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Summer LEGO Survey

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Summer LEGO Survey

Postby architect » Thu Jul 08, 2010 12:41 pm

On behalf of the LEGO Community Team:

The LEGO Group Wants to Hear From You!

As Adult or Teenage Fans of LEGO, you bring an important perspective to the LEGO Group. We respect your creativity and passion for the LEGO brand.

Since December 2008, we have done quarterly online surveys to learn more about the needs and wishes of global AFOL (defined as ages 20+) and TFOL (defined as ages 13-19) communities. For your information, we have listed the key findings from the latest survey in April 2010 below. Now we ask you to take the survey again. It include some of the same questions, but also a set of new questions for you.

Please take a few moments to complete this short online survey to let us know your opinion about the LEGO Group -> http://www.legokidsinnercircle.com/legokids/eFocus/jsp/efocus?DST=LEGO_2010TrackingAFOL

You might notice that the link refers to the LEGO Kids Inner Circle; this is because Satmetrix, which hosts that site, is also supporting our efforts to track AFOL/TFOL opinions. Rest assured that this survey is for AFOL’s and TFOLs only.


Here are some of the key findings from the first quarter 2010 survey:

· The survey was completed by 3.750 AFOLs and TFOLs. 33% of respondents were TFOLs, 67% was AFOLs. When asked about likeliness to recommend LEGO products and services to friends and family, AFOLs are (consistent with the previous surveys) more likely to recommend than TFOLs. Several TFOLs this time expressed disappointment with the discontinuation of the Bionicle line. When asked what the LEGO Group can do to improve willingness to recommend, most frequent answers center around request for more complex/modular sets, re-release of classic sets, teen/adult focused section on LEGO.com and better pricing.
· In this survey we asked some questions specifically about online behavior. Interestingly we found that both AFOLs and TFOLs are more creative and conversational than average online population. They are very active on forums, blogs and social network sites, but not using Twitter much. Putting the data into the Forrester Social Technographics Ladder, we got the following results:
o Around 40% of AFOLs/TFOLs fit the categories of Creators and Conversationalists (average for US online population is around 30%). We compare to US online population just because we do not have comparable numbers for e.g. Europe or Asia.
o Around 70% of AFOLs/TFOLs fit the category of “Critics” (average for US online population is less than 40%). Surprising? J

Very interesting findings, so we follow up with some more questions about online behavior in this 2nd quarter survey.

Thank you,
The LEGO Community Team


Ben Ellermann

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Re: Summer LEGO Survey

Postby OverLoad » Thu Jul 08, 2010 2:20 pm

Taken.

I found it funny how someone put "Bring Back Forestman!" as one of the ideas, albeit, one of the ideas I chose. :D
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Re: Summer LEGO Survey

Postby Bruce N H » Thu Jul 08, 2010 5:38 pm

I added as an idea making more 'girl-friendly but not overly girly' sets and pointed to the MMV as an example. Speaking here as a dad, I want to get my daughter great LEGO sets that encourage imaginative play that aren't all just pink bricks and Belville princesses.

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Re: Summer LEGO Survey

Postby Bruce N H » Thu Oct 14, 2010 6:19 pm

Fly free, little outdated survey!
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