The Adult Breakfast Experience

Questionnaire Results Report

Market Research Class

Hunter Dunn
4/28/16

Introduction
The goal of this survey is to gather primary data about the adult breakfast
experience. Data collected will show trends for adult breakfast experience, such as what
the participants eat, where they eat, and when they consume their first meal.
Conducting a survey allowed for specific questions were curiosity still existed. The
survey is also mobile friendly, and didnt take participants over 10 minutes to complete,
so not to be a burden on their day.

Method
The survey was created and recorded using Qualtrics Survey Software.
Questions asked were to discover answers of the adult breakfast experience, which
secondary research could not answer. The survey consisted of 12 questions, 2 of which
were demographic questions to help determine who the participants are. The survey
utilized many different types of questions, most being multiple choice, although some
were open ended, rating, and ranking. The participants were sent a link to take the
survey via email. The survey opened up to participants on 4/15/16 and closed on
4/20/16.

Results
Each page features the analyzed results, one question per a page. The
questions are listed as followed:
Describe your perfect breakfast experience.
On average how many days per a week do you eat breakfast?
If you choose to not eat a breakfast meal, what is the reasoning?
On average, what time of the day do you consume your first meal of the day?
Rank the choices for what is most important to you when choosing your
breakfast.
At which meal do you consume the largest amount of food?
How much thought do you put into breakfast prep and the meal itself?
Of the following choices which are typical to your breakfasts routine prep?
What is 1-3 staple items consistently for your breakfast choices?
What food categories on a regular basis do you include to your breakfast
choices?
What gender do you identify as?
What age group do you belong too?

Describe your perfect breakfast experience.

Participants answers to their perfect breakfast experience can be categorized
into four distinct categories.

Just Food

Healthy Food

Convenience

Relaxation

Just food: 5 responses.

These responses talked about their favorite foods. Ex.: Banana, eggs, peanut butter
pancakes or French toast w/ blueberries.
Healthy food: 1 response.
This response made it clear that a healthy breakfast is a part for their perfect breakfast
experience. Hot coffee and a healthy breakfast omelet filled with spinach, mushrooms,
tomatoes, and, green peppers and a side of fruit, they directly bring up healthy choices
and ingredients.
Convenience: 3 responses.
These responses can directly be linked to participants not wanting to put much effort
into their perfect breakfast experience. Ex.: Anything someone else cooks! This shows
that they value being serviced while they are utilizing their time doing something else.
Being in a relaxed place or state of mind: 4 responses.
These responses talked about being somewhere relaxing, in themselves being at peace
and relaxed themselves. Ex.: Relaxing by a beach, eating fruit and eggs benedict with
fresh fruit juice.

On average how many days per week do you eat breakfast?

#
1
2
3
4
5

Answer
Never
1-2 days a week
3-4 days a week
5-6 days a week
Everyday
Total

Response
1
3
2
2
8
16

This chart
shows the sums of each
answer choice for question 2. We can see that the majority of survey participants (8 out
of 16, 50%) eats breakfast every day. Two participants claimed they eat breakfast 5-6
days a week, another two claiming they eat breakfast 3-4 days a week. There was three
participants that claimed they only have breakfast 1-2 times a week, and one participant
says they never eat breakfast.

%
6%
19%
13%
13%
50%
100%

If you choose to not eat a breakfast meal what is

the reasoning?
(click all that apply)

#
1
2
3

4
5

Answer
Not hungry in the
morning
I was in too much of
a hurry
I didn't even think
about eating
breakfast
I do not skip
breakfast
Other

Response
5

%
31%

11

69%

6%

31%

13%

This data collected from the participants shows that the biggest reason people
skip a breakfast meal is because they were in too much of a hurry to eat, 11 out of 16
people marked this response. The other answers that have 5 out of the 16 people
marked is, not hungry in the morning, and I do not skip breakfast.

On average, what time of the day do you consume

your first meal of the day?

#
1
2
3
4
5

Answer
3am-6am
6am-8am
8am-10am
10am-12pm
later then 12pm
Total

Response
0
7
5
3
1
16

%
0%
44%
31%
19%
6%
100%

This data shows that people prefer their first meal of the day early but not too
early. The majority of participants 7 of the 16, answered they eat their first meal typically
6am-8am. The next largest segment of participants 5 of the 16, answered that they eat
their first meal between 8am-10am. 3 participants said they wont have their first meal of
the day until 10am-12pm, and 1 participant answered they dont eat their first meal until
after 12pm.

Click and drag to rank the following options for what is most
important to you when choosing your breakfast.
(1 being the most important, 5 being the least important)

The first bar dark blue, for each set of ranking is how many times it was chosen
as the most important in ranking. Contrasting the light blue bars, represents the 5th spot
in the ranking, which is the least important aspect of their breakfast.

Answer

Healthy food
choices
Protein based
breakfast
Convenience of
breakfast
Having a flavorful
breakfast
Having a light
breakfast
Total

2
3
4
5

Rank1

Rank2

Rank3

Rank4

Rank5

Total
Responses
16

16

16

16

16

16

16

16

16

16

This data shows that people ranked healthy food choices and convenience of
breakfast very important. The next thing that people ranked below those two is, having a
flavorful breakfast. This data makes it very clear that this is how they ranked these three
as important to them. We also find that people dont rank having a light breakfast
important. They also ranked having a protein based breakfast as the least important

At which meal do you consume the largest amount

of food?

Results From Question 6

Breakfast; 13%

Lunch; 13%

Dinner; 75%

Breakfast

#
1
2
3

Answer
Breakfast
Lunch
Dinner
Total

Lunch

Dinner

Response
2
2
12
16

%
13%
13%
75%
100%

This data shows that 12 participants (75%) have their biggest meals during their
dinner. Two participants claimed their largest meal of the day is breakfast, and two
others claimed lunch as the largest.

How much thought do you put into breakfast prep

and the meal itself?

#
1
2
3
4

Answer
None
A little thought
Some thought
I plan my breakfast
ahead of time
Total

Response
2
7
7
0

%
13%
44%
44%
0%

16

100%

The data shows that no participants plan their breakfast ahead of time. Seven of
the participants will put some thought into their breakfast. Another seven said they put a
little thought into their breakfast, together the two choices makes 88% of participants.
This means that none of the participants want their breakfast to be a big process of
planning and prepping. They are willing to put some thought into their breakfast, but
less then more.

Of the following choices which are typical to your breakfasts

routine prep?
(click all that apply)

#
1
2
3
4
5
6

Answer
Cooking at home
Microwaving your
breakfast
Cold meal at home
little to no prep needed
Grab and go, breakfast
on the move
Drive thru
Going to a sit down
restaurant

Response
7
2

%
44%
13%

50%

31%

3
5

19%
31%

This data shows that the participants get their breakfast from their homes,
whether its a grab and go, or cooking breakfast most participants claimed they will get
food from home one way or another. Microwaving your breakfast and going to a drive
thru are the least optimized methods of obtaining or prepping their breakfast, even
though they provide a level of convenience. We can see that convenience still plays a
big role in their breakfast because grab and gos (31% of participants), and cold meals
that require little to no prep have a strong presence (50% of participants). 31%, which is
5 out of the 16 participants include going to a sit down restaurant as a regular routine of
their breakfasts.

What is 1-3 staple items consistently for your breakfast

choices?
(ex. coffee, banana, cereal)
Text Response
Bananas, granola or cereal bar
Coffee, turkey bacon, oatmeal
Coffee. Bacon. Eggs.
Cereal, bagel, toast
Coffee and fruit
Coffee, bacon, and eggs
Bananas number 1, peanut butter, coffee
milk yogurt other
General smoothie ingredients: banana, yogurt, juices, almond milk, turmeric, coconut oil, chia
seeds, and frozen fruit.
eggs, bacon, toast
coffee; banana (mostly every day) english muffin (mostly every day)
Coffee, bagel, yogurt
banana, pb&j, juice.
Waffles and bananas
Milk, cereal, toask
Cereal, milk, oatmeal

This data shows the

strongest seven food choices for
breakfast. While examining the
seven top choices you can see
the common combinations at can
be made. Milk and cereal go
together very well. Bacon, eggs,
and toast have traditionally been
paired together as a breakfast
meal. Bananas and coffee are
foods that people said they eat
the most commonly. The data
also shows items that give similar
properties of the top seven foods,
they would make for great
alternatives and options to
choose from rather than only
having the top seven.

What food categories on a regular basis do you include to

your breakfast choices?
(0 stars means you never include this category at breakfast,
and 5 stars means it is included every time you eat breakfast)
% of how often category is included in breakfast

9%

22%
Vegetables

Oils/fat

Protein

14%
Fruit

Grains

Dairy

16%

20%
20%

Answer

1
2
3
4
5
6

Grains
Fruit
Vegetables
Diary
Protein
Oils/fat

Min Value

Max Value

1.00
2.00
0.00
1.00
1.00
1.00

5.00
5.00
3.00
5.00
5.00
4.00

Average
Value
3.50
3.47
1.58
3.81
2.75
2.47

Standard
Deviation
1.32
1.06
1.00
1.28
1.24
0.99

Responses
16
15
12
16
16
15

This data shows that dairy is the most commonly used food category for
participants breakfasts. Grains and fruit are not far behind in how regularly these
categories are chosen for breakfast options. Vegetables have a low percentage in how
often the category is included at participants breakfast meal.
Using this type of question needs have clear direction. The results show that
some participants skipped rating some food category on the scale, possibly because
they meant for it to be at the 0 end of scale. If they dont click the 0 it isnt recorded.

What gender do you identify as?

Gender of Participants

25%
Female

Male

75%

Of the 16 participants 12 are female, and 4 are male. This is important to

acknowledge because we have more data on the female breakfast experience than
males.

Which age group do you fall into?

#
1
2
3
4
5

Answer
18-21
22-26
27-32
33-45
46 and up
Total

Response
1
8
3
1
3
16

%
6%
50%
19%
6%
19%
100%

This data shows that half of our participants (50%) are in the age range 22-26.
While 44% are older, and one participant (6%) is younger in the 18-21 year old range.
This is a nice range for understanding the overall adult breakfast experience, but it is a
little heavy in the 22-26 year old range. Data collected is viable for all adult ages but can
be more supportive of the 22-26 age ranges habits and experience.

Key Insights
Convenience
Convenience plays a big role in peoples breakfast choices. When people skip
their breakfasts the major reasoning is because they didnt have the convenience to sit
and prepare a breakfast meal. People will make options that are convenient, items like
bananas and cereal which take little effort to prepare or consume. Some participants
claimed the perfect breakfast experience has someone else prepare the meal for them,
this is convenient to them because they dont have to put effort in for the reward. It was
found that no one plans their breakfast out ahead of time, perhaps because it is too
much work and inconvenient.

Most Popular
This survey shows that dairy, grains, and fruit have a consistent presence for
breakfast foods. Specifically bananas, cereal, and milk are very popular. Coffee is the
most popular item (44% of participants 7 of 16, claim they regularly drink coffee at
breakfast).

Time
People regularly eat breakfast in between 6am and 10am. The largest segment
eats breakfast in the time slot 6am-8am (7 of 16 participants 44%). Although 8am-10am
has a very large segment too (5 of 16 participants 31%). Combined they make 75% of
the participants, this is important information for understanding consumer behaviors
when it comes to the adult breakfast experience.

Healthy Options
People are concerned with healthy options, although being concerned and
wanting healthy options doesnt mean they are always chosen. It shows that only one
participant talked about having a healthy breakfast as their perfect breakfast
experience. Also when asked which food categories they consume regularly vegetables
had a very low percentage. Although their categories are somewhat balanced for a
healthy breakfast, it can be improved. This is important to note because people
responded to the most important property of choosing their breakfast is healthy choices.