Research Analysis

Baya Lee SafhillStephanie Yarrow

Paper Based Survey

Introduction

We are going to look at the results we have received from our Surveys; our online and paper based surveys.We also conducted a set of interviews with a few Vegetarians and we will be looking at their results too.We will use this information to help design our product to our target audience.We are going to analyse our paper based surveys first, followed by our online survey and then we will combine the results and see the difference.

Age

Under 16 16 to 20 20 to 25 25 to 30 30 to 35 35 to 40 40 to 45 45 to 50 50+

0

1

2

3

4

5

6

7

How old are you?

Analysis of Age

Our results differed majorly between our online survey and our paper based one. We found out that our audience in our paper based survey were of a much older demographic being mostly over 50. The second category in our audience age were in the 40 to 45. These results alone suggests that our target audience are of an older demographic and they therefore enjoy paper based surveys compared to social media and networking survey links.

Occupation

Student

Teacher

Administrat

or

Shop Keeper

Receptionist

IT Technici

an

Employment O

fficer

Man

ager

Education Helper

Housewife

Retail

Finan

ce

Unemployed

0

1

2

3

4

5

6

7

What is your occupation?

Analysis of Occupation

Our results from our paper based showed that of the people who answered our survey, worked in Administration with the second category being teachers and students which were joint at four responses each.This shows that we only managed to receive results from a small section of society being those in and working in Education. We could have broadened our results by asking more people in other occupations their opinions.

Vegetarian?

Yes No0

5

10

15

20

25

Are you a Vegetarian?

Analysis of People’s Eating Preferences

We asked 28 people about whether they were Vegetarian or not. We discovered that 75 per cent of our respondents were not Vegetarian, leaving the 7 people who were Vegetarian offering their opinions.We could have improved our results by only asking Vegetarians, which would have provided more appropriate data for our research into our final product design.

Answered; Vegetarian

Taste

Animal

Welfa

re

Health Reaso

ns

Do not enjoy

No comment

0

0.5

1

1.5

2

2.5

3

Why do you not eat meat?

Analysis of People’s Eating PreferencesVegetarians Opinions

Of the 28 people who answered our survey, we discovered that 25 per cent were Vegetarian, we wanted to ask them their reasons for being Vegetarian, in order to help aid our Research into Vegetarianism.We discovered that most people became Vegetarian for health reasons; such as to help recover from illnesses, to help improve their life style and quality as well as because they thought that abstaining from eating meat was better for them.People however also became Vegetarian because they do not enjoy eating meat, although this was unspecified as to why they didn’t enjoy eating meat, but also due to the taste of meat.We also discovered that people also became Vegetarian because of Animal Welfare issues such as Animal Farming; the cruelty, the lack of need, as well as being unsure how some products were produced and to what standards despite schemes such as the Red Tractor assurance on meats which are British produced and considered safe and well farmed.

Answered; Not-Vegetarian

Lifesty

le

Enjoyment

Taste

Other in

fluences

Source

of Pro

tein

Source

of Iron

0

2

4

6

8

10

12

Why do you eat meat?

Analysis of People’s Eating PreferencesNon-Vegetarians Opinions

Of the 28 people who answered our survey, we discovered that 75 per cent were not Vegetarian, and we wanted to know why they were not.We discovered that 31 per cent of people ate meat because of the taste with 28 per cent of people eating meat due to their lifestyle; i.e. being brought up with and around meat in their household.This suggests that Vegetarianism is a lifestyle choice as well, and people who are brought up Vegetarian are likely to not be interested in meat.

Male or Female?

Male

Female

0 5 10 15 20 25

Male or Female?

Analysis of Gender

Of the 28 people we asked, only 26 responded to the gender question. From these 26 we found out that 76 per cent of our respondents were female.This not only offered biased results, having only managed to receive a little male audience of respondents but could hinder our results.However, this could show that women are more likely to respond to surveys and partake in studies, where as the male audience are more reserved.We could also aim our product at a male audience as their seems to be a gap on the market so to speak of a male audience in surveys and products.

Females

Yes No02468

10121416

Are you Vegetarian?

Analysis of Female ResultsWe wanted to look into the Female audience and find out about them, since they offered us the most results in our paper based survey.We discovered that out of the 21 females that responded, only 6 were Vegetarian.We looked into their results further about why they are Vegetarian and discovered that they didn’t chose to eat meat mainly on health reasons and the taste of it. However this was again down to their upbringing with meat not being present in the home.We could use these results to target the Non-Vegetarian female audience, and the reasons why they are not Vegetarian, for example we could produce recipes that are inspired by typically meat ingredients such as Shepard's Pie and Lasagnes, in which the taste difference in minimal.

Males

Yes No0

1

2

3

Are you Vegetarian?

Analysis of Male ResultsWe wanted to look into the male audience further seeing as we only managed to ask seven males about their opinions. We discovered that two were Vegetarians.We are going to look into their results further and see why they are Vegetarian.The first person we asked about their Vegetarianism, stated it was due fundamentally to Animal Welfare issues, and their religion; they are Buddhist. Even though Buddhism does not state what their followers can and cant eat, many are Vegetarian based on a strict interpretation of the Five Precepts. The other male stated that he became Vegetarian due to health concerns and reasons, later we interviewed him about this and he was advised by his doctor to abstain from eating meat. He had a risk of two different cancers from over eating meat; Bowel and Colon cancers, as well as to reduce his cholesterol.This offers insight into meat harming health, but Vegetarianism having health benefits; of reducing cancer risks and Cholesterol.

Religion

No

Yes but Unstated

Buddhist

Christian

Church of England

Catholic

0 2 4 6 8 10 12 14

What is Your Religion?

Analysis of Religion ResultsAfter producing Research, prior to this Questionnaire, we discovered that some people are Vegetarian based on their religion.We wanted to ask people about their beliefs and see if being Religious (some religions of course) and being Vegetarian were linked.We found out that few people stated a religion or even had a religion, but the two Buddhist (one male and one female) were both Vegetarian. We looked at their reasons for not eating meat, even though one was for health reasons, and the other for animal welfare reasons, both may have had a strict interpretation of the Five Precepts as well.However we couldn’t find a direct positive correlation between our results.

Do you know a Vegetarian?

Yes No0

5

10

15

20

25

30

Do you know a Vegetarian?

Analysis of Friends and FamilyWe found that 85 per cent of people knew a Vegetarian even if they were not Vegetarian themselves.This shows that there is a large Vegetarian audience which we did not manage to reach, which we could’ve gained results from, by handing out more research questionnaires to these people, for them to forward on.However these results mean that people are aware of Vegetarianism and its effects.We could maybe use this to target this audience, of people who are not Vegetarian, but have some insight into Vegetarian. We could do this by producing a set of cards aimed at ‘new Vegetarians’ or at ‘becoming Vegetarian’. We could also produce a set of ‘easy Vegetarian meals’ to help people become Vegetarian.

The Household You Live In

1 2 3 4 5 6 70123456789

10

Your Household

Analysis of Household Numbers

We wanted to find out how many people lived in a household, rather than investigating a households income.We didn’t find anything conclusive from our results, other than most of our respondents lived in a house hold of three, or more.We could maybe aim our products at either families, 3 or more, or at people who living alone or in a household of two, and getting them into Vegetarian food and cooking.

Do You Cook?

Yes No02468

10121416

Do You Cook?

Do You Cook?

Analysis of People’s Cooking HabitsWe wanted to investigate whether people cooked or not, in order to see what audience we should target more. We discovered that 84 per cent of our respondents cooked.We also discovered that most of our respondents who cooked were over 50. We found out that 20s, 30s, and 40s, each received the same amount of responds at 4 each.From this we can conclude that people are more likely to cook if they are of a more mature audience, however people in their 20s, 30s and 40s, all equally cook.This could have been due to the people who responded to our questionnaire. However at least know that people in almost all age groups cook.

Children

Yes No02468

1012141618

Do you have children?

0 1 2 3 40123456789

How many children do you have?

Yes

Sometimes No

0

1

2

3

4

5

6

7

8

9

Do they like to help you

cook?

Under 1

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34

0

1

2

3 Their Age

Analysis of our Respondents ChildrenWe wanted to investigate our respondents children if they had children, and whether they cooked or not, and how old they were.We discovered that 65 per cent of our audience had children, with 17 responses to this question our of 26.We also discovered that most people who had children had one. There was a positive correlation between the number of children people have and how many people have children, with zero being the highest, falling to just two people have four children. We wanted to find out if their kids helped them cook, in case we wanted to create a product which was aimed at Children, and how successful this would be.We found out that 66 per cent of children cooked at some point (sometimes and yes results combined). We looked into why children do not cook, and this was mainly due to age.This concludes that children are interested in cooking, what goes into their meals, and what they eat. We could create a set of recipe cards aimed at this age group, getting them even more active in the kitchen, and providing recipes that they will enjoy making, on simple to use cards.

We then decided to look into how old our respondents children were.We discovered that the highest results were for 1, 14, 17, 18 and 30. We looked at these results further and discovered that the children in these age brackets (except 1) all like to cook.However if we are going to aim our product at children, we will need to make sure that we have a set age group; i.e.; under 10s or teenage; so that the content and recipes are suitable to our target audience who fall into these age groups.Seeing as 14, 17 and 18 had the highest responses, we could create our recipe cards at this teenage audience.

Shopping Habits

TescoSainsburysMorrisons

ASDAAldi

HomebargainsMarketCo-Op

AlligatorSupermarkets

Lidl

0 2 4 6 8 10 12

Where do you shop?

Me Mum All of Us

Wife02468

10121416

Who does the shopping?

Yes No02468

1012141618

Do you buy organic products?

Eggs

CheeseFru

itVeg

Bread

Yoghurt

Meat

Milk

Other

0

2

4

6

8

10

12

14

Which Organic Products Do You Buy?

Analysis of our Shopping HabitsWe wanted to investigate peoples shopping habits, where they shopped, what they buy, and who does the shopping for example.We discovered that most people shop in Tesco, followed by other fellow supermarkets, with Aldi being the leading discount store.We also discovered that most people do their own shopping and this means that they are in control of what they eat, which is very positive.We also discovered that most people do buy organic products with Veg, Eggs and Fruit being the most popular purchases. This shows that people are concerned about what they eat and the welfare of the produced product.

We asked people why they buy organic products and below are the results;

We discovered that most people who buy organic products do so for health reasons and for the flavour of the products themselves.This shows that people are health conscious and buy products accordingly.

No Chemicals Allergies Flavour Health Considerations Animal Welfare Quality Production Techniques Quickly Used Enjoy them Better all round0

1

2

3

4

5

Reasons Why People by Organic Products

YesNo

0

2

4

6

8

10

12

14

Do You Buy Meat Sub-stitute Products?

YesNo

0

5

10

15

20

25

Do you eat Eggs?

We followed these questions with asking whether people buy meat substitute products such as Quorn for example.We discovered to a surprise that it was equal, we also discovered that of those who buy meat free products, that 85 per cent of people who buy meat free products also buy organic products.However we found out that out of these people who buy both meat free products and organic products, 50 per cent of these were not Vegetarian.This concludes that even those who do eat meat, do use meat substitutes in their meals. This could be for a variety of reasons; Quorn can be refrozen and reheated where as meats can cause a health concern if reheated and reused.This also opens up our audience as people who are not Vegetarian do use Vegetarian products and will know how to use them.We also wanted to know how many people ate eggs, and we wanted to know this because if we created a recipe, such as a pasta salad, people could add Eggs to the recipe, creating a recipe that is still Vegetarian but not Vegan. This would increase who would use our recipes.

Cookery Shows

Yes No Sometimes0

2

4

6

8

10

12

14

16

18

20

Do you watch cookery shows?

Lorraine Pascal

Gibbo

Great British Menu

Barefoot Coutessa

Great British Bake Off

Jaime Oliver

Epic Meal Time

Sunday Brunch

Hairy Bikers

Man vs Food

Hugh Fearnley Whittingstall

0 1 2 3 4 5 6

What Cookery Shows do you watch?

Chefs

Gordan Ramse

y

Jaime O

liver

Hairy Bike

rs

Delia Sm

ith

Man vs

Food

Miss

Dahl

Hugh Fearn

ley Whitti

ngstall

Mich

el Roux J

r

Lorra

ine Pascal

Phil Vick

ery

James Marti

n

Hesten Blumenthal

Gino D'Aca

mpo

Nigella La

wson

My o

ther half

Rose Ellio

t0

1

2

3

4

5

6

7

8

9

Favourite Chef

We wanted to find out how many people watched cookery shows and which ones they watched.We found out that 66 per cent of people frequently watch cookery programmes, with 3 per cent of our audience sometimes and occasionally watching these programmes. However almost 30 per cent of people do not watch cookery programmes, even if they cook.We wanted to explore this further.We found out that most people like competition style programmes like Masterchef, but we found Jaime Oliver’s shows were the highest scoring due to his personality and quick and ‘easy’ meals.We also found out that Jaime Oliver was also the favourite chef again due to his quick and easy, informal chatty style.

Magazines

Goodhouse Keeping

Gardeners

World Ze

st

Psychologie

s

Writi

ng

Sewing

Vegetar

ianM

usic

Photogra

phy

Cyclin

g

Not cookin

g

Homes and Gard

ensPrim

a

Essentials

Guardian

Weeke

nd

Womens

RedHello

Craft GQ0

1

2

3

Favourite Magazines

Analysis of Interests

We wanted to investigate peoples interests, in magazines, and couldn’t conclude much from our results other than photography and gardening magazine scored the highest.We wanted to see if people read Vegetarian or food magazine so that we could investigate these magazines style and why people are interested in Food magazines.

Favourite Season

Spring Summer Autumn Winter0

2

4

6

8

10

12

14

16

Favourite Food

Summer

Winter

Both

0

2

4

6

8

10

12

Summer or Winter Food?

Analysis of Favourite Seasons

We wanted to investigate peoples favourite seasons in order to theme our cards suitably.We found out that summer was our respondents favourite season, however we also found out that most preferred summer food to winter foods.This would mean that we could target most of the audience with summer foods and recipes, in order to appeal to the masses.

Holidays

Christmas Easter Halloween Valentines Day Summer0

2

4

6

8

10

12

14

16

18

20

Favourite Holiday

Reasons

Food

Family

Emotions

Children

Length

EffortGift

s

No work TV

Dressing U

p

History Su

n

Birthday

Seaso

n0

1

2

3

4

5

6

7

8

9

10

ChristmasEasterHalloweenValentines DaySummer

Analysis of Holidays

After investigating seasons and favourite foods, we discovered that Christmas was peoples favourite time for holidays which seems surprising when we expected that most people would’ve preferred the summer holidays.We looked into why people liked Christmas, and found out that it was because of seeing Family and Friends at this time, as well as the food that is eaten.

Desert or Main Meal?

Desert Main Meal Both02468

101214

Favourite Food to have;Desert or Main Meal?

Analysis of Preference

After investigating seasons and favourite foods, we wanted to ask people do they prefer deserts or main meals.We discovered that most people who we asked preferred meals to deserts.We could use this information to produce recipe cards that cover main meals, in order to be more appealing to our audience.

Theme

Summer Winter Party Food Sweet Treats

Christmas Valentines Day

Easter Halloween Quick and Easy Meals

0

2

4

6

8

10

12

14

Which Themes Would You Prefer on a Recipe Card?

Analysis of Theme Preference

We then asked each respondent to chose from a list what theme that they would like to see on a recipe card set. We wanted to know this to help decide what the market wanted.We discovered that quick and easy meals was the most popular theme, along with summer food.We could use this information to produce summer food that is quick and easy to make, such as salads and pastas which are perfect to fit in with picnics and BBQs, which are popular at this time of the year.

Favourite Food

AllSu

shi

Burgers

Mince

Dumplings

Potatoes

Lasag

ne

Spinac

h

Canello

niPast

aCak

ePizz

aIndian

Salm

onChips

Italia

n

Cheese

Spag

hetti Bol

Chicken

Aspara

gus

0

1

2

Favourite Food

Favourite Food by Type

Fast Food Indian Italian Oriental0

1

2

3

4

5

Analysis of Food FavouritesWe asked a very open question to help with out idea generating for recipes to put onto our recipe cards.We found out that the most people like Pizza, Indian, cheese and chicken.We decided to group these results in four categories; Indian, Italian, Fast Food (American style – pizza, chips, burgers) and Oriental foods.We found out that Italian foods and fast foods were the most popular. We could include more pasta based foods into our meals to keep our audience interested in our product.However I feel this was just to generate ideas for us to possibly focus on, more than to gain valuable research information about the audience.

Survey MonkeyOnline Based Survey

Introduction

We are going to look at the results we have received from our online survey.For this we used Survey Monkey, a free survey creator.After we had created a 10 question survey, we posted it on Facebook and Twitter (we even tweeted the Vegetarian Society!) as well as posting it onto forums that Vegetarians used.We will use this information to help design our product to our target audience.

Analysis of Age and OccupationWe asked people how old they were, as we wanted to know how old our audience.We found out that most of our respondents were between 16 to 20 years old at a rate of 25 per cent.This means that our answers are from a younger demographic, and are mainly students at a rate of 40 per cent.We can conclude from this that most of the respondents, and our therefore target audience are student in this age bracket, and therefore the information that we have gathered from them could be slightly biased, as we have little information about the rest of the age brackets.It also could be a result of how we posted the link for our online survey; which was through social networking sites (Facebook, Twitter and Tumblr - a teenage blogging site), and the respondents are in this social media networking age and would have knowledge of how to use these sites.

Analysis of Favourite Holidays We wanted to investigate what holiday was our respondents favourite. We discovered that most peoples favourite holiday is Christmas.From this we can conclude that Christmas would be a theme to use on our recipe cards, because it is a time of year that people love due to food, family, friends and presents.However we didn’t ask the respondents follow up questions about why they preferred Christmas, so we can only assume it is to do with the festivities that Christmas possesses.

Analysis about Recipe Card DesignWe wanted to ask our respondents what they wanted to see on a new set of Recipe Cards to help with our design generating. We used a multiple choice to help people decide what they wanted to see.We discovered that our respondents wanted to see a mixture of text and pictures (76 per cent), which was very high.Our respondents also wanted to see a method, as well as calorie and There was also recipe variations and serving suggestions and allergy information were the next highest.From this we can conclude that we should create a set of recipe cards that contain a clear method, text, photographs, and nutritional information. This shows that people are conscious of what they are eating and creating.We should also consider including step by step diagrams – perfect for recipes that children could create themselves or for those new to Vegetarianism, serving suggestions and recipe variations (perfect for Vegans).

Analysis of Favourite Chef AnswersWe wanted to find out if our respondents had a favourite chef and if so who. We discovered that Jamie Oliver was the most popular, scoring 20 per cent of the audience’s love.We can use this information to review Jamie Oliver’s recipes and explore this further to see why he is so popular, and maybe seek recipe inspiration from him.We could also explore the other high scoring chefs; like Nigella Lawson and Mary Berry to see what insight they can offer us into the cooking world.

Analysis of Food PreferencesWe wanted to find out about our respondents food preferences, to help us decide on what the audience wanted us to create, and what foods the ‘masses’ would enjoy.We discovered that most people preferred main meals to deserts. We could use this information to focus on creating a set of recipe cards that focus on main meals, because most people prefer these to deserts. 51 people stated that they preferred main meals to the 25 people who liked deserts. This works out at a rate of 67 per cent.We then wanted to find out if people preferred summer foods to winter foods, in terms of main meals. We found out that most people preferred Winter foods. We could use this information in order to decide on a recipe theme of Winter foods because that is what most people prefer to eat.Finally, we asked a very open question about were peoples favourite foods. We discovered that most people preferred pasta based meals and soups to eat. We could use this information to make winter based pastas and soups that would appeal to the audience.

We wanted to find out if people consumed meat free products such as Quorn. We wanted to know this information because we wanted to see if people were aware of these products.We found out that I was almost an equal draw between the answers to this question separated by one result (which was a no)!We could conclude from this that half of all people do consume these products.We wanted to analyse this more with our largest audience; those in the 16 to 20 bracket. We discovered that only 35 per cent of people in this age bracket consumed these products. We could aim our products at those who are in this age bracket and

and don’t eat these products, in order to get theminto Vegetarian foods.

Analysis of Shopping Habits

Analysis of Environmentally Friendliness

We wanted to find out if people wanted us to create environmentally friendly cards using recycled papers for example.We wanted to know this because the brief from the Vegetarian Society says this;‘As a general rule we give strong preference to recycled paper and vegetable inks. We tend to use 350gsm paper stock as this is quite stiff and similar to the thickness of a good type of card. We print the recipe cards on 100% recycled, FSC approved stock.’We discovered that over 88 per cent of our respondents also wanted a set of recipe cards that environmentally friendly.We will need to consider this as a design idea, and incorporate these views into our final product design ideas.

Overall Analysis

Introduction

We are now going to combine both sets of results and analyse the results to review our audience further.The only limitation of this would be that the online survey was ten questions long, however it will still give us more of a basic insight into our audience.

Age

Under 16 16 to 20 20 to 25 25 to 30 30 to 35 35 to 40 40 to 45 45 to 50 50+

0

5

10

15

20

25

How old are you?

Analysis of Age

Our results differed majorly between our online survey and our paper based one so we decided to combine them to see how what our respondents overall age was.We found out that our audience were of a much younger demographic being in the 16 to 20 bracket.The second category in our respondents age were in the 20 to 25 which was joint with those in 30 to 35.These results suggests that our target audience are of an younger demographic and they therefore enjoy social media and networking survey links.

Occupation

Student

Teacher

Administrat

or

Shop Keeper

Receptionist

IT Technici

an

Employment O

fficer

Man

ager

Education Helper

Housewife

Retail

Finan

ce

Unemployed

Part Tim

e Employed

Full T

ime Employe

d

Self E

mployedPare

ntOth

er05

10152025303540

What is your occupation?

Analysis of Occupation

We wanted to investigate what the occupations of our respondents were, we kept it brief on our online questionnaire so the results in blue are the ones that were topped up or created from the online survey.We discovered that with both sets of results combined, that students were still the overall majority of our respondents.This could have been due to the people we asked, but also because the younger generations are more apt with social networking sites on which we placed our survey link.

Holidays

Christm

asEast

er

Halloween

Valentines D

ay

Summer

Internati

onal W

orkers

Day

New Years Eve

0

10

20

30

40

50

60

Favourite Holiday

Seasons

Summer

Winter

Both

0

10

20

30

40

50

60

Summer or Winter Food?

Analysis of Holidays and SeasonsWe wanted to investigate favourite seasons and holidays to help with the designing and idea generating of our recipe cards.When both results were combined we discovered that Christmas was everyone's favourite theme, with Winter foods being everyone's preferred food choice.We could use this information to decide on designing a set of winter and festive foods because that is what the audience enjoys.We could however use this information to spot a gap in the summer foods market, and therefore make quick and easy recipes for summer foods, that the audience can learn to love.

Favourite Foods

AllSu

shi

BurgersMince

Dumplings

Potatoes

Lasag

ne

Spinach

Canell

oniPast

aCak

ePizz

aIndian

Salm

onChips

Italia

n

Cheese

Spag

hetti Bol

Chicken

Aspara

gus

Flapjac

kBrea

d

Oriental

Salad

Curry

Aubergines

Soup

Chilli

Muffins

Cassero

le

Pancak

es

Brush

etta

Pepperm

int Crea

ms

Sanwich

es

Biscuits

Risotto

Yorks

hire Puddings

Roast Dinners

Quick0

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

17

Favourite Food

Analysis of Favourite FoodsWe wanted to investigate the foods that our respondents for both surveys classed as their favourites to help us to decide what we should design, to make sure that we are creating recipes that the mass audience will enjoy and that they will want to make.We discovered that Pastas and Soups were still the favourites for our respondents and we can use this information to create a set of recipe cards that the audience will like.

Meat Free ProductsResults and Analysis

Yes

No

40

41

42

43

44

45

46

47

48

49

50

51

52

We wanted to investigate whether people brought and used Meat Free Products and Substitutes such as Quorn.We discovered that even though it was an almost tie between ‘yes’ and ‘no’; it was revealed that most of our respondents didn’t buy these products.We could use this information to assume that there is a gap in the population; of people who are aware of how to use these products.As a result we could create a set of recipe cards aimed at this particular market; of quick and easy Vegetarian meals that use these products.

Interviews Analysis

Introduction

We decided to talk to some Vegetarians that we knew to explore the reasons why they are Vegetarian.We are going to analyse this like we have done for our other results.

Interview OneWhat age did you become vegetarian and why?

I became a vegetarian at 18 because I never liked red meat and got food poisoning with chicken – that was the end of my meat eating days.What do you think is the benefit of being a vegetarian?

I think as a vegetarian you are more conscious of what you are eating. You know you need extra protein for example – so I would eat more "healthy" foods than say a meat eater.Would you ever change from a vegetarian?

Never! What would you like to see on a set of vegetarian recipe cards?

As a vegetarian it’s important to know that I am eating the right amount of foods. I eat too much carbs for example so it would be good to see what percentage of my daily allowance is on the cards.Do you eat Quorn or not and why?

Yes I love Quorn. It enables me to still eat traditional foods like shepherds pie or chilli, bangers and mash etc.!

Interview TwoWhat age did you become vegetarian and why?

Aged 38 for Health Reasons (recommended by private healthcare medical assessment) What do you think is the benefit of being a vegetarian? Less likelihood of bowel and colon cancer and lower cholesterol Would you ever change from a vegetarian?

UnlikelyWhat would you like to see on a set of vegetarian recipe cards?

Quick and easy veggie food that isn't a meat substitute (i.e. not veggie burgers) Do you eat Quorn or not and why?

Yes, not much option and it tastes ok What other meat-free products do you eat?

Soya sometime but the same health assessment said avoid soya as well as meat!Do you have any advice for new Vegetarians or people who wish to become Vegetarian?

Eat Indian/ Oriental - they've been cooking largely veggie for years so it doesn't taste like a meal with the meat removed.

Interview ThreeWhat age did you become vegetarian and why?

First time I was 14 until 32 then 39 until now and I became vegetarian for animal welfare reasons but now I am vegetarian for health reasons as I have been seriously ill.Do you eat Quorn or not and why?

I do eat Quorn as it is easy although it is not a vegan product and it is not a natural product. Do you have any advice for new Vegetarians or people who wish to become Vegetarian?

New vegetarians should research properly and learn to cook otherwise they will be malnourished potentially and a lot of the readymade stuff on the market is high in salt. Would you ever change from being a vegetarian?

I may choose to eat fish again but not meat.

What would you like to see on a set of vegetarian recipe cards?Colourful, interesting meals which are healthy quick and easy to shop for and prepare.

What do you think is the benefit of being a vegetarian?Vegetarian food is not always healthy, with readymade foods being high in salt generally.

However being vegetarian does have its health benefits!

What age did you become vegetarian and why?

We asked our interviewees why they became Vegetarian and the reasons why, below are the answers that we received.

1) I became a vegetarian at 18 because I never liked red meat and got food poisoning with chicken – that was the end of my meat eating days.2) Aged 38 for Health Reasons (recommended by private healthcare medical assessment) 3) First time I was 14 until 32 then 39 until now and I became vegetarian for animal welfare reasons but now I am vegetarian for health reasons as I’ve been seriously ill.

These reasons, despite being different, offered an insight and affirmed our previous results of why people do not eat meat, and are Vegetarians.

The Benefits of Being A VegetarianWe asked our interviewees what the benefits of being a Vegetarian are and the answers that we received.

1. I think as a vegetarian you are more conscious of what you are eating. You know you need extra protein for example – so I would eat more "healthy" foods than say a meat eater.

2. Less likelihood of bowel and colon cancer and lower cholesterol 3. Vegetarian food is not always healthy, with readymade foods being high in salt

generally. However being vegetarian does have its health benefits!

These results again offered an insight into the benefits and non-benefits of being a Vegetarian; for health reasons but also for dietary consciousness.

Possibility of Eating Meat AgainWe wanted to find out if there was a possibility of our interviewed Vegetarians of consuming meat again; below are the answers that they gave.

1. Never!2. Unlikely3. I may choose to eat fish again but not meat

The first two answers are very direct, both stated that they probably will not/ will noteat meat again. The third stated that they will not consume meat products, but maychoose to eat fish again.

Recipe Card DesignWe wanted to find out what Vegetarians would like to see on our recipe cards, to help us make sure that we are creating a product that is desired within the market.

1. As a vegetarian it’s important to know that I am eating the rightamount of foods. I eat too much carbs for example so it would be goodto see what percentage of my daily allowance is on the cards.2. Quick and easy veggie food that isn't a meat substitute (i.e. notveggie burgers) 3. Colourful, interesting meals which are healthy quick and easy to shopfor and prepare.

We found out that our Vegetarians would like to see nutritional information on thecards so this will help new vegetarians to know what each meal contains. The recipecards need to be bright and colourful but quick and easy to prepare, cook and shop for.

Quorn – Do Vegetarians like it?We wanted to find out what Vegetarians if they liked Quorn products. Quorn is the biggest branded Vegetarian meat substitute product, and we wanted to see what Vegetarians thought about this product.

1. Yes I love Quorn. It enables me to still eat traditional foods like shepherds pie or chilli, bangers and mash etc.!

2. Yes, not much option and it tastes ok 3. I do eat Quorn as it is easy although it is not a vegan product and it is not a

natural product.

These results are very interesting, as it does allow Vegetarians to still eat ‘traditionalfoods’ which usually contain meat, but it isn't a natural product and it isn't Vegan – weneed to keep this in mind if we use this product in our recipes. It is an easy to useproduct so new Vegetarians would be able to shop and cook with it.

Analysis of All Data

We discovered that we had a fairly young audience, who were mainly students. Ourrespondents wanted us to create quick and easy to prepare meals, which could besimply shopped for. We also discovered that even though Quorn is versatile, it isn’t anatural product and that new Vegetarians might not want to eat substitute productssuch as Veggie Burgers and Sausages. The advice of producing Oriental and Indianfoods to help with the removal of meat was useful. We found out that most peoplepreferred winter foods and Christmas as a holiday, but we spotted a gap in the summermarket and we could use this to create a set of summer recipe cards. All of thisresearch will be useful in our final idea.

Audience Profile

Our audience were Students in the 16 to 20 year old bracket, and they were mainlystudents who were female. Most of them were not Vegetarian but knew a Vegetarian.Most our audience shopped for themselves and fell into the ABC1 category.They wanted quick and easy recipes on our recipe cards.