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

Journal article


Russell-Bennett, Rebekah, Kelly, Nick, Letheren, Kate and Chell, Kathleen. (2023). The 5R guidelines for a strengths-based approach to co-design with customers experiencing vulnerability. International Journal of Market Research. 65(2-3), pp. 167-182. https://doi.org/10.1177/14707853231151605
AuthorsRussell-Bennett, Rebekah, Kelly, Nick, Letheren, Kate and Chell, Kathleen
Abstract

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.

Keywordsco-design; services; strengths-based; customer vulnerability; social marketing
Year01 Jan 2023
JournalInternational Journal of Market Research
Journal citation65 (2-3), pp. 167-182
PublisherSage Publications Ltd. (UK)
ISSN1470-7853
Digital Object Identifier (DOI)https://doi.org/10.1177/14707853231151605
Web address (URL)https://journals.sagepub.com/doi/10.1177/14707853231151605
Open accessPublished as ‘gold’ (paid) open access
Research or scholarlyResearch
Page range167-182
Publisher's version
License
File Access Level
Open
Output statusPublished
Publication dates
Online19 Jan 2023
Publication process dates
Deposited27 Sep 2024
Additional information

© The Author(s) 2023.

This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).

Funding: The project team gratefully acknowledges the support and project funding of the Department of Communities, Housing and Digital Economy through the Dignity First Fund.

Place of publicationUnited Kingdom
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