1. Research and Questionnaire
Analysis
Mel and Olivia.

2. Summary of audience research
Overall our research went really well and we received 74 responses. For our research we
created a survey on survey monkey and we used the link and distributed this survey on
social networking sites like Facebook and Twitter. On Twitter we tweeted the link to the
Vegetarian Society and Quorn Food. These Twitter accounts then retweeted our tweet so
our survey was exposed to more people who were vegetarian. We also carried out a series
off interviews where we used questions like ‘Would you be interested in a recipe featuring
a certain theme? If so what.’ We used a mix of questions to find out the information that
we needed. These questions varied between simple ones where we asked if people actually
used recipe cards and if so where do they get them from. We started with simple questions
to get an idea of just how many people use recipe cards and where is the most popular
place to get them from. Then, from this we asked more complex questions like ‘What
colour themes would you like to see on a recipe card?’ and ‘What cuisine would you like on
a recipe card?’ We then used these kind of questions to ask people what they would like to
see on a recipe card and this will come in useful when we come to design the cards as we
will know what people want out of a recipe card. The response we got was that a lot of
people used recipe cards and a lot of vegetarians used recipe cards. From the survey it told
us that the most popular place that people received recipe cards from was online. We also
found that the most popular colour scheme to have was green and a lot of people chose
black and white as well. The course that most people wanted to see on a recipe card was
main course and a starter had the least results.

3. Question: Are you male or female?
• What does this tell you about your research and your audience?
This has told us that about 79% of our respondents were female. Regarding our audience this tells us that we would be
looking at aiming our recipe cards to a more female audience. Only 21% were male which also implies that as we have
distributed out on social media websites more females have filled in the survey than males.
• How can you use this to make your product appeal to this audience?
This information will help us because it shows us that we can make our product more feminine and girly because our
research shows that they are a lot more females interested in recipe cards than men are. We can make the product
appealing to women by using colours like pink and yellow which are more feminine than blues and greens. We could
also put recipe’s than will appeal women to more so by this we can put recipes that are healthy and support weight
loss.

4. Question: How old are you ?
• What does this tell you about your research and your audience?
This tells us that the most popular age for people who did our questionnaire were 17-24. I filtered this question with ‘Do you
use recipe cards’ the most popular result was 17-24 again. This shows that a more younger audience uses recipe cards this is
maybe because younger people don’t know many recipe’s off by heart and this is when you have to start cooking for yourself at
uni etc.
• How can you use this to make your product appeal to this audience?
From our research and the data we collected this shows that a possible audience will be young adults. As this was the highest
proportion of people that used recipe cards. It shows that using this we can make our recipe cards look appealing to audience
making them funky and bright and modern because that’s what will entice younger people to use them. Also we can use
graphical features that will make young adults want to use them because as a young adult myself this would interest me.

5. Question: Are you a vegetarian?
• What does this tell you about your research and your audience?
This tells us that most people that filled in our survey were vegetarian by 75% of the people we asked were vegetarian. We had
just under 10% of vegans and pescatarian but we can still aim our cards at them because hey still class as vegetarian. Just under
20% were not vegetarian which is a good think because we can focus on the large 75%. Overall the majority of our respondents
are vegetarian which is a good thing because we will be aiming our cards at vegetarians. It tell us that the audience we will be
aiming at will be vegetarian and there will be some vegans and pescatarian as well.
• How can you use this to make your product appeal to this audience?
From our research we have seen that to appeal to our audience of vegetarians we will have to obviously find a recipe that is
vegetarian so the audience we are aiming them at can obviously use them. We can use the colour green to represent
vegetarians because this colour of connotations of natural and fresh sources which we will be using connotation like this in our
work.

6. Question: Where do you normally get you recipe cards?
• What does this tell you about your research and your audience?
This tells us that the most popular result of places to get your recipe cards from is the internet and I filtered this with
the people who use recipe cards. This tells us that when creating these cards we need to think about covering the
internet and print so we could have two different files which you can download these off the internet on a Jpeg file
then have a pdf file for people to be able to print them off. This would cover both aspects of the two most popular
results of online and the supermarket. This tells us that our audience mostly get their recipe cards off the internet and
at the supermarket.
• How can you use this to make your product appeal to this audience?
We can make our product appeal to the audience by having it available online to get easily at home and instantly and
make it available for being able to pick up at the super market. This will give the audience diner ideas and they will be
able to pick it up while they are shopping around. We can distribute this in these two places and this will appeal to the
audiences as these are the two most popular places where people get there recipe cards from.

7. Question: Have you ever used a recipe card?
• What does this tell you about your research and your audience?
These results tells us that nearly 70% of people who did the survey and who are vegetarian actually use recipe cards.
This tells us about the audience that if we will target vegetarians than they will actually benefit from the recipe cards
because they will actually use them. The research shows that people are reasonably familiar with a recipe card so we
won’t be making them for people to not know what they are.
• How can you use this to make your product appeal to this audience?
We can make this question appeal to the audience because from this we can use statistics of how popular they are to
advertise them with for example when promoting the recipe cards we can use the statistic off the popularity of them
by saying to that 70% out of 100% use them. This should then appeal to the audience that is popular to use them and
this will entice vegetarian people to want to take a recipe card and use it. As if 70% of people use them then they must
useful.

8. Question:When looking at recipe cards what sort of ratio would you
prefer?
• What does this tell you about your research and your audience?
These results tells us that the majority of people who took the survey when looking at a recipe card want a card that
has a equal ratio of image and text. Then seconded most popular answer was larger text ration. This tell us overall that
our audience want to have images more than text on the recipe card. This shows that the
• How can you use this to make your product appeal to this audience?
This tells us when we make our product it will appeal to the audience if we don’t use that much text and have an equal
ration between the picture and the text. It will even appeal to the audience if we have more images than text because
from the research this was the seconded most popular answer. If we do this then it will attract more people to use our
cards.

9. • What does this tell you about your research and your audience?
The results we have here tell us that from our research the most popular answer was green, this tell us that our audience would
like the colour scheme to be green and involve black and white to. The research tell us that the audience would like arrange of
colours Yellow, black, white, green and red were the most popular colours so these colours will be the ones we take the most
into consideration.
• How can you use this to make your product appeal to this audience?
Using this graph we can see which ones are the most popular and following these we can make our product appeal to the
audience by using the colours which are the most popular like green, white and yellow. These colours are the ones that the
audience wanted to see on a recipe card so to appeal to them we will have to follow this and make sure these colours are taken
into consideration to appeal to the audience.
Question:
What colour schemes
would you like
on a recipe card?

10. Question: What food course would you want on a recipe card?
• What does this tell you about your research and your audience?
This graph shows that the most popular answer was the main course. 80% of the people want to see a main course on
a recipe card this tells us from our research that our audience wants to know how to cook main courses rather than
starters and deserts. This tells us that from this research we can find main course recipe’s to put on our cards.
• How can you use this to make your product appeal to this audience?
We will obviously use main course recipe’s if that’s what will appeal to the audience the most, because of the high
demand of wanting a main course recipe we will obviously have to put main course recipe’s on our cars if we want
them to appeal to the audience. Using this graph, it shows us what the most popular answer between the three
courses and from this we can use the most popular to appeal to the audience.

11. Question: What cuisine would you like on a recipe card?

12. These are the comment responses that we received for the previous question from the survey.

13. • What does this tell you about your research and your audience?
From the research of this question there was a range of different cuisines. The most popular
answer was traditional English followed with Indian and America. When people could leave
comments of what other cuisines they wanted a very popular answer was Italian. This research
tells us that the audience want traditional English, Indian, American and Italian dishes. It also tells
us that having a theme to out cards will be a good idea because the respondents liked the idea of
having some kind of theme as they were very keen for putting forward ideas of what they wanted.
It tells us that our audience would most like a traditional theme because this was the most
popular answer. The most popular cuisines will need to be considered.
• How can you use this to make your product appeal to this audience?
We can make our product appeal to the audience from this research because it tells us the most
popular answer which we can then work on to create and find a recipe that is traditional English
meal for vegetarians this will then appeal to the audience because we are giving them what they
want and listening to their ideas.

14. Question: Are there any particular recipes you would like on
a recipe card?
Here and on the next slide are the
comments that out respondents put to this
question from our survey.

16. • What does this tell you about your research and your audience?
This information that we have gathered tells us that our research of this question lots of people
were not fussed about a particular recipe they wanted. We got a lot of feedback from our
research saying anything, any, anything interesting and different and any starter, main course and
desert. The is a theme that runs through our research of people asking for recipe's that can
include meat but wanting a vegetarian version such as pizza, toad in the hole and burgers. It also
tells us that people want easy and quick meals. It tells us that our audience want quick and easy
meals to make that are normal food which are meats food but they want a substitute for the
meat. This tells us that are audience are not fussy about any particular recipe’s
• How can you use this to make your product appeal to this audience?
Using this research we can apply it to our audience so we can make our product appeal to them
by giving them what they want. They want these quick and easy meal so we must give them quick
and easy recipe’s. This way they will then use the cards because it it elements they have requested
for example someone requested they wanted bean and lentil based dishes. So following this it
would appeal to the audience if were found a recipe that supported this dish. This is giving the
audience want they want and this will entice them to use our product.

17. Further analysis
Further analysis of our work through the interviews and the survey people wanted quick and easy
meals. Overall people wanted a quick and easy recipe to follow. People liked the country theme and
wanted the recipes to follow a Mexican theme. Other themes that were suggested were American,
Chinese and Greek. We got two Vegetarians to compete the interview with us and they both like
quorn therefore include quorn with pour products. The recipes they wanted varied between savory
and sweet dishes. For example quorn lasagna/ cakes. From the interviews we have found out deeper
information about what vegetarians and non-vegetarians want out their recipe cards. We can look at
the interviews from the vegetarians and use their information to produce our recipe cards aimed
towards other vegetarians. For example including quorn meat and vegetables. A theme would still be
included because this was a popular answer. We noticed a pattern in the survey that there was a
higher proportion of females who were vegetarian than males. So regarding this we will have the
considered our target audience being female. This will then mean creating recipe cards that are more
feminine.

18. Conclusions
In conclusion we found out that the majority of the people who took part in our research want
quick and easy meals on the recipe cards. They want main courses to be put on the cards and
the most popular colour scheme that was pick was green. This research helped us with our
project because we now know how many people actually use recipe cards and where the most
popular places to get them were. We also got to know what the public wanted from a recipe
card and from this we can put all the different elements which they wanted and put them into a
card which is going to really appeal to our audience. When we are thinking about the target
audience we now have an idea of the gender we will be aiming at as fro the research there was
a lot more females than males. We now have an idea about the type of cuisine which we will
use because traditional English was the most popular. Overall we have discovered that the
public want main course traditional English meals on the cars that they can make quick and easy
and the card it self has a green colour scheme. The interviews also helped us as they told us in
more detail and in a more personal way that the public want quick and easy meals. If we was to
change the research in any way the comment question would have been changed because
people put a lot of random answers which was hard to analyse and was hard to know what they
specifically wanted.