Using immersion research and people-driven design to improve behavior change programs. (January 2021)

• Record Type: Journal Article
• Authors: Jupp, Dee
• Other Names: Mytton Graham guest-editor.; Desai Philly guest-editor.; Nairn Agnes guest-editor.
• Is Part Of: International journal of market research. Volume 63:Number 1(2021)
• Page Start: 9
• Page End: 14
• Publication Date: 2021-01
• Subjects: behavior change -- empathy -- ethnography -- immersion research -- people-driven design; Marketing research -- Periodicals; 658.8305
• DOI: 10.1177/1470785320980631
• Languages: English
• ISSNs: 1470-7853

Abstract

This research note describes the use of immersion research in combination with people-driven design as an alternative approach to tackling intransigent behavior change challenges. Using a case study from Indonesia where child stunting was prevalent despite diverse food availability, the four-step process of immersion research, immersion in immersion findings, people-driven design, and trialing is described. It highlights the need to change mindsets among design experts so that they forge a deeper connection with people and their circumstances and move from providing technocratic solutions for people to facilitating change processes which are practical, relatable, and are led by people themselves.