Recipe cards report

Recipe Cards ReportCharlotte, Hannah and Marie

Summary of DataWhen looking through our results, collected from www.surveymonkey.com we found that 105 people answered our questionnaire. 6 of these people were vegetarians whilst the rest were not, which meant the minority could only answer for the vegetarians. This provided us with little information about vegetarians diets. We found that 68% of our responses were female, which meant our answers were female dominant. The age of our audience were mostly between 17-24 this is quite a young audience as we wanted more older people. PurposeWe conducted this survey to find out what vegetarians wanted in there product; needs, wants and expectations. By finding out this information we have a better understanding of our audience so we can target them better and have more of an idea on the recipes that they want.

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Results and Analysis• From our research we found out that 68%

were female and only 32% were male. This made us realise that more women would buy ingredients and make meals in the kitchen compared with men.

• We also found out that more females are vegetarian, this could mean that women were more conscious of their diets and what they are consuming on a daily basis.

• Our target audience is dedicated to both genders, which makes all information gathered was useful and valuable.

• Because we will target both genders we will have to make sure the design and content will appeal to both, in the colours, fonts and photography used.

Results and Analysis• From this pie chart we discovered that most of our

answers were from a younger audience. This could be down to the fact that we used social networking sites to raise awareness about our questionnaire. When going on Facebook we specifically asked our friends around our age group to answer the questionnaire. So getting the perspective of the older generation was challenging as there was no way to reach out to them except for giving out our questionnaire personally.

• We found that the female audience responses were aged 17-24, which we could take into account for when we start designing the recipe cards.

• More younger people are interested in afternoon tea which means we could dedicate are idea to a wider audience.

• 17-24 is the age where they start to cook, this is good as they might experiment with different recipes and try to cook things themselves. So making recipes that are simple, affordable and easy to produce.

Results and Analysis• 76% of people mostly get their recipes online,

this means they all have technology to find out information. Whilst old fashioned ideas like newspapers/magazines were less popular.

• When making our recipe cards we will try make them transferable so they can easily be put online. This can result to more people having access to it.

• When filtering we found that vegetarians find there recipes online, this means they would prefer to get there information of websites and not in newspapers/magazines.

• We could look to incorporate ideas for the design and recipes for the cards, from online sources as this has proved more popular.

• As the research shows us people are more likely to read recipes online and not in a printed format, therefore we will need to make the card stand out and appealing to catch the publics eye.

Results and Analysis

• We found that 6 of our responses were vegetarians, this isn’t balanced evenly especially to say we have over 100 responses.

• By having more vegetarians we could have had a better insight to what they actually like when it comes to making our own recipes and designing our cards.

• To improve our results we could have done more in depth research into finding out how to target vegetarians, such as looking on blogs to advertise our questionnaire to the vegetarian market.

• We could have also asked a variety of people to see if they were vegetarians instead of just asking our friends and relatives.

Results and Analysis• We found that when people were asked if they

preferred simple or complicated recipes, most people said simple. However 11.11% said they liked complicated recipes, this could be down to the fact that they have more spare time on their hands to master complex recipes for parties, dinners etc.

• Because of this we will incorporate at least one complicated recipe. This will captivate both experimental and simple cooks at different ages.

• The language that we will use will also be simple, this means that everyone from different ages will understand.

• The design will also be simple, to reflect the simplicity of our recipes in the photography and layout of the cards. This means the cards will not be to crowded.

• We will add additional ingredients at the side of the card which will spice up the recipes and challenge the cook and will bring the recipes to the next level.

Results and Analysis

• This question was useful to us as it provided an idea of what food vegetarians like to eat. However most of the people weren’t vegetarians, this meant we didn’t get an accurate reading on what vegetarians like to eat. • When we filtered the search, it showed us that 50% of the vegetarians asked like to eat cake more than the 3 other options given. This result means that we will be producing at least one cake recipe on our cards.• Sandwiches were the most popular food product overall as it’s easy to make. We will incorporate this into our recipe cards, as it is themed around afternoon tea. • The recipes will be suitable for both vegetarians and non vegetarians. We will also make a recipe that is suitable for vegans or can be adapted to there needs.

Results and Analysis• Our responses showed us that people have a certain budget for when they are buying food products. When buying the cheapest it could mean it’s the only stuff they can afford or that they are saving money. Whilst the most popular choice was ‘somewhere in between’ this means the person might have an income that can afford both expensive but cheap products. •From our results it showed that vegetarians buy organic foods. This tells us that they would like to know where there food is coming from and how it was produced. • Most of our responses were from young people, which could reflect the fact that people want to get the cheapest option because they wouldn’t have a well paid job, if they have a job at all. • We will consider organic ingredients into our recipes as it would please vegetarians as when filtering this, half of the vegetarians said they would buy organic ingredients.

Results and Analysis• From these results we have found out that people are willing to try out our recipes that are based on British Cuisine. • People will be willing to try these types of recipes because they are British and want to be patriotic. These recipes will reflect British culture. • When using the filter we found out that 33% of vegetarians didn’t feel that they would associate there recipe cards with British cuisine, this shows that they like to experiment and try different cultures.• Afternoon tea is seen as a traditional in British culture and is something that we would look to base our recipes on. This could include scones, sandwiches, cakes and biscuits. •As 22% of the responses proved not to want to try recipes based on British cuisine we could look to include additional ingredients on our cards to mix up the recipe and turn this a bit more exotic.

Results and Analysis• By answering this question we now have a better understanding of what our target audience like to see in a recipe card which is as the following; an equal ratio of images to text so that they can see the picture of the recipe when it is finished and have an in-depth method for producing the food.• 16 or below said that they would prefer more images than text when comparing with the two as they are more visual people.• 17-24 year olds thought the same thing as it would look more eye catching if there was more images than text.• When filtering we found that the older generation 30+ preferred an equal ratio which means they like an equal balance of both text and image ratio. •In terms of the photography we will use one photograph of the finished product instead of other ways such as giving the consumer a visual step by step guide.

Results and Analysis

• When using the filter we saw that ages up to 24 preferred there layout to be simple/sophisticated. However, 4 out of the 5 people who said they liked a busy/cluttered card were also in this age range. •To make the recipe card look as simple as possible we will incorporate 2 photographs either side of the card and making sure that the writing is laid out into bullet points making is clear and easier to follow the steps.• Having step by step photos could make it look busy and cluttered but could be useful for the consumer to understand especially for the younger generation starting out to cook and develop there skills in the kitchen. • Yet the only thing that could make it look more cluttered could be the use of extra boxes and bubbles full of helpful tips and additional information for the reader.

Interview Analysis • For more detailed research into vegetarian diets we conducted

an interview in person talking to different individuals, however when we where talking to different individuals we collected information not relatable to the vegetarian market which we need to formulate more of an understanding on the lifestyle of these vegetarians, which is something we could have done to improve on if we were to take this research future.

• From the questions asked there was a strong influence of people wanting recipes to do with desserts and puddings which will influence are choices of recipes, which is also different to what we were expecting as people in the younger generation were not as aware of the food that they consuming and whether it was healthy.

• Like the online questionnaire people wanted more image than text to an equal number which is something we will look to incorporate into the design or our recipe cards, between text and images.

• The people that we asked were of the younger generation, which means they have more leisure time to cook and prep meals which means they are more likely to pick up these recipe cards which is why it is important to advertise to a wider audience, as the young people today are more creative and known to be on social networking sites such as Facebook and Twitter, which we could look to incorporate into the recipe cards.

• The research gathered when asking people why they would become a vegetarian were more down to the fact that it is killing helpless animals and against animal cruelty to including a small symbol or message on the recipe cards to show this and make to reader more aware of this.

Questions 1. Why would you become a vegetarian?It’s a healthier option and also I would become a vegetarian due to my religion. By going against this it means a have a positive diet. Being a vegetarian would mean I would go against animal cruelty which would also be a plus.If KFC stop there food then I’ll become into a vegetarianKilling animals will make me more likely to be a vegetarian2.What are your favourite ingredients?My favourite vegetarian ingredients are: - fruit e.g. apples, bananas, peaches and strawberries- vegetables e.g. carrots, potatoes.- I also love pasta as you can make different healthy sauces that would please a lot of people.Fruit, vegetables, pasta and puddingsPasta, carrots, cucumbers and bananas3.What do you love most about British cuisine?It’s part of our culture which makes people come together like a community. Yorkshire Puddings makes things more BritishShepard’s pie is the best British meal 4.What would you like to see on a recipe card? Why?Everyone that we gave this question to wanted big and better images instead of too much text.5.What recipe ideas would you like to see on recipe cards and why?100% of people that we asked wanted puddings e.g. sweet cakes and chocolate things.

• We are targeting both male and female. We will primarily target older generation who are 50 and over, who are retired this down to the fact that they have more spare time to indulge in afternoon teas and British cuisine which we aim to create within our recipes. Our secondary audience would be the younger generation which proved popular within our research to want to try out different recipes involving British cuisine.

• They will mostly be ABC1, as they will have most money to spend on ingredients and treating themselves once in a while some of these ingredients that we might use could be over the average price to get a better quality product.

• We will be aiming at both the new and long term vegetarians providing recipes for the more advance cooks and those starting out to learn to cook. Giving out hints and tips to guide the reader through the recipe which will be simple and clear to understand.

Our main idea was to find information about how vegetarians eat and what they like, instead we got a variety of information that actually helped us to pick out the important aspects of someone's diet. The first thing we did was to create a questionnaire, we did 10 questions that would link to our idea. This was a good idea as we could use different methods to show of our questionnaire to a wider audience. When finding out the results of the questionnaire, we realised that we didn’t have enough vegetarians or elderly people, this was bad because our idea was based on what vegetarians wanted and what elderly people liked to eat. A benefit of this was when we asked 17-24 year olds, we realised that they liked products that were going to be introduced in our recipes. For example we asked ‘What food do you eat the most of?’ They mostly added cake and sandwiches which we were going to use in our original idea anyway. This meant that younger ages were started to get interested in ‘Afternoon Tea’ which has always been a favourite since the 17th century.

Audience Profile

Conclusion

Conclusion

• - Facebook: What we did here was we went on our own accounts and messaged different people, these were mostly our friends which meant they were all in a similar age group. This was a negative issue as our idea was based on 50+ adults, what we should have done was to ask our friends to tell their parents about the questionnaire, this way it would help increase the adult numbers on our questionnaire. By asking our friends it meant lots of people from our friendship groups were able to answer it which means more and more people were answering and passing it on to other friends. When messaging our friends we made sure we copied our link to each inbox so that it’s easier for the person to do the questionnaire, we also thought it was a good idea to tell our friends that it was only a short questionnaire so that people would do it. It was a simple technique but it really got people to answer our questionnaire sufficiently.

Conclusion

• - Twitter: We also used one twitter account to ask if anyone was able to fill in our questionnaire, this was a benefit because a wider audience from different ages would be able to answer our questionnaire. We also asked the Vegetarian Society and the Vegetarian times etc. This meant that people that were experienced in this field would be able to pass our questions on to other vegetarians. We made sure that our questionnaire was shown to different companies that incorporated vegetarians as they speciality. What’s good about twitter is that you can use tags to pass your work to other people that are interested in that field.

Conclusion

• Blog: As a group we created our own blog, this meant that we could design our profile so that people would find it interesting, this is good as people will stay on it and find out about our questionnaire. When you look at peoples blogs you also use ‘tags’ which means our questionnaire will be amongst other work in that area. Blogs are a good way of expressing your ideas and creativity, this is why we used a blog to show off our questionnaire to a bigger audience.

Conclusion

• Phones: When looking through social networking sites we thought using our phones is a good way to connect with people, we asked our friends about the questionnaire by sending out link but we also asked them to meet us in our break so that we could give them a paper copy of our questionnaire. By asking people in person about our questionnaire was more exciting, this was because you got to see why they liked something or why they didn’t. Once we did that then we typed it into our results. By using our phones it meant we had internet all the time, this helped us to connect with the social networking sites and to get in touch with friends.