Research Study:Food Pictures and Social MediaBy Sam Zaduk

Objective of Research

•Develop a better understanding on how users react to food pictures on their social media platforms• Figure out if people dislike, don’t

mind, or even enjoy food pictures in their social feeds• Food images and how they effect

purchase choices

Summary of Research Design

Qualitative

• Interview questions were derived from the response results of the survey• open ended questions• One on one interviews• I used a loose approach,

based off the information from survey data

Quantitative

• Survey questions asked were quantitative• 11 questions • Ordinal, nominal,

categorical, etc• Question format: Likert,

multiple choice• Survey was taken by St.

Edward’s dMBA students

Examples of Survey Questions • How do you access social media networks?• Which of the following social media networks do you use on

mobile desktop platforms? • Do you have a preference towards which social media

platforms you post food pictures on?• Do you enjoy seeing pictures of food on your social media

networks? • Do you agree with the statement: People post pictures of food

that they want their friends to try?

Examples Interview Questions

• Do you get annoyed when friends post food related pictures on social media? If not, do you enjoy seeing them? For what reasons?

• Would you say these food postings influence your purchasing decisions? • Try a new restaurant; buy a different product, etc.?

• Do you follow food companies, restaurants, and food personalities on social media?• Which ones?

• Do you think there is an audience for a social media platform entirely dedicated to food? One that would be very image heavy.

• Do you ever check Yelp or a similar service and look at the pictures posted? Do they influence your decision? Do they ever disappoint you after because the pictures didn’t accurately reflect what the food looked like in person?

Research Findings

Rate this statement:I use social media to determine where I eat.

Do you agree with the statement people post food pictures of food that they want their friends to try?

Research FindingsDo you take pictures of your

food and post them to a social network listed in question 3?

When friends post food pictures on social media (Facebook,

Snapchat, Twitter, Instagram, Pinterst) does this influence you

to try the restaurant?

Research Findings

How often have you been influenced to try a new

restaurant by what you have seen in social media networks?

Which social media networks used

Summary of Research Findings• People don’t like to explicitly admit they post food pictures • Social media has a considerable effect on where people

choose to eat• 50/50 split in survey responses • Age ranges helped reveal patterns in responses

Why This Research is Relevant• The research is relevant for me in finding a target audience for

a business idea • Interesting connection between social media and food

pictures• Food pictures have a tendency to influence where people eat

• The research reveals a potential niche market • Additionally, the research can help businesses, particularly

food service ones, know what social networks are most ideal for food pictures and vice versa

Reflection• What went well• Interview went fantastic• The varied responses and a strong division between those in

favor and against food photos in social media • Age ranges having similar response patterns

• What didn’t go well• Mobile Survey Issues• Sample Size Issues• Interview initially was supposed to be exploratory

• Changed the order and used collected survey data for interview questions

• More clearly written survey questions• Hopefully less skewed results

What Questions Are There?