Summary Instructions

Stage 1 online survey

Stage 2 tell us about your experiences over the next 7 days

We want to hear about airline brands, such as the following

If youre online
Watching TV
Commuting
Talking about them etc.

1 Which brand was 2 Where did you see, 3 How did this 4 How much more likely are
it? hear, or experience it? experience you to choose this airline?
A. Delta Air Lines A. TV make you feel?
B. American Airlines B. Poster/Billboard 1) Very Negative 1) Much less likely to choose
C. United Airlines 2) Fairly Negative 2) Slightly less likely to choose
D. JetBlue C. Public place
3) Neutral 3) Neither more nor less likely to
E. Southwest Airlines D. Radio choose
4) Fairly Positive
F. Alaska Airlines E. Conversation 5) Very Positive 4) Slightly more likely to choose
G. Other
F. Newspaper 5) Much more likely to choose
G. Magazine
H. Sponsorship or charity
I. Airport
J. On the plane
K. Online (any device)
L. Other

5 Then - go online to mysmsdiary.com to describe your experiences!

Stage 3 after 7 days complete a short online survey well remind you how

1
Lets get started!
Detailed Instructions

You have been specifically chosen to

help us understand how airline brands
reach you. What you tell us will influence
the type of advertising and marketing
activity we do in the future.
These briefing notes will guide you through on how to share these experiences.

WHICH BRAND EXPERIENCES DO I SHARE?

For the next 7 days you are invited to become a researcher, sharing all the experiences
you have with airline brands. These include:

WHAT DO YOU MEAN BY EXPERIENCES? WHICH NUMBER DO I TEXT MY

EXPERIENCES TO?
We are interested in every time you see or hear Well send you a text to
something about these brands. We call this an remind you of the codes
experience. An experience might be a time you have you will use to summarize
a conversation or read something online or in print your experiences. You
about these brands. Basically, an interaction of any can simply share each
kind with any of these brands. experience by responding
to this text, or just use the
free text number 69986

HOW DO I DO SHARE MY EXPERIENCES?

Youll use a free text number* to tell us immediately, or as

soon as you can, about each of these experiences.
You just need to answer 4 simple questions via text.
1 Which brand was it?
Tip: We love to hear as much detail as possible
about your experiences. You can visit your online
diary at www.mysmsdiary.com to say more about
your experience.

2 Where did you see, hear, or experience it? Tip: If you have any problems with
texting, you can add your experiences
3 How did this experience make you feel? straight into your diary at
www.mysmsdiary.com without texting us.
4 How much more likely are you to choose this airline?

2 SMS Diary Briefing Notes

*Standard text message rates may apply
WHICH CODES DO I USE TO CAPTURE MY EXPERIENCES?
Below is a list of the codes you will use to capture each experience.
Only one experience per text please!

Q1: Which brand Q2: Where did you see, Q3: How did this Q4: How much more
was it? hear, or experience it? experience make you likely are you to choose
feel? this airline?
A) Delta Air Lines A) TV 1) Very Negative 1) Much less likely to
2) Fairly Negative choose
B) American Airlines B) Poster/Billboard
3) Neutral 2) Slightly less likely to
C) United Airlines C) Public Place
choose
4) Fairly Positive
D) JetBlue D) Radio 3) Neither more nor less
5) Very Positive
E) Southwest E) Conversation likely to choose
Airlines F) Newspaper 4) Slightly more likely to
F) Alaska Airlines choose
G) Magazine
5) Much more likely to
G) Other H) Sponsorship or charity choose
I) Airport
J) On the plane
K) Online (any device)
L) Other

For example, if you saw a good advertisement for jetBlue on TV that made you feel fairly positive
but made you neither more nor less likely to choose that airline next time, you would text DA43.
If you forget to text and realize later, just send a text when you can. Better late than never!

Tip: Many of our participants find it very useful to print out the list of
codes so that they can text their experiences more conveniently.

WHAT IF ITS AN EXPERIENCE THAT IVE ALREADY

TEXTED ABOUT?

Wed love to hear about experiences that youve had more than once in the week. For example, if you saw
the same TV ad more than once, then please text each time you see it. Or if its a poster you notice
regularly, please keep texting us about it!
Well send you occasional text reminders to keep you involved in texting in your experiences.

3 SMS Diary Briefing Notes

 CAN YOU EXPLAIN WHAT THESE OCCASIONS ARE?

Heres a brief description of the different Occasions so you know what to text whenever you see, hear or
experience any of the brands on our list.

Name of
What it means
Occasion
A) TV Seeing the airline brand on TV. This could be a TV commercial, seeing the brand featured in a TV program,
sponsoring a program, on a news program, etc. We will ask you in the diary to specify what you have seen

B) Poster/Billboard
C) Public place
A poster that you see in the street, on the bus, on a train, subway or somewhere else. It could also include
interactive or digital posters, posters in a stadium, or advertisements on taxis, buses, or other vehicles. Please
text us on each occasion that you notice the poster, even if its the same one that you keep passing. We will ask
you in the diary to specify and exactly what you have seen
Other public displays that arent billboards such as banners, buildings, and branded taxis or buses.

D) Radio Hearing the airline brand on the radio. This could be a commercial, hearing the brand featured on a radio
program, on a radio news program, sponsoring a radio program etc. We will ask you in the diary to specify what
you have seen
E) Conversation Hearing someone (including yourself) talking about the airline to friends, family or work colleagues. (Please dont
include talking about this study!)

F) Newspaper Seeing the airline brand in a newspaper. This can be an ad in the paper, an article in the paper, a mention of the
airline in the travel section, etc.
G) Magazine Seeing the brand in a magazine. Either in an article or an ad in the magazine

H) Sponsorship or charity Seeing the airline brand as a sponsor for charity events/initiatives or at sporting events, conferences, cultural
events, or concerts, for instance, on posters, branded merchandise, on tickets, on uniforms.
I) Airport Seeing the airline while youre in the airport. This can be a flight operated by that brand (for instance, youre
walking past the gate); the check-in counter, advertising throughout the airport, etc.
J) On the plane If you flew on this airline, or a partner airline that displays a study airlines branding, or it was featured in an in-
flight video.
K) Online (any device) Accessing the internet through any internet connected device and seeing the brand anywhere on the internet. We
will ask you in the diary to specify exactly what device you were using and what you have seen, this could be a
pop-up, email or webpage.
L) Other Anything not covered into any of the other categories (you will get a chance to tell us more in the online diary)

CAN I SHARE MORE INFORMATION ABOUT

MY EXPERIENCES?
We love to hear as much detail as possible about your
experiences. All of the experiences you text us will be
automatically updated into www.mysmsdiary.com.
This diary is really valuable to us to get the depth of
your experience and discover the impact it had on you.
Visit your diary every other day to see all of your
experiences and add as much detail as you can by
using the drop down menu and writing your comments
in the spaces provided.

4 SMS Diary Briefing Notes

Heres an example of the level of detail wed love to see about your experience:

The ad was really interesting with lots of footage of

people flying with BRAND. It also gave lots of
information I wasnt aware of and did it in a funny and
entertaining way. I would certainly think about finding
out more about this airline now. Great ad.

This kind of information is so useful, rather than Saw ad for BRAND. It was funny and entertaining. Please give as
much detail as possible about your experiences!

CAN I SHARE A PHOTO OR VIDEO OF MY EXPERIENCE?

We find photos of your experiences really valuable, so please add them

into your online diary at www.mysmsdiary.com. Please take as clear a
picture as possible so we can see what you are describing.
Please note that if you send us a photo, we may use it to illustrate the
findings of the survey in presentations to our clients. By sending a photo
you will be presumed to have given consent to this.

WHAT HAPPENS AFTER THE 7

DAYS OF EXPERIENCE SHARING?
We will send you a text notifying you about the end
of the experience sharing stage, and you can
Tip: If you dont have a cell phone signal when you
submit your diary at www.mysmsdiary.com. The
see hear or experience something, just send us a
final questionnaire will then be available for you
to complete online and qualify for your reward. text as soon as youre able to

WHAT IF I DELETE THE TEXT TO

HOW MANY TIMES CAN I REPLY TO
REPLY TO BY MISTAKE?
THE INITIAL TEXT MESSAGE?
Just send an email with your mobile number
Just keep the initial text (the one with all the codes)
to support@meshexperience.com asking to
saved on your phone. You can then reply to it as
be resent the text.
many times as youre able to!

WHAT IF I WANT TO STOP DOING

WHAT HAPPENS IF I NEED SOME
THE SURVEY?
HELP?
We hope that you will enjoy doing it, but
Just email support@meshexperience.com if you want to stop you can do so at any time. Just send an
or text us at 917 655 3836 with any email with your mobile number to
questions you may have support@meshexperience.com asking to be removed from
the study. If you feel you will never take part in another
MESH texting study, text STOP to 69986. Unfortunately we
won't be able to reward you if you don't complete the survey.

We really appreciate your participation in this research!

5 SMS Diary Briefing Notes