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
Authors | Russell-Bennett, Rebekah, Kelly, Nick, Letheren, Kate and Chell, Kathleen |
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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. |
Keywords | co-design; services; strengths-based; customer vulnerability; social marketing |
Year | 01 Jan 2023 |
Journal | International Journal of Market Research |
Journal citation | 65 (2-3), pp. 167-182 |
Publisher | Sage Publications Ltd. (UK) |
ISSN | 1470-7853 |
Digital Object Identifier (DOI) | https://doi.org/10.1177/14707853231151605 |
Web address (URL) | https://journals.sagepub.com/doi/10.1177/14707853231151605 |
Open access | Published as ‘gold’ (paid) open access |
Research or scholarly | Research |
Page range | 167-182 |
Publisher's version | License File Access Level Open |
Output status | Published |
Publication dates | |
Online | 19 Jan 2023 |
Publication process dates | |
Deposited | 27 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 publication | United Kingdom |
https://acuresearchbank.acu.edu.au/item/90yx7/the-5r-guidelines-for-a-strengths-based-approach-to-co-design-with-customers-experiencing-vulnerability
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Publisher's version
OA_Letheren_2023_The_5R_guidelines_for_a_strengths.pdf | |
License: CC BY-NC 4.0 | |
File access level: Open |
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