Chocolate survey

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1. Audience Research
Results:
Chocolate Survey
Maisy, Milly and Ben

2. What gender are you?
This shows that 57.69% of the
people we asked to complete our
questionnaire were male and
42.31% were female. This then
means that our target audience
are both female and male,
meaning that we need to make
sure our documentary appeals to
both these genders.

3. How old are you?
Ages:
Below 15= 6 people
16-25= 40 people
26-40= 5 people
41 and above= 11 people


This shows that the most common
age that filled out our questionnaire
were 16-25 year olds, however quite
a few people who are 41 and over
completed it too. This helps us when
making and planning our
documentary as we can aim our
target audience at families as this is
where most of the people fit it to the
categories.

4. What channel are you most likely to watch?

This shows that the people
who have answered our
survey are more likely to
watch ITV2 and Channel 4.
This can help us with our
documentary as it informs us
what channel are target
audience is most likely to
watch, meaning that to get
the most viewers we should
put our documentary on
either channel 4 or ITV2.

5. Do you like watching documentaries?
82.69% of the people who we asked to
fill out our questionnaire said that they
like to watch a documentary. This
means that we can then aim our
documentary around this target
audience as we know that they like to
watch documentaries. Only 17.31% said
that they don’t like watching
documentaries meaning that there is a
significant amount who do.

6. What is your favourite colour?
The most common favourite
colour when asked in our
questionnaire is purple. This
helps us with are
documentary as we could
include this colour for the
opening titles for example, to
try and entice the target
audience and get them to
watch our documentary.

7. What is your favourite genre of music?
These results show that 28.07%
of our target audience's
favourite genre of music is
Indie/ Alternative. Also 21.05%
prefer Pop music, this means
that when editing our
documentary and putting music
in, we should make sure that it
is either Pop or Indie/
Alternative to suit the target
audience's needs.

8. Is there a song that you associate with
chocolate?
The most common song mentioned was ‘Chocolate’ by the 1975,
although this song is not necessarily about chocolate, it is still an
upbeat song which we are considering using in the documentary. Other
songs that were mentioned were songs in Charlie and the Chocolate
Factory such as the ‘Willy Wonka Song’ and ‘Pure Imagination’ which
we may use in the background of some cutaways or have a clip from
the film as some archive footage.

9. How late do you stay up on a weeknight?
The most common time for people to go
to bed based on the people that we
questioned is 11pm this means that the
documentary needs to finish before
11pm so that our target audience will be
awake to watch it.

10. What appeals to you in an advert?
There were a lot of mixed answers in this question but a lot of people
mentioned humour and having a clear message alongside catchy
music that is recognisable. Other people mentioned celebrities
however getting celebrities involved in the documentary would be
very difficult. We will however try and incorporate some humour into
to advert and consider finding a popular relevant song to use in the
advert.

11. Do you like chocolate?
90% of the people we asked do like chocolate, this
means that we have no issues making the
documentary about chocolate as 90 % of the people in
our target audience will be interested in watching the
documentary. For the other 10%, we would find out
why some people do not like chocolate by interviewing
some people that do not like chocolate.

12. Do you prefer chocolate or sweets?
76% of people preferred chocolate over
sweets which is what we were expecting.
In the interviews we will ask this question
again and find out why some people
prefer chocolate and some prefer sweets
and find out people's opinions on
chocolate cars that incorporate the two
for example marvalous creations.

13. What is your favourite brand of chocolate?
Cadbury was the most common answer to
this question as 40% voted cadbury as their
favourite chocolate bar, 15% said it was
Galaxy and 12% said green and blacks and
10% said Nestle. I was not surprised that
Cadbury was most popular as it is the
market leader however I was surprised that
Green and Blacks was more popular than
Nestle as Green and Blacks is a more luxury
and therefore less common brand. We will
ask about the different chocolate bar
brands in the interviews and find out why
Cadbury is so popular.

14. What’s your favourite chocolate bar?
The most common answer to this question was Dairy Milk closely followed by Galaxy, Wispa and
Yorkie but generally most people had a different answer showing that chocolate preferences is
personal to every individual. In the interviews we will find out why this is and ask people on the
streets what their favourite chocolate bar is.
What is the worst chocolate bar in your
opinion?
The most common answer to this was Bounty, but similarly to the last question, most people had
a different answer so will also ask least favourite chocolate bar flavours in the interview questions.

15. Why do you like/dislike chocolate?
Almost everyone said something along the lines of the nice taste and because it is comforting when
answering this question. This is something we would like to explore further in the documentary to
find out why chocolate is such an emotional food and helps people cope with strong emotions
whether happy or sad. We are also going to speak to a dietitian to find out why chocolate is so
addictive and why so many people enjoy it.

16. How often do you eat chocolate?
The majority of people answered
the question saying that they eat
chocolate either everyday or
every other day or at least once a
week. This proves that the
documentary will appeal to a
large selection of people as
almost everyone can relate to the
subject. It also means that we will
not have difficulty in finding
someone to interview who enjoys
chocolate regularly.

17. Where do you buy your chocolate?
This question we aimed to see where people
bought their chocolate which could be used as
observational footage so the audience can relate
to what is going on. The most popular answer
was supermarkets meaning that there could be
observational sequences of of chocolate on the
shelves in the documentary.

18. This question allowed us to see what people like in their chocolate bar. We asked
this question to see what content could be in the documentary and what flavours
could be included. The results that came through were varied with orange and
caramel and milk being the more mainstreamed choices people chose.
What appeals to you in a chocolate bar?

19. What is the strangest flavour of chocolate
you have tried?
In this question we asked what peoples strangest chocolate flavour they
have tried. Chilli was the most common ingredient that people
considered as strange which could mean that during the documentary
there could be a section dedicated to weird chocolate including chilli and
other less heard of strange mixes with chocolate.

20. How much do you spend on chocolate a
week?
In this question the majority of people said
they spent around the £20 mark on
chocolate per week. This shows that
chocolate part of everyone's lives because
nobody said they spent no money. This
allows us to see that the target audience
are people of both ages and both genders
so the target audience would be a family
audience, people of all genders and ages.

21. Do you prefer White, Milk or Dark
Chocolate?
From the questionnaire, over 60% of people
who answered said they prefered milk
chocolate over dark and white chocolate. This
allows us to have the content of our
documentary more focused on milk chocolate
because it would interest a broader number
of the target audience.

22. Would you buy organic chocolate over
normal chocolate?
The results of this question shows that most people
(over 80% of people we questioned) don’t buy/ eat
organic chocolate. This shows that organic
chocolate isn’t popular so in the documentary there
should be little if any time dedicated to organic
chocolate because it could cause people to turn the
documentary off.

23. When are you most likely to eat chocolate?
The majority of answered associated eating chocolate with negative emotions
such as being bored, sad or tired. This is most likely because it is a comfort
food that is often used as a ‘pick me up’ for when we are feeling down. In the
interviews we are going to interview a dietitian and find out what it is about
chocolate that has such strong links to emotion and why people turn to
chocolate when they are sad.

24. What was your favourite chocolate bar
as a child?
Milkybar was the most common answer to this question, most likely because
it is aimed at children in its marketing. Freddos and Dairy milks were also
heavily mentioned and Freddos, like Milkybars are aimed at children with
their cartoon characters. This is something we will look into when discussing
how marketing and packaging can make a chocolate bar appeal to you more
no matter what the flavour.

25. What is your favourite chocolate product
other than chocolate bars?
In the documentary we are mainly focusing on chocolate
bars, however we realise that chcolate bars are not the only
way to consume chocolate. Other than in a bar chocolate
cake is the favourite way to eat chocolate with biscuits
falling close behind. People also mentioned hot chocolate
or chocolate milkshakes and chocolate in breakfast cereals
as other ways people enjoy eating chocolate.

26. Conclusion
In conclusion, this questionnaire helped greatly in understanding our target audience's preferences
and thoughts on chocolate. We got 62 responses in total which has meant we got a good sense of
our target audience as a whole. It has given us new ideas about interview questions and possible
interviewees as well as potential archive footage and cutaways. A lot of the information gained from
this questionnaire will contribute towards the production of the documentary.