Brief 3: YCN - The Grown Up Chocolate Company (Collaboration with Karolina Gliwa) - Survey

Whilst I was doing primary research in stores, I asked mainly middle aged women (target profile) on their chocolate habits.

How often do you indulge in chocolate and how much could you eat in one sitting?

• Laura 26: Sometimes I go without eating chocolate for a while but when I do, I can eat 2 of the normal snack sized bars. But if I’m stressed, I can eat more.
• Joan 35: Anytime that I can!
• Suzanne 31: Around 4/5 squares. I try to not eat too much.
• Clara 43: I’m not too sure because I try and limit myself and sometimes I don’t eat chocolate for weeks or a month.
• Kaze 21: I only have it if I’m really craving it.
• Devon 38: I have the occasional treat from when people have gifted me with some.

Do you ever feel guilty about eating chocolate?

• Laura 26: Yeah that’s why I only eat them occasionally.
• Joan 35: Not really, I don’t see any point in taking away something that makes me feel happy.
• Suzanne 31: Sometimes but I only have the odd few.
• Clara 43: Yeah I’m trying to keep my weight off. 
• Kaze 21: Yeah so I only eat it when I really want it.
• Devon 38: Yes, that’s why I don’t buy them myself.

Have you ever tried vegan, dairy free and nut free chocolate? If so, what do you think and if not, why?

• Laura 26: No, they don’t look or sound tempting. 
• Joan 35: I have tried it once before and it’s not too bad but it’s not as creamy as normal chocolate.
• Suzanne 31: I have! I’ve tried it the past year because a friend introduced me to them and they don’t taste that different.
• Clara 43: Not yet but if it’s lower in calories, I might consider it. I think vegan chocolate sounds strange but I wouldn’t give it a miss.
• Kaze 21: No, it doesn’t sound tasteful and I usually go for hazelnut chocolate so...
• Devon 38: Yes I have! I really like the Doisy&Dam flavours.

Can you give me an example of the type of chocolate bar that you like the design of?

• Laura 26: I like Easter chocolates because everyday ones look boring.
• Joan 35: The ones that I can’t afford. I really like the packaging with the shapes and swirls but most of the time, I just end up with a Cadbury.
• Suzanne 31: The Divine chocolates.
• Clara 43: I like classy, not too bold designs.
• Kaze 21: This isn’t relevant but I like the Graze designs. 
• Devon 38: Definitely Doisy&Dam.

What flavours would you like as a chocolate bar?

• Laura 26: Something with an unusual punch -like the chilli flavour chocolate bars.
• Joan 35: A liquor chocolate is always interesting.
• Suzanne 31: I honestly like regular - no nothing
  chocolates.
• Clara 43: Wine or alcohol or gin. I’ve tried wine with chocolate before and it’s sensational.
• Kaze 21: Charbonnel et Walker have these really nice pink truffles with champagne inside and they’re so good! But also expensive and I try not to eat as much chocolate but when I do, I want to be eating the champagne truffles every time.
• Devon 38: Hmm... I would have to say something unusual and new.