Primary Research: Case Study
LEGO – Rebuilding a Storied Brand
In the early 2000s, LEGO was facing declining sales and was on the verge of bankruptcy. So, instead of relying solely on market trends, LEGO turned to its fans. They initiated primary research by country email list engaging with dedicated user communities, even going as far as hosting conventions and meetings to gather insights directly from their most passionate users.
to the brand and provided insights into what they loved about LEGO sets. They also learned about the demand for more complex sets catering to older enthusiasts.
As a result, this primary research led to the introduction of advanced models, like the LEGO Technic and LEGO Architecture series. The company also collaborated with fan designers on new products.