This week, we distill insights around LEGO CUUSOO - a global crowdsourcing platform that invites adults to submit and vote for new product designs. 100+ thinkers and planners within MSLGROUP share and discuss inspiring projects on corporate citizenship, crowdsourcing, storytelling and social data on the MSLGROUP Insights Network. Every week, we pick up one project and do a deep dive into conversations around it -- on the MSLGROUP Insights Network itself but also on the broader social web -- to distill insights and foresights. We share these insights and foresights with you on our People’s Insights blog and compile the best insights from the network and the blog in the iPad-friendly People’s Lab Quarterly Magazine, as a showcase of our capabilities. For more, see: http://peopleslab.mslgroup.com

1. crowdsourcing | storytelling | citizenship | social data
People’s Insights: Volume 1, Issue 48
LEGO
CUUSOO

2. What is LEGO CUUSOO?
In 2011, LEGO opened up its Japanese crowdsourcing platform to
global audiences, inviting adults to submit and vote for new product
designs. Three co-created products have been launched to date.
1) legocuusoo.com 2) dexigner.com/news/23980

3. How does it work?
Ideas that clear an initial review and receive10,000 votes are formally
evaluated by a LEGO product team for Brand Fit, Business Case
Development, Model Design and Final Review.
Via techhive.com

4. Challenges the LEGO business process
Fan submitted ideas undergo the same scrutiny as internally developed
ideas, and have pushed LEGO to consider new partnerships to bring
projects to life and to stand by brand guidelines in rejecting projects.
1) digitaltrends.com 2) legocuusoo.posterous.com

5. Speed of innovation
With LEGO fans eager to see the products they voted on in stores
instantaneously, LEGO has cut down its typical product release cycle
from two to three years to as little as six months.
fastcompany.com

6. Power of crowds
Not only does the CUUSOO model help LEGO tap into the traditional
benefits of crowdsourcing (creativity and diversity of many), it also helps
individual ideas stand out and enter the spotlight.
1) bturn.com, 2) ideaconnection.com

7. Staying relevant and constantly innovating
LEGO enthusiasts point out that LEGO’s agility and determination to
staying relevant to changing demographics has helped turn the
company around and establish a strong fan base.
corellianrun.com

8. Adult Fans of LEGO (AFOLs)
CUUSOO caters to the adult LEGO fan base, a sizable population of
people with a shared passion for and expertise in building things.
Participants of CUUSOO include professional designers and engineers.
1) techhive.com 2) AFOL A Blockumentary via fastcompany.com, 3) brickish.org

9. Co-creating the next generation of products
The passion people show for co-creating and shaping products around
them, and the technology to harness their creativity and feedback has
lead to a new generation of co-created products.
1) Jeremiah Owyang via web-strategist.com (April 2009)
2) Chris Anderson, via techcrunch.com (October 2010)

10. LEGO co-creation ecosystem
LEGO nurtures the spirit of creation amongst adults and children alike
with virtual tools LEGO Digital Designer and LDraw to create products,
and social networks LEGO Club and ReBrick that encourage sharing.
1) LEGO Digital Designer, 2) ReBrick, 3) LEGO Club

11. More People’s Insights Weekly reports
Every week, we dive into one topic for discussion on the MSLGROUP
Insight’s Network and discuss insights and foresights, in four key areas:
crowdsourcing, storytelling, citizenship and social data.
Crowdsourcing Storytelling Citizenship Social Data
Mahindra Spark the Rise @MarsCuriosity #Kony2012 MTV Fantasy Election
For more reports, visit: peopleslab.mslgroup.com/peoplesinsights/

12. Read People’s Lab insights and foresights
The People’s Lab team shares the insights and foresights from the
MSLGROUP Insights Network on the People’s Insights weekly blog and
the People’s Insights Quarterly magazine.
MSLGROUP Insights People’s Insights People’s Insights
Network weekly blog Quarterly magazine
50+ MSLGROUP planners We deep dive into Every quarter, we will compile
share and discuss inspiring conversations around one the best insights from the
projects on corporate project -- on the MSLGROUP network and the blog in the
citizenship, crowdsourcing and Insights Network itself but also iPad-friendly magazine, as a
storytelling. on the broader social web -- to showcase of our capabilities.
distill insights and foresights.
For more, visit http://peopleslab.mslgroup.com

13. People’s Insights Annual Report
In January 2013 we will publish the ten-part People’s Insights Annual
Report, in which we synthesize our insights from 2012 and provide
foresights for business leaders and change-makers for 2013.
Now & Next: Future of Part 1: Crowdfunding Part 2: Behavior Change
Engagement Games
(coming soon as an iPad app)
Subscribe to the report at: http://peopleslab.mslgroup.com/peoplesinsights/annual-report/

14. People’s Lab: Crowdsourcing Insights &
Innovation
People’s Lab is MSLGROUP’s proprietary crowdsourcing platform and
approach that helps organizations tap into people’s insight for
innovation, storytelling and change.
For more, visit http://peopleslab.mslgroup.com

15. For People’s Lab
solutions, contact
pascal.beucler@mslgroup.com