LEGO Ambassador Archive

Official LEGO Survey – March 2012

Thursday, April 26th, 2012

It's that time when the LEGO Group would like YOUR feedback!

They have a special message for you so please read:

Dear LEGO fan,

The LEGO fan community is important to us. To improve and support the LEGO fan community we have partnered with Aarhus University, Denmark, and DePaul University, Chicago, to carry out this survey. The survey is part of a large ongoing research project aimed at better understanding user activities and interactions in communities.

We would greatly appreciate if you would complete the questionnaire (see link below). It will take you approx. 20-30 minutes. Please note that you must be at least 13 years old to take this survey.

The survey ends by May, 17, 2012 (midnight GMT). All responses are strictly confidential. We will share the top line findings (in English) with you once we have analyzed the data.

Thank you very much for your help!

Kind regards,

Jan Beyer
Community Operations Manager EU/Asia

James Foulds
Community Operations Senior Manager, Americas/Australia

Tormod Askildsen
Head of the LEGO Community Events & Engagement team

Take the Survey NOW!

If you've like to discuss this survey or share your opinion please visit the Survey thread in the  LEGO Pirate Forum.

German version
Spanish version
Korean version

Posted Image

Bonaparte re-elected as LEGO Ambassador of classic-pirates.com!

Wednesday, December 8th, 2010
Click here to congratulate him

Bonaparte will keep this Ambassador Logo.

Bonaparte's work as Ambassador of classic-pirates.com has paid of. He has been re-elected for this important job. In the future, he will keep doing his work as Ambassador: giving news and announcements straight from TLG.

Congratulate Bonaparte in the LEGO Pirates forum!

New AFOL Survey!

Friday, October 22nd, 2010

Let the LEGO group know what you think!

The LEGO group wants to hear from you! They want to know more about the needs and wishes of the global AFOL and TFOL communities. In the forum you can also find the key findings of the last survey and discuss your answers. The survey won't take you more than 5 minutes and it's worth the effort.

So fill in this online survey and discuss it in the Pirates LEGO forum afterwards!

LEGO Quarterly Community Survey – July 2010

Friday, July 16th, 2010

Time to pass your thoughts on to the LEGO Group!

The latest community survey was in April 2010. Now we want to ask you again to fill in a new survey (with some old questions, but also some new ones) to know even more about global AFOL (defined as ages 20+) and TFOL (defined as ages 13-19) communities. Adult or Teenage Fans of LEGO bring an important perspective to the LEGO Group. So this information is of great interest to the LEGO Group.

Please take a moment to complete this short online survey. Afterwards you can see the key findings of the last survey and tell us how the current one went in the LEGO Pirates forum.

Thank you on behalf of The LEGO Community Team!

LEGO Quarterly Community Survey

Thursday, July 8th, 2010

LEGO Pirate LEGO Ambassador

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, then tell us how you went in the LEGO Pirates Forum.

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


Complete this short online survey then share your thoughts in the LEGO Pirates Forum.

Brickjournal now available via Shop@Home

Wednesday, June 23rd, 2010

As of now the LEGO magazine Brickjournal is available via Shop@Home.

Brickjournal

Brickjounal

LEGO Online Survey

Tuesday, April 13th, 2010

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 November 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 AFOLs and TFOLs only.

Here are some of the key findings from the November 2009 survey:

- The survey was completed by 3.800 AFOLs and TFOLs. 30% of respondents were TFOLs, 70% 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 adult/teen oriented products, re-release of classic sets and better pricing.

- In this survey we asked some questions specifically about LEGO Architecture. It was interesting for us to find out that 91% of the respondents are aware of LEGO Architecture. There was given as the most important reasons to purchase a LEGO Architecture set:

  • I liked the building (53%)
  • I like the way the product looks when it is built (44%)
  • I just saw it and wanted it (40%)

- We also asked about AFOL and TFOL experiences with different LEGO Group touchpoints. A touchpoint is what we call places where consumers are in direct contact with the LEGO Group e.g. LEGO Stores, Consumer Service or LEGO.com. The touch points which received the highest rating by you was LEGO Stores and Consumer Service. The ones that received the lowest rating was LEGO.com (excluding S@H) and the Community Team. We will investigate the reasons for the lower ratings further as we certainly want to improve!

Thank you,

The LEGO Community Team

LEGO® MUJI – bricks and paper

Friday, November 27th, 2009

The LEGO Group has teamed up with design-led Japanese retail company MUJI to offer a new product concept combining bricks and paper crafts.

BILLUND, DENMARK NOVEMBER 2009 - LEGO® MUJI explores new ways of being creative by combining the well-known LEGO brick with paper through the use of the new LEGO System paper puncher.

The product line brings together the worlds of The LEGO Group and MUJI in a unique and enriching new experience. There are 4 sets in the LEGO MUJI series, each with more than 100 LEGO bricks and an assortment of paper

The sets all have different themes, and include LEGO bricks, paper and inspirational materials. The themes are Christmas, fairytales, transparent bricks and paper as well as a more open-ended concept. In addition, the specialized LEGO System puncher and five different paper packages will also be made available.

The sets, which were pre-viewed at the Design Tide Exhibition in Tokyo in October, will be released for sale in Japan on 26 November. The launch will constitute a live test in the market with limited quantities available for sale across 40 MUJI stores and the MUJI online store.

With this exciting new LEGO category, the LEGO Group is exploring new ways of playing and engaging with the LEGO brick, as well as new ways of doing business outside the traditional toy industry and retail. This is done by stimulating entrepreneurial culture through collaborative business projects with internal and external entrepreneurs interested in basing their business on an open LEGO platform.

LEGO MUJI Example

Find more info, examples and discussion in our forum.



LEGO Company Ltd


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