The document summarizes the results of a questionnaire given to vegetarians and vegans to gather research for creating recipe cards. Key findings include: most chose the vegetarian/vegan lifestyle due to animal welfare concerns; most cook their own meals; curry is a preferred meal; tofu will be used instead of Quorn to appeal to vegans; some will occasionally eat vegan; and oriental recipes will be featured to change perceptions. This research informed the recipe selection to best suit the target audience.

1. Task 9: Audience Research
For this task I have to sum up all of the research I have gathered from the
questionnaire I produced in the last task. The task was to create a questionnaire that
attracted a target audience; my target audience was primarily vegetarians and
vegans. Having a target audience is crucial when creating a product, as you need all
the information you can possibly gather to produce a good quality product that
attracts your target audience. By creating my questionnaire, I gathered enough
information to create good quality recipe cards that are appropriate for
vegetarians/vegans; mainly, the questions I asked where to find out whether people
cook their own meals, and what they may put into their meals (meat substitutes).
The first question I asked was ‘what is the reason for you becoming a vegetarian?’
and I feel that the answers I got gave me a good body of research. The main answer
was that my audience are against animal cruelty, or that they simply do not like the
taste of meat, and after seeing this I have decided that all of my recipes shall contain
tofu, as apposed to Quorn as a meat substitute, as I would also like my recipe cards
to appeal to both vegetarians and vegans, seen as some of the people who took my
survey answered the ‘would you ever consider becoming a vegan, or occasionally
eating vegan food?’ saying that they could occasionally eat vegan food, or that they
are in fact a vegan, and I feel that my recipe cards should also appeal to them.
I did find that trying to get people to partake in my questionnaire was quite
hard, but seen as I am working on my own I did not need as many responses as the
other pairs. All in all, I got around twenty-four responses, which was an ideal amount
for me. I gathered this information by posting the link to my questionnaire on
Facebook and other social networking sites, but I also put the majority of the links on
vegetarian forums, as I knew that I would get a good body of research and that all of
the answers would be sincere.
Task 10:
Summary of Research
With the results I have gathered, I have found out that most vegetarians and
vegans have chosen that lifestyle because they are against animal cruelty, and that
most vegetarians would consider eating vegan food from time to time. I also found
out that the majority of people that partook in my survey prepared their own meals,
which gives me confidence in that people will use the recipe cards if they were to
ever be produced. The vegetarians that did my survey also said that their favourite
meat substitute was Quorn, but as I would also like my recipe cards to appeal to
vegans, I am going to use tofu.

2. Results and Analysis
What is the reason for you becoming a vegetarian?
As you can see from
these results, most
vegetarians have
chosen that lifestyle
because of animal
welfare issues. Finding
this out did not help me
with the designing of
my recipe cards, but has
been very useful when
researching about
vegetarians. The other
two most common
answers where ethics or they didn’t like the taste of meat. These answers have also
not influenced the design of my recipe cards but have also helped me with further
research into vegetarians.
Do you cook your own food?
The majority of the
people that answered
this question said that
they did, in fact, cook
their own food. This has
helped me a lot when
finding recipes to use in
my recipe cards. I have
decided to go for simple
recipes that everyone
can cook. I have chosen
to do this as I want my
recipe cards to appeal to most people, as well as my target audience.
What is your favourite vegetarian meal?
When looking at these
results I found that
most people enjoy
eating a certain curry
over other kinds of
food, and that
surprisingly not many
people enjoyed eating
vegetarian pizza or
pasta. I used this
research to my

3. advantage, and decided to use curry based recipes in my recipe cards, I just need to
find out what country I would like to base them on.
Do you occasionally fish or any other type of meat?
I found that the majority
of vegetarians do not eat
any type of meat,
including fish. But some
vegetarians do
occasionally eat some
sort if meat. I found this
very interesting as, as far
as I am concerned I
thought vegetarians ate
nothing meat based.
Regardless of this, none
of the recipes I’m going to use contain any meat or fish.
Which meat substitute would you preferably eat?
Even though the
majority of people
answered saying they
prefer quorn as apposed
to any other meat
substitute; I chose to use
tofu in some of my
recipes, as it matched
my theme and is less
costly, this is what I
wanting to achieve, as
my target audience is
going to be mid-teens and students, and they would not be able to afford foods such
as quorn, and Linda McCartney products.
Would you ever consider going vegan, or occasionally eating vegan food?
After doing some further
research about vegans, I
was not surprised that
the majority of people
said that they couldn’t
be a vegan. The vegan
lifestyle is extremely
restricted, even down to
what clothes you wear.
However, some people
did say that they could

4. occasionally eat vegan meals. So I have to choose some vegan appropriate recipes in
my recipe cards.
Do you buy organic food products?
I found that most people only
occasionally bought organic
products. Organic products are
usually quite expensive, as I
found out after some further
research. I think more people
should eat organic products, but
as they are costly I decided not
to recommend them in any of
my recipes. I felt it would be
better to let the consumer
decide what they wanted to eat by thereselves.
What is your favourite country for food?
This was my favourite
question. This question
helped me build the
foundations of my recipe
cards. The main answer I
received was that most
vegetarians enjoyed
eating italian food. I did
consider using italian food
in my recipe cards, but
then thought that I would
try an oriental theme, as according to my results not many people enjoy it as much
as other cuisines, and I would like to change this.
Do you eat your five a day?
I was surprised by the
results on this question. I
thought that most people
did not eat their five a
day, but as I found out
that most people did I had
to appreciate this and
show this in my recipes.
The recipes I have chosen
mostly contain
vegetables, although
there are a few that are

5. more indulgent.
Do you prefer to cook your own meals or eat microwave meals?
This helped me with my
audience research a lot, as
most of the people that
where questioned said they
prepared their own meals, I
felt like no matter what if
my recipe cards where to go
into shops, that people
would actually use them, as
apposed to just buying
ready meals.
Conclusion
After collecting all of my research, I found that it helped me put a lot of ideas
together. The fact that not many people voted for chinese as their favourite cuisine,
made me want to choose an oriental theme more, as I felt that vegetarians should
feel that there is more things out there for them to eat. I was also pleased when I
found out that most vegetarians did not eat meat, and they mostly at their five a
day. It really helped me with deciding what recipes I wanted to use. By doing this
audience research I feel like I have a lot more knowledge about vegetarianism, as I
was intrigued to find out more about the lifestyle.