Quarterly online survey Juli 2010

[CopMike]

From TLG:

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 -> The survey

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:

o----> 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.

o----> 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

[Lord Arjay]

Done.

I am suprised how few options there are in the ideas section. Most of them are just "lower price".

[SirWacky]

Just finished

Great that LEGO are interested in what we think

[castlestrike666]

Done!

Let's hope they do something with the ideas

[Toth]

cool.

Asking what customers want! Lego understood all!

anyway i'm surprised by the questions. especialy "Do you use a smartphone?"...

I looked at questions a seconde time and I've noticed that options for the question

"What could we do at The LEGO Group to become even better in your opinion?" are changing all the time.

So finally, the panel of questions is really large.

[Nikola Bathory]

anyway i'm surprised by the questions. especialy "Do you use a smartphone?"...

Probably they will create some sort of app for smartphones (Android, Apple iOS?) I have an iPod Touch and would love to have an official LEGO app installed!

It's very good to see that LEGO are interested in AFOLs and their opinions.

So, no more Bionicle? Let's have a party!

[spid3r]

god i really hope people put NO MORE STICKERS. i hope Lego just do printed pieces

Probably they will create some sort of app for smartphones (Android, Apple iOS?) I have an iPod Touch and would love to have an official LEGO app installed!

It's very good to see that LEGO are interested in AFOLs and their opinions.

So, no more Bionicle? Let's have a party!

yeah but there is still hero factory

[Fires-storm]

Done, I liked the idea of more historical and mythological sets, and especially the idea of no stickers, though I must admit the option is sometimes nice that if the pieces print wouldn't especially work you have a nice blank one to use. Also Bionicle ending is kind of depressing, as it had some amazingly useful pieces for creation of mechs, and even sweet space sets.

[honobono]

I replied just now.

I proposed as follows:

1. Capability for people in Japan to buy at Shop@Home because of huge market.

2. More wanted bricks in existing shape and color, not to be stingy on. Because wanted parts molding cost is equal to unwanted one except ever-made metal mold.

Be happy the LEGO world including the LEGO Group and all the fans.

[lightningtiger]

Done as well.

It was interesting to note that Lego really wants to know if we would like more buildings like a post office or school !

I'm a conformist! !

[Carbohydrates]

#1 suggestion: No more cheap Chinese stuff.

[davee123]

I am suprised how few options there are in the ideas section. Most of them are just "lower price".

I like how I think most people are answering the question of "what can we do to make YOU buy more LEGO", rather than the REAL question which was "what can we do to make you RECOMMEND LEGO to your friends?"

I can't recommend LEGO to friends as much as I once did. The parts are cheaper, the instructions come all wrinkled, the boxes aren't easily re-usable, the pieces aren't consistent in color. I will NOT recommend junk to my friends, but I'm quite comfortable recommending expensive things to my friends. Plus, I don't care if it's expensive. LEGO has always been an expensive toy. I suggested that they raise their prices and their quality level.

DaveE

[The Cobra]

Most of the option I was given were about Cheaper prices and re-releasing old sets.

And those are both great ideas!

[Artanis I]

Surveyed. I had to stop and work out how much I've spent on Lego this last year... and felt a little bit naughty! Haha.

[-obelix-]

Done!

Added some ideas since there choice was quite limited... ;)

[squidman85]

There are many answers,like:"BRING BACKLEGO BATMAN!!!!..." or "doctor who".

[Delta 38]

Hmm. Reading your comments, I think that the survey changes if you put a different age, country, and so on.

I would have picked not to have stickers, but there wasn't an option for that. I did choose smaller packaging and better quality pieces, though. I'm a perfectionist.

[Aanchir]

Hmm. Reading your comments, I think that the survey changes if you put a different age, country, and so on.

I would have picked not to have stickers, but there wasn't an option for that. I did choose smaller packaging and better quality pieces, though. I'm a perfectionist.

You do know that you could submit your own options in that section of the survey? If you wanted to say "no stickers", you could have added that option yourself.

Also, I think that even if you do select the same age range, the options that show will be different. I think it just takes a random selection of things other people have said, not specifically the options that the most people have agreed upon.