1525-0012-0148 US Mint Brand and Business Performance Tracking 2010 (Wave 2)

Fresher Insights, Better Marketing.

United States Mint: Tracking Questionnaire Q2
Client	CE
Client Contact	Casey Ingle [email protected] Tel: + 1 586-558-5928
Account Team	Alex Hunt [email protected] Tel : +1 917 293 7484 Mandolin Lextrait [email protected] Tel : +1 646-322-7553 Katie O’Connor [email protected] Tel: +1 917 225 5483
BJ Project No.	P110396
Date	September 10th, 2010

1. Target Audience

1. Markets: US

2. Blended Incidence Level: 30%

3. Length of Juicer: 25 minutes

4. Sample Design: 2,250 interviews per wave

   1. 250 Current US Mint Customers (email list)

   2. 500 Purchases/Collectors of Competitive products

   3. 500 Pocket change collectors

   4. 500 Purchases of keepsake products as gifts (watches, pens, coins, jewellery)

   5. 500 General Market

   6. 250 National Parks Enthusiasts

Target Audience	Quota
Current US Mint Customers	250
Purchases/Collectors of Competitive products	500
Pocket change collectors	500
Purchases of keepsake products as gifts (watches, pens, coins, jewellery)	500
General Market	500
National Parks Enthusiasts	250
Quotas for Tracking
Age 18-24	Tracking
Age 25-34	Tracking
Age 35-44	Tracking
Age 44-54	Tracking
Age 55-64	Tracking
Age 65+	Tracking
Male	Tracking
Female	Tracking

2. Survey Flow

Methodology

	Email invitation from Panel
Instructions:	Email inviting respondents to take part in the BrainJuicer®, URL link to the survey

	Start
	Hello! May I take a moment to juice your brain? Click here to start (takes about 25 mins)

	Freeform
Freeform	This survey is strictly voluntary. We are also required, by law, to report to you the OMB Control Number for this public information request. That number is OMB# XXX.

	Explanation & Confidentiality
	Just before we get started (particularly if you’re new to BrainJuicer), a quick explanation of how a Juicer works...

	Freeform
Freeform	BrainJuicer uses an innovative approach to asking questions; rather than restrict you to choosing from a list of possible answers compiled by us we'd like you to give us your own answers - whatever they may be!

	Freeform
Freeform	Before you continue, please confirm the following: I agree not to disclose the contents of the survey to anyone else. I agree that any ideas discussed or generated as a result of your participation will belong to our client.

	Radio button	Mandatory
Question:	Do you accept the terms above?
Answers:	Yes
	No		Reject

Profiling

	Sample Filter and Respondent Profiling
	Thanks. First a few questions about you.

	Dropdown	Mandatory
Question:	Your age?
Answers:	17 or younger		Screenout
	18
	19
	…
	63
	64
	65 or older

 

	Radio button	Mandatory
Question:	Your gender?
Answers:	Male
	Female

  

	Checkbox	Mandatory
Question:	Please indicate if you or a member of your household works in any of these professions.
Answers:	Accountancy
	Advertising, Media, Publishing		Screenout
	Beverage Manufacture or Distribution
	Education
	Health, Nursing, Social Services
	IT/Telecoms
	Journalism		Screenout
	Legal
	Marketing		Screenout
	Market Research		Screenout
	Not for Profit / Charities
	Public Relations		Screenout
	Recruitment
	Retail
	Travel, Leisure, Tourism		Screenout
	U.S. Government employee		Screenout
	None of the above

	Dropdown	Mandatory
Question:	What state do you live in?
Answers:
	Menu of all US states. Ensure Wash. D.C. is included in list

	Text box	Mandatory
Question:	What is your first name? This is simply to personalize the study for you.
Answers:
Tech note:	[FirstName]

	Profiling - National Park Enthusiasts
	Have you visited a national park in the past 3 years?

	Radio button	Mandatory
Question:	Have you visited a national park in the past 3 years?
Answer:	Yes		National Park Enthusiast
Answer:	No

	Profiling - National Park Enthusiasts
	Have you watched any TV shows / documentaries or read any books about the national parks in the past 3 years?

	Radio button	Mandatory
Question:	Have you watched any TV shows / documentaries or read any books about the national parks in the past 3 years?
Answer:	Yes		National Park Enthusiast
Answer:	No

	Profiling – Keepsake Purchaser
	In the past two years have you purchased any of the following types of products as a gift for someone? (please check all that apply)

	Check box	Mandatory
Question:	In the past two years have you purchased any of the following types of products as a gift for someone? (please check all that apply)
Answer:	Collectable Coin		Keepsake Purchaser
Answer:	Jewelry		Keepsake Purchaser
Answer:	Pen		Keepsake Purchaser
Answer:	Watch		Keepsake Purchaser
Answer:	Other collectable item		Keepsake Purchaser
Answer:	None of the above		Exclusive

	Profiling – Coin Purchaser
	In the past two years have you…(please check all that apply)

	Check box	Mandatory
Question:	In the past two years have you…(please check all that apply)
Answer:	Purchased a collectable coin or coin set for yourself		Coin collector/purchaser
Answer:	Come across a collectable coin in circulation that you intentionally set aside and didn’t spend		Pocket change collector
Answer:	Purchased a collectable coin or coin set for someone as a gift		Coin collector/purchase
Answer:	None of the above		Exclusive

Tech Note: All respondents qualify as General Market – please fill this quota first. Once General Market quota is filled, please fill other quotas in order of least filled.

	Profiling – Coin Purchaser Next 12 Months
	In the next 12 months would you consider…(please check all that apply)

	Check box	Mandatory
Question:	In the next 12 months would you consider…(please check all that apply)
Answer:	Purchasing a collectable coin or coin set for yourself
Answer:	Setting aside a collectible coin that you came across in circulation and not spending it
Answer:	Purchasing a collectable coin or coin set for someone as a gift
Answer:	None of the above		Exclusive

Tech Note: Skip ‘Purchaser of Competitor Products’ if select ‘None of the above’

	Profiling – Purchaser of Competitor Products
	Thanks! In the past two years have you collected or purchased…

	Grid – Radio Button Across		Mandatory
Answer	I have collected, but not purchased, this coin (e.g. received as a gift or pulled from circulation).	I have purchased this coin either as a gift or for my own collection.		I have both collected and purchased this coin.	I have neither collected nor purchased this coin.
Question:	Obama Coin
Question:	9/11 Coin
Question:	Painted or colorized quarters
Question:	Presidential $1 coins in display frame, wooden box or safe
Question:	Full set of all 50 state quarters
Question:	Gold plated quarters

Tech Note: Code as Purchasers / Collectors of Competitive products if do NOT select ‘I have neither…’ for at least one question (row) above.

Brand Tracking

	Awareness – Unaided
	When you think about companies and institutions that manufacture and sell collectable coins, which come to mind? Please type as many as you can think of below, using a separate box for each company or institution.

	Text box	8 answers
Question:	When you think about companies and institutions that manufacture and sell collectable coins, which come to mind? Please type as many as you can think of below, using a separate box for each company or institution.
Instruction:	Record first mention

	Aided Awareness - US Mint and Competitors
	Below is a list of companies and institutions that manufacture and sell collectable coins. Even if you have mentioned these at the previous question, please tell us whether you have heard of any of the following.

	Grid – Radio Button Across	Mandatory
Question:	Yes, I have heard of this company or institution		No, I have not heard of this company or institution
Answer:	Franklin Mint
Answer:	Govmint.com
Answer:	World Reserve Monetary Exchange
Answer:	United States Mint
Answer:	National Collectors Mint
Answer:	Littleton Coin Company

TECH NOTE: Only ask ‘Purchasers - US Mint and Competitors’ & ‘Consideration - US Mint and Competitors’ for brands ‘Yes’ in ‘Aided Awareness - US Mint and Competitors’ if ‘No’ is selected for all brands, SKIP to next question.

	Purchasers - US Mint and Competitors
	Again, please take a look at the list of companies and institutions that manufacture and sell collectable coins that you are aware of. Please tell us whether or not you have purchased or collected coins from any of the following companies or institutions.

	Grid – Radio Button Across		Mandatory
Answer	I have collected, but not purchased, a product from this company / institution (e.g. received as a gift or pulled from circulation).	I have purchased a product from this company / institution either as a gift or for my own collection.		I have both collected and purchased products from this company / institution.	I have neither collected nor purchased products from this company / institution.
Question:	Franklin Mint
Answer:	Govmint.com
Question:	World Reserve Monetary Exchange
Question:	United States Mint
Question:	National Collectors Mint
Question:	Littleton Coin Company

	Consideration - US Mint and Competitors
	Finally, please tell us how likely you are to consider purchasing from the following companies or institutions in the next 12 months.

	Grid- Radio button across			Mandatory
Question:	Franklin Mint	Govmint.com	World Reserve Monetary Exchange		United States Mint	National Collectors Mint	Littleton Coin Company
Answers:	Have purchased and would consider purchasing in the next 12 months
	Have not purchased but would consider purchasing in the next 12 months
	Have purchased but would not consider purchasing in the next 12 months
	Have not purchased but would not consider purchasing in the next 12 months

	Start of Rotation Sequence
Instructions:	Ask ‘FaceTrace’ ‘Impressions’ and ‘Net Promoter Score’ for up to 3 randomly selected brands which respondent is aware of -‘Yes’ in ‘Aided Awareness - US Mint and Competitors’
Instructions:	Brands: Franklin Mint World Reserve Monetary Exchange United States Mint National Collectors Mint Littleton Coin Company

	US Mint FaceTrace - Emotional scale
	Next, we would like to hear your thoughts and opinions on the [insert brand]. Please think about the [insert brand] and tell us which of these faces best reflects how you feel about it?

	Radio button	Mandatory
Question:	Next, we would like to hear your thoughts and opinions on the [insert brand]. Please think about the [insert brand] and tell us which of these faces best reflects how you feel about it?
Answer:	Emotional Wheel Responses

	US Mint FaceTrace - Emotional Intensity
	To what degree does the [insert brand] make you feel this emotion?

Question:	To what degree does the [insert brand] make you feel this emotion?
Answer:	Strongly
Answer:	Fairly Strongly
Answer:	Not very strongly

	US Mint FaceTrace - Reason for Face Selection
	What is it about the [insert brand] that made you select this face? (Please type your answers below or click to select it from the existing answer buttons)

	MindReader	1 answer x 1 order
Question:	What is it about the [insert brand] that made you select this face? (Please type your answers below or click to select it from the existing answer buttons)

	Impression of US Mint – Unaided
	Again, thinking just about the [insert brand], what is your main impression of this particular company or institution that manufactures and sells collectable coins? (Please type your answers below or click to select it from the existing answer buttons)

	MindReader	1 answer x 2 orders
Question:	Again, thinking just about the [insert brand], what is your main impression of this particular company or institution that manufactures and sells collectable coins? (Please type your answers below or click to select it from the existing answer buttons)
Question:	What is it about the [insert brand] that gave you this impression? (Please type your answers below or click to select it from the existing answer buttons)

R	Net Promoter Score – US Mint
	To what degree would you recommend the [insert brand] products to a friend or colleague?

	10-point scale horizontal Radio button Label: Extremely likely (left) – Extremely unlikely (right) Make the spacing between the radio buttons equal	Mandatory
Question:	To what degree would you recommend the [insert brand] products to a friend or colleague?
Answers:	10 - Extremely likely		Promoter
	9		Promoter
	8		Passive
	7		Passive
	6		Detractor
	5		Detractor
	4		Detractor
	3		Detractor
	2		Detractor
	1		Detractor
	0 - Extremely unlikely		Detractor

S	Why? – US Mint and Competitors
	What is it that made you give the [insert brand] this rating? (Please type your answer below or click to select it from the existing answer buttons)

	MindReader on why	1 answer x 2 orders
Question:	What is it that made you give the [insert brand] this rating? (Please type your answer below or click to select it from the existing answer buttons)
Question:	And why is ‘[previous answer]’ so relevant to you? (Please type your answer below or click to select it from the existing answer buttons)

	End of Rotation Sequence
Instructions:	If respondent has answer for 1 or 2 brands, loop back to ‘FaceTrace’. If respondent has answered for 3 brands, continue.

Prompted Impressions of US Mint

TECH NOTE: Only ask ‘Impression of US Mint Products – Aided Attributes’ if ‘Yes’ for US Mint in ‘Aided Awareness - US Mint and Competitors’

	Impression of US Mint Products – Aided Attributes
	Now, shifting gears back to the United States Mint collectable coins, please indicate how strongly you agree or disagree with each of the following statements in relation to the United States Mint collectable coins. Select ONE box for each statement.

	5-point agree/disagree scale			Mandatory
Answers:	Strongly Agree	Agree	Neither agree nor Disagree		Disagree	Strongly Disagree
Question:	Is an official brand of collectable coins
	Is an authentic brand of collectable coins
	Is a brand of collectable coins that connects me to my country
	Is a brand of collectable coins that I am proud to share with my family and friends Is a brand of collectable coins that I would want to pass onto my children later in life
	Is a brand of collectable coins that I would like to collect more of
	Is a brand of collectable coins that I would like to collect forever
	Is a brand of collectable coins that symbolize U.S. history
	Is a brand of collectable coins that makes me feel patriotic
	Is a brand of collectable coins which is backed by the U.S. government and makes the actual money in circulation

360 Communications and Business Activities Assessment

TECH NOTE: Only ask 360 Communications and Business Activities Assessment if ‘Yes’ for US Mint in ‘Aided Awareness - US Mint and Competitors’

T	Communications Awareness
	Thanks! Now, please think about all the different places you have seen, heard or read about the United States Mint recently. This can include all the different kinds of advertising, home mailings and other activities that promote the United States Mint in addition to news stories, TV shows and information on the Internet.

	Radio button
Question:	Have you seen, heard or read anything about the United States Mint anywhere recently?
Answers:	Yes
	No

TECH NOTE: If ‘Yes’ in ‘Communications Awareness’ ask ‘Communication Awareness – Why’

	Communication Awareness – Why
	You indicated that you have seen, heard or read about the United States Mint recently, what have you seen, heard or read? (Please type your answers below or click to select it from the existing answer buttons)

	MindReader	1 answer x 1 order
Question:	You indicated that you have seen, heard or read about the United States Mint recently, what have you seen, heard or read? (Please type your answers below or click to select it from the existing answer buttons)

TECH NOTE: If ‘Yes’ in ‘Communications Awareness’ ask ‘Communication Impression’

	Communication Impression
	What is your impression of the United States Mint, based on what you have seen, heard or read? (Please type your answers below or click to select it from the existing answer buttons)

	MindReader	1 answer x 1 order
Question:	What is your impression of the United States Mint, based on what you have seen, heard or read? (Please type your answers below or click to select it from the existing answer buttons)

Product Assessment

TECH NOTE: Only ask ‘Product Assessment’ if ‘Yes’ for US Mint in ‘Aided Awareness - US Mint and Competitors’

	Collectors/Purchasers - US Mint Products
	Thanks! Again, thinking about the United States Mint collectable coins, please consider each of the products below and tell us if you are…

	Grid – Radio Button Across		Mandatory
Answers:	Familiar with this product but have never purchased or collected	Have purchased or collected this product		Not familiar with this product
Questions:	Presidential Dollars
Randomize list	Precious Metals (Silver, Gold, Platinum)
	Commemorative coins
	Bronze Medals
	Annual Sets
	Series of quarters featuring each of the 50 states
	Series of quarters featuring a national site, forest or park in each of the 50 states
	Beginner Basic Set (starter kit for coin collectors to teach them about the hobby)

TECH NOTE: Ask ‘Purchase or collected – US Mint Products Why’ if respondent selects ‘have purchased or collected this product.’ Ask separately for each product. If do not select ‘have purchased or collected’ for any product, SKIP to next question.

S	Purchased or Collected – US Mint Products Why
	What in particular motivated you to purchase or collect [previous answer for purchase or collected]? (Please type your answer below or click to select it from the existing answer buttons)

	MindReader on why	1 answer x 1 order
Question:	What in particular motivated you to purchase or collect [previous answer for purchase or collected]? (Please type your answer below or click to select it from the existing answer buttons)

	Consideration – US Mint Products
	Next, please tell us how likely you are to consider purchasing and/or collecting any of the United States Mint collectable coins in the next 12 months.

	Dropdown	Mandatory
Question:	Next, please tell us how likely you are to consider purchasing and/or collecting any of the United States Mint collectable coins in the next 12 months.
Answers:	Have purchased and would consider purchasing in the next 12 months
	Have not purchased but would consider purchasing in the next 12 months
	Have purchased but would not consider purchasing in the next 12 months
	Have not purchased but would not consider purchasing in the next 12 months

S	Consideration – US Mint Products Why
	What is it about the United States Mint collectable coins that made you say [previous answer]? (Please type your answer below or click to select it from the existing answer buttons)

	MindReader on why	1 answer x 1 order
Question:	What is it about the United States Mint collectable coins that made you say [previous answer]? (Please type your answer below or click to select it from the existing answer buttons)

Next 12 Month Purchase Intention

	Likelihood to Purchase Collectible Coins
	Please tell us how likely you would be to purchase each of the products listed below for yourself or as a gift in the next 12 months from any company or institution that sells collectible coins. (Please select one answer per row)

	Grid – Radio Button Across			Mandatory
Answers:	Definitely would buy	Probably would buy	Might or might not buy		Probably would not buy	Definitely would not buy
Questions:	Presidential Dollars
Randomize list	Precious Metals (Silver, Gold, Platinum)
	Commemorative coins
	Bronze Medals
	Annual Sets(proof sets and uncirculated sets)
	Series of quarters featuring each of the 50 states, District of Columbia and U.S. territories
	Series of quarters featuring a national site, forest or park in each of the 50 states, District of Columbia and U.S. territories

‘America the Beautiful’ Tracking

	Start of Rotation Sequence
Instructions:	Present ‘America the Beautiful’ concept and image to all in separate window.

Concept:

For the past 11 years the United States Mint has issued special, historical quarters featuring significant images of the country’s 50 states, District of Columbia and territories. In April 2010, the United States Mint introduced a new series of quarters The new series called the America the Beautiful Quarters Program features selected national parks and sites from each state, District of Columbia and U.S. territories starting with Hot Springs, AR, Yellowstone, WY, Yosemite, CA, Grand Canyon, AZ and Mt. Hood, OR. Each year five coins will be released until the final site in the year 2021. It’s a great way to learn about the United States and honor its national treasures.

	Introduction – America the Beautiful
	Next, we would like to hear your thoughts about a specific series of coins, called the America the Beautiful Quarters, from the United States Mint. Please read the description in the window to your left and click 'Next' to continue.

	Next Button	Mandatory
Answer:	Next

	Likelihood to Pull from Circulation – ‘America the Beautiful’
	Thinking about the America the Beautiful Quarters program, how likely would you be to pull these coins out of circulation and save for collection?

	Dropdown	Mandatory
Question:	Thinking about the America the Beautiful Quarters program, how likely would you be to pull these coins out of circulation and save for collection?
Answers:	Very likely
	Somewhat likely
	Not very likely
	Not at all likely

	Reason for Likelihood to Pull from Circulation – ‘America the Beautiful’
	What in particular made you say you are [previous answer] to pull these coins out of circulation and save for collection? (Please type your answer below or click to select it from the existing answer buttons)

	Mindreader	1 answer x 1 order
Question:	What in particular made you say you are [previous answer] to pull these coins out of circulation and save for collection? (Please type your answer below or click to select it from the existing answer buttons)

	Likelihood to Purchase ‘America the Beautiful’ (US Mint Focus)
	Thinking about the America the Beautiful Quarters program, how likely would you be to purchase this coin set for yourself or as a gift in the next 12 months?

	Dropdown	Mandatory
Question:	Thinking about the America the Beautiful Quarters program, how likely would you be to purchase this coin set for yourself or as a gift in the next 12 months?
Answers:	Definitely would buy
	Probably would buy
	Might or might not buy
	Probably would not buy
	Definitely would not buy

	End of Rotation Sequence
Instructions:	Please close concept window.

Classification

	Classification
	And finally, just a few questions about you, these questions are for statistical purposes only. Your answers will be treated as strictly confidential.

	Dropdown	Mandatory
Question:	Which of the following is the highest level of education you have completed?
Answers:	Some high school
Answers:	Completed high school/GED/HSED
Answers:	Some College
Answers:	4-year college degree/Bachelor’s degree
Answers:	Completed or started post-college graduate school

	Dropdown	Mandatory
Question:	Which of the following best describes your current employment status?
Answers:	Employed full-time
	Employed part-time
	Not currently employed but looking for work
	Retired
	Not employed outside the home

	Dropdown	Mandatory
Question:	What is your current marital status?
Answers:	Single (includes never married, widowed, or divorced)
	Married/living with partner

	Dropdown	Mandatory
Question:	Are you of Hispanic or Latino origin?
Answers:	Yes
	No

	Check box	Mandatory
Question:	Which of the following describes your ethnicity?
Answers:	White
	Black or African American
	Asian
	Native Hawaiian or Other Pacific Islander
	Biracial or multiracial
	American Indian or Alaska Native

	Dropdown	Mandatory
Question:	Which of the following best describes your total annual household income before taxes?
Answers:	Under $30,000
Answers:	$30,000 to $34,999
Answers:	$35,000-$44,999
Answers:	$45,000-$49,999
Answers:	$50,000-$64,999
Answers:	$65,000-$74,999
Answers:	$75,000-$99,999
Answers:	$100,000-$124,999
Answers:	$125,000-$149,999
Answers:	$150,000 or more

	Classification – Parents Number of Children
	Do you have any children? If so, please tell us how many children you have.

	Radio button	Mandatory
Question:	Do you have any children? If so, please tell us how many children you have.
Answers:	I have no children
	1
	2
	3
	4
	5
	6
	7
	8
	9
	10 or more

TECH NOTE: Only ask ‘Classification – Parents Age of Children’ if did not select ‘I have no children’ in ‘Classification – Parents Number of Children.’

	Classification – Parents Age of Children
	Please select the age of your child or children.

	Check box	Mandatory
Question:	Please select the age of your child or children.
Answers:	0 – 5 years old
	6 – 8 years old
	9 – 12 years old
	13 – 17 years old
	18+ years old

	Finish
	That’s it! Thank you for participating in our research.

BrainJuicer® Ltd – London – Brighton - Rotterdam – New York

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