Research Realism: LEGO

by Jenny on December 5, 2016 Comments Off on Research Realism: LEGO

We’ve all heard of the LEGO brand, and it’s likely we’ve all played with LEGOs at some point throughout our lives. According to the LEGO website, there are 86 LEGO bricks for every human being on Earth. If built into one column, it would take 40+ billion LEGO bricks to reach the moon. That’s not to say it’s an effective space exploration strategy, it’s just a crazy that someone did the math to figure that out.

In 2014, LEGO became the largest leading toy manufacturer in the world, passing the previous title holder Mattel. This didn’t happen by accident; rather it was the result of extensive research into customer preferences for brand development purposes. By identifying what consumers liked about LEGO, the Danish toymaker was able to capitalize on its existing features while producing a new line of products attracting a new group of LEGO players.

Studies found that boys outnumbered girls 9:1 as their primary players, and previous attempts to target girl consumers were ineffective. After years of research, it was discovered that girls liked to build things as much as boys however they differed in what they wanted to build and which colors they preferred.

Furthermore, LEGO conducted primary research into their previously existing target market (boys) and discovered their product strategy was misaligned. As industry competition (i.e. computer games) was trending toward instant gratification, LEGO was making things quicker and easier to build. This was overlooking a key aspect of what consumers enjoyed about games; levels of play and the value of progressive mastery.

Since 2004, LEGO has steadily relied on varied research platforms to create an overall product development strategy focused less on what the company thinks is important, more what consumers think is important. By asking for insights, they received valuable information enabling them to give consumers what they want.


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Jenny Dinnen is President of Sales and Marketing at MacKenzie Corporation. Driven to maximize customer's value and exceed expectations, Jenny carries a can-do attitude wherever she goes. She maintains open communication channels with both her clients and her staff to ensure all goals and objectives are being met in an expeditious manner. Jenny is a big-picture thinker who leads MacKenzie in developing strategies for growth while maintaining a focus on the core services that have made the company a success. Basically, when something needs to get done, go see Jenny. Before joining MacKenzie, Jenny worked at HD Supply as a Marketing Manager and Household Auto Finance in their marketing department. Jenny received her undergrad degree in Marketing from the University of Colorado (Boulder) and her MBA from the University of Redlands.

JennyResearch Realism: LEGO