Could Universe be a platform for product line marketing research?

[Eilif]

I've been noticing over the past year of Universe that we've been seeing alot of pictures of various themes that may or may not be currently in production. Specifically, ninja, and other classic lines that are not currently available for purchase.

Anyway, my question is "Does anyone know if Universe is going to be used by TLG for product marketing research?" It would seem that Universe would be a great tool for finding out what themes kids are interested in. A few things to consider.

1) Will TLG have any way to see what types of character, missions and areas are favored by player?

2) Does the demographic that will be playing Universe actually represent LEGO set buyers?

3) Could TLG use Universe for research in such a way that could suggest what buyers might be interested in without revealing information that would be usefull to TLG's competitors?

Personally, I assumed from the beginning that TLG would use Universe a giant commercial for whatever "non-license" products TLG is currently selling (a'la Saturday morning cartoons). However, I'd be interested to hear from those in Marketing or Computer fields to see if using this for market research is possible or plausible.

[Holy Diver]

I would be suprised if they did not.

[Ricecracker]

Well I am definitely not an expert in this area, but here is what I think:

1) I think that they will; considering the server might be notified every time that a certain choice is picked.

2) I think it will as well, as Universe is advertised mainly on the Lego website, Etc., where people go to find out about Lego sets.

3) Again, I think yes, as how would TLG's competitors gain access to their database/server?

Of course I could be totally wrong, but thi is just what I think.

[Holy Diver]

A better question would be whether or not the community would use Universe to try to use the information to get Lego to adopt the products that the community wants. For instance, lets say that a group of fans wants the Ninja line back. All they would have to do is get many Universe users to use Ninja characters. TLC's marketing machine notices the massive spike and decides to give the Ninja line a second shot. It would take a lot of coordination on the community's part, but it could be done.

[Eilif]

3) Again, I think yes, as how would TLG's competitors gain access to their database/server?

I don't think that the problem is that TLG's competitors would access their server, but rather that LEGO couldn't put possible parts of new lines/themes/sets on universe to gauge public interest without showing their competitors hints as to what they are developing.

Anyone know of any other MMOG's that have been used not just for product placement/advertisement, but actually to guide product development?

[muffinman42]

it would be nice if they make sets of the most used areas, but the problem is that in games like this people who want to be away from the violent 8year olds (AKA most of us) go to the worst areas.

[CopMike]

Eilif, questions forwarded to TLG .