The Airline industry in Canada is not crowded, but depending on where you are flying, there are now different options for domestic flights: along with old standby Air Canada, there is now Westjet and Porter. Although there has been a fairly steady trend toward less frills in the airline industry, Porter has introduced the concept of at least some luxury while still keeping their costs down, and their reputation as a good option for flights to Eastern Canada/U.S. has been growing. Moving toward more automation, Air Canada has recently implemented a new self-service check-in, which includes checking your luggage. Client x wants to know what people are saying on social media to test perception. They want to know how people feel about the airlines in Canada and to get an analysis of the language being used when people talk about them and the industry as a whole. Some of their questions: are people frustrated with the airlines/is the conversation civil? Do they recommend any changes? Is there anything being done really well? They also want to identify distinct conversations and opinion leaders in this conversation and anything that will help them decide whether or not to take the next step with more research.