The document proposes a research plan to understand online shopping behaviors for LEGO toys. It recommends establishing an ongoing LEGO research panel of customers to obtain regular consumer insights at low cost. It also recommends launching a loyalty program to reward and engage loyal LEGO customers and enthusiasts, with the goal of increasing direct-to-consumer LEGO sales. The proposed research would include analyzing sales data, conducting qualitative focus groups, and quantitative surveys to understand customers' online research and purchase behaviors.