The survey collected primary research data through questions on SurveyMonkey about preferences for vegetarian recipe cards. 22 responses were received from a variety of websites and forums. The majority of respondents were male, aged 19-26. Respondents preferred quick, easy meal themes like Italian. This provided helpful insights into targeting recipe cards towards male students seeking meat alternatives. Further questions could have explored preferences for the product more directly. However, the results indicated recipes should be home cooked, fresh foods appealing to those with busy lifestyles.

1. Task 5
Market Research Analysis
Alan Smith

2. Collecting Data
The information was primary research as the questions were formed on the website SurveyMonkey
and the answers later collected.
The survey was posted on a variety of websites and forums giving the market research more of a
chance of being valid and more accurate to who it is targeting.
SurveyMonkey is a good way to get your foot in the door when looking at primary research and
working on first hand information. This website allows you to create your questions for free and
shows clear guidelines on how to set them out.
This can prove to be a quicker and much more environmentally friendly approach. This saves you
spending time printing out individual sheets to hand out people around you. Having the questions
online provides you with much more reliable results due to a possibility of peers or a certain location
having the same opinions and life styles, using the web gives more variety.
The questions were kept short but open, the answer had to be in one or two lines so the reader had
to be concise and get to the point. This was so the person taking part did not get bored or start to
drift away from the question. These questions will help determine which recipe cards will be
made, what the food will be made of, how it will be presented and who it will be aimed at.

3. Looking at the Data
9
10
11
12
13
Male Female
Gender
Male
Female
When using Survey Monkey I received 22
pieces of feedback from the people that
answered the 10 short questions given.
From the data it shows that there is a
larger amount of males to females.
This can be very helpful when looking at my
own recipe cards as I will provide the base
on who to target and how it will be done.
For example the recipe cards can now be
made in a simple style and easy to follow
without any patterns. Secondary data
suggests males prefer clear, concise and
organised recipe cards.

4. A question was asked in the survey on how
old that person was. This was in order to
determine who the recipe cards will be
targeted at. It was important that in the
primary research as much as possible is
found out about the demographic. Here it
clearly shows that domain age group was
between 19 to 26. These peoples jobs
ranged in People with PhD’s, IT
Management, Broadcast engineer and
students.
This shows that vegetarians can come in
many forms and people from different
lifestyles. When asking for peoples reasons
on becoming a vegetarian a variety of
responses were recorded. From Animal
Cruelty, Family, Ethical and Religious
reasons as well as just not liking the taste of
meat. 9 out of the 22 people asked said
they were not, leaving a greater amount of
vegetarians. This has a chance of being
invalid due to being posted on the
vegetarian society forum and there should
be a larger response from meat eaters.
Age
Under
18
19 to 26

5. When looking at what theme should be done for the
cards, the audience was asked and again there was a range in
responses. They were:
Salads
Shabby Chic
Quick easy meals
Indian
A variation (Of food and countries)
Home Grown
Low Carb
Fast food
Summer
Asian (Chinese)
Vegetarian
(A point was made that there is not enough options in restaurants)
This tells me that the audience wants a new, healthy
alternative to what is already out there in the market. This
shows that the research used was well done and the
questions asked were good enough to make the readers
want to respond in such depth. This type of primary
research is very helpful as this can help you in much more
detail then what second hand information would. This is
because you have the results that you want and are
specific to that product.
Do you eat meat substitute
products like Quorn?
Yes
No
Sometimes
This shows that out of the 22
people asked the majority did
eat the meat alternative. This
can help in he recipe card
production as I may consider
this type of food should it be
seen as a possibility.

6. Conclusion
When looking through the ten questions that were asked it became clear that many were very
similar and maybe did not provide enough room for an answer. They were short and simple which
was why so many answered in the time given, however if the questions were more about the
product itself and if they would like my idea maybe that would be more helpful then what job then
do.
On the other hand, the results found were very helpful and when considering the questions such as
reason for and how many times you cook a week. These allow me to understand who I can target
with these recipe cards and how they will portray what is in my food.
After analysing all the responses in depth it is clear that the audience I will be targeting will be that
of a male student aged 19-26 who prefers quick and simple meat alternative recipes. The suggested
theme for the meals was Italian and this preference was the majority vote throughout. As fresh
food was cooked a lot in the research, this can indicate that the food should be home made and
clean. Favourite county for food was also Italian suggesting that the food should be from abroad
rather than the original idea of best of British.
From this I can picture my targeted demographic being that of someone who is at University or
Working in education and does not have time to prepare huge meals nor wants to eat meat for
many reasons they have discovered. Providing a quick alternative may prove to be a niche product
and there may well be space in the market for that.