MALUG

Dear all,

We want your help to understand how we can best support and improve the LEGO fan community.

To learn more about the adult LEGO fan community, we distribute a survey 4 times a year. The surveys help us understand what you and your fellow AFOLs are engaged in, what you think of your LEGO hobby, and how you perceive the LEGO brand. Survey results guide our team at the LEGO Group as we work to better support of the fan community. As such, the surveys help us decide where to spend our time and money.

Please post the following survey invitation asap on your website, forum or distribution list. We are working hard to make sure that more AFOLs answer each survey. Knowing that high traffic AFOL sites/LUGs like yours announce our survey will give fans a stronger voice within the LEGO Group.

Chinese simplified: http://fluidsurveys.com/s/LEGO_AFOL_Q2_ ... ector=7500
Chinese traditional: http://fluidsurveys.com/s/LEGO_AFOL_Q2_ ... ector=7500
Chinese Hong Kong: http://fluidsurveys.com/s/LEGO_AFOL_Q2_ ... ector=7500
English: http://fluidsurveys.com/s/LEGO_AFOL_Q2_ ... ector=7500
French: http://fluidsurveys.com/s/LEGO_AFOL_Q2_ ... ector=7500
German: http://fluidsurveys.com/s/LEGO_AFOL_Q2_ ... ector=7500
Italian: http://fluidsurveys.com/s/LEGO_AFOL_Q2_ ... ector=7500
Korean http://fluidsurveys.com/s/LEGO_AFOL_Q2_ ... ector=7500
Polish http://fluidsurveys.com/s/LEGO_AFOL_Q2_ ... ector=7500
Russian http://fluidsurveys.com/s/LEGO_AFOL_Q2_ ... ector=7500
Spanish http://fluidsurveys.com/s/LEGO_AFOL_Q2_ ... ector=7500

May I kindly ask you to let us know when and where you have posted the survey invitation by replying to this email.

After the survey we will provide the LEGO Ambassadors with a brief description of the general findings. The findings will be shared broadly with the adult LEGO fan community.

Thank you very much for your help!

Kind regards,
Yun Mi Antorini – Community Strategist and Jan Beyer - Community Operations Manager

Dear LEGO Fan community,

In April 2013, we ran an installation of our quarterly LEGO Fan Survey, and we would like to share the results with you.

Over 5,000 LEGO fans over the age of 13 participated from Afghanistan to Venezuela and nearly everywhere in between. This time, we provided the survey in multiple languages instead of just in English, and the overall base of responses grew as did participation from Asia (18% in this survey compared with 5% in the first quarter of 2012) and Central Europe (15% in this survey compared with 9% in the first quarter of 2012). Teens (13-18) represented 13% of survey takers, and the largest two groups of adult fans participating included those from 25-34 and 35-44. This time, women represented less than 8% of survey takers – women skew older than men and are more likely to be from North America, to talk to a LEGO employee, or to post photos or videos of their MOCs online than men.

From the survey, we’ve learned that there are strong regional differences. First, there are differences in how you perceive the value you get for the LEGO products you’ve purchased compared with the price you paid – Eastern Europeans and North Americans received the highest value; Australians, New Zealanders, and Western Europeans, the lowest. Also, Americans are spending the most on LEGO products, both for themselves and others.

In general, fans outside of Northern, Central, and Southern Europe don’t feel they’ve had good opportunities to participate in events with other LEGO fans, fans in Eastern and Western Europe especially feel this way. Fans in Central Europe, it seems, have found their LEGO hobby more inspiring than usual over the past three months than fans in all other regions.

Despite the differences, there are some similarities as well: fans across the globe feel that the LEGO fan community is strong, and they are recognized for their knowledge of LEGO products by fans and non-fans alike. Participation in the fan community, by commenting about LEGO ‘stuff’ online or having conversations about LEGO in person, is universally high, though strongest in Northern Europe. Posting photos or videos of MOCs is done by just over a third of fans but by more than half in Southern Europe. Similarly, attending a LUG gathering is an activity only a quarter of fans have done in the past three months, but 42% in Southern Europe have.

Finally, we learned that familiarity with the LEGO Community Engagement and Events team could be higher. Fans that are aware of our team seem to have a more positive perception of the value of LEGO products and participate more in events than fans who are unfamiliar. We anticipate that the many activities we have with newer LUGs will help drive up knowledge of our team.

Thank you to those of you who participated in the survey for allowing us the opportunity to improve. We look forward to your responses in the next survey and to your continued engagement and participation in the community.

Dear all,

We want your help to understand how we can best support and improve the LEGO fan community.

To learn more about the adult LEGO fan community, we distribute a survey 4 times a year. The surveys help us understand what you and your fellow AFOLs are engaged in, what you think of your LEGO hobby, and how you perceive the LEGO brand. Survey results guide our team at the LEGO Group as we work to better support of the fan community. As such, the surveys help us decide where to spend our time and money.

Please post the following survey invitation on your website or distribution list.

Deutsch: http://fluidsurveys.com/surveys/david-c ... 13/langde/
English: http://fluidsurveys.com/surveys/david-c ... 3/langeng/
Español: http://fluidsurveys.com/surveys/david-c ... 13/langes/
Français: http://fluidsurveys.com/surveys/david-c ... 3/langfra/
Pусский: http://fluidsurveys.com/surveys/david-c ... 13/langru/
한국의: http://fluidsurveys.com/surveys/david-c ... 13/langko/
繁體中文, 國語: http://fluidsurveys.com/surveys/david-c ... langzh-tw/
繁體中文, 廣東話: http://fluidsurveys.com/surveys/david-c ... 13/langsq/
简体中文, 普通话: http://fluidsurveys.com/surveys/david-c ... 13/langzh/

After the survey we will provide the LEGO Ambassadors with a brief description of the general findings. The findings will be shared broadly with the adult LEGO fan community.

Thank you very much for your help!

Hi all, please make sure to immediately distribute the AFOL survey Quarter 4 to all your LUGs and forums and please encourage as many AFOLs as possible to take the survey.

Here is the link - https://www.surveymonkey.com/s/LEGOfansDec2012

Your answer counts!

Thanks a lot and Merry Christmas.

Jan

Hi all, please find attached the link to the quarterly AFOL survey.
https://www.surveymonkey.com/s/2012Q3LEGOFANPS
Please make sure to distribute the survey link to all relevant places to reach as many AFOLs as possible.
Please note that the survey will be closed in precisely 2 weeks from tomorrow so on Friday the 5th of October.
We are looking forward to a lot of answers J
Thanks a lot.
Jan

Dear Akos,

The survey ends May 17 (in four days). We would be very thankful if you would kindly write a reminder on the site(s) where you uploaded the survey. It would be fantastic if we could get even more LEGO fans to take the survey.

With kindest regards,

Yun Mi

Hi all, please find attached the links to our new LEGO Fan Survey - it is very important that we get as many people (AFOLs and TFOLs) to answer the survey so please distribute to all your websites,forums and networks.

The Survey is in English, German, Spanish and Korean - a Chinese Version will follow shortly. Please pick the right link and introduction text form the list below in this email and the attachment.

Please try to put the survey out where it is easy to access - preferably on the mainpage and not behind a log in.

Thanks a lot.

Jan

https://www.surveymonkey.com/s/LEGO_Fan_Survey_German
https://www.surveymonkey.com/s/LEGO_Fan_Survey_English
https://www.surveymonkey.com/s/LEGO_Fan_Survey_Spanish
https://www.surveymonkey.com/s/LEGO_Fan_Survey_Korean

Lieber LEGO Fan!

Die LEGO Fan Community liegt uns am Herzen. Um sie zu fördern und weiterzuentwickeln, führen wir gemeinsam mit der Aarhus University (Dänemark) und der DePaul University (Chicago, USA) diese Umfrage durch. Die hier zusammengestellten Fragen sind Bestandteil eines umfangreichen, laufenden Forschungsprojektes, das uns einen Einblick in die Benutzeraktivitäten und -interaktionen innerhalb von Communitys liefern soll.

Wir würden uns sehr über deine Teilnahme an der Umfrage freuen (siehe Link unten). Sie nimmt ungefähr 20 bis 30 Minuten in Anspruch. Bitte beachte, dass du zum Zeitpunkt der Teilnahme mindestens 13 Jahre alt sein musst.

Die Umfrage endet am 17. Mai 2012 (Mitternacht GMT) und natürlich werden alle Antworten streng vertraulich behandelt. Wir werden die Hauptergebnisse (in englischer Sprache) den LEGO Ambassdoren zur Verfügung stellen, sobald wir die Daten analysiert haben (spätestens Ende Juni 2012).

Wir danken dir im Voraus für deine Hilfe!

Mit freundlichen Grüßen,
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

Wenn du Fragen zur Umfrage hast, wende dich bitte an Yun Mi Antorini (in Englisch) (E-Mail: Yun.Mi.Antorini@LEGO.com).


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


If you have questions regarding the research, please contact Yun Mi Antorini (in English) on this mail address: Yun.Mi.Antorini@LEGO.com


Estimado fan de LEGO:

En LEGO damos gran importancia a nuestra comunidad de fans.
Con el objetivo de mejorar nuestra relación con vosotros y apoyaros en vuestras iniciativas, hemos pedido ayuda a la Universidad de Aarhus (Dinamarca) y la Universidad DePaul (Chicago) para llevar a cabo esta encuesta, que forma parte de un importante proyecto de investigación continúa destinada a comprender mejor las actividades de los usuarios y sus interacciones como parte de una comunidad.

Te agradeceríamos mucho que dedicaras unos 20 - 30 minutos a contestar el cuestionario. Recuerda que debes haber cumplido 13 años para poder participar.

La encuesta se dará por concluida el 17 de mayo de 2012 (hora de medianoche). Las respuestas se considerarán estrictamente confidenciales y compartiremos los resultados en inglés con los Embajadores LEGO una vez que hayamos analizado los datos.

¡Muchas gracias por tu ayuda!

Atentamente,
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


Si tienes alguna duda acerca de la investigación, ponte en contacto con Yun Mi Antorini (en inglés) a través de la siguiente dirección de correo electrónico: Yun.Mi.Antorini@LEGO.com

Mangler oplysninger om GMT etc. og Ambassadørene

亲爱的乐高爱好者：

乐高爱好者社組对我们非常重要。为了改进和支持乐高爱好者社区，我们与丹麦的奥尔胡斯大学、芝加哥的德保罗大学共同展开了本次调查。本次调查是一项正在进行的大型调研活动的一部分，旨在有效地了解爱好者活动和有效地内的互动。

希望您能够配合我们完成这张调查问卷。该问卷将花费您大约20-30分钟的时间。请注意，接受调查问卷的对象应年满十三周岁。

本次调查截止日期為2012年5月17日。我们将对所有回答内容严格保密。我们在对数据进行分析后将共享调查果。(更多信息将随后)。

非常感谢您的帮助！


此致
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


如果您对本次调查有任何问题，请联系Yun Mi Antorini，邮件地址：Yun.Mi.Antorini@LEGO.com。

레고 팬 여러분 안녕하세요,

레고 팬 커뮤니티는 저희에게 너무도 소중한 공간입니다. 이러한 레고 팬 커뮤니티를 개선하고 지원하기 위해, 덴마크의 Aarhus University 및 시카고의 DePaul University와 제휴를 맺고 설문을 진행하고 있습니다. 이 설문은 사용자들의 커뮤니티 활동과 커뮤니케이션을 더욱 잘 이해하기 위한 지속적인 대규모 연구 프로젝트의 일환입니다.

이 설문을 끝까지 작성해주시면 정말 감사하겠습니다 (하단의 링크를 클릭하세요). 설문 완료까지 걸리는 시간은 20~30분 정도입니다. 13세 이상만 이 설문에 참가하실 수 있습니다.

본 설문은 2012년 5월 17일에 종료됩니다. 모든 응답 내용들은 엄격하게 보안이 유지됩니다. 자료 분석이 2012년 6월말까지 완료되면 설문 결과를 팬 여러분과 공유할 예정입니다. 협조해주셔서 감사합니다!

(링크) https://www.surveymonkey.com/s/LEGO_Fan_Survey_Korean

협조해주셔서 감사합니다!

감사합니다.

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

이 연구에 대해 궁금한 점이 있으면 다음 이메일 주소로 Yun Mi Antorini (영어) 에게 문의해주세요. Yun.Mi.Antorini@LEGO.com

LEGO Questionaire

Hi all, can you please distribute the attached LEGO Questionnaire to all your members to answer? Thanks a lot.

http://www.surveymonkey.com/s/LEGO_AFOL_Q12011

Jan Beyer
Community Operations Manager

Please take a moment to fill out the latest survey from LEGO community team.

http://www.surveymonkey.com/s/DKXWHZP

In the last survey, the results from the question “How likely would you recommend LEGO to a friend or relative” saw a positive jump of 5% from the last survey meaning that more people are more likely to recommend LEGO products to a friend or relative.

The question “How can the LEGO group best improve your needs?” saw some interesting results. The seeded answers quickly got displaced by write-ins. AFOL are looking for quality first and foremost. In addition, they want old sets rereleased, greater selection in Pick-A-Brick, and exclusive AFOL sets. Among the LEGO-seeded ideas, 32% want greater presence in their geographic area, and 30% want dedicated services for fans.

We also asked about your use of the LEGO ID on the LEGO website. 2/3 of AFOLs use LEGO ID. They primarily use it to make purchases or to join VIP, whereas TFOLs use LEGO ID to play games, then to make purchases and to contribute to message boards, reviews, and builder galleries. Though usage is high and 91% report that creating and signing in to LEGO ID was a smooth and easy process, AFOL experience with LEGO ID is poor.

Thank you,

The LEGO community Team

The LEGO Group Wants to Hear From You!

As Adult or Teenage Fans of LEGO, we value your perspective and respect your creativity and passion for the LEGO brand.

Once again we ask you to take a survey so that we may learn more about the needs and wishes of the global AFOL (defined as ages 20+) and TFOL (defined as ages 13-19) communities.

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 AFOL’s and TFOLs only.

Here are some of the key findings from the July 2010 survey:

· The survey was completed by 7.911 AFOLs and TFOLs. 35% of respondents were TFOLs, 65% was AFOLs. The number of respondent continues to grow and the difference between teenagers and adults has shifted by 5% in favor of the teenagers from the last survey results.

· In this survey we asked some questions specifically about the use of smart phones. We found that only 33% of the all respondents use one, of those only 19% of the teenage fans use one while 41% of the adults use one.

· Regarding the preferred operating system, Apple was the highest with 49% followed by Android with 16%.

· When asked about interest in interacting with LEGO Customer service, 33% said you preferred not to. Of those that would like to interact, 53% preferred to use an online method such as facebook or virtual chat program

Thank you,

The LEGO Community Team

Here is the link itself:

http://www.legokidsinnercircle.com/lego ... urce=MALUG

Jan Beyer
Community Operations Manager
Community Development, EU/Asia

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.

http://www.legokidsinnercircle.com/lego ... urce=MALUG

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 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