3 key UX insights from LEGO


06 October 2021

A few months ago we held a webinar with UserTribe’s Managing Director, Kristine Andersen during which she interviewed LEGO’s Senior Research Manager & author of User Research with Kids, Thomas Visby Snitker.


They discussed some of the typical pitfalls in conducting high volumes of qualitative interviews, and how to work efficiently with a high degree of consistency and quality. In case you missed the webinar, here are the 3 biggest takeaways:

The #1 enabler of scaling up user research is de-risking it

Taking the right data-driven decisions fast is crucial for organizations operating on strict deadlines. This requires trustworthy and unbiased research that doesn’t compromise the amount of resources and time spent in the organization – and ultimately could jeopardize a deadline.

By using automated processes and conducting high-volume research through remote user testing, companies can de-risk qualitative research, since it is much cheaper than traditional methods, and can be executed in days through a platform like the Sonar user research platform. This enables researchers to continuously get feedback on concepts, products, and websites in close to real-time – and to stay on top of what consumers want.

The last 1,5 years of remote-everything has leapfrogged the ability to attract and engage participants in remote self-test formats

COVID-19 has made it more natural for people to operate remotely. It has now become easier than ever to recruit participants for remote user tests on desktop, mobile, or tablet. This has also enabled LEGO to do research without having to take their participants (kids) out of their natural settings at home, resulting in more unbiased results than with traditional methods. After all, participants tend to be affected by moderators, physical surroundings, and the fact that they are participating in research.

Sharing insights has been on the wish-list for years, but only recently made feasible through technology

Automated tools providing ease and transparency have now enabled organizations to take data-driven decisions across departments. Researchers can build frameworks and templates that they can share with other functions, who can then do the research themselves, while maintaining full transparency throughout the research process. This is a real gamechanger in the quest of getting closer to your customers.

Would you like to learn more about how you can do better and faster user research? Then book a demo of Sonar here.

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