The majority of my research was sourced from:
- uktribes.com
- The McDonald's Lunchtime Topline Report (August 2018)
- The Food Summary March 2017
I decided to research the mainstream audiences and their general lifestyle, as I will be attempting to target the mass market and not a niche audience among 16-25 year olds.
The mainstream audience:
- follow the 'stick to what's safe' mentality or the 'status quo', meaning that they partake in 'normal' activities for their age group such as going on nights out and socializing.
- are usually busy with work activities outside of education. This is usually to make money to fund their education or fund fun, social experiences.
- enjoy relaxation and look for escapism in activities such as playing video games, watching films and going out with friends when not busy with work. This is even more important to them after stressful periods such as exams or group projects.
After this, I researched more into their food preferences and what they value in a services that sells or delivers food.
16-25 year olds were surveyed on what was most important for them when it came to making a decision on what to purchase and eat for lunch. The top 3 were taste, value and convenience, which implies what it is they look for when it comes to food on the whole.
This age group also consider fast food the tastiest as well as the most convenient. However, as people's awareness of their health has increased in recent years particularly among the young, most indulge in fast food once in a while.
There is also a consensus from 16-25 year olds that quick, cheap and easy options are very important and consider factors such as the time taken to prepare the food, the queue or waiting time, etc. This is the reason why they are big consumers of Greggs, Subway and McDonalds for example. They also enjoy meal deals from supermarkets since they meet the criteria of quick, cheap and easy food.
Finally, food is used as a social device among 16-25 year olds. This is done with foods such as pizza because their are discounts available and the food as well as the cost is easy to share among friends.
Researching the target audience has been very useful for understanding what the youth (who I am targeting) like and what they value most. The idea of sharing food can definitely be incorporated into my advert as well as some of the activities which they take part in, so it can show that the service is tailored for their needs. I have learnt that portraying the food delivery service as quick and easy will be essential for the success of the adverts.
This age group also consider fast food the tastiest as well as the most convenient. However, as people's awareness of their health has increased in recent years particularly among the young, most indulge in fast food once in a while.
There is also a consensus from 16-25 year olds that quick, cheap and easy options are very important and consider factors such as the time taken to prepare the food, the queue or waiting time, etc. This is the reason why they are big consumers of Greggs, Subway and McDonalds for example. They also enjoy meal deals from supermarkets since they meet the criteria of quick, cheap and easy food.
Finally, food is used as a social device among 16-25 year olds. This is done with foods such as pizza because their are discounts available and the food as well as the cost is easy to share among friends.
Researching the target audience has been very useful for understanding what the youth (who I am targeting) like and what they value most. The idea of sharing food can definitely be incorporated into my advert as well as some of the activities which they take part in, so it can show that the service is tailored for their needs. I have learnt that portraying the food delivery service as quick and easy will be essential for the success of the adverts.
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