1525-0012-0137 - US Mint 3Q Focus Group Qualitative Customer Research

National Analysts Worldwide Study #813

September/October, 2009

U.S. Mint 3rd Quarter 2009 Focus Group Research
Discussion Guide

I. INTRODUCTION

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-XXXX.

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

• Background & Objectives: The purpose of today’s discussion is to learn about your collecting interests and to explore your perceptions of different products in the United States Mint’s product portfolio.

• Introductions: First name, (Customers) types of coins that are especially liked and length of time collecting and/or buying U.S. coins, (Non-customers) types of items collected and/or recent special gifts purchased.

II. CURRENT COLLECTING/BUYING PRACTICES

• (Non-Customers) What particular types of collectibles have special interest or appeal to you and what makes them attractive to you? Probe…

• (Non-Customers) What types of special and/or collectible items have you purchased as gifts recently?

• What types of occasions?

• What drew you to this item (for this person/occasion)?

• How did you think this gift reflected on you (i.e., what did it say about you) as a gift giver?

• (Non-Customers) To what extent are you aware that the United States Mint sells collectible coins and sets that can be purchased?

• (Customers) What types of coins and coin-related products have you bought from the United States Mint? Probe…

III. ASSESSMENT OF CURRENT COIN PRODUCTS AND NEW PRODUCT IDEAS

• Overall, what are your impressions of the coin products that the United States Mint produces? Probe…

• Which ones are best? Worst?

• How about their artistry, appearance, etc.?

• What about their packaging?

IV. ASSESSMENT OF ELECTRONIC COMMUNICATIONS

• How do you feel about the U.S. Mint’s current communications practices?

• Coverage and timeliness

• Accuracy

• Desired changes

• Other

• What types of electronic communications do you receive from the U.S. Mint (e-mails, RSS feeds, etc.)?

• Which have you signed up for (or attempted)?

• What has been your experience (probe satisfaction, problems encountered, etc.)?

• Other comments

• From which, if any, other organizations do you receive electronic communications?

• What do you especially like about these communications (or this communications system)?

• Describe your “ideal” of how the U.S. Mint would communicate with you in the future.

• What changes would they make versus their current approach?

• What aspects of the approaches used by other organizations would you like to see the U.S. Mint adopt?

• To what extent are you familiar with social media sites/tools? Is there anything the U.S. Mint could do using these resources that would be desirable (e.g., types of information they would like to see on these types of sites)?

• What else would you like to see the U.S. Mint do with electronic communications (probe features like birthday reminders, etc.)?

• Detailed U.S. Mint e-mail critique and preferences

• Is there enough information? Too much information?

• How do you feel about the quality of the content?

• Describe the look and feel (style, branding) of the e-mail? How should that be changed

• How frequently would you like to be e-mailed?

• What else would you like to see?

• Detailed U.S. Mint RSS critique and preferences

• Do you use RSS feeds? Do you know what they are?

• Are you signed up for the U.S. Mint RSS feeds? Were you aware you could?

• If so, do you receive too few, too many?

• What changes would you recommend?

• What information do you really need to receive in these RSS feeds?

V. AMERICA THE BEAUTIFUL QUARTERS PROGRAM INTERESTS

[Describe the program. Explain that the U.S. Mint will include the quarters in full proof sets, full uncirculated sets, and special quarters proof sets]

• In what forms/products are you likely to purchase these quarters from the U.S. Mint?

• Would you be interested in an Uncirculated Quarters Set?

• Level of interest (Probe why/why not?)

• Propensity to purchase vs. other quarters products

• Design and packaging guidelines

• Anticipated pricing

[Explain plans to produce a 5 oz. silver bullion coin (sold through dealer network) using the same designs as the quarters.]

• Are you interested in a “numismatic” version of these 5 oz. silver bullion coins?

• Level of interest (Probe why/why not?)

• Number you would likely purchase (e.g., all of them, only for the state you live in, sites you’ve visited, etc.)

• Preference for Proof vs. Uncirculated

• How do you feel about the 5 oz. size? Do you prefer this?

• Design and packaging preferences

• Additional information/materials to include with the purchase

VI. WRAP-UP

• Thank and conclude

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