Joan Doyle – Flexible about Food ‘‘ I want meals that are quick and easy

1. Joan Doyle – Flexible about Food ‘‘ I want meals that are quick and easy but still provide my family with the nutrition we need’’ Personal profile Joan is a 30-year-old and lives in a 3 bedroom semi detached house in Co. Kildare, Ireland. Joan is a full time housewife with two dependant children aged 4 and 6. Joan's husband works fulltime in Kildare town and they have been married 7 years. Joan is qualified in front office skills and comes from a working class background. Joan is an outgoing person that appreciates everything in life. Lifestyle Joan brings her children to school everyday and most days her children's friends come over for dinner and to play after school. Joan loves spending time with her mother and sisters once a week so they can all catch up it usually involves either going to each others houses for coffee and lunch or else going to a cafe. Joan like to look after herself and when even she gets the time she likes to get her hair done and her nails. Joan and her husband do not get to go out socialising often but when they do usually on special occasions they like to eat out in a restaurant and enjoy the quality time just the two of them. Goals Joan wants her children to grow up healthy and have a fulfilling life. She also wants to return to work in a few years when her children are that little bit older. Behaviour Profile towards Food Joan has her family and herself on a well balanced diet that includes fruit and vegetables but as a fulltime mother of two Joan is sometimes too busy to cook meals from scratch and depends on ready to eat foods at mealtimes when time is short. Joan does try her best to cook healthy meals from scratch when she has the time. Even when making meals from scratch Joan picks dishes that are quick to cook and easy to prepare. Joan wants foods that are high in fibre so that they benefit the whole family. She is conscious about the nutritional value in foods but does not fully understand the labels on foods. Joan wants foods that are nutritious and low in fat for her but she thinks that healthy food is expensive. Joan wants manufactures to produce healthier ready to eat meals that she can use when time is short. Joan often takes easy recipe ideas from magazines and newspapers that have recipe sections. It is very important to Joan that her and her family sit down and have their dinner together as a family

2. Products Targeted at Joan Doyle Flahavans Quick Oats €3.09 Knorr Chicken Soup €1.57 Easy packets and serves 4 people Free from artificial colours and preservatives This product has recipes on the packaging on what meals consumers can make from the soup It allows the consumers to put their own fresh vegetables and chicken for example and then add the soup with pasta to make a delicious home made meal. This is a meal Joan could make as she wants to make nice healthy family dinners but does not have the time to make the sauce for example from scratch The television advertisements show a recognised chef making different home cooked meals with the Knorr soup and it shows how easy it can be to make these meals Knorr also has a website that consumers can visit to get more recipes. Joan could look at this website and follow the step by step recipes. The joy of mixing ready made and fresh dinners into one would give Joan peace of mind that she is providing her family with the nutrition they need • Quick and easy to prepare • Measuring Scoop inside to make it easy to have the right portion size • Re-sealable lid to keep freshness and last longer • Ideal for people looking for a nutritious breakfast with limited time in the morning like Joan who would be in a rush to get the children ready for school and make their lunches etc. • Quick oats television advertisements show families that are in a rush in the morning and put their Quick oats in the microwave, eat them and then the tag line is ‘Sets you up for life’. This would give Joan the time to make breakfast and still know that her children are having a healthy breakfast • Some of the advertisements show the porridge with fresh fruit in it. This is something Joan could add to her children's porridge instead of sugar. She knows her children would enjoy fruits such as strawberries and kiwis and it would give them extra nutrition

3. Mary O’Brien – Food as a Friend ‘‘I believe you are what you eat, I love cooking and believe that everybody should eat local fresh foods for a better lifestyle’’ Personal profile Mary is a 65-year-old retired journalist. Mary lives with her husband in a 4 bedroom country house in Co. Galway, Ireland. Mary has no dependent children. Mary is a devote catholic that attends mass weekly and is a very active member in her community. Mary is an absolute lady that would never pass somebody without saying hello. Mary is always willing to help people no matter what the problem might be. Lifestyle Mary has just retired from a very successful career in journalism that has took her all over the world. Mary loves to travel and is now looking forward to taking more holidays that do not involve work. Mary enjoys walking on the beach with her two dogs everyday and believes that yoga is great for her mind and spirit. Mary likes to help organise charity events and is always part of events that are in her community Goals Mary wants to give back as much as she can to the community by being apart of everything that is going on. Mary wants her and her husband to enjoy their retirement together and live the rest of their lives healthy and to the fullest. Behaviour Profile towards Food Mary eats foods that make her feel good. She has a very balanced diet and limits the amount of food she eats. Mary avoids sugary foods and sweets and does not eat ready to eat meals or food from deli counters as she believes foods can help mental health and prevent heart-disease. She believes ready to eat meals and deli food is not nutritious. Mary wants foods that are high in fibre and likes foods that have functional properties that are enriched with active components that benefit her health. Mary prefers to buy local produce as she wants to support local farmers and she believes that fresh local produce is better for her health. Therefore, Mary does most her shopping in her local butchers and farmers market on a Sunday. Mary really enjoys cooking and gets great satisfaction from cooking a good healthy meal. Mary will continue to buy fresh local produce to keep her and her husband healthy.

4. Products Targeted at Mary O’Brien Corrigan Cooks Naturally RTE 7pm Benecol Yogurt Drink Proven to lower cholesterol Added plant stanols which benefit overall health One small yogurt drink everyday which is easy to consume Joan is concerned about her and her husbands health and by consuming a Benecol everyday it gives her peace of mind that she is doing her best to help both of their hearts Benecol advertisements show real life stories that makes Joan feel she can trust the brand more On the Benecol website it offers healthy tips and advice on how to have a healthy heart. Joan is not big into technology but she does know how to use web search's. This information provided by Benecol.com Mary will take into account in her everyday life Benecol have a range of products that include butter and milk. Mary would use all of these products if she thought they aided her health. • Top Chef Richard Corrigan TV show is aimed to make people more aware of the benefits of eating local/fresh produce • He provides many recipe ideas for natural products some that can even be got in your own garden • The main aim of the show is to encourage people to eat well and the health benefits of eating healthily. Joan is concerned about her diet and does limit the food she eats. This programme explains the health benefits of eating certain foods and what right portion sizes people should consume this is what Joan wants to learn more about • The show also shows what herbs and plants can benefit health and be used as natural beauty products. Joan like to look after herself and these tips she will use • The show only uses fresh and local produce. Local produce is only what Joan buys are she wants to support local farmers • Joan likes to give back to the community she looks after local gardens and the show also offers some tips on how to mind the gardens and what can be taken from them

5. Jason Deacon – Food as fun ‘‘ I like trying out new foods and believe I can eat what I want as long as its in moderation’’ Personal profile Jason is a 40-year-old event management business owner. Jason lives in a 5 bedroom detached house in Newcastle-Upon-Tyne, England. Jason is married with three children that are aged 12, 15 and 18 and all are in full time education. Jason comes from an AB social class background and believes family is very important. Jason is a very good father and realises that he must endure house duties. Lifestyle Jason has a very successful events management business and is very recognised in the industry. Jason is always attending corporate events with his wife and they both love to have nights out together. Jason likes to look after himself, he plays squash twice a week and enjoys games of golf with friends on weekends. Jason enjoys the finer things in life. He drives a BMW, owns an I-phone, I-pad, etc and he treats his kids to such items on birthdays and Christmases. Jason has a season ticket to Newcastle United FC and attends matches regularly with his sons. Jason is well travelled and him and his family go on yearly skiing trips and sun holidays. Goals Jason wants his children to go to college and get degrees and live long healthy lives but have fun while enjoying life. Jason hopes for an early retirement and move to Italy with his wife. Behaviour Profile towards Food Jason will eat something if he likes it. Health does not affect what he eats. He does not believe that functional foods that claim to have health benefits actually work. Jason enjoys cooking and likes for him and his family to sit down and have dinner together. He believes this time together they can all talk about their days. He does not like convenience meals he enjoys cooking. Jason does not eat just to feel good he eats because he enjoys food and eating in general. Jason likes to try new foods. Indian and Sushi are foods he would like to try make and eat. Jason likes to buy new foods in the supermarket that he sees and test them out at home with the rest of his family. Fair trade and environmental issues to not affect the food he purchases.

6. Products Targeted at Jason Deacon Sunday Brunch live on C4 12pm-2pm All the Recipes APP for I-phone(Free) The app has over 250,000 recipes The user can search dishes under different cuisines such as Italian, Chinese, Asian etc there is also a search option The recipes are easy to follow on the app Jason owns an IPhone and this app is great for him as he loves to cook and can look up as many dishes as he requires and the recipes are easy to follow If Jason feels like cooking Chinese for example he can type into the app Chinese dishes and it will show thousands of different Chinese dishes he can cook. All the recipes app allows Jason to save his favourite dishes to his phone so he does not have to go searching again for the same dish There is an option for healthier versions of dishes but health is not something Jason is worried about he enjoys food The app also allows Jason to look at video versions of the foods being cooked. Jason likes this as he finds that visuals help him interact more. • The show has two male chefs hosts. It show entails a series of guests and discusses what happened that week in the news while having fun cooking dishes • The programme shows how to cook many different dishes ranging from curries to Sunday roasts from scratch • As it is two males they discuss sporting events from that week and anything that was major in news. Jason likes this as the show discusses issues he has an interest in • The show also has an online scrapbook that plays back videos so you can watch how to make the foods again, it also has step by step directions on the dishes. This is great for Jason who is very into his technology and he might not want to cook all the dishes the same time as the show so he can look back at the scrapbook whenever he wants to follow that recipe • The shows special guests also take part in cooking and they have weekly challenges that the guests must part take in. This is what Jason enjoys about the show it makes him laugh but he is still learning about food

7. Tracey Dwyer – Food as a Filter ‘‘ I don’t get time to cook proper meals but I try to choose the healthiest options when I’m eating’’ Personal profile Tracey is a 28-year-old full time Bank Manager. Tracey lives in an apartment in Belfast city with her husband. Tracey has recently been promoted to Bank Manager and takes her job very serious. Tracey has been married to her husband three years and they have not had the time to start a family yet as both of them are in past paced jobs and get very little time to themselves. Tracey is a very friendly person and when she puts her mind to something to will not stop until that task is complete. Lifestyle Tracey lives a very fast lifestyle. Her days involve mostly work and sleep. She does not get time to exercise although she would like to as she wants to be healthy. Tracey takes pride in her looks and likes to visit her beautician every two weeks to either get her hair, nails, tan or waxing done. This is the only time Tracey gets to herself. Tracey enjoys weekends away with her husband and they often fly to different parts of Europe for city breaks. Tracey loves technology and likes to be surrounded by the best of it weather it be a new phone, laptop or TV. Goals Tracey hopes to have two children in the future and wants to be able to bring them up healthy and happy. Behaviour Profile towards Food Tracey eats mostly on the go and is often to busy to cook. She is always in the rush in the morning and never sits to eat a proper breakfast. Tracey always has a fridge full of ready to eats meals for dinner time. She finds that these are handy just to throw on and not have to prepare anything for them. Tracey tries to buy the healthiest options and foods that will benefit her health but she does get confused by the labels on food and is not 100% on what foods are good for you and what foods are not. Tracey does buy fair trade foods as this is very important to her that the producer of the foods she buys get a reasonable return. Tracey wants more foods that are for people with food intolerances. She will tend to buy foods that show the glycolic index on them as she feels it helps her understand how her body will feel after eating. Tracey is worried that when she has children she will not be feeding them the right foods therefore she wants to buy the healthiest options.

8. Products targeted at Tracey Dwyer Belvita Breakfast Biscuits €2.49 Knorr Aromatic Spiced Chicken Perfect dinner that can be heated in the microwave and is very filling It provides nutrition and has no added MSG chemicals Easy to prepare and tastes nice. Can be heated in the microwave or on the hop in five minutes Perfect when a nice meal is wanted with no time to cook Knorr advertises the spiced chicken as a meal that can be enjoyed after a long day. This is specifically targeted at Tracey as it shows people that work full days and are tired and sit down and get that home cooked dinner feeling. This is how Tracey feels after a long day in work Another advertisement shows a healthy and happy family sitting down to enjoy the spiced chicken. Tracey is worried about when she does have children she won’t be able for provide healthy meals for them. This ad will give Tracey peace of mind that when the time comes she can provide nice healthy meals for them. • Free from artificial colours and preservatives • Designed for people that do not have time to eat breakfast these four biscuits provide the same amount of energy and nutrition as a bowl of cereal and milk and can be eaten on the go this is perfect for Tracey who never gets the time to sit and eat a breakfast • The packaging explains clearly the amount of nutrients and how much energy is in one packet of Belvita. This is good because Tracey finds the labels on foods confusing and she wants to make sure she is eating someway healthy • Belvita suggests having the biscuits with a cup of tea or a coffee and this is exactly what Tracey does. She enjoys her first coffee in the morning and now she can have a biscuit that is easy to eat with her coffee • Belvita uses recycled materials. This is very important to Tracey • Belvita also is suitable for vegetarians and people with food intolerances. This is important for Tracey as she wants GI indication to help her understand her body

9. Damien Walsh – Flippant about Food ‘‘ I love food and am not concerned about the health benefits of it. I will eat what I want, when I want it’’ Personal profile Damien is a 20-year-old trainee painter. Damien is currently unemployed and lives with his parents in a terrace house in Northern Ireland. Damien has no children. Damien comes from a DE social class but is not afraid of work and is a real grafter. Damien has a very easy going attitude towards life and takes everyday as it comes. He is truly loyal to his friends and family. He believes what's for him won’t pas him. Lifestyle Damien tends to stay up late at nights and sleeps in till late mornings. He enjoys going out socialising with his friends on weekends. He likes to go to the pub and them onto clubs. Damien likes to play 5 a side soccer with his friends twice a week and he also loves watching soccer matches whenever they are on. Damien like to listen to music and play the play station when he is at home and enjoys treating himself when he has the money to do so. Goals Damien wants to get a full time job and qualify as a painter so he can save the money to move to Australia to some of his friends that are already out there. Behaviour Profile towards Food Damien does not like to spend time cooking and does not look up recipes. He will not put any extra effort into preparing a special meal for himself. Damien often just eats ready to eat meals that are easy for him just to throw into the oven. Health does not come into Damien's mind when he is choosing his meals. The nutrients and fat content in the foods he eats do not bother him. Damien just wants foods that are quick and easy to prepare. He does believe that ready to eat meals will provide him with the nutrition he needs. Damien likes to snack on chocolate and crisps and does not avoid these foods. If Damien feels like eating something sugary or fatty he will not think of the fat in them he will just eat it. Damien eats because he enjoys eating and his approach to easy dinners often means he ends up buying take aways.

10. Products targeted at Damien Walsh TakeawayNI.com Chicago Town Pizza €3.95 Pizza that cooks in twenty minutes in the oven this is what Damien likes as he does not like to prepare food but he does like to eat a dinner Many different variety's of pizzas available The concept of Chicago Town pizzas are that they are exactly like take away pizza but are the cheaper options than ordering a take away. This is what Damien likes when he does not have as much cash to spare There is not much nutrients in the pizza but this does no concern Damien as he just wants food that tastes nice The advertisements of some Chicago Town pizzas show people a group of men sitting down to eat the pizza together while playing FIFA or watching a match. This is what Damien likes as he lives with two friends and most of his friends come to his apartment to watch matches he can just throw on a pizza and relax Chicago Town pizzas often have promotions running in stores for example two pizzas for €6.00. This is what Damien often goes for as he likes to get value for his money • TakeawayNI is a menu directory for hundreds of takeaways across Northern Ireland • It is easy to look at menus and you can choose which type of takeaway you want and it will give you all the options in your area • You can order online, on your Smartphone or by calling making it really easy to purchase • As the website allows the user to search any cuisine they want it would help Damien decide what food he wants and he can look at reviews on different take away restaurants • The advertisements are aimed at Damien who enjoys his take aways after a night out. They show people that are to tired to cook and are looking for tasty food but don’t know what they want(just like Damien who can be indecisive) • Also, buy being able to order online or over the smart phone is very good for Damien. He does not like ringing in orders or direct contact and he finds it so much easier just being able to write in his order