Official LEGO Company Survey

[Mister Phes]

Bloody Jay informed me of the Official Lego Company Survey which was posted on LugNet and LegoFan.org

From LugNet

http://news.lugnet.com/announce/?n=2879

The LEGO company would like to understand their consumers better and they need YOUR help!

LEGOFan has been working very closely with the LEGO company recently to help develop and promote an online survey that helps them better understand their customers. The LEGO Ambassadors also gave feedback and suggestions for the survey and now we

[snefroe]

Pirate of all pirates,

WHAT IS THIS?

*wacko*

[Mister Phes]

Apparently an official survey conducted by LEGO at LegoFan.org

[snefroe]

did you read that first question? i don't get this very well, they're trying to get us, afols, on board and the first question is...

if we're going to respond at all, wouldn't it be better to do so on behalf of the entire gang of Eurobricks, meaning 300+ members?

[Mister Phes]

Don't ask me... I didn't write it... I just made it accessible to everyone because Bloody Jay told me about it...

[snefroe]

sorry, pirate, i didn't mean to point the finger at you...

[The Middleman]

Hey, maybe if we get enough replies here we can submit this to them as well.

Here are mine:

* Would you buy LEGO toys for children 0-11? Y/N

Of course!

* Why / Why not?

LEGO is a toy for all ages, but ESPECIALLY for children. It promotes creativity and develops motor skills.

* What feature(s) would you add if you were the marketing director of LEGO?

I would add more electronic features such as motors and lights, but NOT electronic features that are irremovable (i.e. light-up lightsabers).

* How would you change existing LEGO products if you wanted to sell them for

more money?

Lessen the <insert that tiresome argument> pieces.

* What new products would you launch?

I would launch Vikings in the US, continue the historical line with Greeks, Romans, Egyptians, and Japanese (ideally a new wave of Ninja sets). I would create more storyteller Star Wars sets from all the episodes, each with a trooper or two. Also, a new wave of Pirate sets.

* What should LEGO be doing that it isn

[WesternOutlaw]

First, if Lego really wants input from AFOL, they need to do a better job at getting the survey out (ie. their own web site, mail, etc). I missed this completely and I frequent many Lego sites.

2nd, re. the question about trying to get more money for sets; my response: Lego is expensive enough already and shouldn't think about trying to ask more $$$. How about making sets more affordable with the same quality?

3rd, What should Lego be doing now that it isn't now?

1) NEVER change colors of existing older parts. 2) Too much product diversity. 3) and most important, return to traditional Lego business philosophies/values (ie. quit chasing market share and concentrate on quality products and the values that made Lego what it is today).

Agree with most of your responses Bloody Jay with a few exceptions (including above and what new sets they should make - would like to see Western Civil/War added to the historic list as well as more trains/train buildings).

[WesternOutlaw]

One additional comment, I believe I've completed two other surveys re. Lego in the last 1-2 years and didn't see the outcome. Surveys are great, but if you put one out, than share the results and listen to them.

[Mister Phes]

First, if Lego really wants input from AFOL, they need to do a better job at getting the survey out (ie. their own web site, mail, etc).  I missed this completely and I frequent many Lego sites.

I missed this as well and most people here probably did. Only Bloody Jay seemed to know about it...

Apparently this survey was only open to the first 500 people anyway and it reached that number within 16 hours apparently. So what's that telling LEGO about AFOLs? That's under 2 people a minute for 16 hours completing the survey and no doubt they would have got many more had the survey not closed.

One additional comment, I believe I've completed two other surveys re. Lego in the last 1-2 years and didn't see the outcome. Surveys are great, but if you put one out, than share the results and listen to them.

Some of the survey takers have unofficially posted their comments in the LugNet newsgroup. If you follow the above links you'll be able to find these comments.

Were they official surveys from The LEGO Company?

[snefroe]

One additional comment, I believe I've completed two other surveys re. Lego in the last 1-2 years and didn't see the outcome.  Surveys are great, but if you put one out, than share the results and listen to them.

that's a good point. i came across a lego survey on Eurobricks about a year ago. (think it had to do with the types of parts you would like to see more or anything...) i checked the survey a while ago and it said "TLC is still processing the results". if that isn't finished after a year...

they should also try to seperate Afols and children in those surveys.

[Mister Phes]

Maybe the AFOL market is bigger than we think. Pressumably those 500 surveys in 16 hours were mostly completed by adults or people over the age of 13. I've read some of the responses on LugNet and they all appear to be completed by adults.

[The Middleman]

Maybe the AFOL market is bigger than we think. Pressumably those 500 surveys in 16 hours were mostly completed by adults or people over the age of 13. I've read some of the responses on LugNet and they all appear to be completed by adults.

Well, that's because LUGNET is comprised mainly of adults - there's an entrance fee. Not that that weeds out the bad apples... they have way more problems over there - corrupt moderators, etc. ;)

[Mister Phes]

Yeah I read about the corrupt moderators and the reason I don't post messages over there is because of the entrance fee or "donation", plus the "News Group" message board system annoys me too much.

But the point I was making was a mini discussion me and Snefroe1 were having in another thread about the number of AFOLs in the world. 1 out of x amount. If an online LEGO survey with 500 entries closes within 16 hours with many other AFOLs missing out this could indicate there are more of them in existence than we previously suspected. Unless of course some of them did the survey twice, because we all know about cookies and how to get round them don't we?

[SuvieD]

I took the survey and it really wouldn't make much sense to take it twice. It was all about what you buy and for how much. The opinion questions Jake posted I thought were much better as far as wanting to know what AFOLs want.

I would estimate the number of AFOLs at about 3500. That is actively buying sets/parts for themselves, collecting sets or building sets/MOCs. It is really hard to know for sure, as so many people belong to more than one forum or adult based fansite. The number of adults that frequently or continue to buy their children Lego based on the fact that they enjoy the Lego brand is in the millions though. Some adults are mature enough to have fun and play anymore. ;)

[Mister Phes]

The only sense in taking the survey mutliple times is to create the illusion more than one person wants the same thing you want. As a way of making sure your message gets heard over the others.

[WesternOutlaw]

Just to take it once would be nice (if they listen to the input).

[Mister Phes]

It'll be interesting to see if the LugNet users get what they requested in the survey. Of course LEGO could take the data and still get it completely wrong...

[The Middleman]

I have a feeling LEGO is kind of waking up - we're getting good lines and they're realizing their mistakes.

[Mister Phes]

They're not waking up fast enough for my liking... Hopefully with this survey they'll wake up faster and make less mistakes.

[WesternOutlaw]

Agree, well, at least they're pursuing SW and I'm sure we'll see many new classic and Episode III sets.

In addition, I'd really like to see some more trains for us "train heads".

[The Middleman]

I think ROTS, City, Vikings, and Harry Potter are all huge improvements. I'm perfectly fine with these lines, and I hope LEGO continues this route.

[Mister Phes]

Harry Potter was a huge improvement over what? Long live Classic Castle!

[WesternOutlaw]

I think ROTS, City, Vikings, and Harry Potter are all huge improvements.

I didn't mention these other themes, but I think Lego has come a long way in the area of detail (not sure about Harry Potter- maybe the new sets), but definately trains, and others.

[Mister Phes]

Agree, well, at least they're pursuing SW and I'm sure we'll see many new classic and Episode III sets.

In addition, I'd really like to see some more trains for us "train heads".

And what direction would you like to see LEGO take with trains Mr The Brickster?