The document describes research conducted through a questionnaire to understand the diets and preferences of vegetarians. It summarizes that 105 people responded to the questionnaire through social media, with most respondents being young females. However, there was little useful information gathered about vegetarians since only 6 respondents were vegetarian. The purpose of the research was to understand what vegetarians want in food products. The document evaluates ways to improve the research methods to gather more balanced and relevant information, such as directly targeting vegetarian groups and older audiences.

1. Charlotte, Hannah and Marie

2. When looking through our results, collected from
www.surveymonkey.com we found that 105 people answered
our questionnaire. 6 of these people were vegetarians whilst
the rest were not, which meant the minority could only
answer for the vegetarians. This provided us with little
information about vegetarians diets. We found that 68% of
our responses were female, which meant our answers were
female dominant. The age of our audience were mostly
between 17-24 this is quite a young audience as we wanted
more older people.
Purpose
We conducted this survey to find out what vegetarians
wanted in there product; needs, wants and expectations. By
finding out this information we have a better understanding of
our audience so we can target them better and have more of
an idea on the recipes that they want.
Questionnaire

3. • From our research we found out that 68%
were female and only 32% were male. This
made us realise that more women would buy
ingredients and make meals in the kitchen
compared with men.
• We also found out that more females are
vegetarian, this could mean that women were
more conscious of their diets and what they
are consuming on a daily basis.
• Our target audience is dedicated to both
genders, which makes all information gathered
was useful and valuable.
• Because we will target both genders we will
have to make sure the design and content will
appeal to both, in the colours, fonts and
photography used.

4. • From this pie chart we discovered that most of our
answers were from a younger audience. This could
be down to the fact that we used social networking
sites to raise awareness about our questionnaire.
When going on Facebook we specifically asked our
friends around our age group to answer the
questionnaire. So getting the perspective of the
older generation was challenging as there was no
way to reach out to them except for giving out our
questionnaire personally.
• We found that the female audience responses were
aged 17-24, which we could take into account for
when we start designing the recipe cards.
• More younger people are interested in afternoon
tea which means we could dedicate are idea to a
wider audience.
• 17-24 is the age where they start to cook, this is
good as they might experiment with different
recipes and try to cook things themselves. So
making recipes that are simple, affordable and easy
to produce.

5. • 76% of people mostly get their recipes
online, this means they all have technology to
find out information. Whilst old fashioned ideas
like newspapers/magazines were less popular.
• When making our recipe cards we will try make
them transferable so they can easily be put
online. This can result to more people having
access to it.
• When filtering we found that vegetarians find
there recipes online, this means they would
prefer to get there information of websites and
not in newspapers/magazines.
• We could look to incorporate ideas for the
design and recipes for the cards, from online
sources as this has proved more popular.
• As the research shows us people are more
likely to read recipes online and not in a printed
format, therefore we will need to make the
card stand out and appealing to catch the
publics eye.

6. • We found that 6 of our responses were
vegetarians, this isn’t balanced evenly especially
to say we have over 100 responses.
• By having more vegetarians we could have had a
better insight to what they actually like when it
comes to making our own recipes and designing
our cards.
• To improve our results we could have done
more in depth research into finding out how to
target vegetarians, such as looking on blogs to
advertise our questionnaire to the vegetarian
market.
• We could have also asked a variety of people to
see if they were vegetarians instead of just
asking our friends and relatives.

7. • We found that when people were asked if they
preferred simple or complicated recipes, most
people said simple. However 11.11% said they
liked complicated recipes, this could be down to
the fact that they have more spare time on
their hands to master complex recipes for
parties, dinners etc.
• Because of this we will incorporate at least one
complicated recipe. This will captivate both
experimental and simple cooks at different
ages.
• The language that we will use will also be
simple, this means that everyone from different
ages will understand.
• The design will also be simple, to reflect the
simplicity of our recipes in the photography and
layout of the cards. This means the cards will
not be to crowded.
• We will add additional ingredients at the side of
the card which will spice up the recipes and
challenge the cook and will bring the recipes to
the next level.

8. • This question was useful to us as it provided an
idea of what food vegetarians like to eat. However
most of the people weren’t vegetarians, this
meant we didn’t get an accurate reading on what
vegetarians like to eat.
• When we filtered the search, it showed us that
50% of the vegetarians asked like to eat cake more
than the 3 other options given. This result means
that we will be producing at least one cake recipe
on our cards.
• Sandwiches were the most popular food product
overall as it’s easy to make. We will incorporate
this into our recipe cards, as it is themed around
afternoon tea.
• The recipes will be suitable for both vegetarians
and non vegetarians. We will also make a recipe
that is suitable for vegans or can be adapted to
there needs.

9. • Our responses showed us that people have a
certain budget for when they are buying food
products. When buying the cheapest it could
mean it’s the only stuff they can afford or that
they are saving money. Whilst the most popular
choice was ‘somewhere in between’ this means
the person might have an income that can afford
both expensive but cheap products.
•From our results it showed that vegetarians buy
organic foods. This tells us that they would like to
know where there food is coming from and how it
was produced.
• Most of our responses were from young
people, which could reflect the fact that people
want to get the cheapest option because they
wouldn’t have a well paid job, if they have a job
at all.
• We will consider organic ingredients into our
recipes as it would please vegetarians as when
filtering this, half of the vegetarians said they
would buy organic ingredients.

10. • From these results we have found out that
people are willing to try out our recipes that
are based on British Cuisine.
• People will be willing to try these types of
recipes because they are British and want to
be patriotic. These recipes will reflect British
culture.
• When using the filter we found out that 33%
of vegetarians didn’t feel that they would
associate there recipe cards with British
cuisine, this shows that they like to
experiment and try different cultures.
• Afternoon tea is seen as a traditional in
British culture and is something that we
would look to base our recipes on. This could
include scones, sandwiches, cakes and
biscuits.
•As 22% of the responses proved not to want
to try recipes based on British cuisine we
could look to include additional ingredients
on our cards to mix up the recipe and turn
this a bit more exotic.

11. • By answering this question we now have a
better understanding of what our target
audience like to see in a recipe card which is
as the following; an equal ratio of images to
text so that they can see the picture of the
recipe when it is finished and have an in-
depth method for producing the food.
• 16 or below said that they would prefer
more images than text when comparing with
the two as they are more visual people.
• 17-24 year olds thought the same thing as it
would look more eye catching if there was
more images than text.
• When filtering we found that the older
generation 30+ preferred an equal ratio
which means they like an equal balance of
both text and image ratio.
•In terms of the photography we will use one
photograph of the finished product instead of
other ways such as giving the consumer a
visual step by step guide.

12. • When using the filter we saw that ages up to
24 preferred there layout to be
simple/sophisticated. However, 4 out of the 5
people who said they liked a busy/cluttered
card were also in this age range.
•To make the recipe card look as simple as
possible we will incorporate 2 photographs
either side of the card and making sure that
the writing is laid out into bullet points making
is clear and easier to follow the steps.
• Having step by step photos could make it
look busy and cluttered but could be useful for
the consumer to understand especially for the
younger generation starting out to cook and
develop there skills in the kitchen.
• Yet the only thing that could make it look
more cluttered could be the use of extra boxes
and bubbles full of helpful tips and additional
information for the reader.

13. Questions
1. Why would you become a vegetarian?
It’s a healthier option and also I would become a vegetarian
• For more detailed research into vegetarian diets we due to my religion. By going against this it means a have a
conducted an interview in person talking to different positive diet. Being a vegetarian would mean I would go
individuals, however when we where talking to different
individuals we collected information not relatable to the against animal cruelty which would also be a plus.
vegetarian market which we need to formulate more of an If KFC stop there food then I’ll become into a vegetarian
understanding on the lifestyle of these vegetarians, which is Killing animals will make me more likely to be a vegetarian
something we could have done to improve on if we were to
take this research future.
2.What are your favourite ingredients?
• From the questions asked there was a strong influence of My favourite vegetarian ingredients are:
people wanting recipes to do with desserts and puddings - fruit e.g. apples, bananas, peaches and strawberries
which will influence are choices of recipes, which is also - vegetables e.g. carrots, potatoes.
different to what we were expecting as people in the younger - I also love pasta as you can make different healthy sauces
generation were not as aware of the food that they
consuming and whether it was healthy. that would please a lot of people.
• Like the online questionnaire people wanted more image than Fruit, vegetables, pasta and puddings
text to an equal number which is something we will look to Pasta, carrots, cucumbers and bananas
incorporate into the design or our recipe cards, between text 3.What do you love most about British cuisine?
and images.
• The people that we asked were of the younger
It’s part of our culture which makes people come together
generation, which means they have more leisure time to cook like a community.
and prep meals which means they are more likely to pick up Yorkshire Puddings makes things more British
these recipe cards which is why it is important to advertise to Shepard’s pie is the best British meal
a wider audience, as the young people today are more
creative and known to be on social networking sites such as 4.What would you like to see on a recipe card? Why?
Facebook and Twitter, which we could look to incorporate into Everyone that we gave this question to wanted big and
the recipe cards. better images instead of too much text.
• The research gathered when asking people why they would 5.What recipe ideas would you like to see on recipe cards
become a vegetarian were more down to the fact that it is
killing helpless animals and against animal cruelty to including and why?
a small symbol or message on the recipe cards to show this 100% of people that we asked wanted puddings e.g. sweet
and make to reader more aware of this. cakes and chocolate things.

14. Our main idea was to find information about how vegetarians eat and what they like, instead we got a
variety of information that actually helped us to pick out the important aspects of someone's diet. The first
thing we did was to create a questionnaire, we did 10 questions that would link to our idea. This was a
good idea as we could use different methods to show of our questionnaire to a wider audience.
When finding out the results of the questionnaire, we realised that we didn’t have enough vegetarians or
elderly people, this was bad because our idea was based on what vegetarians wanted and what elderly
people liked to eat. A benefit of this was when we asked 17-24 year olds, we realised that they liked
products that were going to be introduced in our recipes. For example we asked ‘What food do you eat the
most of?’ They mostly added cake and sandwiches which we were going to use in our original idea anyway.
This meant that younger ages were started to get interested in ‘Afternoon Tea’ which has always been a
favourite since the 17th century.
• We are targeting both male and female. We will primarily target older generation
who are 50 and over, who are retired this down to the fact that they have more
spare time to indulge in afternoon teas and British cuisine which we aim to create
within our recipes. Our secondary audience would be the younger generation
which proved popular within our research to want to try out different recipes
involving British cuisine.
• They will mostly be ABC1, as they will have most money to spend on ingredients
and treating themselves once in a while some of these ingredients that we might
use could be over the average price to get a better quality product.
• We will be aiming at both the new and long term vegetarians providing recipes for
the more advance cooks and those starting out to learn to cook. Giving out hints
and tips to guide the reader through the recipe which will be simple and clear to
understand.

15. • - Facebook: What we did here was we went on our own accounts
and messaged different people, these were mostly our friends
which meant they were all in a similar age group. This was a
negative issue as our idea was based on 50+ adults, what we should
have done was to ask our friends to tell their parents about the
questionnaire, this way it would help increase the adult numbers
on our questionnaire. By asking our friends it meant lots of people
from our friendship groups were able to answer it which means
more and more people were answering and passing it on to other
friends. When messaging our friends we made sure we copied our
link to each inbox so that it’s easier for the person to do the
questionnaire, we also thought it was a good idea to tell our friends
that it was only a short questionnaire so that people would do it. It
was a simple technique but it really got people to answer our
questionnaire sufficiently.

16. • - Twitter: We also used one twitter account to ask if
anyone was able to fill in our questionnaire, this was a
benefit because a wider audience from different ages
would be able to answer our questionnaire. We also
asked the Vegetarian Society and the Vegetarian times
etc. This meant that people that were experienced in
this field would be able to pass our questions on to
other vegetarians. We made sure that our
questionnaire was shown to different companies that
incorporated vegetarians as they speciality. What’s
good about twitter is that you can use tags to pass your
work to other people that are interested in that field.

17. • Blog: As a group we created our own blog, this
meant that we could design our profile so that
people would find it interesting, this is good as
people will stay on it and find out about our
questionnaire. When you look at peoples blogs
you also use ‘tags’ which means our
questionnaire will be amongst other work in that
area. Blogs are a good way of expressing your
ideas and creativity, this is why we used a blog to
show off our questionnaire to a bigger audience.

18. • Phones: When looking through social networking sites
we thought using our phones is a good way to connect
with people, we asked our friends about the
questionnaire by sending out link but we also asked
them to meet us in our break so that we could give
them a paper copy of our questionnaire. By asking
people in person about our questionnaire was more
exciting, this was because you got to see why they liked
something or why they didn’t. Once we did that then
we typed it into our results. By using our phones it
meant we had internet all the time, this helped us to
connect with the social networking sites and to get in
touch with friends.