National Analysts Worldwide Study #XXX
December, 2009
U.S. Mint Focus Group Research
Discussion Guide
I. INTRODUCTION
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 LOGO OPTIONS
Ask about recollection of current logos? (Note the degree to which participants can recall the general design and any specifics.)
[Describe the potential changes and introduce candidate options. Ask participants to rate preferences (if applicable) individually and record them prior to group discussion. Also ask participants to write down words (adjectives or associations) that each option brings to mind. Then gather/post ratings.]
What is your general reaction to the different options?
What do you like or dislike?
Which options, if any, do you find especially objectionable/undesirable?
Do any of these options compare favorably with current logos? Why/why not?
What are your specific reactions to Option A? [Repeat for other candidates.]
What are some of the associations that this option brings to mind? (Probe associations to determine if they are positive or negative.)
What do you especially like or dislike about this option?
How well does this option fit with your image of the United States Mint?
Are there any minor changes you would suggest that would enhance this option?
Review all candidates and discuss which, if any, would be desirable.
VI. WRAP-UP
Thank and conclude
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| File Type | application/msword |
| File Title | Normal Document |
| Author | Claire Robbins |
| Last Modified By | Adine Frank |
| File Modified | 2009-10-20 |
| File Created | 2009-10-20 |