YCN - Further primary research

Customer research


What age are you?


16-19 : 2
20-23 : 8
40-49 : 1

Do you shop at M&S?

Yes : 2

No : 3

Sometimes : 6

What do you buy at M&S?

Full food shop : 1

Lunch : 2

Dine offer : 3

Snacks : 6

Drinks : 3

How much do you spend at M&S on average?

Below £5 : 2

£5 - £10 : 3

£10 - £20 : 3

How often do you shop at M&S?

I don't : 3

Once a month : 7

A couple of times a month : 1

What do you think M&S's target market is?

"Women, Mothers, People with money."

"Generally older people but I go in the simply food ones at train stations and service stations."

"Toffs'"

"People with money to spear."

"The older generation because its quite up-market and things are priced quite highly so its more affordable for them."

"Wealthier people especially all professional's and wealthy retired people."

"Older people with a good income."

"30s - 40s women largely - good food and underwear!"

"Older generation / upper middle class"

"People looking for quality over cheap prices."

"People looking for a nice lunch - probably older proffesionalls. Someone who has a lot of disposable income. Mainly middle class people - without stereotyping. It is usually quite expensive so really for people who have the little bit extra to spend. The Wenslydale cheese and caramelised carrot chutney sandwich is nice."

Picnic Research

Do you eat picnics?

Yes - 6

No - 2

How often do you eat picnics

" Frequently, especially when I take the horses out on my 500 acre plot of land."

"Occasionally in the summer."

"Never."

"Very rarely, i'd like to eat more but never have the time and it's always raining."

"A few times a year."

"Four times a year."

"Once a year."

On what occasion would you eat a picnic?

"Horse events, posh events, when Elton John got knighted."

"When its sunny and I have nothing better to do."

"None."

"On a nice walk in the countryside, during the summer."

"Festival, family day out to save money."

"When I visit elderly relatives."

What would your picnic pack include?

"Porkpies."

"Crisps, sandwiches, pimms, sausage rolls, mini chocolate rolls, jam tarts."

"I don't eat them."

" Sandwiches, cakes, crisps, cake."

" Sandwiches, cakes, drinks."

" A variety of sandwiches, crisps, salad and tomatoes, biscuits or cakes, whole fruit bottles of water and juice."

" Sandwiches and cake, maybe the odd sausage roll."