As of 12th March:
The survey has now been up for 5 days, and has stopped getting new responses, so I thought this was a good time to reflect upon the responses I have received.
Total: 35 Responses
31 Female
4 Male
The majority of respondents were in the 18-25 age group, however there were responses from 0-60+ age ranges
33 respondents were heterosexual
1 respondent was homosexual
1 respondent was pansexual
18 respondents were in a relationship
8 had been in a relationship
3 were married
Responses were also gathered from people who had dated, are engaged, divorced, and had never been in any kind of relationship
The most popular type of person to buy for is boyfriend or girlfriend, followed by husband or wife, and the mum and dad. However respondents said they would also buy cards for a partner, other relatives, and for couples on key anniversaries (10/20/25 years etc)
Respondents said the main qualities they look for in a card are funny, a card that doesn't take itself seriously, something sweet and simple, and a contemporary style.
Other qualities that were fairly popular included informal, arty, bright colours, simple/minimal, and romantic/lovey dovey.
The average amount of thought on a scale of 0-100 (choose the first one that looks appropriate, take a little time to find the right card, scour the shops and online to find the perfect card) respondents put in to finding an anniversary card is 52. Most of the answers ranged between 40-60 (21), with 8 respondents putting 60-80, 4 putting less than 40, and one going for 100.
The most popular place to look to buy a card is a card only shop, followed by a stationary/arts shop such as Fred Aldous, Paperchase, W H Smith. This is followed by online. Supermarkets and hand made got pretty similar responses afterwards. An other response was independent art/gift shops, however would this be included in the stationary/arts shop category?
76.47% of people thought there isn't enough variety for LGBT+, inter racial, unmarried and young couples
14.71% thought in some shops there was enough variety
8.82% said there was enough variety
WHY ^^ ?
- There is enough for unmarried/young couples. There should be more for LGBT+
- 3 respondents said they haven't tried to look for these kinds of cards, but they also haven't seen any. 1 of these 3 said they don't recall seeing any in mainstream shops
- Spend ages trying to find to Dad and girlfriend/partner cards
- There's lots of boyfriend/girlfriend cards with a female and male couple on the front - stereotypical
- Online - Love Layla - has a great diversity for different relationships, all with wit and humour. You never see this in shops
- Few same sex couples, all underrepresented. Young couples probably can't find appropriate cards
- It's hard to find a middle ground - cards are either too formal or over the top simple/crude
- Cards out there all traditional in terms of couples, it would be cool to see diversity
- Never see much diversity for LBGT+, there's a substantial amount for unmarried and young couples
- Boring and all the same
70.59% of respondents sometimes struggle to find an appropriate anniversary card
11.76% do struggle
11.76% don't struggle
5.88% don't buy anniversary cards, one of these respondents said their mum does often find appropriate ones though.
Evaluation
I have got masses more responses from women compared to men, so I am going to keep this survey open for a couple more days and actively seek male responses to make it more balanced and a true reflection. However this could be a reflection of the kinds of people that buy anniversary cards in the first place, as women may buy the cards for relatives and friends and parents, rather than just someone they're in a relationship with, whereas men may not. I also got most of my responses from heterosexual people, so I will also seek out more respondents of other sexual orientations to make it an accurate reflection.
The most underrepresented category appeared to be cards for LGBT+ couples, as opposed to young or unmarried couples, so perhaps my designs will focus more on this area. I will also look into Love Layla as well, to see the kinds of cards they produce.
Based on these responses I will create relevant designs (mostly based on what people look for in an anniversary card). I will also choose a more specific target audience, probably LGBT+, to make it a lot easier to produce relevant artwork and designs. I will also produce character profiles to see what they would want from an anniversary card, based off the chosen target audience. I will also check back on the responses in a few more days after seeking out more male and people with sexual orientation other than heterosexual, to see the results.
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