The Ambassadors have been asked to distribute this new survey to our AFOLs and TFOLs:
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 July 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.
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 AFOLís and TFOLs only.
Here are some of the key findings from the July 2009 survey:
The survey was completed by 4800 AFOLs and TFOLs. 32% of respondents were TFOLs, 68% 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 products and benefit/recognition programs targeted specifically to AFOLs and TFOLs.
In this survey we asked some questions specifically about BrickJournal. The reason for this is that the LEGO Group has been providing start up support for taking BrickJournal to a printed Magazine and together with Joe Meno and his publisher Tomorrows, we are interested in getting feedback from the AFOL/TFOL community. Hereís what we learned:
High awareness among adults, but there is work to be done with teens! BrickJournal has 70% awareness among AFOLís, but less than half of TFOLís have heard of it.
Of those aware of BrickJournal, however, only 20% have acquired a printed copy.
On a scale of 1-4, with 4 the high score, readers gave BrickJournal an average score 3.13. Only 14% of fans gave it a score less than 3.
BrickJournal has some ways to go before being truly international. For those who did not purchase a copy of BrickJournal, almost half cited how difficult it is to get as the top reason for not buying a copy yet.
Feel free to leave any additional comments or concerns here and I will pass them along to TLG.