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More in ULUG (Utah Lego Users Group) pool[survey results] Understanding the AFOL/TFOL Community
Wednesday, July 4th, 2012
Back in March, we posted here, and asked you to take some time and respond to the LEGO survey. and you did, in return LEGO, and we, promised to share the top line results when they were completed.
Because of the length of the survey, there are a lot of results to share, and so this post will be longer than usual but it is still worth the time, so you can see how you compare with you fellow builders.
Dear LEGO® Fan community,
We hereby share top line, aggregated results of the LEGO Fan Survey which was conducted in May 2012.
Over 6.000 LEGO fans over the age of 13 participated in the survey. A majority of you who participated in the survey were above 18 of age with seven out of ten being between 18-44 years old. 14% of the respondents were women. When we compare this figure with previous studies, it indicates that more adult women are entering the LEGO hobby. The main occupation among you who took the survey were “computer/engineer/technical”, then “arts/design/media”, followed by “business/financial operations” and “education/training/library”. Close to half of you have a bachelor degree or more.
In general the data indicates that the joy of building was ingrained in you from early childhood. Thus, eight out of ten confirm that as children they really enjoyed coming up with solutions to problems. The data also suggests that you were not afraid of embarking in building activities that others would think of being a bit too challenging. Apparently, you had plenty of time for free play and for many, playing with LEGO elemets was a daily occurring activity. Surprisingly, at least to us, the numbers suggest that you did not make use of older siblings and friends to help you build with LEGO products. This to us suggests that you were self-motivated and did not need assistance or to be encouraged to play with LEGO products.
Among those of you who responded, LUG members and people who have participated in a LEGO fan club meeting or a convention seem to represent a smaller group. However, data suggest that there are many more fans who expect to participate in LEGO fan activities in the future. We can also see that there are quite a few who expect to organize or participate in events where the purpose is to show fan created work to non-LEGO fans. Thus, there seems to be lots of enthusiasm among LEGO fans and a great interest in taking part of fan organized activities. We guess that there is a direct link between the great work that so many LUGs are doing and then this great anticipation to engage and socially interact.
About your online LEGO hobby activities, nearly nine out of ten check out LEGO related online sites a couple of times per week or more. You mostly use LEGO related online sites to check out new LEGO products and MOCs and to read reviews of LEGO products. Many of you use LEGO related online sites to learn new building styles and techniques, to keep informed about good LEGO deals, and to hear the latest rumors or gossip. Fewer of you use LEGO related online sites to show your latest MOCs, to contribute to LEGO fans’ discussions and to get other fans’ input and help with things you are working on. Only very few use LEGO related online sites to find new friends.
Regarding the way you perceive LEGO products, most of you agree that you feel a personal connection with LEGO products and that you believe that LEGO products are best in class. Judging from your answers, you are very knowledgeable about LEGO products and many of your non-LEGO friends turn to you to get advice on LEGO products. Close to half of you who took the survey have played with LEGO products for more than 16 years. So, it is actually no surprise that others think of you as a great source of knowledge and experience.
Seven out of ten agree that they take great joy in showing and explaining LEGO models to people who are not actively involved in the LEGO hobby. Six out of ten agrees that he or she feels compelled to help a fellow fan if he or she asks for help on how to improve his or hers LEGO design. This to us indicates a general openness and willingness to share and exchange the deep knowledge and experience many of you possess.
We also asked you about the way you perceive your MOCs. While most of you would not be too worried if other LEGO fans disliked your MOCs, many of you agree that the opinions of other LEGO fans are important when judging your work and that a MOC has to live up to certain standards if it has to be appreciated by many LEGO fans. More than eight out of ten agree that winning a MOC award or having one’s MOC praised by other LEGO fans would potentially represent a very positive experience.
We are using the survey results to better understand the LEGO fan community and your relationship with the LEGO products in general. We would like once again to thank you for your participation.
With kind regards,
Jan Beyer, Community Operations Manager EU/Asia
James Foulds, Community Operations Senior Manager, Americas/Australia
Tormod Askildsen, Head of the LEGO Community Engagement & Events team
New Lego AFOL/TFOL survey
Thursday, April 26th, 2012
Lego has released a new survey aimed at the fan community. Below you can find the entire text of the accompanying email, as well as the link to the survey itself
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!
LEGO Survey – English Version
LEGO Survey – Spanish Version
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