The Challenge: Declining Popularity Among Kids
In the early 2000s, LEGO faced a significant challenge. With video games and digital entertainment on the rise, kids were engaging less with physical toys. The company needed to adapt to survive.
Rather than making assumptions, LEGO turned to data-driven user research to understand the changing behaviors of children. What they discovered changed the company’s trajectory forever.
Key Insights from LEGO’s Research
LEGO’s researchers conducted in-depth ethnographic studies, observing kids in their daily environments. Their initial assumption was that children preferred fast, easy-to-finish play experiences. However, the results revealed something surprising.
Kids actually enjoyed long, immersive building experiences, where they could showcase their intricate creations. This insight led LEGO to refocus on complex, challenging designs rather than simplifying their products.
How LEGO Used Insights to Reinvent Their Brand
Based on their findings, LEGO made several pivotal strategic changes:
- They doubled down on detailed, challenging sets that appealed to both children and adults.
- They leveraged storytelling by introducing themed worlds such as LEGO City, Ninjago, and Star Wars.
- They embraced digital innovations, creating engaging augmented reality and video game experiences to complement their physical products.
These changes led to a remarkable business turnaround. Today, LEGO is one of the most successful toy companies in the world, thanks to data-backed usability testing and consumer research.
The Power of User Research in Business Growth
LEGO’s story serves as a powerful example of how understanding consumers can drive product innovation and business success. Whether you’re designing toys, software, or services, investing in surveys and online tasks can provide critical insights to shape the future of your brand.
For more information on how user research influences industries, check out this Harvard Business Review article on LEGO’s transformation and this Forbes deep dive into their ongoing success.