This document summarizes research conducted to inform the design of recipe cards targeted towards vegetarians. A survey was distributed with both quantitative and qualitative questions. The results showed that most vegetarian respondents were young women who sometimes cook their own meals and prefer a rustic style. Non-vegetarians preferred a minimalist style. Most vegetarians cited ethical reasons for not eating meat. Based on this, the recipe cards will target a younger audience with simple, inexpensive recipes and a rustic design aesthetic.

1. Research and Questionnaire
Analysis

2. Summary of audience research
To collect our data we first compiled a selection of questions, these were both qualative
and quantative. To get the some detailed information from people, instead of just
having yes or no answers, this would be easier to compare data, but there wouldn’t be
enough detail and opinions. The questions that were quantative are, how old are
you, what is your gender, are you vegetarian, do you cook your own meals, which style
do you prefer? And the qualative questions give more detail and information, these
questions were, (are you a vegetarian) if so why, what’s your favourite meal, if you’re
not vegetarian what would make you vegetarian and where do you live. We also did a
verbal interview, going around randomly selecting people that are around the 16-19 age
range. We asked them a selection of questions.
Are you a vegetarian, if so why?
What is your favorite meal?
What’s your favorite style, minimalist, rustic or vibrant? Why?
The response from the interview and the survey were very similar, and both got similar
kind of results, and from these there was a reoccurring theme, a lot of vegetarians
preferred the rustic style and the non-vegetarians preferred minimalist style. Which for
our ideas would be to focus our design in a more rustic style to attract vegetarians.

3. • What does this tell you about your research and your audience?
This tells us that the audience that has responded the most to survey were 16-18
yr olds, this was because of where the survey was advertised and who we
knew to ask, like peers which are a similar age to ourselves.
• How can you use this to make your product appeal to this audience?
We can use this information to target our recipe cards at a younger
audience, designing it to attract teens, students, making easy, cheap, quick
recipes to encourage them to cook and use the recipes.

9. Further analysis
The survey shows that 9 out of 12 vegetarians are vegetarian for ethical reasons. 2 out of the 12 are vegetarian
because of habit and only 1 out of the 12 is vegetarian for environmental reasons. Out of the 17 non vegetarians
who answered the survey, 5 people said that they would convert to vegetarianism if they knew more about the
way animals were treated and killed for food. 4 people said that they may convert to vegetarianism if plants
tasted nicer, if there was more vegetarian food that tasted like meat, or if meat didn’t taste so nice and a further
3 people said that nothing would make them change their mind. 2 people said different reasons.
Out of the 12 vegetarians that took the survey, 10 of them were aged 16-18. 1 person was aged between 24-30
and 1 was over 40. So a definite majority of the vegetarians that took the survey were ages between 16-18.
9 out of the 12 were female so only 3 were male. This shows a definite majority of the vegetarians that took the
survey were female.
9 out of 12 people said that they sometimes cook their own meals, and 3 said they did cook their own meals.
Showing that the majority of the vegetarians that took the survey sometimes cooked their own meals.
7 out of 12 people said that their favourite style was rustic. 3 people preferred minimalism and 2 people liked
vibrant colour. Showing a majority of vegetarians prefer a rustic style.
When asked what their favourite time of year was, 5 out of the 12 vegetarians answered Autumn. 3 answered
Spring and 3 answered summer. Only 1 answered Winter. Though Autumn got the highest rate out of all of
them, there is no definite majority for this particular question as 7 answered otherwise.

10. Conclusions
From this research we can conclude that purely based on the 12 vegetarians that
responded to the survey, most of them are young women. They sometimes cook their
own meals. Their favourite style is a more rustic kind of style. The research also shows
that the majority of vegetarians are vegetarian for ethical reasons.
One thing we could change about the questions if we were to do another survey would
be using more multiple choice questions rather than comment boxes. This is because
multiple choice questions are much easier to analyse when collecting information about
the survey. When filtering down the answers (for example to only show answers given
by vegetarians) you cannot analyse the results of comment box answers. The only
comment box answers we could analyse were either relating to being vegetarian or non
vegetarian, as it was easy to tell if a vegetarian or a non vegetarian had answered it.

11. Conclusions
From the information provided by the research we have conducted we can begin to look
at how we will create the recipe cards and what will be our main focuses during the
production process. Because the majority of the vegetarians that took the survey were
aged between 16-18 we know that our main audience focus are young people, and we
can bare that in mind when selecting how we market the recipe cards, our designs and
the language we use. Perhaps we could use a more chatty informal language rather
than formal language to appeal to our younger audience. If we also market our recipe
cards as simple and cheap that may also appeal to a younger audience. We also know
that the majority of vegetarians that took the survey were female, so we can also bare
that in mind when choosing the design and how to market the product. We could
consider using more stereotypically feminine colours such as pink in order to appeal
more to a female audience. A question in the survey that has really swayed how we will
design our recipe cards was about peoples style tastes, which showed that the majority
preferred rustic over others. This can give us many ideas about the colours, textures and
images we could use, and the layout of the recipe cards pages.