What was the key mistake with the research that Lego had conducted prior to hiring Christian Madsbjerg?

Lego focused on innovation, quality, and popularity of a product before its turnaround, but not the consumer. Lego poured money into too many unsuccessful initiatives, focusing on quantity and quality over consumer and engagement. For example, clothing, cartoons, mini-figures, and theme parks. However, the focus was on what kids played with but not how they played with the products. Christian Madsbjerg refocused the company to its consumers. For example, he thought more innovatively and how kids engaged with Lego brand products.