1525-0012-0128 Quantitative Consumer Research and 1525-0012-0129 Qualitative Customer Research

National Analysts Worldwide Study #___

January/February, 2009

U.S. Mint Focus Group Research
Discussion Guide
Customers and Non-customers

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-__.

• 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 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 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) Have you ever considered purchasing coins or coin sets 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 be compelling for such a purchase?

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

• (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

• Commemorative coins

• Bags/rolls

• American Eagle Proof and Uncirculated coins

• American Buffalo

• First Spouse Coins

• 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.)

• Commemorative coins

• Bags/rolls

• American Eagle proof and uncirculated coins (e.g., silver, gold, and platinum)

• American Buffalo

• First Spouse Coins

• Presidential $1 coins

• Medals

• Other items (e.g., specialty products)

• What U.S. coins, if any, do you buy from other sources such as dealers, Internet auctions, etc.? Probe…

• Which specific coins/sets?

• Precious metals (e.g., American Eagle Investment [bullion] coins)?

• For items that could be obtained directly from the Mint: Why use these other sources and not the U.S. Mint?

III. CATALOG VARIATIONS

[Distribute catalogs. Ask participants to review and write down products they are interested in and comments about the catalogs.]

• What, if any, products are appealing to you?

• What about this product made it appealing to you?

• For self or for gift?

• For what occasion?

• Reactions to catalogs

• How well do the catalogs showcase the products?

• Probe for…

• Distinctions between prior and current U.S. Mint catalogs

• Aspects of catalogs that work well vs. don’t

• Specific reactions to redesigned U.S. Mint catalog

• To what extent does it provide the information you need?

• To what extent does it inspire you (or deter you) from making a purchase?

• How do you feel about the changes (vs. prior)? Probe for…

• Alternate visuals/graphical design (e.g., too much, overwhelming)

• Look and feel

• Reduction in copy (e.g., better or worse, is there enough information)

• What suggested changes or improvements would you recommend?

• For the cover?

• For the inside layout?

• For the informational content?

• Probe for reasons and for examples from other catalogs they receive/like

• What, if any, other comments do you have related to these catalogs and/or their distribution?

IV. ASSESSMENT OF CURRENT COIN PRODUCTS AND NEW PRODUCT IDEAS

[Distribute core products.]

• Overall, what are your impressions of the coin products that the U.S. Mint produces? Probe…

• Which ones are best? Worst?

• How about their artistry, appearance, etc.?

• What about their packaging?

• Explore other product interest/preference issues identified by U.S. Mint team

V. PACKAGING FOR ANNUAL SETS

[Distribute current annual sets.]

• How likely are you to purchase each of these annual sets?

[Complete rating sheet regarding likelihood to purchase.]

[Distribute annual set prototypes and explain that they could be implemented in 2010 (or 2011 for certain prototypes).]

• [For each prototype design] How do you feel about this prototype design? Probe…

• What, if anything, do you like about the new design?

• What, if anything, do you dislike?

• What changes, if any, would you recommend?

• [For cutout designs that allow view of coins] Which products should be visible through cut-outs, and which coins and side (obverse/reverse) should be visible?

• Why do you make these recommendations?

• [For design with extra flap over box] What “added value” suggestions do you have for this flap? Probe…

• Additional printed information (not COA)?

• Designs/artwork

• Etc.

• To what degree would combinations of the ideas illustrated in these prototypes be desirable?

• What additional ideas would you recommend for changes to these Annual Sets? Probe…

• Varyiations in suggestions depending on the type of annual set (5-coin vs. 4-coin vs. full set)

• External boxes vs. internal lenses

• Etc.

[Complete rating sheet regarding prototypes.]

V. MISCELLANY AND WRAP-UP

• Probe additional issues identified by U.S Mint; thank and conclude

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