Phase 2 New Customer Acquisition Strategic Research - Focus Group

National Analysts July 2007

U.S. Mint Focus Group Research
Discussion Guide
Customers/Non-Customers

I. INTRODUCTION (5 minutes)

According to the Paperwork Reduction Act of 1995, no persons are required to respond to a collection of information unless it displays a valid OMB number.  The valid OMB control number for this information collection is 1525-0012-XX. 

Ground Rules: Audio-taping, confidentiality, candor, cell phones, pagers, etc.

• Background & Objectives: The purpose of today’s discussion is three-fold; namely to: 1) learn about your current coin collecting interests, behaviors and purchases (if any); 2) gather your feedback regarding current U.S. Mint products; and 3) ascertain your reactions to some new product ideas.

• Introductions: First name, types of coins that are especially liked, length of time collecting and/or buying U.S. coins

II. CURRENT COIN COLLECTING/BUYING PRACTICES (20 minutes)

• What particular types of coins have special interest or appeal to you and what makes these coins so attractive to you? Probe…

• Beauty or artistry?

• The history associated with them?

• Other factors, if any, that play a role in your attitudes and behaviors?

• What coin purchases, if any, have you made? For example, have you bought any U.S. coins from dealers, Internet auctions, (etc.)?

• If some: Why have you not purchased any coins from the U.S. Mint?

• To what extent is lack of awareness a factor?

• What about limited knowledge/dissatisfaction with current products?

• How about the perceived value/prices of the products?

• What do these other sources provide that the U.S. Mint does not?

• If none: Why have you never purchased any coins from any sources?

• To what extent is lack of awareness a factor?

• What about limited knowledge/dissatisfaction with current products?

• How about the perceived value/prices of the products?

• Probe if any have purchased any special coins (similar to those included in the product concepts to be discussed later)

III. ASSESSMENT OF CURRENT PRODUCTS (20 minutes)

[Distribute US Mint catalog. Subsequently distribute various U.S. Mint product samples.]

• Overall, what are your impressions of the coin products that the U.S. Mint produces? Probe…

• Which ones are best? Worst?

• How likely would you be to consider purchasing any/each of these…

• For yourself?

• As a gift (for whom)?

[Ask participants to sort products in terms of likelihood to purchase.]

IV. ASSESSMENT OF CANDIDATE PRODUCTS (20 minutes)

[Introduce each candidate U.S. Mint product idea (including samples) and ask…]

• Overall, what are your impressions of this product? Probe…

• Aspects that are attractive/unattractive

• Likelihood to purchase…

• For yourself?

• As a gift (for whom)?

V. INFORMATION SOURCES AND CHANNELS (15 minutes)

[First ask customers/non-customers to write down answers to main questions in this section regarding used/preferred information sources individually.]

• In general, where do you look for (or if you were seeking) information regarding collectible products (especially coins)? Where else? Probe for…

• Newspapers

• Newsletters

• Coin magazines/periodicals

• Coin clubs (online and off)

• Chat rooms

• Catalogs

• Books

• E-mails (from U.S. Mint/other)

• U.S. Mint (catalog, website, etc.)

• Other (private) mints (Franklin Mint, DC Mint, Bradford Exchange, etc.)

• Etc.

[Complete communications ratings sheets.]

• What sources for advertising U.S. Mint products would be most likely to reach you? Why?

• What types of messages or information would you be most interested in learning about potential coin products?

• What types of promotional ideas or efforts might encourage you to buy coins?

[Display potential creative ideas and obtain reactions.]

VI. BARRIERS TO PURCHASING (15 minutes)

• What are some of the key barriers to your current purchasing coin products from the U.S. Mint? [Capture ideas on flipchart]

• What actions could the U.S. Mint take to address some of these barriers?

[Explore reactions to candidate U.S. Mint ideas for addressing barriers.]

VII. GIFT-GIVING NEEDS/INTERESTS (15-30 minutes)

• What types of coin items would be most interesting to you as potential gifts?

• What could the U.S. Mint do to make giving coins as a gift more compelling to you? Probe…

• Packaging

• Presentation materials

• Communications needs

• New items/ideas

[Explore reactions to candidate U.S. Mint gifting ideas.]

XII. MISCELLANY & WRAP-UP (5 minutes)

[Complete rating sheets defined by U.S. Mint related to specific topics discussed.]

• Probe additional issues identified by U.S Mint; thank and conclude

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