National Analysts Worldwide Study #824
June/July 2011
U.S. Mint Packaging Assessment Research
Discussion Guide
I. INTRODUCTION (5 minutes)
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; 2) gather your feedback regarding current U.S. Mint products; and 3) ascertain your reactions to some new product and marketing ideas.
Introductions: First name
Customers -- types of coins that are especially liked, length of time collecting and/or buying U.S. coins
Non-customers – items collected and length of time collecting
II. CURRENT COIN COLLECTING/BUYING PRACTICES (10 minutes)
(Non-Customers) 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?
(Non-Customers) 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?
(Non-Customers) Have you ever considered purchasing coins to give as gifts? Probe…
If so: For whom? What occasions?
If not: Why not?
What circumstances would prompt you to make such a purchase?
What types of items, if any, would propel you to make a purchase?
(Customers) What types of coins and coin-related products have you bought from the U.S. Mint? Probe if for self or as a gift
(Customers) Thinking specifically about the coins that you buy from the U.S. Mint, what specific products and how much of each do you typically purchase directly from the U.S. Mint in a year? Probe…
Annual coin sets (e.g., quarters, uncirculated, proofs, silver proofs, etc.)
America the Beautiful products
Commemorative coins
Bags/rolls
American Eagle coins
Gold Buffalo
Presidential $1 coins
Medals
Other items (e.g., specialty products)
(Customers) What types of coins do you expect to purchase from the U.S. Mint in the next year? Probe…
Annual coin sets (e.g., quarters, uncirculated, proofs, silver proofs, etc.)
America the Beautiful products
Commemorative coins
Bags/rolls
American Eagle coins
Gold Buffalo
Presidential $1 coins
Medals
Other items (e.g., specialty products)
III. ASSESSMENT OF CURRENT PRODUCTS/PACKAGING (25 minutes)
[Distribute Annual Proof Sets, Uncirculated Sets, Silver Eagle Proof, Presidential $1 coin set.]
(Customers/Non-customers) Overall, what are your impressions of the coin products that the U.S. Mint produces? Probe…
Things you like? Dislike?
How do you feel about them for self? For gifts?
(Customers/Non-customers) How do you feel about the packaging of the products in general? (Note: some customers will say no packaging at all so need to acknowledge and move on.)
How do you feel about the packaging for items you do/might purchase for self? For gifts?
[Distribute packaging rating sheets and have participants “grade” the packaging of each product from “A” (excellent) to “F” (failing). Then reconvene discussion and tally ratings.]
(Customers/Non-customers) Ask each participant which item they rated highest, and which lowest, and why?
Probe…what specifically do you like/dislike?
(Customers/Non-customers) As a group, ask why certain items were collectively rated low.
Probe…what specifically do you dislike?
(Customers/Non-customers) How does the current packaging (especially ones that are disliked) affect their likelihood to purchase…
For self?
For gift?
Why?
[Break into groups of 3-4 while they discuss for 5-10 minutes what changes to the packaging they recommend. Each team would designate a leader to report back to the group.]
(Customers/Non-customers) What improvements/changes would you recommend?
IV. CANDIDATE PACKAGING PROTOTYPES (45 minutes)
[Distribute prototypes of new packaging individually, ask participants to rate each new item (or packaging line) using “A” to “F” grading, and ask the following series of questions about each.]
(Customers/Non-customers) How do you feel about this packaging?
What aspects do you especially like? Dislike?
Does it clearly communicate what’s in the box? Is this important?
How would it affect your likelihood to purchase for self? As a gift?
What additional changes, if any, would you suggest?
Probe… What, if anything, needs to be improved?
What concerns, if any, would you have about this packaging?
(Customers/Non-customers) After all prototypes/ideas have been discussed?
What is the one possible change that was discussed that would be most appealing/important to you?
V. MISCELLANY & WRAP-UP (5 minutes)
[Complete rating sheets defined by U.S. Mint related to specific topics discussed.]
(Customers/Non-customers) Probe additional issues identified by U.S Mint; thank and conclude
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| File Type | application/msword |
| File Title | BR Discussion Guide |
| Author | Beth Rothschild |
| Last Modified By | YPollard |
| File Modified | 2011-05-10 |
| File Created | 2011-05-10 |