Focus Group DIscussion Guide

U.S. Mint YQFYXX Research

Discussion Guide

Study XX-XXX, Date

United States Mint Focus Groups Research
Discussion Guide

1. 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- & video-taping, anonymity, candor, cell phones, etc.

• Background & Objectives: The purpose of today’s discussion is to talk about some core product enhancements and possible new products the U.S. Mint is considering.

  • READ to Participants: By participating in this focus group, you acknowledge that the information provided may be confidential or proprietary to NAXION or its client.  You agree not to use or disclose any portion of what is discussed during this focus group without prior express written authorization from NAXION.

• Introductions: First name

• Customers: Types of coins that are especially liked, length of time collecting and/or buying U.S. coins. Probe if for self or as a gift

• Non-Customers: Items collected and length of time collecting. Ever purchased U.S. coins?

Demonstrate core products for Non-Customers

2. 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)

3. 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?

4. Numismatics, Circulating Coins, Special products, Youth products, and International Collaboration

Explain to participants about the coins/products/program.

• How familiar are you with X?

• What is important to you about X?

• Would you be interested in this/these coins/products/program?

• How appealing would this/these coins/products/program be?

• How likely would you be to purchase this/these coins/products?

Hand out product/program appeal rating sheet

• If the U.S. Mint were to produce such a product/set of products/program, what would you like it to focus on?

• What images or other components would you like to see?

  • Probe: images, special components, types of designs, etc.

  • Probe if Program: What would the ideal length for such a program be?

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

6. WRAP UP

• Thank participants. Ask for any other comments.

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