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LEGO dissertation survey

OliGunsonOliGunson ReadingMember Posts: 2

Hello,

I am a third year student, currently studying Graphic Communication and Typography at the University of Reading. I was lucky enough to be able to use LEGO in my dissertation topic, and as my research has progressed, I have found it necessary to run a survey. And what better place to open the survey to but LEGO forums?? Below, you will find a link to the dissertation survey, which contains some more information on the type of survey and research, as well as the survey itself. It shouldn't take long for you to complete and I would greatly appreciate your thoughts and responses.

https://docs.google.com/forms/d/e/1FAIpQLSc8gicj8ONfKzX9g5-RTkvlfURF2H6QlPf6pbF3b8DhtjcuhQ/viewform?usp=sf_link

(If you are answering on mobile, you will have to turn your screen landscape to see the questions in full)

Many thanks in advance and have a great day,

Oli

P.S. My ethical clearance for this survey only allows for me to collect 100 responses, so if the survey doesn't seem to be working – it may have hit capacity already!

LostInTranslationsnowhitie

Comments

  • akunthitaakunthita USAMember Posts: 1,037

    Survey filled out. It was pretty interesting. Would love to see the results of your research!

  • BrickByBrickBrickByBrick Massachusetts, USAMember Posts: 692
    I filled it out too, agree that it would be interesting to see the results
  • catwranglercatwrangler Northern IrelandMember Posts: 1,854
    I did the survey; I look forward to seeing the results if you're able to publish them here.
  • Speedman29Speedman29 UKMember Posts: 1,641
    Another local Bricksetter! Interesting topic, I hope our answers and comments are useful and as the others have said, I'd be interested to read the results.
    OliGunson
  • Mr_CrossMr_Cross East Anglia (UK)Member Posts: 1,321
    Done. Interesting to take part. Good luck.
  • PolyphemusPolyphemus Sydney, AustraliaMember Posts: 94
    That was pretty interesting. Found myself questioning whether my interpretation of LEGO's packaging was due to intent from TLG or my own personal gender bias.
    catwranglerMr_CrossToc13
  • The_RancorThe_Rancor Dorset, UKMember Posts: 1,311
    edited February 2018
    OliGunson said:

    I am a third year student, currently studying Graphic Communication and Typography at the University of Reading.
    Snap! I went to Plymouth University rather than Reading but graduated with an Honours in Graphics Communication with Typography, specialising in Identity and Branding, in 2014. So I definitely sympathise with the hectic pace and findings that the dissertation will throw up. It's a very 'of the moment' topic so it'll be good to see how people responded. I did my dissertation on the graphic approaches to market 'The Outdoors' and how it ranged from an aspirational style to actually embracing outdoor space - but one about Lego is far more interesting! :)

    I tried to provide my answers with as much detail as possible at the end of the survey but it's interesting to note how the packaging approach has changed, even just in the last year or so. I won't say exactly how just yet because it might influence the survey but interesting nonetheless. 
    catwranglerMr_CrossOliGunson
  • snowhitiesnowhitie BelgiumMember Posts: 3,001
    Filled out your survey too. I found it interesting as well and would be interested to see the results. Was wondering why you didn't include a question about the 'gender' of the person, wonder if there's a difference in perception of the packaging by the different genders.

    Also included as much comment as I could but won't mention it here to not bias other surveyers. Good luck with the dissertation!
    catwranglerMr_Crossmak0137FizyxBrickByBrick
  • FizyxFizyx ColoradoMember Posts: 954
    Since this is done and I can't influence anyone anymore, I knew that marketing for female themed vs non-female themed sets had diverged in recent years with the introduction of themes like friends/super hero girls/elves, and minidolls, etc, but I found it striking just how MUCH it had diverged, and how little overlap there is between themes that are mainstream LEGO themes, and those that are being marketed to girls and women.  And that covers almost all areas of the survey, from color choices to the shapes used on boxes, with usage being highly segregated (ie, if a female targeted theme has a color outside of the most commonly used palate of colors, its very very rare to see that color used in a non-female targeted theme) across most of the 5 areas that you had available in your survey. 

    To be honest... I found it kind of depressing.  LEGO was always considered more of a 'boys toy', but it's clear from packaging and presentation that, early on at least, that wasn't really a fault of LEGO in their packaging and presentation of the product.  But looking at this, I'm not entirely sure the same thing can be said for latter-day LEGO.
    BrickByBrickcatwrangler
  • The_RancorThe_Rancor Dorset, UKMember Posts: 1,311
    ^ I would argue that Lego have turned the latter trend back a little now over the last year - particularly by introducing more females on themes such as City - both on the box design and in the sets themselves. Even the most recent Friends box designs have become more of a dark purple than lavender with slightly more neutral set contents, which makes them feel less forced in getting across to a female market. 
    BrickByBrickFizyxBumblepants
  • catwranglercatwrangler Northern IrelandMember Posts: 1,854
    edited February 2018
    I also like that they've started adding more women to sets in City and its subthemes (maybe elsewhere too, but I bought a lot of City last year so that's how I noticed it) - these days if there's three minifigs in a set one of them is likely to be female, which would've been unheard of in my childhood - a time when I nevertheless assumed Lego was intended as a gender-neutral toy, to the extent that I was annoyed when Paradisa came out because I thought they assumed girls like me wanted pink bricks and girl-specific themes. (In hindsight I'm sorry I let it put me off the sets, which look great!)
    Fizyxmak0137
  • Toc13Toc13 Member Posts: 1,081
    I'm always amused by people thinking that purple is a feminine colour. The Emperors of Rome would disagree.
    Likewise pink being for girls & blue for boys. That's only been in the past 50 years. Before that, pink was seen as a shade of red & red was a masculine warlike colour, blue was a feminine pacific colour.
  • 77ncaachamps77ncaachamps Aspiring Time Traveler Stuck in the West (US)Member Posts: 2,442
    Let’s not lament that Friends exists, as it does because Lego’s company research has indicated girls want something different for them.

    a tangent to this: I went for a drive (as a passenger) with two female companions. They cited some changes they would do to cars if they “would let women design it.” One of their ideas was creating a place to put your purse/handbag when there are passengers occupying seats.
  • CCCCCC UKMember Posts: 19,090
    Friends doesn't exist because girls want something different. Friends exists because some girls (in particular ones that are not into 'regular' Lego) want something different. 

  • ryjayryjay Member Posts: 1,001
    Friends exist because they can make money from it.
    jhuntin1datsunrobbie
  • Toc13Toc13 Member Posts: 1,081
    Lego exists because they can make money from it.
  • FizyxFizyx ColoradoMember Posts: 954
    Let’s not lament that Friends exists, as it does because Lego’s company research has indicated girls want something different for them.

    a tangent to this: I went for a drive (as a passenger) with two female companions. They cited some changes they would do to cars if they “would let women design it.” One of their ideas was creating a place to put your purse/handbag when there are passengers occupying seats.
    To be clear, I have absolutely no problem with Friends/etc.  Clearly LEGO is having a better time attracting the female demographic with those lines, and anything that gets more people into LEGO is a plus in my book.

    What bothers me is how segregated the 'specialized' pallets are, mostly, although the sheer differences in packaging are also a little depressing.  Mostly for me, I just think there's so much that LEGO could do by using a lot of the colors in the the Friends/Elves/etc lines more widely, or more prominently, in 'regular' LEGO themes and sets.  I don't know if it's just me missing the use of the various pallets in the other lines because I don't know them well enough, but it definitely feels like there is a pallet that's almost 'reserved' for the female targeted lines (outside of some very limited use in 'regular' sets) and that those lines don't really go outside that pallet into them 'normal' pallet either. 
    catwrangler
  • CCCCCC UKMember Posts: 19,090
    The Friends / Elves colours are also used in some of the Classic / Creative Building boxes.  But it would be nice to see them more widely used in for example some creator sets.
    Fizyx
  • HugeYellowBrickHugeYellowBrick At my PCMember Posts: 496
    I think some have crept into #10260 Downtown Diner.
  • TheOriginalSimonBTheOriginalSimonB Felixstowe Member Posts: 1,523

    a tangent to this: I went for a drive (as a passenger) with two female companions. They cited some changes they would do to cars if they “would let women design it.” One of their ideas was creating a place to put your purse/handbag when there are passengers occupying seats.
    That’ll be the boot/trunk...
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