1525-0012-1043 US Mint Justification OMB Request _ Tracking Study

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United States Mint

Brand and Business Performance Tracking 2010

February 3, 2010

Purpose of the Research

This tracking study will serve as an ongoing key indicator of the success and performance of the Unites States Mint brand and business activities. This is a three-wave annual study to gauge the changes in marketplace attitudes. This includes measuring customers’ emotional connection and engagement, awareness, consideration and other traditional metrics. From the testing, results will be analyzed to provide recommendations for current and future campaigns.

Research Topic Outline

The tracking study will focus and measure:

1. Advertising, product and brand awareness and recognition

2. Comprehension / imagery

3. Perception of the United States Mint

4. Recognition that the United States Mint is the only source of genuine, official legal tender coins and unique from the Bureau of Engraving

5. Familiarity with the United States Mint

6. Consideration

7. Shopping, include the propensity to purchase

8. Purchase

9. Gauge, map and track emotional connection to the United States Mint brand, recent 50Q program, the American the Beautiful Quarter program, as well as other United States Mint coins, proof sets, etc.

10. Trace key communications and branding-based segment opportunities for future business growth.

11. Assess and track key business performance metrics:

    1. Brand awareness and understanding

    2. United States Mint as the authentic source for collectible coins – different from Department of Engraving and Printing

Sampling Direction

We will field this study among a very large sample of 3,250 driven by both a sample from the general US adult, as well as key/core segment groups that can have a significant impact on the business.

3,250 Total Sample

500 General Market / US Adults

500 Pocket Change Collectors

500 Purchases/Collectors of Competitive products

500 Purchases of keepsake products as gifts

250 National Parks Enthusiasts

500 Current U.S. Mint active customers

500 Current U.S. Mint lapsed customers

Methodology

Online survey distributed by email to those who agree to answer email surveys in advance

Methods to Maximize Response Rates

By being online, people can answer the survey when it is convenient to their schedule. Unlike traditional phone surveys, you are not bothering them at a time that is inconvenient.

Estimate of the Burden Hours

The collection of information will involve a 25-minute tracking questionnaire with the segmented sample of 3,250 respondents. Total estimated burden hours per survey wave are:

Method	Estimated Hours
Online Tracking Questionnaire	1,354
Total	1,354