1525-0012-0166 US Mint Qualitative Consumer Research (Focus Groups) 1525-0012-00167 Website Usability Testing (Focus Groups)

National Analysts Worldwide Study #XXX

November/December 2012

U.S. Mint Research
Discussion Guide

I. INTRODUCTION (5 minutes)

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-XXXX. 

• 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

• (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

• (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?

• (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?

• (Customers/Non-customers) What improvements/changes would you recommend?

IV. ADDITIONAL TOPICS AS REQUIRED BY U.S. MINT

V. MISCELLANY & WRAP-UP (5 minutes)

• (Customers/Non-customers) Probe additional issues identified by U.S Mint; thank and conclude