Encuesta LEGO segundo trimestre 2014

[car_mp]

Bueno, ya sabéis todos como va esto...

http://lego.fluidsurveys.com/s/AFOL_2014_Q2/langes/?collector=27263

[Legotron]

Ya está. Curioso que la famosa pregunta de cuanto gastas en LEGO no la hayan hecho esta vez, era un clásico 

[car_mp]

Below, please find an explanation of why we do surveys and why the questions are repeated. I hope you will find it useful.Kindly share with your LUG and anyone else who would be intereste in the topic.

1)     What is the LEGO Group using the survey results for?
Regarding the quarterly surveys and how they make a difference for the LEGO Group in general and CEE more specifically, they first and foremost allow us to understand how you practice the LEGO hobby, how you perceive the AFOL community and how you view your recent experiences with LEGO products and such.  Each quarter we carefully analyze and discuss the feedback you provide.  We compare and contrast previous results and we discuss and plan how we can best address the changes and developments we observe and how we can best support the AFOL community.  This is, among other things, the reason why we repeat survey questions throughout the year – to be able to track developments.  The survey results are furthermore used in other studies, such as the LEGO Ecosystem Project that many of you have contributed to.  Your survey participation is in other words extremely valuable to our understanding of the LEGO hobby and the AFOL community, and together with other sources of information they impact decision making and resource allocation.

Taking the survey is of cause voluntary.  We have absolutely no interest in "forcing" anyone to take the surveys. Kindly think of the surveys as a chance to make your voice heard and a chance to help us better understand what goes on among the adult LEGO builders.  We have instigated a one page summary of the survey results that we distribute after each survey. The goal of the one page survey summary is to help close the loop, so to speak, in a way that could potentially make it more meaningful for you to participate in the surveys.

2)     "I love LEGO, i loved it last quarter, and a quarter before that, why should I state that again everytime?"
The reason the surveys occur every quarter is twofold. First of all, we want to be able to pick up on changes in the way you perceive the hobby and the LEGO products fast and on a regular basis.  The CEE and the LEGO Market Insights team have discussed whether we should scale down to two annual surveys. We concluded that it would leave us "in the dark" for too long.  There are many adult LEGO builders who are not as active as you and who don't belong to a LUG or another form of AFOL network.  We want to make sure that they get a chance to share their experiences too.  Since many of these builders are less active it also means that they have a lesser chance of being exposed to the survey.  Consequently, to allow for their participation, we decided to have four annual surveys.  Where does it leave the AFOLs who do "not want to continue to fill these out"?
 
3)     "och, the same questions again? what's the point on answering them again?"
I can assure you that the surveys don't give us the "same data", or insights if you will. There are fluctuations and there are changes in the way you respond over time.

A few words on how we plan to do the quarterly surveys in 2014.  We expect to keep some of the questions we ask today to allow for tracking developments within areas that are of strategic importance to our support and broader LEGO Group activities. But we will also introduce new questions that will help illuminate aspects of the LEGO hobby and the AFOL community. Throughout the year we will keep on sharing the one page survey top line results with you.

Finally, a call to action:-):
-          Have ideas for how to make the surveys a positive and meaningful experience?
-          Want to help translate the survey into a language other than English, Spanish, Polish, Portuguese, French, Italian, Chinese, Korean, Portuguese, German, Russian, Danish, Japanese? Please contact me: Yun.Mi.Antorini @LEGO.com

[Legotron]

La verdad es que son bastante aburridas, podrían ser algo más distintas, o preguntar algo sobre sets concretos para que al menos pudiésemos opinar sobre las líneas y temáticas que hay disponibles.

[car_mp]

Los resultados:

AFOL Survey – Q2 2014 Summary

Dear LEGO® fan community,

We surveyed over 4500 AFOL and over 500 TFOL 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, 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.

The LEGO Community Events & Engagement Team
June 20, 2014

[Legotron]

Algunos detalles son muy curiosos, parece que en Europa nos estamos durmiendo en los laureles, je, je, je...

[lluisgib]

Lo que más me sorprende es que la mitad de los que responden son relativamente nuevos AFOLs. Será que los "viejos" estamos hartos de encuestas? O como dice Antonio, nos estamos durmiendo en los laureles?