Presenting our research

Presenting Our Research.

Savannah Hardwick
‘Food questionnaire’

What is the purpose of our
research?
The purpose of conducting our research was so that we could find out relevant
information that could help us further determine our audience. By asking questions
such as ‘are you male or female?’ will help us see which gender has had the most
influence over the results. We have also asked questions about who cooks the
meals in the house, this type of question will help us to see who we needed to aim
the recipe cards at, for example in our research we found that the mum or female
carer would produce the most amount of meals in the house, as well as do all the
food shopping. By looking at this research we can see that we need to make our
recipe cards attractive to the mother in the house, as she would have more say over
what gets prepared and bought.
We created 2 separate questionnaires, one specifically for vegetarians and one for
people in general. When deciding what questions we wanted to ask, we knew that
we wanted to aim one survey directly at vegetarians and one at people generally, so
that we could see what each type of person thought and knew about vegetarian
foods. For example we asked why vegetarians became vegetarians and we asked
non vegetarians what they thought vegetarians reasons where for becoming a
vegetarian.
These results could influence our recipe cards because if we had originally decided
to target them at 40 year old men, then our results would show that the audience
would not buy them, but middle aged woman who were parents would.

Summery of data for ‘Food
questionnaire’
This questionnaire was completed by 26 people, 41.31% male and
57.69% were female, this tells us that more females were willing to
complete the survey then males. The next question we asked was the
age of the person completing the survey, and due to the places we
marketed the survey, its understandable that the 80.77% of people
completing it were aged 11-20.

When looking at the results of the questionnaire, we can see that the
majority of people who answered the questionnaires were 11-20 years
old females.

Analysis of questions
-Question 1

The first question we asked was
‘Are you male or female?’ this was
in order for us to establish whether
the questionnaire was answered by
more males or more females. As
you can see, the majority of the
people who answered our
questionnaires were females. This
then further tells us that it is more
likely that females will be willing to
buy the recipe cards. 15 out of the
26 people who complete the survey
were women, which is more than
how many men completed the
survey.

What is your gender?
FEMALE MALE

42%

58%

-Question 2
This information shows us that the
main bulk of people who answered
our surveys were aged between 11
and 20. I think this is because of
where we marketed the surveys, by
using social media sites during the
middle of the day we were more
likely to get people of this age range
than any other. The data also shows
us that 11.54% of the people who
answered were aged between 21 to
30 and 3.85% of people were aged
41 to 50.
By looking at this data, I can see that
we should've advertised our surveys
to a wider range of people, by just
marketing on social media sites was
not going to give us a bug enough
variety of people.

What is your age?
1 TO 10 11 TO 20 21 TO 30 31 TO 40 41 TO 50 50+

0% 0%
4% 4%
11%

81%

-Question 3

The third question was for us to
establish whether or not the people
completing this survey were a
vegetarian or not. This data was
not hugely important as we also
had a survey that was specifically
made for vegetarians. 12% of the
people who answered this
questionnnaire were
vegetarians, and 88% were not
vegetarians. This data will help us
further understand the results of
this survey as we can filter the
results so that we just see the non-
vegetarian results.

Are you a vegetarian?

YES NO

28%

72%

-Question 4

The fourth question was a way for
us to see if the percentage of
people who weren't vegetarian, had
ever considered becoming one.
30.77% of the people who
completed the survey had said
yes, that they had considered
becoming whereas 69.22% had
said no.
Through this data we have found
that if we had received completed
surveys from a larger group of
people, the answers would have
been more varied.

Have you ever considered
becoming a vegetarian?
YES NO

28%

72%

-Question 5

Our next question was about
whether people had eaten a meat
substitute, just over half, 53% had
said no, but the others had. This
data can influence our production
because it shows that not only
vegetarians are willing to eat meat
substitutes. Which means that the
recipes we use could possibly
feature ingredients such as Quorn.
We also gave the people who had
said yes an opportunity to tell us
which meat substitutes they had
eaten, of the 11 people that
furthered their answered, 10 had
stated that they had eaten Quorn.

Have you ever eaten a meat
substitute?
YES NO

47%
53%

-Question 6
The sixth question was asking the
person what their favorite thing was
to cook. This questions could be
misleading because the majority of
people who answered the surveys
were aged between 11-20, meaning
that they might not be the main
person who cooks in their home. The
most frequent answer was pasta and
pizza.
This data can influence our recipe
cards because we can chose to
feature recipes that are similar to
those that people have stated, for
example pasta dishes and
vegetarian friendly pizza.

-Question 7

This question allows us to see who
the primary chef is in each persons
household. 73% of the time that
person was the mother, 15.8% was
a spouse and 7.65% was the
father. This data further helps us to
chose who to aim our recipe cards
at.
It will influence out recipe cards
because we now know not to target
our recipe cards at the siblings in
the house and the fathers. The
mothers are usually the primary
person who cooks, therefore we
should target them.

Who does the majority of the cooking
in your house?
MUM DAD SIBLING SPOUSE

1%
16%

8%

75%

-Question 8

This question is yet again a way to
see who we should be aiming our
recipe cards at. The person who
does the food shopping in the
house is usually the person who
decides the meals the family eats
and also who prepares the meals.
88.46% of the results showed that
the mother or female presence in
the house was the person who
bought the food shopping, which
solidifies our theory that targeting
the mothers would be ideal for our
recipe cards.

Who does the food shopping in your
house?

11%
0%
4%

85%

-Question 9
This question gives the person
completing the survey a chance to
say their opinions on why they think
people would become vegetarians.
The majority of the answers revolved
around not liking the fact that in order
to get meat, animals must be hurt.
Another frequent opinion is that
vegetarians might not like the taste of
meat, so they decided not to eat it at
all.
This data can help us with our recipe
cards because it can help us when
we are deciding on our target
audience, we can use the
information to influence our recipe
cards and how attractive they are to
the audience.

-Question 10

The final question revolved around what
the persons favorite meal was to eat and
why, this will help us chose our recipes to
go on our recipe cards, because we can
use the information gained to pick meals
that will be attractive and wanted by our
target audience. A lot of the answers to
this related to ‘homey food’ (Sunday
dinners, chocolate, pasta and pizza) but
it also featured food that has lots of
variety, such as jacket potatoes and
salads.
This will influence our recipe cards
because we can decided what recipes to
put on them by looking at the answers we
were given in this question, and making
sure that they are safe for vegetarians.

Applying a filter
-Only females

By isolating the answers and having
them be from a females point of view
specifically, it allows us to have the
direct answers from the target
audience that we want for our recipe
cards.

Applying a filter What is your age?
- Only females
-Question 2

1 TO 10 11 TO 20 21 TO 30
31 TO 40 41 TO 50 50 +
0%
7% 7%
13%

73%

Applying a filter Are you a vegetarian?
- Only females
-Question 3

YES NO

7%

93%

Applying a filter Have you ever considered
- Only females becoming a vegetarian?
-Question 4

YES NO

26%

74%

Applying a filter Have you ever eaten a meat
- Only females substitute?
-Question 5

YES NO

41%

59%

Applying a filter What is your favourite thing to
- Only females cook?
-Question 6
By filtering the results we can only
see the answers given by females.
This question Is based on the
person answering opinions, so it is
useful to us for when we want to
decide on the recipes being used
on the recipe cards, if we were
wanting to aim them at women.

Applying a filter Who cooks the majority of the
- Only females food in the house?
-Question 7


13%

7%

7%

73%

Applying a filter Who does the food shopping in
- Only females your house?
-Question 8


0% 13%
6%

81%

Applying a filter Opinion based questions
- Only females
-Question 9&10

Conclusion of findings
When looking at our finding for ‘Food Questionnaire’, we can see that the results
are very varied. This is because each person has different opinions and tastes. The
data we have received will be very helpful when we are deciding on our audience
profile and our target audience. Each question provided different data that we will
be able to use to influence our recipe cards. For example, knowing that the
mother/female in the house buys and prepares the food will be very helpful for use
when deciding on our audience. We have also found that people favourite meals
differ, but they generally like similar meals, such as pizza and pasts, by knowing
this, we can change our recipes on the recipe cards to suit the target audience and
what they like.
When collecting our results we used primarily social media sites such as Twitter and
Facebook to market our survey, by only marketing to these places, we were limiting
ourselves with who the people answering the surveys would be. Because we sent
out the survey at mid-day on a Tuesday, we were only allowing it to reach the
people that were online and who would see it. This was initially an effective way of
gaining responses, but due to the age of people who spend a lot of time on
Facebook, we were only gaining responses from people of a similar age, not getting
a big enough variation in answers.

Evaluation of the process
In order for us to gain our data, we sent the surveys out via social
media sites such as Twitter and Face-book. We also went onto
vegetarian chat rooms and forums, posting the survey on them and
explaining what it was for. When looking at our results we can see
that they are heavily influenced by people with the age range of 11-
20. This is because we marketed them mainly on social media
sites, which are mainly used by people in this age group, so
because of this we didn’t collect a varied enough collection of
responses. If we were to do this again, we would market the surveys
to more websites, forums and groups pages that directly involve
themselves with the vegetarian lifestyle. We would also make sure
that we were to market it to older people, not just using social media
but also using emails and asking people on vegetarian fan sites etc.

Presenting our research

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