In this research, the choice of online community for data collection was discussed, focusing on the Lego Group as the selected brand. The support communities were identified as appropriate for gathering customer insights and improving the brand. The process of data collection involved both primary and secondary methods, with an emphasis on maintaining anonymity. The findings highlighted themes such as product quality and manufacturing operations, suggesting potential changes for Lego Group. The discussion emphasized the role of support communities in providing ideas and suggestions for competitive advantage. Reflection on the research process acknowledged the use of netnography and identified challenges in finding Lego enthusiasts and analyzing confidential information.