Model

3/11/19
Draft
Verizon Tablet Plan Research

Questionnaire
March 11, 2019
Design Overview:
Approach
• Online Quantitative Study
• 15 Minute Device Agnostic survey, 2 open-ends
Interviews
Total = 1,350
N=900 interviews among Verizon Wireless Customers, Verizon Supplied Sample
• N = 450 Verizon Wireless, Connected Devices Customers - Verizon Wireless customers who have a
connected device on their wireless plan. We anticipate most will primarily have tablets, however
customers could also have other connected devices like a smartwatch on their wireless plan.
• N = 450 Verizon Wireless, Connected Devices Prospects - Verizon Wireless Customers who have a
tablet/connected device but do not have a connected plan for that device.
• $5 Amazon gift card incentive for survey participation
N=450 interviews among Competitive Postpaid Wireless Customers. Ipsos Panel Sample.
• Postpaid includes: AT&T, T-Mobile and Sprint
• Competitive Wireless Customers who have a connected device (which may or may not be on a
wireless plan). Primarily have tablets, though other connected devices accepted.
Metered, Total
Unlimited Metered, SML
Not SML
Verizon Wireless, Connected Device Customers N = 150 N = 150 N = 150 N = 450
(on connected device plan).
Recruited via VZ Customer Sample Records
Verizon Wireless, Connected Device Prospects N = 150 N = 150 N = 150 N = 450
(NOT on connected device plan).
Recruited via VZ Customer Sample Records
Unlimited Metered
Competitive Prospects (Wireless customers of N = 150 N = 300 N=450
AT&T, Sprint or T-Mobile). Recruited via Ipsos
Panels.
Total N = 1,350
Groupcode 0001= Client supplied sample

Groupcode 0002= isay online panel
Changes 3/13
Changes 3/15
Changes 3/18
Changes 3/19
Changes 3/19
1
3/11/19
Draft
SCREENING
Intro. Thank you for agreeing to complete the following survey about your experiences as a wireless customer.
We are not trying to sell you anything and your responses will be kept confidential.
[Cortex 5 Standard Screener: DO NOT MODIFY OR TRANSLATE]
YEAR/MONTH. What is your date of birth?
 YEAR
 _1910 1910
 ...
 _2015 2015
 MONTH
 _1 January
 _2 February
 _3 March
 _4 April
 _5 May
 _6 June
 _7 July
 _8 August
 _9 September
 _10 October
 _11 November
 _12 December

RESP_AGE [Hidden]. Hidden Question - RESP_AGE "this is a dummy question that will hold age"
 USE RESP_AGE [Hidden] response list
[IF AGE=18+ CONTINUE, OTHERWISE TERMINATE]

QUOTAGERANGE [Hidden]. Hidden Question - QUOTAGERANGE "this is a dummy question that will hold age
breaks"
 _18_34 "18-34",
 _35_54 "35-54",
 _55_+ "55+"
RESP_GENDER. Are you…?
 _1 Male
 _2 Female
QMktSize_US. Please insert your zipcode:

[TERM IF INVALID ZIPCODE]
2
3/11/19
Draft
[PN: Hidden question for internal panel (collected from CI variable). 7 countries will be shown to respondent, including
qualifying countries. List determined by CS or SW]
Country10. In which country do you live?
 US Country10 response list
[COUNTRY10= US CONTINUE, OTHERWISE TERMINATE]
[RANDOMLY ASK ONE OF THESE QUESTIONS – AOO1 TO AOO6 USING LEAST FILLED][ONLY SHOW THIS SECTION
FOR GROUP 0002-Isay sample]
AOO1. Which of the following is most associated with a cow?
[RANDOMIZE ANSWER LIST]

Milk
Feather
Rubber
Spider
Wing
AOO2. Please select the number which contains two fours and one zero below.

1
2
22
24
40
404
2004
2104
AOO3. What is one plus three?

ONE
TW0
THREE
F0UR
FIVE
AOO4. Please select the response very good below

Good
Not at All
Often
Poor
Sometimes
Very Good
AOO5. Which of these swim?
3
3/11/19
Draft

Car
Fish
Lake
Ocean
AOO6. For each of the following, please indicate how much you agree or disagree with each statement. (Please
select one response for each item)
[ANSWER LIST: PROGRESSIVE]

Strongly agree
Somewhat agree
Somewhat disagree
Strongly disagree
[DOWN]
I love to exercise
I enjoy cooking
I consider myself an outdoors person
I don’t like to cook
[RANDOMLY ASK ONE OF THESE FOUR QUESTIONS – AOO7 TO AOO10 USING LEAST FILLED]
AOO7. Please type the word joy in the box below.
[INSERT TEXT BOX BELOW]
AOO8. Please type in what day of the week it is today.
[INSERT TEXT BOX BELLOW]
AOO9. Please spell out in a word the third number from the list of four numbers below.
AOO10. Please type the word hope in the box below.
[MARKER]
IF “Code 1” TO AOO1, ADD 1 POINT
IF “Code 1-2” TO “I enjoy cooking” AND “Code 3-4” TO “I don’t like to cook” AOO6, ADD 1 POINT
IF “Code 3-4” TO “I enjoy cooking” AND “Code 1-2” TO “I don’t like to cook” AOO6, ADD 1 POINT
4
3/11/19
Draft
IF “Joy” TO AOO7, ADD 1 POINT

IF “joy” TO AOO7, ADD 1 POINT
IF ‘JOY’ TO AOO7, ADD 1 POINT
IF ‘Sunday, Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, sunday, monday, tuesday, wednesday,
thursday, friday, saturday, SUNDAY, MONDAY, TUESDAY, WEDNESDAY, THURSDAY, FRIDAY, SATURDAY’ to AOO8,
ADD 1 POINT
ADD 1 POINT
IF ‘Four, FOUR, four, 4, f o u r’ to AOO9, ADD 1 POINT
IF “Hope” TO AOO10, ADD 1 POINT

IF “hope” TO AOO10, ADD 1 POINT
IF ‘HOPE’ TO AOO10, ADD 1 POINT
HIDDEN MARKER TO IDENTIFY THE PERCENT THAT GET EACH QUESTION CORRECT
AOO1
 IF “Code 1” TO AOO1, ENTER “Yes”
 IF ANY OTHER CODE TO A001, ENTER “No”
AOO2
AOO3
AOO4
AOO5
AOO6
 IF “Code 1-2” TO “I enjoy cooking” AND “Code 3-4” TO “I don’t like to cook” AOO6, ENTER “Yes”
 IF “Code 3-4” TO “I enjoy cooking” AND “Code 1-2” TO “I don’t like to cook” AOO6, ENTER “Yes”
 EVERYONE ELSE WHO IS ASKED AOO6, ENTER “No”
AOO7
 IF “Joy” TO AOO7, ENTER “YES”
 IF “joy” TO AOO7, ENTER “YES”
 IF ‘JOY’ TO AOO7, ENTER “YES”
AOO8
 IF ‘Sunday, Monday, Tuesday, Wednesday, Thursday, Friday, Saturday, sunday, monday, tuesday,
wednesday, thursday, friday, saturday, SUNDAY, MONDAY, TUESDAY, WEDNESDAY, THURSDAY, FRIDAY,
SATURDAY’ to AOO8, ENTER “Yes”
5
3/11/19
Draft
AOO9
 IF ‘Four, FOUR, four, 4, f o u r’ to AOO9, ENTER “Yes”
AOO10
 IF “Hope” TO AOO10, ENTER “YES”
 IF “hope” TO AOO10, ENTER “YES”
 IF ‘HOPE’ TO AOO10, ENTER “YES”
[IF 2 TO MARKER, CONTINUE; OTHERWISE, CLASSIFY AS “WRONG COMPLETE”. DO NOT COUNT AS A COMPLETE]
[ASK IF GROUPCODE 0001 (CSS SAMPLE)]:

S2. Our records indicate that you currently use Verizon Wireless for your wireless/cellular service. Is this
correct?
Yes, this is correct

No, I do not use Verizon for my wireless service [TERMINATE]
S3. What is your role in selecting your personal wireless service provider?
I am the primary decision maker

I share the responsibility for making the decision
Someone else is the primary decision maker and I am not involved [TERMINATE]
6
3/11/19
Draft
S4. Which of the following are owned by you or someone in your household? Select all that apply.
[RANDOMIZE]
Cell phones/Smartphones [Category Header]
Smartphone (e.g., iPhone, Samsung Galaxy, Blackberry, etc.)
Other cell phone [ANCHOR LAST WITHIN HEADER]
Mobile Computing [Category Header]
Laptop
Tablet (e.g., iPad, GalaxyTab, Kindle Fire, LeapFrog LeapPad, etc.)
Watches [Category Header]
Connected Watch or Smartwatch (e.g., Apple Watch, Samsung Gear, Gizmo, etc.)
Other Connected Products [Category Header]
Verizon Jetpack (mobile hotspot device)
USB Modem
Netbook/Notebook
Streaming Camera (e.g., Netgear, Logi Circle, Hive View, etc.)
Connected car device (e.g. Hum, HumX)
Number Share
None of these [EXCLUSIVE]
[TERMINATE IF CELL PHONE (P1, P2) NOT SELECTED]
[TERMINATE IF NUMBER SHARE (P11) IS THE ONLY OPTION SELECTED OTHER THAN CELL PHONE P1/2]
[TERMINATE IF AT LEAST ONE OTHER DEVICE ((P3 4-11) NOT SELECTED]
[ASK IF GROUPCODE 0002 (Online SAMPLE]:

[IF GROUPCODE 0001 (CSS SAMPLE), DO NOT ASK, BUT HARDCODE WITH P1 ‘VERIZON’]:
S5. Who is your current wireless service provider? [SINGLE PUNCH]
RANDOMIZE
Verizon
T-Mobile
AT&T
Sprint
Comcast Xfinity Mobile
Spectrum Mobile
Consumer Cellular
Google Fi
Metro PCS
Cricket
Straight Talk
US Cellular
Boost Mobile
Total Wireless
Other [INSERT SMALL TEXT BOX, ANCHOR]
FOR GROUPCODE 0002 (ONLINE SAMPLE) (COMPETITIVE PROSPECTS): TERMINATE IF NOT AT&T,
SPRINT, T-MOBILE. CREATE HIDDEN MARKER FOR COMPETITIVE PROSPECTS
MQB
7
3/11/19
Draft
[ASK IF GROUPCODE 0002 (ONLINE SAMPLE)]:

[CSS WILL BE MARKED FROM SAMPLE FILE]
S7. What type of [INSERT S5 PROVIDER] wireless plan do you currently have? [SINGLE-SELECT]
RANDOMIZE
Unlimited data plan
Plan with an allotted amount of data (metered)
Don’t know [ANCHOR, TERMINATE]
CREATE MARKER:
 CUSTOMER UNLIMITED
o IF CLIENT SAMPLE = (1_CD_UNL OR 4_NO_CD_UNL)
 CUSTOMER METERED, NOT S, M, L
o IF CLIENT SAMPLE = (2_CD_NOT_SML OR 5_NO_CD_NOT_SML)
 CUSTOMER METERED, S, M, L
o IF CLIENT SAMPLE = (3_CD_SML OR 6_NO_CD_SML)
 PROSPECT UNLIMITED
o IF PANEL SAMPLE & S7=P1
 PROSPECT METERED
o IF PANEL SAMPLE & S7=P2
CREATE MARKER:
 CUSTOMER CONNECTED DEVICE CSS
o IF CLIENT SAMPLE = (1_CD_UNL OR 2_CD_NOT_SML OR 3_CD_SML)
 NOT CUSTOMER CONNECTED DEVICE CSS
o IF CLIENT SAMPLE = (4_NO_CD_UNL OR 5_NO_CD_NOT_SML OR 6_NO_CD_SML)
ASK IF VERIZON SAMPLE (GROUPCODE 0001):

S8. A Connected Device plan would allow you to connect a device (other than a smartphone) to the internet
via data through subscription to a provider such as Verizon Wireless.
[INSERT BELOW TEXT IF CUSTOMER CONNECTED DEVICE CSS]

Our records indicate that you currently have a Connected Device plan with Verizon Wireless.
[INSERT BELOW TEXT IF NOT CUSTOMER CONNECTED DEVICE CSS]

Our records indicate that you currently ‘do not’ have a Connected Device plan with Verizon Wireless.
Is this correct?
Yes, this is correct

No [TERMINATE]
ASK IF VERIZON SAMPLE (GROUPCODE 0001) & MARKED AS CUSTOMER CONNECTED DEVICE CSS:
S9. Which of these devices do you connect to the internet via your Verizon Wireless connected device plan?
INSERT ONLY THOSE SELECTED AT S4 (DO NOT INSERT ADDITIONAL S4 TEXT IN PARENTHESIS)
Laptop
Tablet
Connected Watch or Smartwatch
Verizon Jetpack
USB Modem
8
3/11/19
Draft
Netbook/Notebook
Streaming Camera
Connected Car Device
Number Share
Other [ANCHOR]
None of these [ANCHOR, TERMINATE]
ASK S6 FOR PANEL SAMPLE ONLY (GROUPCODE 0002)

FOR VERIZON SAMPLE & CUSTOMER CONNECTED DEVICE CSS, AUTO-CODE WITH ‘PUNCH 1’ FOR ANY DEVICE
SELECTED AT S9
DO NOT ASK OR AUTO-CODE IF: VERIZON SAMPLE & NOT CUSTOMER CONNECTED DEVICE CSS
S6. How do you connect to the internet on the following device(s)? Select all that apply for each.
[INSERT ONLY THOSE SELECTED AT S4 (DO NOT INSERT ADDITIONAL S4 TEXT IN PARENTHESIS),
PROGRESSIVE GRID]
Laptop
Tablet
Connected Watch or Smartwatch
Verizon Jetpack
USB Modem
Netbook/Notebook
Streaming Camera
Connected Car Device
Number Share
Other [DO NOT SHOW- If a respondent selected Other at S9, then it should be auto-coded with P1, as
per all the other devices, and counted towards the definition of "CONNECTED DEVICE CUSTOMER]
OPTIONS
Using data through subscription to [INSERT S5 PROVIDER] wireless plan
Using data through subscription to another provider’s wireless plan
Using WiFi
Do not connect to the internet on this device [ANCHOR, EXCLUSIVE]
[NOTE FOR CS: MONITOR % SELECTING P2 ‘ANOTHER PROVIDER’]
[CLASSIFY AS CONNECTED DEVICE CUSTOMER / NOT CUSTOMER AS FOLLOWS]:

 CONNECTED DEVICE CUSTOMER = S6 = P1/2 (DATA THROUGH SUB) FOR AT LEAST ONE DEVICE
 NOT CONNECTED DEVICE CUSTOMER = S6 = NOT P1/2 FOR ANY DEVICE ALL OTHERS
SET DUMMY QUOTAS:
TABLET CONNECTED DEVICE CUSTOMER: P1/2 FOR ‘TABLET’ AT S6
OTHER CONNECTED DEVICE CUSTOMER: P1/2 FOR LAPTOP/CONNECTED WATCH/VERIZON JETPACK/USB
MODEL/NETBOOK NOTEBOOK/STREAMING CAMERA/CONNECTED CAR DEVICE/NUMBER SHARE @ S6
[NOTE FOR CS: MONITOR # OF ‘OTHER CONNECTED DEVICE CUSTOMERS]
CONNECTED DEVICE PLAN LEVEL SET
PROGRESSIVE GRID, MULTI-SELECT

AA1. How is your [INSERT S6 S4 DEVICE] being used? Select all that apply for each.
RANDOMIZE:
Personal use
9
3/11/19
Draft
Business use
Travel use (when commuting, on vacation, etc.)
By children
Other ANCHOR
[INSERT FOR EACH DEVICE SELECTED AT S4 EXCLUDING CELL PHONE P1/2]
ASK IF CONNECTED DEVICE CUSTOMER [P1/2 FOR ‘TABLET’ AT S6]

AA2. When you added your [INSERT DEVICE WITH P1/2 @S6] to your wireless plan, did you change data plan
types?
Yes – moved up to a higher data tier

Yes – moved down to a lower data tier
No – didn’t change data tier
[REPEAT AA2 FOR EACH DEVICE P1/2 SELECTED FOR AT S6 (CONNECTED DEVICES ON DATA PLAN]
ASK IF CONNECTED DEVICE CUSTOMER [P1/2 FOR ‘TABLET’ AT S6] & UNLIMITED PLAN MARKER AT S7
AA3. When you added a [INSERT DEVICE WITH P1/2 @S6] to your wireless plan, which of the following types
of plans did you consider?
Unlimited data plan

Plan with an allotted amount of data (metered)
[REPEAT AA3 FOR EACH DEVICE P1/2 SELECTED FOR AT S6 (CONNECTED DEVICES ON DATA PLAN]
ASK IF CONNECTED DEVICE CUSTOMER & UNLIMITED PLAN

AA4. How important was it that you had an unlimited data plan for your [INSERT DEVICE WITH P1/2 @S6]?
Not at all important

Not very important
Somewhat important
Very important
ASK IF CONNECTED DEVICE CUSTOMER & UNLIMITED PLAN

AA5. Why was it [INSERT AA4] to have an unlimited plan for your [INSERT DEVICE WITH P1/2 @S6]?
[OPEN END]
[REPEAT AA4/AA5 FOR EACH DEVICE P1/2 SELECTED FOR AT S6 (CONNECTED DEVICES ON DATA PLAN]
AWARENESS OF CURRENT VZ CONNECTED PLAN
[ASK INTRO -A2 IF NOT ON CONNECTED DEVICE PLAN TODAY]
INTRO.
Today, we will be talking about plans from Verizon Wireless that are specifically for Connected Devices, (e.g. tablet,
Jetpack, etc.). On these type of Connected Device plans, your connected devices get their own Premium 4G LTE data
that is separate from the 4G LTE data used on your wireless phone.
SEGMENT
10
3/11/19
Draft
A1. Before today, were you aware that in addition to wireless plans for your mobile phone, Verizon Wireless
offers wireless plans for connected devices (e.g. tablet, smartwatch, etc.) which allow you to connect these
devices to the internet using the cellular (Verizon Wireless) network just like you do for your wireless phone?
By using cellular data to connect, you can connect to the Internet no matter where you are, without the need
for Wi-Fi.
Yes, aware
No, not aware
A2. Overall, how interested would you be in signing up for a Verizon Wireless Connected Device plan?
Again, this would be a plan from Verizon Wireless that is specifically for your Connected Devices, (e.g. tablet,
Jetpack, etc.). On this type of plan your connected devices would get their own Premium 4G LTE data to
connect to the internet, and which is separate from the 4G LTE data used on your wireless phone.
[INSERT 5 POINT SLIDING SCALE WITH ANCHORS BELOW]

1 2 3 4 5
Not at all Very Interested
Interested
11
3/11/19
Draft
CONNECTED DEVICE PLAN EXPOSURE & EVALUATION

INTRO.
Next, we would like to understand your reactions to a few specific Verizon Wireless plans that are specifically designed for your Connected Devices like your
tablet or Jetpack, and that Verizon currently offers or may be considering.
Note: On these types of Connected Device plans, your connected devices get their own Premium 4G LTE data that is separate from the 4G LTE data used on
your wireless phone.
Please carefully review the descriptions below on the following page in detail before answering the questions that follow.
[SEGMENT]
[INSERT PLAN ON SEPARATE SCREEN]
[SHOW ONLY ON SECOND/THIRD LOOP:]

INTRO 2. Now we would like to understand your reactions to another Verizon Wireless plans that are specifically designed for your Connected Devices like
your tablet or Jetpack, and that Verizon currently offers or may be considering.
Please carefully review the description on the following page in detail before answering the questions that follow.
[SEGMENT]
[INSERT PLAN ON SEPARATE SCREEN]
STIMULI PLAN TYPE [INTERNAL REFERENCE ONLY]
12
3/11/19
Draft
13
3/11/19
Draft
PN: NOW EXPOSE RESPONDENTS TO TWO OR THREE OF THE FOLLOWING THREE PLANS, PER THE LOGIC IN TABLE
BELOW (BASED ON MARKER ASSIGNMENT AFTER S7). INSERT JPEG IMAGES BASED ON PLAN SHOWN
THEN LOOP C1-C6 AFTER EACH PLAN EXPOSED TO (SO RESPONDENTS WILL ANSWER ‘C SECTION’ 2 OR 3 TIMES)
NOTE: C6 IS SKIPPED AFTER EXPOSURE TO 3RD PLAN (METERED CURRENT)
C_EXPOSURE. LABEL OF PLAN DESCRIPTION TEXT/IMAGE: MARK ORDER
Column=S7 Hidden CUSTOMER CUSTOMER CUSTOMER PROSPECT PROSPECT

marker UNLIMITED METERED, NOT METERED S,M,L UNLIMITED METERED
S,M,L
Row=defines which
plans to see, assign in
random order and
mark order in data
PAYG A PAYG A PAYG A PAYG B PAYG B
PAY AS YOU GO LOOP
UNLIMITED LOOP UNL A UNL A UNL E

OR OR OR
**FOR S,M,L & UNL B UNL B UNL F
Prospect metered, UNL A OR OR UNL E OR
please assign one UNL C UNL C UNL G
using least filled logic. OR OR OR
Create hidden marker UNL D UNL D UNL H
to track in field
METERED CURRENT METCUR A

LOOP
14
3/11/19
Draft
C1. [QUESTION WORDING FOR PAY AS YOU GO/UNLIMITED LOOP ONLY] Overall, how appealing is this
Verizon Connected Device Plan which gives your connected devices (e.g., tablet, Jetpack, etc.) their own
Premium 4G LTE data that is separate from the 4G LTE data used on your wireless phone?
[QUESTION WORDING FOR METERED – CURRENT LOOP ONLY] Overall, how appealing is this Verizon
Connected Device Plan which allows you to share the 4G LTE data used on your wireless phone with your
connected devices (e.g., tablet, Jetpack, etc.)?
Click here to review the offer [INSERT HYPERLINK TO PLAN DESCRIPTION IMAGE]
[INSERT 5 POINT SLIDING SCALE WITH ANCHORS BELOW-INCREASE SIZE OF NUMBERS IN SCALE]
1 2 3 4 5
Not at all Very Appealing
Appealing
C2. [IF GROUPCODE 0001 (CSS SAMPLE) ASK] How likely would you be to sign up for this Verizon Connected
Device Plan?
[IF GROUPCODE 0002 (ONLINE SAMPLE) ASK] How likely would you be to switch to Verizon Wireless to
sign up for the Verizon Connected Device Plan just described?
Definitely would not

Probably would not
Might or might not
Probably would
Definitely would
IF NOT ON CONNECTED DEVICE CUSTOMER PLAN TODAY

C3. Does reading about this Verizon Connected Device Plan make you more or less likely to consider signing
up for any type of plan which would allow you to have wireless data for your connected devices (e.g., for
a tablet, Jetpack, etc.)?

Much less likely Somewhat less Neither more or Somewhat more Much more likely
likely less likely likely
IF CONNECTED DEVICE CUSTOMER

C4. Does reading about this Verizon Connected Device Plan make you more or less likely to move your
connected device (e.g. tablet, Jetpack, etc.) to this plan in the future?

15
3/11/19
Draft
C5. On a scale of 1 to 5, where 1 stands for “Strongly Disagree” and 5 stands for “Strongly Agree,” please
indicate how strongly you agree or disagree with each of the following statements regarding Verizon’s
intention to offer this type of Connected Device (e.g., tablet, Jetpack, etc.) plan?
[INSERT PROGRESSIVE GRID WITH ANCHORS BELOW]
1 2 3 4 5
Strongly Disagree Strongly Agree
[ROWS, RANDOMIZE]
This offer: [HEADER]
Is relevant to me and my household
Makes me interested in finding more information about this service
Is a good deal
Meets the needs for my connected devices
Would improve my experience with my connected device (e.g. tablet, Jetpack, etc.)
ASK IF CUSTOMER METERED OR PROSPECT METERED, AND IN PAY AS YOU GO/UNLIMITED LOOP ONLY (AFTER
EXPOSURE TO THE PAY AS YOU GO AND UNLIMITED CONNECTED DEVICE PLANS):
C6. Assuming you signed up for this Verizon Connected Device Plan, for your [INSERT DEVICES WITH P1/2
@S6 – SEPARATED BY COMMAS] -- would you expect to make any changes to your current wireless data
plan for your phone?
[SELECT ONE]
Yes – would consider moving my wireless plan for my phone to a smaller data tier (would need less data)
Yes – would consider moving my wireless plan to a larger data tier (would need more data)
No – wouldn’t change my wireless data tier
16
3/11/19
Draft
CONNECTED DEVICE PLAN FORCED CHOICE

INTRO.
Next, we would like to show you the Verizon Connected Device Plans again. Please review these plans again in
detail before moving on to the next screen.
PN: REQUIRE RESPONDENT TO STAY ON PAGE AT LEAST 10 SECONDS.
[SHOW PLAN IMAGES ON ONE PAGE IN RANDOM ORDER]

[IF ON SMARTPHONE DEVICE, INSERT HYPERLINK TO EACH PLAN SHOWN AT C_EXPOSURE TO REVIEW PLAN
IMAGE ie ‘Click here to review the offer’ (ONE LINK PER EACH OFFER SHOWN TO REVIEW)]
D1. Which of the Verizon Wireless plans that cover Connected Devices (e.g. tablet, Jetpack, etc.) do you
most prefer?
Please consider each plan’s price and its capabilities as you consider your response. Please click on Info
screen if you need to recall comparisons of the offers abilities. (INFO ICON)
Pay As You Go Click here to review the offer (HYPERLINK TO IMAGE OF PAYG OPTION A or B SHOWN AT
PLAN EXPOSURE ON INFO ICON)
Unlimited Click here to review the offer (HYPERLINK TO IMAGE OF UNLIMITED PLAN OPTION SHOWN AT
PLAN EXPOSURE ON INFO ICON)
Metered plan Click here to review the offer (HYPERLINK TO IMAGE OF CURRENT OPTION – FOR
CURRENTLY VZ S,M,L METERED CUSTOMERS ONLY ON INFO ICON)
None of these [ANCHOR SKIP TO D9]
BASE: ASK IF PAY AS YOU GO OPTION SELECTED AT ‘D1’

D2. Why do you most prefer the Pay As You Go Connected Device plan? Please type in as detailed a response
as possible in the box below.
LARGE OPEN END TEXT BOX, TO BE CODED
BASE: ASK IF UNLIMITED OPTION SELECTED AT ‘D1’

D3. Why do you most prefer the Unlimited Connected Device plan? Please type in as detailed a response as
possible in the box below.
BASE: ASK IF CURRENT VZ METERED PLAN SELECTED AT ‘D1’

D4. Why do you most prefer the Metered Connected Device plan? Please type in as detailed a response as
possible in the box below.
BASE: ASK IF HAVE PREFERRED OPTION (P1/2/3 SELECTED @ ‘D1’)

D10. How would you prefer to sign-up / purchase the [INSERT PREFERRED PLAN @ D1] plan? Select one.
[RANDOMIZE]
In a Verizon store
Online (digital self-service)
By phone (tele sales)
CARE [SHOW INFO ICON. INFO TEXT: (Customer Service)
Other, please specify [INSERT SMALL TEXT BOX, ANCHOR]
17
3/11/19
Draft

D5. Based on everything you’ve read, which of the following actions, if any, would you be motivated to take
based on the [INSERT PREFERRED PLAN @ D1] plan?
[RANDOMIZE]
Call a Verizon representative / customer service to find out more
Go to the Verizon website to find out more
Go to a Verizon store to find out more
Research more about connected device plans from Verizon
[IF PROSPECT] Research more about connected device plans from my wireless provider
[RANDOMIZE THE NEXT TWO TOGETHER ALWAYS. INSERT NEXT TWO ONLY IF CURRENTLY ON METERED
PLAN]
Switch your phone wireless plan to a higher amount of data
Switch your phone wireless plan to a lower amount of data
None of the above [ANCHOR]

D6. Based on everything you’ve read, how likely would you be to change your wireless account to specifically
include coverage for your connected device(s) (e.g. tablet, Jetpack, etc.) if the [INSERT PREFERRED PLAN
@ D1] plan was available today?

Probably would not
Might or might not
Probably would
Definitely would
ASK IF IF INTERESTED (P4/5 @ D6)

D7. How many connected devices (e.g. tablet, Jetpack, etc.) would you include on your account with this
Verizon Wireless Connected Device plan?
[DROP DOWN WITH OPTIONS 1, 2, 3, …8]
ASK IF NOT INTERESTED (1/2/3 @ D6)

D8. What if anything would make you interested in changing your wireless account to specifically include
coverage for your connected device(s) (e.g. tablet, Jetpack, etc.)? Please be as specific and detailed as
possible.
[OPEN END]
D9. Finally, please read the following statement.
If you sign up for a Verizon Connected Device plan for a monthly fee, e.g. $10 or $20 and you do not use
any data on the connected device (e.g. tablet, Jetpack, etc.), you will get credited back some money.
After reading this idea, are you more or less likely to sign up for a Verizon Wireless Connected Device
plan?
[PROGRESSIVE GRID]
18
3/11/19
Draft
DATA CAP ASSESSMENT
BASE: ASK IF METERED CUSTOMERS

GG1. We would now like to ask you your thoughts on the amount of data available for your connected device
for the metered plan described earlier. Click here (HYPERLINK TO IMAGE OF PLAN SHOWN AT
C_EXPSOSURE (UNLIMITED LOOP OPTION ASSINGED)) to see the description again.
BASE: ASK IF METERED CUSTOMERS

GG2. [IF GROUPCODE 0001 (CSS SAMPLE) ASK] If this plan included “RANDOMLY INSERT ONE OF:
‘10GB’/’15GB’/’20GB’” of data for your connected device, how likely would you be to sign up for the
Verizon Connected Device Plan just described?
Click here (HYPERLINK TO IMAGE OF PLAN SHOWN AT C_EXPSOSURE (UNLIMITED LOOP OPTION
ASSINGED)) to see the description again.
GG2a. [IF GROUPCODE 0002 (ONLINE SAMPLE) ASK] If this plan included “INSERT ONE OF:
‘10GB’/’15GB’/’20GB’”, how likely would you be to switch to Verizon Wireless to sign up for the Verizon
Connected Device Plan just described?
Click here (HYPERLINK TO IMAGE OF PLAN SHOWN AT C_EXPSOSURE (UNLIMITED LOOP OPTION
ASSINGED))to see the description again.

Probably would not
Might or might not
Probably would
Definitely would
REPEAT (GG2 or GG2a) TWO MORE TIMES FOR THE DATA CAPS NOT ALREADY SHOWN: 10GB/15GB/20GB
19
3/11/19
Draft
Wireless and Connected Device Profiling
P1. Which of the following best describes your current wireless plan? Please select one.
Individual plan [INSERT INFO ICON. ROLL OVER TEXT: Individual use of pre-specified amount of minutes]
Shared plan [INSERT INFO ICON. ROLL OVER TEXT: Shared minutes and/or data among
parents/immediate family]
P2. Including your own wireless phone #, how many phone lines are on your current wireless plan? By phone
lines we are referring to the number of mobile phone numbers on your account. [SELECT ONE]
Please do not include non-phone lines like tablets or Jetpacks.
1 line
2 lines
3 lines
4 lines
5 lines
6 or more lines
BASE: ASK IF CONNECTED DEVICE CUSTOMERS

P3. How many NON-phone lines are on your current wireless plan? By non-phone lines, we are referring to
devices on your account other than phones like tablets, Jetpacks, etc.
1 line
2 lines
3 lines
4 lines
5 lines
6 or more lines
ASK IF CUSTOMER UNLIMITED OR PROSPECT UNLIMITED:

P5. Why do you choose to have an unlimited data wireless plan, versus a plan with an allotted amount of
data? Select all that apply.
[RANDOMIZE ]
Do not want to be hit with unexpected data overage charges
Am often in areas with no WiFi available
Use a lot of data when traveling
I would rather not have to worry about limiting my data use
Wifi is often unreliable/not available in my area
ASK IF CUSTOMER METERED OR PROSPECT METERED:

P6. Why do you choose to have a wireless plan with an allotted amount of data, versus an unlimited data?
Select all that apply.
[RANDOMIZE]
Do not need lots of data
Am often/always in areas with WiFi available
Do not want to pay for something I am not using
I cannot afford the unlimited plans available
20
3/11/19
Draft
P7. When you sign up for wireless service, and manage your wireless account(s), which type of service do you
prefer? Select one.
RANDOMIZE
Assisted by a representative (in person, by phone or online)
Self-service (no representative assistance)
Not sure [ANCHOR]
PROGRESSIVE GRID, SINGLE-SELECT

CONNECTED DEVICE CUSTOMERS
P8. Approximately how much data per month do you use on your connected device(s)? Select one for each
device.
INSERT DEVICES ON CONNECTED PLAN (P1/2 SELECTED @ S6)
[OPTIONS, DO NOT RANDOMIZE]

Up to 500MB
500MB to 1GB
1-2GB
3-4GB
4-6GB
7-10GB
11-15GB
More than 15GB
Don’t know
Wireless Segmentation Battery

P9. For this next set of questions, please think about your “Connected Life”.
More specifically, please think about your life & beliefs in terms of:
 Connected Devices: Any of the devices that connect you to the world around you, including mobile
phones, tablets, PCs/laptops, Smart TVs, Fitbits, gaming consoles and other internet connected
devices
 Connectivity: How you connect to others and the internet, and the services you use for Internet
access
 Content: Any of the content that comes to you through the internet on your devices, including social
media, video, music, websites, television programming, etc.
[SEGMENT]
You will now see a series of statements and be asked to indicate the degree to which they describe you
and your “Connected Life” personally.
[SEGMENT]
[PROGRESSIVE GRID, SLIDER SCALE FULLY ANCHORED WITH POINTS SHOWN BELOW]
[SHOW ATTITUDES IN RANDOM ORDER]
[SHOW AS 2 PROGRESS GRIDS OF 9/8 ITEMS – RANDOM ORDER ACROSS THE 2 “QUESTIONS”]
21
3/11/19
Draft
[PN: DO NOT SHOW DIMESIONS OR NUMBERS, THEY ARE FOR REPORTING REFERENCE ONLY]
[SEGMENTATION PROCESSED BY DP ON BACKEND][COPY SETUP OF QUESTION FROM JB#19-015714-01
SID S19004387]
Disagree Strongly Disagree Neither Agree Agree Strongly
Dimensions Individual Needs Battery

I’d happily pay a premium for devices and services if I received special
Premium Orientation 1
treatment in return (i.e., early releases, special access, etc.)
Tech openness 2 I enjoy trying to figure out how different technologies work
Because of technology, we live more frantic lives with a lower overall “quality
Integration 5
of life”
It's too much trouble to worry about all the different online threats (scams,
Security 7
hacking, trolling, cyber bullying)
Control 9 I feel overwhelmed by the intrusion of connected devices in my life
I want to be connected to the Internet from the moment I wake up until the
Control 11
moment I go to bed
Through my connected devices, I feel more connected to the people I care
Social/belonging/connection 17
about
Social media is the best way to participate in causes outside of my local
Social/belonging/connection 18
community
Social/belonging/connection 19 Technology limits real, authentic communication
The biggest benefit to social media is that it allows me to express myself to a
Creativity/Expression 23
group of people that I couldn’t reach otherwise
I am usually the first person among my family and friends to buy the newest
Innovation/Trends 25
technology
Entertainment 27 My connected devices are the primary source of entertainment for me
It’s critical to me to have the content I want anywhere, anytime, and on any
Entertainment 28
device
Online video gaming is one of the best ways to hang out with friends and meet
Entertainment/Gaming 30
new ones
I feel guilty when I spend a lot of time watching TV, videos, or surfing the
Indulgence 31
web/social media
Discovery/Exploration 32 I regularly use my connected devices to discover the world around me
Payment preference 34 My budget doesn’t allow for overages or unplanned fees
22
3/11/19
Draft
Demos
Finally, just a few classification questions. Some questions can be sensitive in nature. We would like to remind you
that your participation is strictly voluntary and that your responses are used for research purposes only.
P12. For approximately how long have you been a wireless customer of [INSERT PROVIDER FROM S5]?
Less than 1 year

1 to 2 years
2 to 5 years
5 to 10 years
10 to 15 years
15 years or longer
P13. Including yourself, how many people live in your household?
_____________ people in household

[VALID RANGES 1 – 15]
P14. Including yourself, how many of the [INSERT NUMBER IN HHOLD FROM P13] people in your household
are:
If no household members in a given age category enter the number zero “0”.
Male/Female Head(s) of Household, age 18 or older (Remember to include yourself here) ___________
Children age 8 or younger ____________
Children age 9 - 14 ____________
Children age 15 - 17 ____________
Adult Children in Household, age 18 or older ____________
[VALID RANGE FOR HEAD OF HOUSEHOLD 1-10]
[VALID RANGES FOR OTHER OPTIONS 0 – 10]
[INCLUDE LOGIC SUCH THAT TOTAL AT P14 IS EQUAL TO TOTAL AT P13]
[PN: SHOW ERROR MESSAGE ‘Your answer does not match the previous question, please try again’
WHEN P14 <> TOTAL NUMBER IN P13]
23
3/11/19
Draft
USEDU3. What is the highest degree or level of school you have completed?
Select only one

 Education through Grade 12 [Expandable Header]
o _1 Grade 4 or less
o _2 Grade 5 to 8
o _3 Grade 9 to 11
o _4 Grade 12 (no diploma)
 High School Graduate [Expandable Header]
o _5 Regular High School Diploma
o _6 GED or alternative credential
 College or Some College [Expandable Header]
o _7 Some college credit, but less than 1 year
o _8 1 or more years of college credit, no degree
o _9 Associate's degree (AA, AS, etc)
o _10 Bachelor's degree (BA, BS, etc.)
 After Bachelor's Degree [Expandable Header]
o _11 Master's degree (MA, MS, MBA, etc.)
o _12 Professional degree (MD, DDS, JD, etc.)
o _13 Doctorate degree (PhD, EdD, etc.)
[PN: USRETH3 can be asked alone (without USRACE4)]
USRETH3. Some questions can be sensitive in nature. We would like to remind you that your participation is
strictly voluntary and that your responses are used for research purposes only. A “Prefer not to answer”
option is available for you to select, if the case. Are you of Hispanic, Latino or Spanish origin?
Select only one

 _1 Yes
 _2 No
 _3 Prefer not to answer
[PN: USRETH3 must be asked before USRACE4]
USRACE4. Some questions can be sensitive in nature. We would like to remind you that your participation is
strictly voluntary and that your responses are used for research purposes only. A “Prefer not to answer”
option is available for you to select, if the case. What is your race?
Select all that apply.

 _1 White
 _2 Black or African American
 _3 Native American or Alaskan Native
 _4 Asian
 _5 Pacific Islander
 _6 Other race
 _7 Prefer not to answer [EXCLUSIVE]
24
3/11/19
Draft
USMAR2. What is your marital status?
Select only one

 _1 Single, never married
 _2 Living with partner
 _3 Married
 _4 Widowed
 _5 Divorced or separated
USHHI3. Please indicate your annual household income before taxes.
 USE USHHI3 response list

EMP01_. What is your current employment status?
Select only one

 _1 Employed full-time
 _2 Employed part-time
 _3 Self employed
 _4 Unemployed but looking for a job
 _5 Unemployed and not looking for a job/Long-term sick or disabled
 _6 Full-time parent, homemaker
 _7 Retired
 _8 Student/Pupil
 _9 Military
 _10 Prefer not to answer
 _11 N/A
_12 N/A
[ASK IF GROUPCODE 0001 (CSS SAMPLE) ONLY]:

CLOSING: Thank you for taking the time to participate in this important survey. We need to collect some
additional information in order to send the Amazon Gift Card honorarium to show our appreciation for
your time.
FIRST NAME ______________

LAST NAME ______________
EMAIL [PROG: CONFIRM PROPER EMAIL FORMAT] ______________
CONFIRM EMAIL [PROG: CONFIRM EMAIL MATCHES ABOVE EMAIL ENTERED; ERROR MESSAGE’ PLEASE
REENTER EMAIL, EMAILS DO NOT MATCH] ______________
___ Do not wish to receive honorarium [CHECK BOX]
Please note, the above contact information will only be used to contact you as it pertains to the honorarium
fulfillment. [PROG: IF ‘DO NOT WISH TO RECEIVE HONORARIUM’ IS SELECTED, DO NOT REQUIRE TO COMPLETE
NAME/EMAIL]
25

Model

Transféré par

Informations du document

Description originale:

Titre original

Copyright

Formats disponibles

Partager ce document

Partager ou intégrer le document

Options de partage

Avez-vous trouvé ce document utile ?

Ce contenu est-il inapproprié ?

Droits d'auteur :

Formats disponibles

Model

Transféré par

Droits d'auteur :

Formats disponibles

3/11/19

Verizon Tablet Plan Research

Groupcode 0001= Client supplied sample

YEAR/MONTH. What is your date of birth?

[Cortex 5 Standard Screener: DO NOT MODIFY OR TRANSLATE]

[IF AGE=18+ CONTINUE, OTHERWISE TERMINATE]

[Cortex 5 Standard Screener: DO NOT MODIFY OR TRANSLATE]

RESP_GENDER. Are you…?

QMktSize_US. Please insert your zipcode:

[Cortex 5 Standard Screener: DO NOT MODIFY OR TRANSLATE]

AOO1. Which of the following is most associated with a cow?

[RANDOMIZE ANSWER LIST]

[RANDOMIZE ANSWER LIST]

AOO3. What is one plus three?

[RANDOMIZE ANSWER LIST]

AOO4. Please select the response very good below

[RANDOMIZE ANSWER LIST]

AOO5. Which of these swim?

[RANDOMIZE ANSWER LIST]

[ANSWER LIST: PROGRESSIVE]

AOO7. Please type the word joy in the box below.

[INSERT TEXT BOX BELOW]

AOO8. Please type in what day of the week it is today.

[INSERT TEXT BOX BELLOW]

[INSERT TEXT BOX BELOW]

AOO10. Please type the word hope in the box below.

[INSERT TEXT BOX BELOW]

IF “Joy” TO AOO7, ADD 1 POINT

IF “Hope” TO AOO10, ADD 1 POINT

[ASK IF GROUPCODE 0001 (CSS SAMPLE)]:

Yes, this is correct

I am the primary decision maker

[ASK IF GROUPCODE 0002 (Online SAMPLE]:

[ASK IF GROUPCODE 0002 (ONLINE SAMPLE)]:

ASK IF VERIZON SAMPLE (GROUPCODE 0001):

[INSERT BELOW TEXT IF CUSTOMER CONNECTED DEVICE CSS]

[INSERT BELOW TEXT IF NOT CUSTOMER CONNECTED DEVICE CSS]

Yes, this is correct

ASK S6 FOR PANEL SAMPLE ONLY (GROUPCODE 0002)

[NOTE FOR CS: MONITOR % SELECTING P2 ‘ANOTHER PROVIDER’]

[CLASSIFY AS CONNECTED DEVICE CUSTOMER / NOT CUSTOMER AS FOLLOWS]:

[NOTE FOR CS: MONITOR # OF ‘OTHER CONNECTED DEVICE CUSTOMERS]

CONNECTED DEVICE PLAN LEVEL SET

PROGRESSIVE GRID, MULTI-SELECT

[INSERT FOR EACH DEVICE SELECTED AT S4 EXCLUDING CELL PHONE P1/2]

ASK IF CONNECTED DEVICE CUSTOMER [P1/2 FOR ‘TABLET’ AT S6]

Yes – moved up to a higher data tier

Unlimited data plan

ASK IF CONNECTED DEVICE CUSTOMER & UNLIMITED PLAN

Not at all important

ASK IF CONNECTED DEVICE CUSTOMER & UNLIMITED PLAN

AWARENESS OF CURRENT VZ CONNECTED PLAN

[ASK INTRO -A2 IF NOT ON CONNECTED DEVICE PLAN TODAY]

[INSERT 5 POINT SLIDING SCALE WITH ANCHORS BELOW]

CONNECTED DEVICE PLAN EXPOSURE & EVALUATION

[INSERT PLAN ON SEPARATE SCREEN]

[SHOW ONLY ON SECOND/THIRD LOOP:]

[INSERT PLAN ON SEPARATE SCREEN]

STIMULI PLAN TYPE [INTERNAL REFERENCE ONLY]

C_EXPOSURE. LABEL OF PLAN DESCRIPTION TEXT/IMAGE: MARK ORDER

Column=S7 Hidden CUSTOMER CUSTOMER CUSTOMER PROSPECT PROSPECT

UNLIMITED LOOP UNL A UNL A UNL E