Lego Customer Research

Really great article about Lego getting product development insights from kids and their parents.

“We asked one kid to design his ideal room,” another researcher told us. “And it had all sorts of covert elements: booby traps and CSI [from the Crime Scene Investigation TV series] secret doorways. Everything was communicating, ‘Stay out!’” The anthropologists discerned that the box of mushrooms and the booby-trapped room were both reactions against the staging and surveillance happening in the children’s lives. After further discussion, the team saw a pattern emerge more clearly: the children were suffocating.








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