Each student is asked to apply the techniques on analysing  

qualitative data using NVivo taught during the module to a number of  

data provided, and put together a 2,500-word report (+/-10%). In particular, students are  

provided with a number of primary and secondary data on the topic of vegetarian/vegan  

lifestyle, and they are expected to:  

1.  Analyse the  data  provided  (along  with  any  additional  data  they  deem  

appropriate) to:  

a. Identify the various dietary segments (and potential subsegments).  

b. Discuss the motives of each segment (and subsegment).  

c. Discuss the barriers to the adoption of a vegetarian/vegan lifestyle.  

2.  Using both academic and  grey  literature,  propose  strategies  and  tactics  

designed  to  effectively  overcome  barriers  to  the  adoption  of  vegan/vegetarian  

lifestyles. Students must provide evidence that the proposed strategies and tactics  

would likely be effective.  


No appendices are allowed. anything you put in an appendix will not be marked.  



The data provided includes:  

1.Expert interview  

2.Consumer interviews  

3.A consumer focus group study  

4.A mixed-methods study on non-vegan perceptions  

5.An ethnographic study on vegetarian motivations  

6.A Mintel report on vegetarianism  

7.Additional Mintel report recommendations  

8.Article recommendations on the consumption of vegan foods  


Students are also welcome to inform their analyses with any additional data they deem  




Students will be assessed based on the following criteria:  

• Memoing (15%): The student makes appropriate use of memos to advance their  


• Coding  (25%):  The  student  makes  appropriate  use  of  coding  techniques  to  

generate insights from their data.  

• Analytical tools (25%): The student makes appropriate use of the analytical tools  

available in NVivo to generate insights from their data.  

• Recommendations (25%): The student reaches conclusions and makes  

recommendations that are well-linked to the insights generated from the analyses  


• Presentation (10%): The student presents their analyses, insights and  

recommendations in a coherent and concise manner. Any tables and/or  

illustrations included in their report are effective and well-presented.