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LEGO survey results – spotting the trends

As you may know, LEGO sends out a quarterly online survey to the LEGO fan community to get valuable feedback, spot the trends and patterns within the community, as well as to learn about the wishes of LEGO fans. LEGO uses the information gathered from the surveys to understand how to serve teen and adult LEGO fans better. 🙂

LEGO Survey

The surveys are sent out to LEGO clubs, forums and blogs, and they in turn encourage members of their communities to take a few minutes and fill out the surveys. I have been kind of lax about this myself (bad-bad admin), and sometimes didn’t inform our readers about the survey as there was other pressing news to publish, but if you would like me to be more diligent about it please let me know. Once LEGO analyzes the results, they also share their findings with the community. Below you will find the results of the second survey from 2014 – I think you will find them quite interesting:

Dear LEGO fan community, we surveyed over 4500 AFOL (Adult-Fan-of-LEGO) and over 500 TFOL (Teen-Fan-of-LEGO) in May 2014 as part of an ongoing initiative to better understand the Adult Fan of LEGO community motivations and activities.

Nearly a quarter of AFOL respondents hailed from Asia and an additional quarter from North America. Other regions that represented just under 10% of the respondent base included Western Europe, Eastern Europe, Central Europe, and Southern Europe. More than half of the AFOL respondents have been engaged with the community for three years or less, and the bulk were between 25-44 years old.

AFOL who are likely to recommend the product cite aspects of creativity and use of LEGO products by all ages. Those who are much less likely to recommend cite price as a major reason.

Though about half of AFOL are mainly solitary builders, there are differences between various regions. The most solitary builders are in Eastern Europe, Western Europe, and Australia/New Zealand; the most social, in Central/South America, Asia, Central Europe, and Southern Europe. In Eastern, Western, and Southern Europe, and in Asia, participation in various types of activities is lower. And, frequency of building is lowest in Eastern Europe, Western Europe, and Asia.

Just over half of AFOL respondents belong to a LUG (LEGO User Group), though Western and Eastern Europe have the lowest LUG participation. AFOL in Western Europe and in Asia say they don’t belong to a LUG primarily because they are not aware of any; however, AFOL in all other regions who are not members say they don’t have time.

As you can see there is a lot of valuable information here. First of all it seems like the community is steadily growing, with new LEGO fans joining on a regular basis – the LEGO fan community in Asia has been especially swelling. It is interesting to note the age-range of most of the responders; LEGO fans in their mid-twenties should be over their Dark Ages (when they tend to leave the hobby for other interests), and people in their mid-forties are the generation that first grew up with LEGO and are now back into the hobby with money in their pockets.

I’m curious of how LEGO is going to respond to the concerns that their products are still perceived as too expensive. Based on a previous report I read I know that LEGO’s management is very well aware of the state of the economy around the world and have been responding to the situation with a lot of smaller, cheaper sets, as well as other strategies. I just hope their response won’t be lowering the quality of their products.

What do you think? Did you find the survey results interesting? Anything you noticed that was particularly insightful? Do you fill out the surveys regularly? How do you like the questions? Would you want me to post about the quarterly surveys and the results more frequently? Feel free to share your thoughts and discuss in the comment section below. 😉

{ 16 comments… add one }
  • BLProductions June 25, 2014, 11:22 AM

    I’m tired of over-priced sets (with price-per-piece more than $0.11), but I can’t see them lowering many prices. I think the US economy is to blame for the high prices; if the inflation went down, the sets would be cheaper.
    I also understand the smaller sets, but I think certain sets need to be big, and not downscaled.
    The people at Brickset were rather unhappy with the review as well: http://brickset.com/article/11509/afol-survey-–-q2-2014-summary
    I’ve never taken a survey, so I shouldn’t judge. What’s it like?

    • admin June 25, 2014, 11:44 AM

      I read the comments on Brickset and I agree that this last survey was quite lame. They were fine in the past with good questions, but this time it was not that useful. I hope they will improve in the future otherwise they risk people just no longer filling them out. Even if they don’t have good questions they really should have at least one box where you can write in your questions/concerns/complaints with our own words instead of just picking from pre-written answers. I really wanted to mention about the quality of LEGO elements getting worse and there was nowhere to put that in. Next time I will out the survey I will find a place to put in my real opinion. I do recommend that LEGO fans do take the time to fill out the surver. It only takes about 5 minutes and it is a good way to influence LEGO to make changes.

      • BLProductions June 25, 2014, 1:47 PM

        I would like to put my opinion in my own words, as I have a few complaints that have been bugging me for some time. 😕
        Also, are these surveys the same as the ones advertised on the back of most instruction booklets?

        • admin June 25, 2014, 4:05 PM

          This survey is completely different than the consumer survey that you get when shopping. This one is specifically for TFOLs and AFOLs and ask questions about our habits, and how do we interact with LEGO and other LEGO fans, etc. The survey is somewhat different each time and it is sent out four times a year.

          • BLProductions June 25, 2014, 5:32 PM

            Ok. Well, I’m a TFOL, so I could take it, but I’m more of a background fan, since I don’t interact with any other Lego fans (except on this site 🙂 ). Almost everyone I have met in person either doesn’t care about or detests it. 😕
            Do you know how to get them to send it to you? And when is the next one?

            • admin June 25, 2014, 6:11 PM

              Well, that is one of the quesotions I remember from this latest survey; are you a solitary LEGO fan, or are you part of a LUG. And also, if you participate in LEGO fan-sites online. So you are certainly eligible to take the survey.

              The survey is sent out to the owners of some of the largest LEGO fan communities and they are in turn asked to share it with their members. I get a copy as well, and I have posted them previously, but sometimes I forget or it just doesn’t fit into the schedule. But if you guys want me to be more diligent about letting you know when it is available, I will. Huw from Brickset always posts them as well.

              • Teresa & Maya July 31, 2015, 4:03 AM

                it is a really good price and its a very good gift for little girls.

                🙂 🙂 🙂 🙂 🙂

    • Jake June 25, 2014, 1:46 PM

      Yeah in my opinion it’s a decent price if it’s $0.10 per price.

  • ninja of stealth June 25, 2014, 12:51 PM

    hey I know this is off subject but I was wandering if anyone knew when the new Minifigure series is coming out. I would be happy even with an estimate too. thanks! (sorry about being off subject though.)

    • Kim June 25, 2014, 1:15 PM

      I think I read somewhere they were coming out in October.

  • ninja of stealth June 26, 2014, 7:06 PM

    October? Cool! Thank you Kim.

  • Håkan June 28, 2014, 6:51 PM

    So, in total, European fans add up to roughly 40% ?

  • daniel October 3, 2014, 7:39 PM

    I think it is fare because you could win or loose and every part of the world should be able to partisapate in this lego survey and who is the winner for 2014 lego survey?

    • admin October 3, 2014, 10:46 PM

      Daniel, I’m not sure what you mean by winning a survey. Surveys are used by companies for getting feedback from their customers. It is not a contest.

  • Teresa & Maya July 31, 2015, 4:03 AM

    love it

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