GOLLY SURVEY RESULTS – ANALYSIS 2

The results of the survey were last analysed in August 2001 after 50 replies had been received over a period of 6 months. The expectation was that it would take longer than 6 months to collect the next 50. However, Golly's retirement just 2 weeks after the last analysis was carried out was not forseen. The result is that it has taken only 2 months to collect the next 50.

Golly's retirement seems to have rekindled peoples' interest! The site's hit counter also supports this. On the day Golly retired, 10 times the normal hits per day were received on Golly Corner. Even though this number has now settled down to twice the normal hits per day received before Golly's retirement was announced, it reflects the increased level of interest.

As with the previous survey results......

The following analysis was taken from 100 responses received over a period of 8 months to October 2001. Replies were solicited only by the survey's presence on this web site. No emails or off-line promotion was used to request responses.

The survey remains open. The results will be updated at significant milestones (e.g. 1 year or 150 replies). If anybody feels their previous answers may be out of date and would like to resubmit a survey form, I will ensure this supersedes their previous entry.

Thanks once again, to those who have participated so far, both old friends and newcomers alike. If you have not yet taken part and would like to do so, it's not too late.

How many took part? 100

What was the gender split? 52% Male, 44% Female, 4% Unknown.
Thanks to one couple for jointly completing the survey! Still a fairly even split between the genders. As mentioned in the last survey, this seems to buck the results of Robertson's own surveys where they found significantly more collectors to be male.

Where are you from? 95% UK, 3% Australia, 1% United States, 1% Unknown.
Again some people took the trouble to specify their region within the UK. In addition to the areas mentioned in the last survey, results were received from Wales, Hertfordshire, Middlesex, North East Lincs, Northants and even Kew Gardens!

How many have WAP enabled phones? 10% Yes, 97% No, 3% Unknown.
The small percentage with WAP access remains the same as the last survey. The Golly Corner WAP site remains open!

What is collected?
Golly collection 10% 20% 30% 40% 50%
Brooches X X X X X X X X X X X X X X X X X X X X
Various X X X X X X X X X X X X X X X X X X X X
All things Golly X X X X X X X X X X X X X X X X X X X X
Golly brooch collecting is still the single most popular area of collecting by participants. As stated in the last survey, possibly the results are influenced by the fact Golly Corner targets brooch collectors.
Were the participants regulars to the site?
Frequency 10% 20% 30% 40%
First time X X X X X X X X X X X X X X X X
Every few months X X X X X X X X X X X X X X X X
Each month X X X X X X X X X X X X X X X X
Each Week X X X X X X X X X X X X X X X X
More than once a week X X X X X X X X X X X X X X X X
Still over 70% of the responses were from visitors who regularly check the site.
When did the participants get Internet access?
Year 10% 20% 35% 40%
93/94 X X X X X X X X X X X X X X X X
95/96 X X X X X X X X X X X X X X X X
97/98 X X X X X X X X X X X X X X X X
99/00 X X X X X X X X X X X X X X X X
01/02 X X X X X X X X X X X X X X X X
Up until this year, the number of collectors with Internet access was increasing. Note, however, that the final period shown – 2001/2002 is not yet complete as the survey only includes results to October 2001.
Year Collection Started
Year 10% 20% 30% 40% 50%
1940s X X X X X X X X X X X X X X X X X X X X
1950s X X X X X X X X X X X X X X X X X X X X
1960s X X X X X X X X X X X X X X X X X X X X
1970s X X X X X X X X X X X X X X X X X X X X
1980s X X X X X X X X X X X X X X X X X X X X
1990s X X X X X X X X X X X X X X X X X X X X
2000s X X X X X X X X X X X X X X X X X X X X
In the first batch of the results, there were very few collectors before the 1980s who responded. However, Golly's retirement seems to have attracted some of the longer term collectors to the survey.
Size of Collection
Size 10% 20% 30% 40% 50%
Upto 100 X X X X X X X X X X X X X X X X X X X X
101 to 200 X X X X X X X X X X X X X X X X X X X X
201 to 300 X X X X X X X X X X X X X X X X X X X X
301 to 400 X X X X X X X X X X X X X X X X X X X X
401 to 500 X X X X X X X X X X X X X X X X X X X X
501 to 600 X X X X X X X X X X X X X X X X X X X X
The size of collection is an indication of the depth of the obsession! In the last survey most had 100 or less brooches, but again, Golly's retirement seems to have attracted those with more mature collections. Yes, there really is somebody out there with over 500 brooches!
Golly's Golden Era
Era 5% 10% 15% 20% 25%
Pre War X X X X X X X X X X X X X X X X X X X X
1950s/60s X X X X X X X X X X X X X X X X X X X X
1970s X X X X X X X X X X X X X X X X X X X X
1980s X X X X X X X X X X X X X X X X X X X X
1990s X X X X X X X X X X X X X X X X X X X X
Now X X X X X X X X X X X X X X X X X X X X
Blank X X X X X X X X X X X X X X X X X X X X
Golly's Dark Era
Era 5% 10% 15% 20% 25% 30%
Pre War X X X X X X X X X X X X X X X X X X X X X X X X
1950s/60s X X X X X X X X X X X X X X X X X X X X
1970s X X X X X X X X X X X X X X X X X X X X X X X X
1980s X X X X X X X X X X X X X X X X X X X X X X X X
1990s X X X X X X X X X X X X X X X X X X X X
Now X X X X X X X X X X X X X X X X X X X X X X X X
Blank X X X X X X X X X X X X X X X X X X X X X X X X
The 1980s has clearly shown as collectors' favourite era for Golly. Considering the variety of merchandise produced around this time, it is not surprising. It's also interesting that in the late 1990s, it was the 1980s style Golly that made a come-back. In recently returned surveys, 'now' was frequently nominated as Golly's dark era. This is also not surprising! As in the previous survey, there was still a great reluctance to vote negatively about an era.

Favourite Set
Having taken into account more collectors' tastes, there is a change of favourite – The Historical Events set has been ousted from pole position. Baby from 1996 Limited Edition - Favourite Set
1996 Limited Edition 12%
1980s Set 10%
2001 Historical Events set 9%
1993/4 Set 8%
Gollympics 2000 6%
1999 Set 5%
Golly's Diary 2001 5%

Least Favourite Set
Even with twice as many survey results, there was little movement in the 'least favourite set' contest. Still a vast 40% refused to nominate a least favourite, whilst only 14% couldn't single out a favourite. New comments received were "They are all great. I think its wrong to stop them" and "All good". However, one person had no hesitation in naming and shaming the 1993/94 set, describing it as "orible!"
1998 Goal Keeper - Least Favourite Set
1998 Set 14%
1993/4 Set 13%
1996 Set 5%
Golly's Diary 2001 5%
Barcelona '92 4%


Silver Millennium - Most popular design

Favourite Brooch
A huge spread of nominations were received, only the most popular are named. A larger number of replies made very little difference to the absolute favourites.
Silver Millennium 13%
Santa (in his 2 incarnations) 7%
Standard 6%
1988 Lifeboatman 4%
1999 Wizard 4%



Least Favourite Brooch
A tie for the top! Yet again 41% could not single out a least favourite. However, one collector used "Yuck!" to express his feelings towards the 1980s Car Driver, whilst another found the Standard "boring". Juggler - Joint least popular design Ballet Dancer - Joint least popular design

Juggler 5%
1993/4 Ballet Dancer 5%
Standard 3%
1996 Wren 3%
1999 Mermaid 3%



Will Roald Dahl badges now be collected?
The Roald Dahl range of brooches

There were 47 replies to this question since it only became relevant on 23rd August and even then it took me a few days to change the survey. Many thanks to those who, having previously completed the survey, updated me with their decision, name and email address, to allow me to get a larger picture.

No, will not be collecting 76%
Undecided 13%
Yes, will be collecting 11%

Conclusions
Golly's retirement dramatically increased the rate of replies to the survey. A greater interest was perhaps to be expected, but the magnitude of the increase was impressive! Less predictable was that it would be longer term collectors with more mature collections replying in this second batch. This was reflected in the 'size of collection' and 'year started collecting' results. Perhaps this was also a factor in the 1980s set overtaking the 2001 Historical Events in the 'favourite sets' poll, and 1980s Golly having the accolade of the Golden Era.

So are we all just indiscriminate badge collectors or did the Golly scheme have some unique appeal? The apathy towards collecting the Roald Dahl set seems to reflect the latter. Of course, this may be a knee jerk reaction with us all springing to Golly's defence....only time and Robertson's sales will tell. If the results do reflect a long term decision, then Robertson's need to start recruiting those valued, targeted, younger collectors they tell us about....and fast!

As with the last survey, it seemed to offend peoples' sensibilities to have to nominate their least favourite 'this' or 'that' about the Golly brooches....but I defy you not to look at the least favourites lists and not utter your own, odd "Yuck!" every now and again!


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Golly Corner: Golly Survey / Email: Liz Prigg / revised October 2001
Photographs & Text Copyright Liz Prigg © 1998–2009