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LEGO Surveys to Better Understand Adult LEGO Fans

LEGO is well aware that their adult fans are passionate about the hobby, and they would like to better understand the habits and likes of the AFOL (Adult fan of LEGO) community. Thus, they are running a couple of surveys to find out how adults engage with the LEGO Group, the LEGO fan community, and whether the current LEGO product lines and online offerings support their interests and needs. LEGO has done similar surveys in the past but they would like to get fresh information to stay up-to-date and to better serve their adult fans. Both surveys are anonymous and open to everyone, everywhere. It takes about 15 minutes to answer all the questions. Below are the details.


This survey from the LEGO Group is designed to measure your passions and interests as an Adult Fan of LEGO (AFOL) and how well official and unofficial touch points fuel your passion. You can help LEGO understand what you love the most and how the company can better serve the needs of the community.

I just filled out the survey myself, and I found the questions thoughtful and practical. You can answer most of the questions by making selections with checkmarks and buttons, but there are also a couple of places where you can put in more detailed responses.

Questions cover your general hobbies and interests, your LEGO passion, the types of LEGO sets you like, whether you build alone or with others, your interaction with other LEGO fans in person and online, your interaction with the LEGO Group and LEGO fan sites and forums, and more. If you would like to fill out the survey to help LEGO better understand their adult fans, you can find it here:


This survey from the LEGO Group aims to help them understand the value of having a landing page that points to different experiences known to be of interest to adult LEGO hobbyists. The survey will ask you to evaluate a sample landing page on their website specifically meant for adult LEGO fans. It’s an interesting survey that I’m sure will spark some discussions.

LEGO also makes the following GDPR disclaimer on both surveys: In compliance with the LEGO Group’s GDPR policy, both surveys will not be collecting any of your personal information, and your answers will be completely anonymous. Your answers will only ever be reported together with other results in an aggregated form, and your responses will never be able to be tracked back to you as an individual. LEGO will share anonymous results internally.

What do you think? Did you take the surveys? How did you like them? Did you notice any interesting or unexpected questions? And what do you think of the new AFOL landing page? Feel free to share your thoughts and discuss in the comment section below!

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{ 5 comments… add one }
  • brickmaster July 16, 2021, 10:39 AM

    The afol passion survey was good. That website mocup is mixing too many things at once. Afols and adults who are new to Lego are two different groups.

  • j.j. July 16, 2021, 10:45 AM

    My conclusion from this survey is that I spend way too much time and money on lego. Haha.

  • Ian July 16, 2021, 3:37 PM

    The Afol page is a cool idea, but only if they keep updating it. If it goes stale (like many other Lego pages), there is no need to visit it again.

    • Master Builder July 16, 2021, 4:57 PM

      This page is mostly for casual Lego fans. Not Afols. I think it’s a good ideas they are doing it, but make no mistake, this page is not going to replace Brickset or Bricklink or TBB or any of our other favorite Lego blogs and forums.

  • Undercover Afol July 19, 2021, 8:09 AM

    I just wish they updated their crappy website performance. How can a billion dollar company have such a bad web design and so many glitches ?

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