1. Task 5-Presenting research
What was the purpose of my research?
The whole purpose of my research was to help me find my target audience for my product,
this is an essential part of the production process for the recipe cards because firstly you
need a target audience in mind to produce any product because it helps you design the
product and also if you don’t aim it at the right target market it probably won’t be too
successful and secondly another reason why we needed to do this was because the brief
gave us no target market in mind really at all apart from telling us it was aimed at
vegetarians.
What we want to get out of it?
At the end of it all I want at least 10 people to have answered my questionnaire, preferably
more than 10 but I think 10 might just suffice as any less wouldn’t probably be that useful in
helping me build an audience profile. I want all these answers to my questionnaire to be
presented in a graph form and to build a very clear audience profile for my product.
Methods used
The methods I used to carry out my questionnaire was I wrote out a draft of my
questionnaire first on word then when I was happy with all the questions I wrote out I then
transferred them all over onto survey monkey and put in all the answers etc… I also
considered printing the questions out and then handing them to people but as I was
supposed to be looking for vegetarians I thought it might be a waste of a lot of time, even
though now I wish that I had changed my methods and handed out printed out
questionnaires especially as I work in restaurant I could of put them for customers to fill if
they wished to.
Beneath you can see what my questions for my research are:
Are you male or female?
How old are you?
Are you a vegetarian?
If you are a vegetarian then for what reason did you become a vegetarian?
Do you enjoy eating vegetarian food?
Would you ever make use of recipe cards?
If you were to choose a recipe card, what features would make you choose it? (Choose
more than one answer if applicable)
Worst vegetarian food that you have ever eaten/tried?
How much time on average do you dedicate to cooking a meal?
What is your favourite food to cook and prepare?
How did I find people to fill in my questionnaire?
To find people to fill in my questionnaire I posted the link on Facebook just on the news
hoping that some vegetarians would see it and would fill it in for me, this method only really
got me two people to fill it in. When I realised that posting it on Facebook wasn’t probably the
best way to get people to fill it in I decided that sending over Facebook to people I knew
2. were vegetarians was a better method I gained about 5 people answering it from this
method. My final method which I used was by emailing tutors who were willing to fill in my
survey for me. I think the only effective method of researching sending it directly to people by
Facebook or email because it is pretty useless promoting something on Facebook unless
you have a lot of followers etc…
Analysing of my results
I will now analyse the answers I received to all my questions with the help of the graphs that
survey monkey give you. I only got 9 people who could answer my questionnaire, I aimed for
10 people but I think that 9 will have to suffice.
Question 1
As you can see for my first questions the majority of
the people who answered my questionnaire were
male with 6 of the people being male and the other
3 people being female. Even though this tells me
that my target audience should be primarily male I
think my target audience will be a 50/50 split of
male and female because I only got more males
because I managed to get more males to take part
in the questionnaire.
Question 2
My second question which was all intended on
building up a basic profile of my audience by asking
they how old they are. I put the ages into groups
rather than getting them to input their actual age. As
you can see from the results on the right hand side
only one of my respondents were under the age of
18, 5 people answered that they were 18-29 years
old which was the majority and 3 people answered
that they were aged between 30 and 49. From this
data it tells me that my target audience according to
this survey will be people who aged between 18
and 49 which is a very large age range so I would
go with a median which works out at 33.5 years old but instead I’m going to go with the
rough age range of 25-35.
3. Question 3
My third question which was intended on finding
out how many people who took part in my survey
are actually vegetarian. 6 of the people who took
part in my survey were vegetarian and the
remaining three people were obviously not
vegetarian, so this tells me that my target
audience are mainly vegetarian. This data is also
very useful to me because I know I’m designing a
vegetarian recipe card but I’m not designing it with
the intention for only vegetarians to buy it or use
the recipes so I can use this data to tell me what a
non-vegetarian would like to see on a recipe card etc…
Question 4
My fourth question as you can see was aimed at
the people who answered “yes” to the previous
question because I was interested in why the
people who said they were vegetarians became
vegetarians. Even though only six people said they
were vegetarians I got seven people giving a
reason for being a vegetarian and that is because I
got a past vegetarian giving a reason why he was a
vegetarian which is still useful because it still gives
me an insight into why people become vegetarians.
This data helps me build up a profile of why my
target audience became vegetarians it also helps
me find out what ethical/religious considerations I need to take into consideration when
making my product for example my data tells me that I will need to make recipe card healthy
because that is a concern of my audience, I also need to consider ethical problems that my
card could cause aswel as that seems to be the main reason why my target audience
became a vegetarian. One key thing that this data tells me is that religious concerns
shouldn’t really be a huge concern.
Question 5
My fifth question was a question which I
created with the intention of finding out how
many people basically like eating vegetarian
food, this question and the next one link
together really well. From this data I can tell
that only two people out of the nine people
don’t like which is 22.22% don’t enjoy eating
vegetarian food and the rest of the people do
enjoy eating it, so basically the majority of my
target audience enjoy eating vegetarian food.
4. Question 6
The sixth question was just me finding out how
many of my target audience would actually
make use of a recipe card. Like I said the
previous question and this one tie in well as I
consider then both question about finding out
how big my target audience are. So according
to thesse statistics I should have about 25% of
my target audience who wont actually use my
product and the other 75% will make use of a
vegetarian recipe card.
Question 7
This question I choose because I hadn’t really touched upon
what my target audience will actually want my product to look
like. So decided to include the question “If you were to
choose a recipe card, what features would make you choose
it?” This is probably one of the most important questions I
aksed because people are likely to pick up my recipe card
and look at it just by the first impressions the design work will
cause. From the results which I got I can see that my target
audience will rather have a sleek and modern design than a
simple and traditional design, I also need to make sure my
photos are of a high quality also a simple font was the more
popular option as suppose to a fancy font.
Question 8
My 8th
question was again another one about the
content of my recipe card. The question was “worst
vegetarian food you have ever eaten?” I aksed this
because I’m not too familiar with vegetarian foods so I
dunno which one’s taste nice and which don’t. Looking
at the results the vegetarian food which appears to be
the most unpopular is a nut roast so I will definetly not
be including that on my recipe card, also I will try and
avoid using quorn to heavily as that was the second
most unpopular vegetarian food according to the
people who took part in my survey.
5. Question 9
My second to last question was my attempt to
find out the the right amount of time that my
recipe would take to make. I wanted to include
this because I wasn’t really too sure on what an
appropriate time scale was for me to use for my
recipe cards because I didn’t want to make it too
long or too short. From my data which I collected I
would say that any time around the 30 min to ¾ of
an hour seems like an acceptable time scale to use
as this the time scale which the majority of my
answers fall into, so I will use this on my recipe
card. It also tells me that my audience are slighlty
deidcated to preparing and cooking meals as they
are willing to spend a resonable amount of time
on cooking.
Question 10
My final question was a question which I set to
try and find out what kind of recipe or theme
that I should use on my recipe card. The
answer’s all varied quite differently which is a
good thing and a bad thing, it’s a bad thing
because I doesn’t really give me any ideas in
what theme I could use for my recipe card but
it’s also a good thing as it tells me that there is
some diversity in my audience so I should be
pretty safe with what theme I choose as having
a diverse audience means that a theme I
choose some of the audience will be happy
with it.
6. Conclusion
Im going to write a very basic audience profile for part of my conclusion
Prodomintely male but some females
Aged between 25-35
Mainly vegetarian, the one’s who arent vegetarian are still willing to use vegetarian
recipe cards
Concerned over health and ethical issues
78.8% enjoy eating vegetarian food
25% wont make use a recipe card
Looking for a sleek and modern design, high quality photos, simple font, techical
details and a traditional recipe
Don’t enjoy quorn or nut roast
Willing to spen 35-45 mins cooking
Like a diverse range of vegetarian food
All the research will help me massivly in my project as before with myself not being a
vegetarian it has given me a kind of insight into what a vegetarian audience profile is
going to look like, which is going to be extremlly helpful with my end product as I can
tailor it to actual people’s need rather than a briefs. Another way in which it can help me
is that I can start producing ideas now which will be suitable as before I could have
started to produce ideas and then completed my audience profile to find out that the
ideas just didn’t fit the target audience.
If I were to do this research again I wouldn’t really change any of the questions I used
because I see them all as eseential into builidng an audience profile. The only thing that I
would change is make sure I used more questions, but obviously survey monkey limited
me to the 10 questions so I couldn’t help that, because I wanted to include questions
about their incomes etc.. but that would mean that I had to sacrafice questions such as
about the design which I also saw as essential. My final thing that I would change if I
were to do the surveys again would be to try and reach a larger audience to take part in
my survey as I only managed to get 9 people to take part and preferably I would have
liked like 30 people to take part as my audience profile would have been a lot more
diverse and also a lot more detailed.
