A different social network (XYZ) would also like to know if they could alter the emotional state of their users. Unlike Facebook, who wanted to know if more positive or negative comments in their New Feeds would impact how the user updated their own page, XYZ would like to know if different types of smells could impact how the user updated their own page. (Digital scent technology is in its infancy now but XYZ believes that as it develops there will be more interest in online scent marketing). You have been asked to do the research for them but they do not want to be accused of being unethical. They have asked you to do a Research Design so they can examine it before you begin your research. They do not want you to start the research until they approve the Research Design.
Research Design for the question:
“Can you alter the emotional state of user on social media and influence how they update their own page depending on different types of scent they encounter”
Where to conduct the Research:
Research should be done where online scent marketing has proven to be successful such as some online stores or use of video games. This is all still in nascent stage where technology is still evolving but the first effects can give a fair idea whether the consumers are getting swayed with scent or not.
When the Research should be done:
Research should be done with consumers being interviewed while they are using the product or being subjected to online scent marketing as the response is instantaneous and needs to be recorded on time.
Who should be included while conducting the research to get the fair data:
Not only the online users but also offline users should be researched as scent marketing has been used offline for years with positive result so offline users will help to give data on how their behaviour was influenced helping us understand the online world
How to conduct the research:
The before and after feelings of the user should be captured for understanding the influence of scent over their behaviour so each user could be asked to write what they feel about a product or person , then they should be subjected to required smell and asked to write their feelings again about the product or person. The difference between two thoughts need to be analysed for determining if digital scent could be an influencer and whether it could influence in correct or wrong direction.
This research would be taken in sample study manner to determine both positive and negative feeling so one person of the sample group will have to undergo this research test multiple time
Feasibility of the research:
A sample study to do research can be planned as per budget choosing half the number from online user and remaining from offline.