The 5R Guidelines for a strengths-based approach to co-design with customers experiencing vulnerability

Autor: Rebekah Russell-Bennett, Nick Kelly, Kate Letheren, Kathleen Chell
Rok vydání: 2023
Předmět:
Zdroj: International Journal of Market Research. 65:167-182
ISSN: 2515-2173
1470-7853
Popis: This research note addresses a significant gap in the literature in researching marginalised customers who may potentially experience vulnerability: the need to use a strengths-based approach in designing social marketing research. There has been a (positive) trend in recent decades towards greater inclusion of stakeholders in social marketing research, design and evaluation through the adoption of co-design methods. However, a theoretical issue that has not been adequately addressed within social marketing research (with some exceptions) is that it is possible to use co-design methods in such a way that the language and approaches that are employed serve to further disempower these groups through a deficit-based discourse. This research note uses reflexivity to propose a set of guidelines for how to implement a strengths-based approach when co-designing with customers experiencing vulnerability, specifically from a social marketing perspective. A real-world program in the context of empowering mature women to maintain secure housing is used to illustrate the guidelines.
Databáze: OpenAIRE
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