Subject:
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Re: Now that I've had a chance to see the new colors
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Newsgroups:
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lugnet.general
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Date:
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Tue, 16 Dec 2003 01:04:03 GMT
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Viewed:
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701 times
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In lugnet.general, John Neal wrote:
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In lugnet.general, John Gerlach wrote:
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Congratulations, LEGO. Because some kids in a focus group said they liked
these new colors “better”, you’ve managed to upset your most loyal and
fanatical customers - the people who spend hundreds or even thousands of
dollars a year on your product.
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No need for sarcasm, John, but I agree with your premise. The department
carrying on “focus research” is about as clueless and out of touch as it
possibly can be. How can the opinions of a few dozen focus group kids
provide any meaningful information about such a complicated issue as color
aesthetics? Kids in a vaccum setting may have preferred those colors over the
originals, but who cares? There are more important considerations than
“color preference” I wonder what the kids’ feedback would have been if asked
to consider 3 MOCs-- one in the old colors, one in the new colors, and one
motled in both colors-- I think we could guess which one they wouldn’t
like!
As the saying goes, “if it ain’t broke, don’t fix it”. Also, perhaps TLC
should considering focusing more on the opinions of another group that is,
although cronologically more advanced than their traditional focus groups
have been, are young at heart and have some valid feedback to impart-- namely
LUGNet.
JOHN
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Does this sound familiar???
Q22: ….Lego direct is targeted towards an older audience, how does this affect
the rest of LEGO.
A22: I don’t agree that Lego Direct is geared towards an older audience. Yes we
are doing call them collectable but we are doing more complex models, more
challenging models. We think of them as inspirational models they are not
primary aimed at an adult audience. What they are aimed at is Lego enthusiast
which are looking for challenges not available at a retail store. These are
complements that we have at retail. We know that people who buy directly from
LEGO are people who are proactively expressing an interest and love for the
brand. We, off course, want to encourage that. These people are not satisfied
with building what’s on the shelf at Wal-Mart they want something more. We are
trying to provide that something more to them. It’s not just the adults. Adult
fans, you are small in number, but have more spending power than kids. But the
fact is that when we do something like this (Legend Café) it’s targeted toward
the younger audience. Probably the most that we have targeted toward the
collectors and older audience is the star wars sculptors. Not because it’s a
Lego’s collector market but because there is a Star War collector’s market. But
the greatest number of people who get the Lego series are kids. These are kids,
however, who want more than just building the Star War or Harry Potter sets. We
are targeting a complement audience to retail. We are building brand loyalty.
Taken from the BricksWest 2002 Brad Justin Q&A
TLC is NOT in the bussiness for adults! You need to remember that LEGO is a
toy for kids! Lets say that again. LEGO is a toy for kids! As such
decisions by TLC are designed/based/done for kids! Yes we may be the “buying
power” but our “buying power” (I would say) does NOT overcome the total sales of
parents/kids worldwide. =) That is what we need to keep remembering. If we
lose the “kids” to video games, Transformers, Barbies, Care Bears, etc... it
won’t matter what color LEGO makes or doesn’t make! Why?
THERE WON’T BE NO LEGO!!!!
my 2 cents on the matter...
-AHui
A&M LWorks
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Message has 1 Reply:
 | | Re: Now that I've had a chance to see the new colors
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| (...) Our point is, Ahui, that the two do not necessarily have to be mutually exclusive! They can kill two birds with one stone and make everyone happy, as long as the right hand knows what plans the left hand has up its sleeve. I think what has (...) (21 years ago, 16-Dec-03, to lugnet.general, FTX)
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Message is in Reply To:
| | Re: Now that I've had a chance to see the new colors
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| (...) No need for sarcasm, John, but I agree with your premise. The department carrying on "focus research" is about as clueless and out of touch as it possibly can be. How can the opinions of a few dozen focus group kids provide any meaningful (...) (21 years ago, 15-Dec-03, to lugnet.general, FTX)
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