AFOL-spørreundersøkelse

Matija · juli 21, 2010, 7:49pm

LEGO:

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 → legokidsinnercircle.com/lego … ackingAFOL
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:

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.

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:

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.

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

troll · juli 22, 2010, 2:12pm

Check!

Arkitekten · juli 23, 2010, 5:52pm

Ferdig.

Matija · oktober 19, 2010, 1:24pm

Ny undersøkelse:
legokidsinnercircle.com/lego … ikkelauget

Resultater fra den gamle:

LEGO:

(…)
Here are some of the key findings from the July 2010 survey:

The survey was completed by 7.911 AFOLs and TFOLs. 35% of respondents were TFOLs, 65% was AFOLs. The number of respondent continues to grow and the difference between teenagers and adults has shifted by 5% in favor of the teenagers from the last survey results.

In this survey we asked some questions specifically about the use of smart phones. We found that only 33% of the all respondents use one, of those only 19% of the teenage fans use one while 41% of the adults use one.

Regarding the preferred operating system, Apple was the highest with 49% followed by Android with 16%.

When asked about interest in interacting with LEGO Customer service, 33% said you preferred not to. Of those that would like to interact, 53% preferred to use an online method such as facebook or virtual chat program

(…)

Daniel · oktober 19, 2010, 3:52pm

Hva? Norway dukket ikke opp som et selvskrevent alternativ? SNØFT* !

Arkitekten · oktober 19, 2010, 6:27pm

Ferdig. Jeg kjemper fortsatt for 8-wide tog!

cecilie · januar 10, 2011, 10:53am

Ny spørreundersøkelse på gang

Please take a moment to fill out the latest survey from LEGO community team.
surveymonkey.com/s/DKXWHZP

In the last survey, the results from the question “How likely would you recommend LEGO to a friend or relative” saw a positive jump of 5% from the last survey meaning that more people are more likely to recommend LEGO products to a friend or relative.
The question “How can the LEGO group best improve your needs?” saw some interesting results. The seeded answers quickly got displaced by write-ins. AFOL are looking for quality first and foremost. In addition, they want old sets rereleased, greater selection in Pick-A-Brick, and exclusive AFOL sets. Among the LEGO-seeded ideas, 32% want greater presence in their geographic area, and 30% want dedicated services for fans.
We also asked about your use of the LEGO ID on the LEGO website. 2/3 of AFOLs use LEGO ID. They primarily use it to make purchases or to join VIP, whereas TFOLs use LEGO ID to play games, then to make purchases and to contribute to message boards, reviews, and builder galleries. Though usage is high and 91% report that creating and signing in to LEGO ID was a smooth and easy process, AFOL experience with LEGO ID is poor.
Thank you,
The LEGO community Team

Arkitekten · januar 10, 2011, 9:33pm

Duty done

shutinc · januar 10, 2011, 9:41pm

Da var mitt bidrag også gitt!

Gahrian · januar 10, 2011, 9:49pm

Done

cecilie · mars 24, 2011, 4:05pm

Resultater fra forrige, og ny spørreundersøkelse:

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

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.

Arkitekten · mars 25, 2011, 3:12pm

Duty done.

cecilie · mai 18, 2011, 7:48am

Ny undersøkelse:

shutinc · mai 18, 2011, 3:27pm

Har gjort min plikt!

Arkitekten · juni 12, 2011, 10:16pm

Ferdig

cecilie · juli 1, 2011, 1:40pm

Ny undersøkelse. Denne gangen uten å gi oss noen resultater fra den forrige…

CowboyGibson · juli 2, 2011, 1:05pm

vært flink

cecilie · juli 26, 2011, 8:03pm

De kverner disse ut i et forrykende tempo her… (men heller ikke denne gangen noen oppsummering av forrige undersøkelse)

Matija · juli 26, 2011, 9:32pm

Ellers er jeg veldig imponert over hvordan de klarer å gjøre det forskjellig for hver eneste gang. Altså, utseendesmessig.

Arkitekten · august 20, 2011, 5:59pm

Ferdig