My team decided to build a questionnaire which was constructed in a way that would allow us to create a picture , gain insight into their personal traits and an overall attitude of the kind of person we were asking. For example using generative tools like getting people to draw out their favourite meal in a designated circle (plate) alongside the questions.
We printed out 12 questionnaires and went off each with four copies to find random volunteers. Our aim was not just to ask students but people at different age groups and professions so at the next stage we could split people into different categories and then would be easier to target different general personas.
After analysing all 12 of our results we split them into 3 groups and thought of situations when they each use smash :
Students : All of the meals they described when answering the question "what typical meal do you cook?" were quick easy meals which meant obviously most students are lazy when it comes to making dinner. They also have little money to spend on meals and have other typical student life priorities e.g doing work and going out which seemed more important that spending time making food. We also found out that students rarely buy foods that will go off because of the risk of wasting money on food you will not use. This means buying unhealthy cheap foods, unlike Smash which is cheap , low in calories and nutritious. The kitchen restrictions you have from sharing with a group of messy flatmates also meant wanting to spend little time in the kitchen. We found most of students favourite meals had a nostalgic homely aspect to it mainly being the stereotypical "sunday dinner" , with mash potato being a common side food in these kind of homely meals. With all factors considered, Smash would be an ideal option for a student meal.
Young Professionals : We found a lot of similarities between them and students. Mainly the whole aspect of having little time to cook but for different reasons. One of them being due to having young families. However, they did show interest in cooking with signs of their typical meals sometimes being healthy but still admitting to wasting money on food that goes out of date quickly. This portrays that maybe their intentions are good but the reality is that they just don't have the time. So, Smash being a good alternative that fits their all around needs. A good point to consider when aiming Smash advertising at young professionals would be to show Ad's mainly during the week days. This is because a lot of their favourite meals compared students were more foreign and adventurous and would not involve something like Smash showing that perhaps they are "weekend cookers" because this is mainly when they do not work and have the time.
Health Concious : They appeared to have a lot more time than the other 2 groups which meant marketing Smash at them would be more difficult. Their typical and favourite meals are cooked from scratch with most of them involving healthy foods that require time and effort to cook. However, based from the question "What is your favourite childhood meal?" it was shown that homely factors linking back to the "Grannys Sunday Dinner" were popular which means Smash could bring a nostalgic aspect to their meal. Most obviously it would be important to make clearer that Smash is actually a healthy nutritious food source that would be quick and suitable for them to have.
Personally, i would find i fit in-between the common student and health conscious groups. Therefore, i do believe Smash need to stress its health values and not just its time benefits because before i carried out this brief i thought Smash was just an un-healthy cheap way eating mash potatoes with a mad Robot on the packet. I think also they should think about the name of the product. Personally when i think of the word "Smash" in terms of food it sounds like it should be a cheap candy powder that crackles in your mouth. . . . However, now knowing what Smash is really like, i have recently tried it with a meal and enjoyed it!
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