New online survey november 2009

[CopMike]

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 July 2009 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.

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 July 2009 survey:

o The survey was completed by 4.800 AFOLs and TFOLs. 32% of respondents were TFOLs, 68% 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. When asked what the LEGO Group can do to improve willingness to recommend, most frequent answers center around request for products and benefit/recognition programs targeted specifically to AFOLs and TFOLs.

o In this survey we asked some questions specifically about BrickJournal. The reason for this is that the LEGO Group has been providing start up support for taking BrickJournal to a printed Magazine and together with Joe Meno and his publisher Tomorrows, we are interested in getting feedback from the AFOL/TFOL community. Here’s what we learned:

o High awareness among adults, but there is work to be done with teens! BrickJournal has 70% awareness among AFOL’s, but less than half of TFOL’s have heard of it.

o Of those aware of BrickJournal, however, only 20% have acquired a printed copy.

o On a scale of 1-4, with 4 the high score, readers gave BrickJournal an average score 3.13. Only 14% of fans gave it a score less than 3.

o BrickJournal has some ways to go before being truly international. For those who did not purchase a copy of BrickJournal, almost half cited how difficult it is to get as the top reason for not buying a copy yet.

Thank you,

The LEGO Community Team

Post away!

[Zorro]

Done!

Don't forget to mention "Keep the Pirates line alive" everyone .

[Yakop]

Done!

I did mention the Pirate line and some new rare colored Brick Buckets

[L-space]

Done,

and I'd like more interaction with the fan community.

[ILikePi]

Done!

I've also added choices like "Release more TFOL- and AFOL-targeted sets" (with those "plain" boxes) and "Availability of LEGO sets" (like the Pirates Advent Calendar, and most sets for other countries).

[The Who]

Done.

That was easy, but there were not quite as many of the usual questions that you can reply to with your hopes or suggestions.

[davee123]

Personally, as a developer, I can't stand this sort of survey. You get to enter your own ideas and rank them, along with "a select few" things that other people have entered. So you're likely to get a zillion people saying the same thing in slightly different language, which is terribly difficult to compile, and (I expect) very error prone. I'd much prefer to see something where the Ambassadors compile a list of (say) 10 things that AFOLs are likely to be concerned about, and you can rate those things, in addition to supplying additional suggestions. That way, the subjects that are more likely to be a concern are LESS likely to be distributed across 50 discrete suggestions.

I dunno-- it just seems like the survey was sort of hastily put together. I'd be much more likely to construct a survey something like this:

A. Information about you

1. Age

2. Location

3. Number of children you have

B. What you do with LEGO

3. How much did you spend in the last year?

4. How many public events featuring LEGO have you participated in in the last year? (Train shows, LEGO conventions, etc)

5. Do you participate in any online LEGO communities?

(list of communities)

6. Do you belong to any local hobbyist clubs? (if so, name them)

C. How you feel about LEGO products

7. Rank the list from 1 - 10 on how important each issue is to you:

- Lower the cost of sets

- Increase variety of online PAB

- Improve quality of boxes

- Improve quality of printed instructions

- Improve quality of color control

- Improve quality of element tolerances

- Increase the variety of LEGO themes

- Ship to more countries on LEGO.com

- Add more LEGO stores in my area

- Increase number of printed versus stickered elements

8. Other - List other improvements you'd like to suggest

9. Rate these LEGO themes on a scale of 1-10:

(insert mildly comprehensive list of themes)

D. How you interact with LEGO

10. Which departments at LEGO have you had contact with?

(list of departments at LEGO)

11. How would you rate your experience with LEGO departments you've been in contact with?

(list of departments at LEGO)

DaveE

[Luke McAwesome]

The only reason I put service from LEGO Shop @ Home under "Mostly Good" is because I prefer to keep my LEGO boxes, especially the ones that included rare sets inside, when I recieve them there's usually dents, or in the case of the order at Christmas time last year held a completely smashed box from 7731 Mail Van.

I'm still happy though as long as the contents of the set box are undamaged.

[marvinblue]

Done. My main concern was to get consistant pricing across the different countries (taking into account the exchange rate). I don't see why Aussies have to pay so much more for exclusives than other countries.

[davee123]

Done. My main concern was to get consistant pricing across the different countries (taking into account the exchange rate). I don't see why Aussies have to pay so much more for exclusives than other countries.

We heard from LEGO back at BrickFest in the early 2000's that this was largely due to Australian customs laws. I believe it was Brad Justus at the time, which would mean it was probably one of the BrickFests between 2001 and 2003? His reply was something along the lines of "tell your government representatives!" I don't recall the details, but I think it had something to do with Australian customs requiring some degree of manual effort for every single shipment received.

So, it's only natural to assume that prices in AU would be slightly higher due to the extra shipping costs, but there may be other tax laws and so forth in place that are affecting the LEGO prices.

DaveE