Annual AFOL Pulse Results
In November 2020, LEGO asked the ambassadors (community representatives) on the LAN to participate in the “annual AFOL pulse”, a survey to take the pulse of the community. Ambassadors took the survey on behalf of the community they represented. Today we have received feedback on that survey. The feedback consists of data representing positive responses to the questions posed as well as some steps LEGO will take to improve. Ambassadors provided feedback on the following questions. Percentages indicate a positive answer to the question:
|
Does the relationship you have with the AFOL Engagement team meet your expectations? |
|
|
Americas (AMS) |
91% |
|
Asia Pacific (APAC) |
91% |
|
Western Europe (WE) |
94% |
|
Russia Eastern Europe Middle East Africa (REEMEA) |
97% |
|
Average |
91-94% |
|
AFOL Engagement Score per community type |
|
|
Recognised LEGO User Group (RLUG) |
93% |
|
Recognised LEGO Online Community (RLOC) |
90% |
|
Recognised LEGO Fan Media (RLFM) |
89% |
|
Do you feel value in your relationship with LEGO? |
|
|
Americas (AMS) |
93% |
|
Asia Pacific (APAC) |
96% |
|
Western Europe (WE) |
91% |
|
Russia Eastern Europe Middle East Africa (REEMEA) |
92% |
The AFOL Engagement Team is actively working creating stronger ties between "local offices" and the AFOL comuities in the areas those local offices are responsible for. The same is true for connections between AFOL communities and LEGO Brand Store, both those owned directly by LEGO and those that are run by other companies.
|
Do you have a relationship with the (local) LEGO Marketing Office? |
|
|
Americas (AMS) |
88% |
|
Asia Pacific (APAC) |
94% |
|
Western Europe (WE) |
79% |
|
Russia Eastern Europe Middle East Africa (REEMEA) |
80% |
|
Do you have a relationship with the LEGO Brand Store (LBS)? |
|
|
Americas (AMS) |
72% |
|
Asia Pacific (APAC) |
63% |
|
Western Europe (WE) |
63% |
|
Russia Eastern Europe Middle East Africa (REEMEA) |
54% |
|
Does the LBS meet the community expectations? |
|
|
Americas (AMS) |
63% |
|
Asia Pacific (APAC) |
64% |
|
Western Europe (WE) |
61% |
|
Russia Eastern Europe Middle East Africa (REEMEA) |
48% |
|
Do you feel valued in your relationship with the LBS? |
|
|
Americas (AMS) |
74% |
|
Asia Pacific (APAC) |
70% |
|
Western Europe (WE) |
64% |
|
Russia Eastern Europe Middle East Africa (REEMEA) |
57% |
Commenting on the next steps, the AFOL Community Integration team wants to continue to integrate Community activities across the LEGO eco-system (LEGO Market office, LBS and Merlin) while also using the responses in the survey to work on initiatives which make it even more awesome to be an AFOL / community member.
The projects they are currently working on are:
1) Strengthening the current in-store AFOL programs
2) Identifying a way to can roll-out in-store programs globally (vs current approach were it is implemented per region, country or partner).
3) Working with the LEGO VIP program to identify and implement more relevant and engaging offerings for AFOLs, as well a finding ways to increase consistency across LBS in North America and WE.
4) Encouraging markets to reach out to all communities in their country / region, strengthening the relationship with all ambassadors while co-creating collaboration opportunities.
5) Engaging with Chinese ambassadors and fans (a growing segment in the AFOL scene that for cultural, linguistic and other reasons does not currently integrate well with the LAN) while trying best possible to connect the Chinese community to the unique Chinese LEGO eco-system (LEGO digital platforms, LEGO Branded Stores, etc)
6) Increasing employee awareness around AFOLs across Consumer Service, LBS, LEGO Market offices, etc. The AFOL Engagement Team believe it is necessary for TLG as a whole to embrace and integrate AFOLs into everything they do.
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