
• “Something that’s easy to understand.”

25. • Interview with a meat-eater: Interviewee: Hannah Harkus
• 1. What kinds of foods do you eat the most?
• “I eat a lot of savoury foods and I find myself eating chips many
days of the week.”
• 2. How complex do you like the recipes to be that you cook
from?
• “I like them to be simple because I get lost with what I’m doing a lot
of the time.”
• 3. What kinds of colours attract your attention the most?
• “Bright ones; reds and blues.”
• 4. What flavourings do you like in your food?
• “I eat a lot of garlic, but I like cheese.”
• 5. How appealing would different shaped cards or patterns be to
you on a recipe card?
• “They would definitely appeal to me and it would make the cards
interesting and fun to use.”

26. • Seeing as my recipe cards will be aimed at vegetarians, then I
should really take note from the questions and answers from the
interview with a vegetarian.
• The interviewee said that her favourite vegetarian dish was stir-fry
with Quorn pieces. She said that this was because it was healthy.
The idea of Quorn is being introduced again here and seems to be
popular with vegetarians. This makes me think that vegetarians
would eat meat if it wasn’t a living animal/thing. This makes me
think that vegetarians are a socially conscious type A group of
people. The reason that the interviewee said they enjoyed stir-fry
with Quorn pieces was because it was a healthy meal. ‘Being
healthy’ is a popular reason among vegetarians to become a
vegetarian and eat that way.
• The interviewee said that they would like to see more ideas for
vegetarian meals in general and that there is not much choice. This
would be a good grounds to put the Vegetarian Society URL and a
way to find extra information and recipes onto the recipe cards.
• She also said that she would like the content of the recipe card to
be laid out in a simple way that was easy to understand which I
think in the main theme throughout all of my research.

27. Audience Profile
• Socially conscious type A
• ABC1
• I would like to aim my recipe cards at a female audience
although they would be applicable to males as well. I will
be aiming my products more this way because the majority
of people who answered the questions in my survey were
female and I now have their viewpoint recorded. The ages
that I would like to aim my product at are
teenagers/students who do not have much time to cook for
themselves and also older women such as working mums
who also do not have a great amount of time to cook or to
find new interesting vegetarian recipes.

28. Conclusion