New Survey from LEGO

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Passing on a message from the LEGO Community Engagement & Communications team, via the Ambassador programme:

"Please take a moment to fill out the latest survey from LEGO community team.

http://www.surveymonkey.com/s/LEGO_AFOL_Q12011

In the last survey, we found the following results:

  • Most comments about why an AFOL would give a positive score involved high quality, more than just a toy, and good experience with the brand. Those giving a negative score commented low interest, high prices, preferred products being discontinued.
  • More than half of respondents didn’t attend any events in 2010. Of those who did attend, most attended one or two.
  • Fans have relatively low awareness of LEGO related programs with the Ambassador program being the exception. Of those who are aware of each program, only 2 in 5 think that the Affiliate and LCP programs are effective.
  • Respondents feel that the LEGO Group is most proactive about sending information on product releases and then product updates, but they don’t feel the company is proactive at all about sending information on sponsorships, changes within the company, or fan-related things like initiatives or events.
  • Respondents are most interested in reading about new sets and new themes and then quality control. Less than a third are interested in learning about changes within the company.
  • Respondents say they are prompted to collect sets because of the theme or unique minifigures or elements. Less than 10% of fans say they’re prompted to collect sets because of a unique box or a box of a different size. However, when asked if the LEGO Group were to create sets with different box sizes and identical contents would they purchase an additional set, nearly half responded that they would.

Thanks,

The LEGO Community Team"

21 comments on this article

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By in United States,

Just finished taking the survey. One question, what's a "LUG"? Lego Universal Group?

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By in United States,

@ Jarod 98 it is a lego users group

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By in Bolivia,

LEGO user group. User groups are kinda like forums but from the past.

"However, when asked if the LEGO Group were to create sets with different box sizes and identical contents would they purchase an additional set, nearly half responded that they would."

Seriously?

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By in United States,

First time I think I saw the LG ask about buying other non-lego bricks in a survey. Of course I said no.

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By in United States,

Just took it. Interesting little survey...

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By in Bolivia,

I voted no even though I do sometimes buy non LEGO bricks. But I do it unintentionally when buying bulks of what is mostly used LEGO, so it doesn't count, I think.

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By in Philippines,

@Xevorian: depending on your view, since it said that it was only nearly half, that's half empty and not half full. It should be viewed as such if I were their boss so their people could be more creative and find ways to promote the product.

I've read other groups who have members purchasing other brands who are loyal to LEGO but do commend other innovations made by these groups, particularly the way assembly instructions are printed which clearly distinguishes the colors of the bricks one should put.

I'd like to thank TLG and Brickset for the oppurtunity of being involved again in their surveys. Kudos!

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By in United States,

From the looks of the last question, if most surveyors said yes then they would probably look more into part development more to make more accessories, interesting pieces, etc. If most of the surveyors said no, then they would do the opposite correct?

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By in United States,

How can I answer no to recommending LEGO. All my friends know my wife and I are nuts about it.

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By in Taiwan,

MegaBlocks had a line of Disney Princess themed sets not long ago. All the same gauge as Duplo. The figures looked great and there were lots of blocks with good molds like ornate windows and furniture. My daughter was 3 and when she saw their Sleeping Beauty set it was love at first sight. Also got the Cinderella set for my nieces, since they wanted the same set as my daughter but it was long gone.

That seems the sort of thing TLG ought to know, especially since they are very weak in their marketing towards girls.

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By in Israel,

Just finished the survey :-)

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By in United States,

Lego won't lower their prices due to a survey....it's supply and demand. Demand for Lego is very high, therefore they can charge more for them. And I'm sure their costs are going up, what with the price of oil.

So is Brickset a LUG? I put it down as such...

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By in Bolivia,

I am happy with the CM price rise actually, it should make them less likely to vanish from stores at day 1.
hssky97: What was the last question?

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By in United States,

@Vexorian The question was, "Do you buy non lego bricks?" For example, the pieces from Brickarms. The comment above was my hypothesis.

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By in {Unknown country},

I took the previous survey, and understood the question about box size very differently. Of course I wouldn't buy a second set just for a different box size, but I would love to have different (smaller) box sizes. Wonder if other people understood the question differently, and therefor this rather surprising answer is not all that it seems...

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By in United States,

@yellowcastle Interesting stuff, thanks!

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By in United States,

"•Fans have relatively low awareness of LEGO related programs with the Ambassador program being the exception. Of those who are aware of each program, only 2 in 5 think that the Affiliate and LCP programs are effective."

This depends greatly on the area you live in and travel time.

Yes I only attended one Lego event, that's due to location, time and budget.

I'd love to see about trying more Lego based programs if I knew I could get enough people in an area interested. And there is... it's just networking.

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By in United States,

In the last survey, I think many of us found the wording of the question about box size a little confusing. I wasn't really sure how to answer. I would love for them to reduce box size, but I am not going to buy the same set (a second time) in the different box. There are cases where I buy two or more of one set, but changing the packaging isn't going to make me feel like I MUST have it in my collection. If they mean "Would a smaller box size make this product less attractive to you?" then of course my answer is no. Smaller boxes = less packaging = less waste = less space needed to transport products = lower shipping costs, etc. More products could be displayed on store shelves, so even the smaller independent toy stores could carry a better selection of Lego. TLG could use this as an opportunity to be a little more earth friendly and it will save them money which would be better spent keeping quality of the product up - No more cheap plastic!

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By in United States,

I actually got to do the survey since I'm "13-18" now. For the one about how you would rate LEGOs from 1-10, and I put 10 and for the reason I put exactly:
"LEGOs are one of the best toys ever made. To explain any further it would take thousands of words." :-)

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By in United States,

TO Jarod and others unsure....here is a exp. of a LUG in the U.S. - http://www.michlug.org
This happens to be the LUG I and Scott Sanburn started over 10 years ago.

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