What's The Beef? Alberta Beef Educational Resource

This was my capstone project at university which consisted of 4 months of research and 4 months of applying our research to a creative final product. My chosen topic was to study beef production education. My goal was to understand how young adults in urban Alberta perceive beef production and how they are getting educated on the beef industry. For my research, I conducted four data collection methods which included a co-design activity, focus group, survey, and an interview. My most successful method was my survey which had 225 participants. Out of those participants, 206 were in my target audience of young adults and 69% were from urban areas. The results from my research led me to come up with an easy access beef educational resource. This resource would live online and have an established brand. The brand would give authenticity and recognizability to the resource and help the resource to have a solid basis to grow from. The final brand and three web pages were created to show how to resource would live in the real-world and what information it would provide for urban users.