1525-0012-0174 US Mint CSM Focus Groups, 1525-0012-0175 Product Fulfillment Survey 1525-0012-0176 CMS Tracking Survey 1525-0012-0177 Sets New Product Testing Survey

U.S. Mint FY2013 Research
Moderator’s Guide

U.S. Mint Focus Group Research
Discussion Guide
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 xxx-xxxx-xxxx.

II.

•

Ground Rules: Audio-taping, confidentiality, candor, cell phones, pagers, etc.

•

Background & Objectives: The purpose of today’s discussion is three-fold; namely to:

•

Learn about your current coin collecting interests, behaviors and purchases;
o gather your feedback regarding current U.S. Mint products; and
o 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

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?

U.S. Mint FY2013 Research
Moderator’s Guide

− 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)

U.S. Mint FY2013 Research
Moderator’s Guide

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

V.

MISCELLANY & WRAP-UP
REVIEW QUESTIONS FROM BACK ROOM

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

National Analysts Worldwide

FY2013

SCREENER
UNITED STATES MINT CUSTOMERS -- CITY A
ASK TO SPEAK TO PERSON NAMED ON LIST
( ) FEMALE
( ) MALE

GET A MIX

RESPONDENT NAME:
ADDRESS:

CITY/STATE:

ZIP CODE:

TELEPHONE #:

FAX #:
GROUP SCHEDULE

Date
Group 1 ( ) 5:30 PM – 7:30 PM – United States Mint Customers – Low/Mid Spend Customers
Group 2 ( ) 7:30 PM – 9:30 PM – United States Mint Customers – High Spend Customers
SUGGESTED INTRODUCTION: Hello, I'm __________________________ calling for National
Analysts Worldwide, a marketing research firm based in Philadelphia. This is not a sales call. We are
conducting a research study for The United States Mint, and are inviting people who meet certain
qualifications to participate in an informal group discussion on (DAY/DATE).
Are you free on that date?

Yes
No

( )
( )

THANK AND TERMINATE

I’d like to ask you a few questions. 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#XXXX-XXXX-XXXX.
1.

Do you, or does anyone in your household or family, own or work for? (READ)
Yes

No

A) A coin dealer, or a retail store that sells coins?

( )

( )

B) A newspaper, radio station, or television station?

( )

( )

C) The United States Mint?

( )

( )

D) An advertising agency?

( )

( )

E) A market research company?

( )

( )

F) A company that manufactures or markets
collectible items (dolls, cards, memorabilia, etc.)?

( )

( )

IF "YES" TO ANY THANK AND TERMINATE
2.

3.

Have you ever attended a group discussion for market research purposes?
Yes

( )

No

( )

SKIP TO Q. 4

When was the last time you attended?
MONTH

YEAR

TERMINATE IF WITHIN THE PAST 6 MONTHS
4.

In the past year, have you sold any U.S. coins for income purposes other than to round out a
personal collection? (IF NECESSARY, PROBE: Are you a coin dealer?)
Yes

( ) THANK AND TERMINATE

No

( )

5a. When was the most recent time that you purchased coins or coin-related items from the United
States Mint? Was it: (READ. CHECK APPROPRIATE BOX)
Within the past 12 months,

( )

1 to 2 years ago,
( )
________________________________________________________________________
3 to 4 years ago, or

( )

More than 4 years ago?

( )

TERMINATE

5b. When was the first time that you purchased coins or coin-related items from the United States
Mint? Was it: (READ. CHECK APPROPRIATE BOX)
Within the past 12 months,

( )

________________________________________________________________________
1 to 2 years ago,

( )

3 to 4 years ago, or

( )

More than 4 years ago?

( )

TRY TO RECRUIT 3-4 “Within the past 12 months”

6.

In the past two years, which of the following items, if any, did you purchase from the United
States Mint? (READ AND CHECK ALL THAT APPLY)
Yes

No

A. American Buffalo 24K Gold Coins?

( )

( )

B. American Eagle Gold Coins?

( )

( )

C. American Eagle Silver Coins?

( )

( )

D. Annual Clad Proof – Full Set?

( )

( )

E. Annual Clad Proof – Presidential $1 Coin Set?

( )

( )

F. Annual Clad Proof – Quarters Set?

( )

( )

G. Annual Silver Proof – Full Set?

( )

( )

H. Annual Silver Proof – Quarters Set?

( )

( )

I. First Spouse 24K Gold Coins?

( )

( )

J. Gold, Silver, or Clad Commemorative Coins?

( )

( )

K. Special Commemorative Coins?

( )

( )

L. Uncirculated Sets?

( )

( )

M. Other United States Mint Products?

( )

( )

MUST HAVE AT LEAST ONE OF “D”, “E”, “F”, “G”, “H”, OR “L”
CHECKED

7.

Is your age: (READ)
Under 18,

( )

TERMINATE

____________________________________________________
18 to 30,

( )

GET

31 to 39,

( )

AN

40 to 49,

( )

EVEN

50 to 59,

( )

MIX

60 to 70, or

( )

NO MORE THAN ONE PER GROUP

_____________________________________________________
Over 70?
8.

9.

( )

TERMINATE

Are you: (READ)
Married or living as married,

( ) GET

Separated, divorced or widowed, or

( ) A

Single?

( ) MIX

What is the last grade of school you completed? Is it: (READ)
Less than high school,

( )

TERMINATE

____________________________________________________
High school,

( )

Some College,

( )

GET

College, or

( )

A

Graduate school?

( )

MIX

10. Are you: (READ)
Hispanic or Latino origin Yes ( ) No ( )
10a. What is your race? Please select one or more (READ)
White

( )

Black or African-American

( )

GET

Asian

( )

A

Native Hawaiian or other Pacific Islander, or

( )

MIX

American Indian or Alaska Native

( )

11. Are you employed? (READ)
Full time,

( ) GET

Part time, or

( ) A

Not Employed?

( ) MIX

12. Is your total annual household income before taxes: (READ)
Under $25,000,

( ) NO MORE THAN 1 PER GROUP

_________________________________________________________________
$25,000 to $49,000,

( )

$50,000 to $75,000,

( )

$75,000 to $99,999, or

( )

$100,000 or more?

( )

GET
A
MIX

EXTEND INVITATION TO ELIGIBLE RESPONDENT AND RECORD INFORMATION ON
FRONT. We'd like to invite you to participate in this research project.
You will receive an honorarium of $______ for your participation.

National Analysts Worldwide

FY2013

SCREENER
NON-CUSTOMERS – CITY A
ASK TO SPEAK TO PERSON NAMED ON LIST
( ) FEMALE
( ) MALE

GET A MIX

RESPONDENT NAME:
ADDRESS:

CITY/STATE:

ZIP CODE:

TELEPHONE #:

FAX #:
GROUP SCHEDULE

Date
Group 1 ( ) 5:30 PM – 7:30 PM – Non-customer Segemnt 1
Group 2 ( ) 7:30 PM – 9:30 PM – Non-customer Segemnt 2
SUGGESTED INTRODUCTION: Hello, I'm __________________________ calling for National
Analysts Worldwide, a marketing research firm based in Philadelphia. This is not a sales call. We are
conducting a research study for The United States Mint, and are inviting people who meet certain
qualifications to participate in an informal group discussion on (DAY/DATE).
Are you free on that date?

Yes
No

( )
( )

THANK AND TERMINATE

I’d like to ask you a few questions. 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
#XXXX-XXXX-XXXX.
1.

Do you, or does anyone in your household or family, own or work for? (READ)
Yes

No

( )

( )

B) A newspaper, radio station, or television station? ( )

( )

C) The United States Mint?

( )

( )

D) An advertising agency?

( )

( )

E) A market research company?

( )

( )

F) A company that manufactures or markets
( )
collectible items (dolls, cards, memorabilia, etc.)?

( )

A) A coin dealer, or a retail store that sells coins?

IF "YES" TO ANY THANK AND TERMINATE
2.

3.

Have you ever attended a group discussion for market research purposes?
Yes

( )

No

( )

SKIP TO Q.4

When was the last time you attended?
MONTH

YEAR

TERMINATE IF WITHIN PAST 6 MONTHS
4.

In the past year, have you sold any U.S. coins for income purposes other than to round out a
personal collection? (IF NECESSARY, PROBE: Are you a coin dealer?)
Yes

( ) THANK AND TERMINATE

No

( )

5a. Have you ever purchased U.S. coins or other merchandise directly from the U.S. Mint?
Yes

( )

No

( )

TERMINATE

5b. In the past two years, have you purchased U.S. coins?
Yes

( )

ASK Q5C

No

( )

SKIP TO Q6

5c. From which sources have you purchased U.S. coins? (READ AND SELECT ALL THAT APPLY)
A. Coin dealers?

( )

B.

( )

Internet auctions?

C. Flea markets?

( )

D. Other? (please specify)

( )

5d. Did you purchase…(READ AND SELECT ALL THAT APPLY)
Yes
No
Gold or platinum coins for investment
( )
( )

6.

Old or rare coins

( )

( )

Other types of recently-minted collectible coins

( )

( )

The U.S. Mint is interested in getting the opinions of people of diverse cultural backgrounds.
Which of the following best describes what you consider your ethnic background? (READ)
Are you: (READ)
Hispanic or Latino origin Yes ( ) No ( )
___________________________________________________________________________

6a.

What is your race? Please select one or more (READ)
White

( )

Black or African-American

( )

Asian

( )

Native Hawaiian or other Pacific Islander, or

( )

American Indian or Alaska Native

( )

7.

Do you currently collect, occasionally save, or sometimes put aside… (READ)
A. America the Beautiful quarters?

( ) MUST HAVE AT LEAST

B.

( ) “A”, “B”, “C”, or “D”

50-state quarters?

C. New nickels?

( ) CHECKED

D. Other current U.S. coins?

( ) TO QUALIFY FOR
GROUPS

E.

Stamps?

( )

F.

Cards (e.g., baseball cards, etc.)?

( )

G. Military items/historical memorabilia?

( )

H. Small, other collectibles?

( )

I.

( )

Other (Specify ________________)?

___________________________________________________________________________
None
( ) TERMINATE
8.

How many months or years have you collected or saved U.S. coins?
_______________________
RECORD # OF MONTHS

OR

______________________
RECORD # OF YEARS

GET A MIX
9.

Please indicate how likely or unlikely you would be to buy U.S. coins or U.S. collectible coins in
the next 12 months either for yourself or as a gift using a scale from “1” to “6” where “1” means
“Not at all Likely” and ”6” means “Extremely Likely.”
_______________________
RECORD NUMBER
MUST HAVE MIX OF “3” THROUGH “6”
WITH NO MORE THAN TWO “3s”

10. Is your age: (READ)
Under 18,
( ) TERMINATE
________________________________________________________
18 to 30,
( )
31 to 39,

( )

40 to 49,

( )

50 to 59,

( )

60 to 69, or
( )
______________________________________________________
Over 70?
11.

( )

Is your total annual household income before taxes: (READ)
Under $25,000,
( )
NO MORE THAN 1 PER GROUP
_____________________________________________________________________
$25,000 to $49,000,

( )

CONTINUE RECRUITING AND
CONTACT NATIONAL ANALYSTS

_____________________________________________________________________
$50,000 to $75,000,
$75,000 to $99,999, or

( ) GET
A
( ) MIX

$100,000 or more?

( )

15. Are you: (READ)

16.

Married or living as married,

( ) GET

Separated, divorced or widowed, or

( ) A

Single?

( ) MIX

What is the last grade of school you completed? Is it: (READ)
Less than high school,
( ) NO MORE THAN 1 PER GROUP
____________________________________________________
High school,

( )

Some College,

( ) GET

College, or

( ) A

Graduate school?

( ) MIX

17. Are you employed? (READ)
Full time,

( ) GET

Part time, or

( ) A

Not Employed?

( ) MIX

EXTEND INVITATION TO ELIGIBLE RESPONDENT AND RECORD INFORMATION ON
FRONT. We'd like to invite you to participate in this research project.
You will receive an honorarium of $______ for your participation