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Autor Thema: vierteljährliche AFOL + TFOL Umfrage  (Gelesen 3847 mal)

shary

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vierteljährliche AFOL + TFOL Umfrage
« am: 08. Juli 2010, 19:08:51 Nachmittag »

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 April 2010 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/legokids/eFocus/jsp/efocus?DST=LEGO_2010TrackingAFOL
 
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 first quarter 2010 survey:
 
·            The survey was completed by 3.750 AFOLs and TFOLs. 33% of respondents were TFOLs, 67% 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. Several TFOLs this time expressed disappointment with the discontinuation of the Bionicle line. When asked what the LEGO Group can do to improve willingness to recommend, most frequent answers center around request for more complex/modular sets, re-release of classic sets, teen/adult focused section on LEGO.com and better pricing.
·            In this survey we asked some questions specifically about online behavior. Interestingly we found that both AFOLs and TFOLs are more creative and conversational than average online population. They are very active on forums, blogs and social network sites, but not using Twitter much. Putting the data into the Forrester Social Technographics Ladder, we got the following results:
o    Around 40% of AFOLs/TFOLs fit the categories of Creators and Conversationalists (average for US online population is around 30%). We compare to US online population just because we do not have comparable numbers for e.g. Europe or Asia.
o    Around 70% of AFOLs/TFOLs fit the category of “Critics” (average for US online population is less than 40%). Surprising? J
 
Very interesting findings, so we follow up with some more questions about online behavior in this 2nd quarter survey.
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shary

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Re: vierteljährliche AFOL + TFOL Umfrage
« Antwort #1 am: 18. Oktober 2010, 21:39:51 Nachmittag »

Es ist wieder soweit - die nächste Umfrage steht an  :)

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
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shary

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Re: vierteljährliche AFOL + TFOL Umfrage
« Antwort #2 am: 10. Januar 2011, 22:06:07 Nachmittag »

Und die nächste Umfrage:

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
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Georg

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Re: vierteljährliche AFOL + TFOL Umfrage
« Antwort #3 am: 22. Januar 2011, 23:44:47 Nachmittag »

Ich fand die letzte Umfrage übrigens wesentlich besser als die vorherigen. Vielleicht kann man das mal an Lego weiterleiten...hehe, weiter so ;)
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shary

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Re: vierteljährliche AFOL + TFOL Umfrage
« Antwort #4 am: 23. Januar 2011, 08:04:44 Vormittag »

es gab im ambassador forum bereits einige diskussion darüber, dass die umfrage diesmal nicht so gut geglückt ist und auch einige fragen missverständlich waren.  :)
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