The 5R Guidelines for a strengths-based approach to co-design with customers experiencing vulnerability. (March 2023)

• Record Type: Journal Article
• Authors: Russell-Bennett, Rebekah; Kelly, Nick; Letheren, Kate; Chell, Kathleen
• Other Names: Lewis Clifford guest-editor.; Mehmet Michael guest-editor.; Quinton Sarah guest-editor.; Reynold Nina guest-editor.
• Is Part Of: International journal of market research. Volume 65:Number 2/3(2023)
• Page Start: 167
• Page End: 182
• Publication Date: 2023-03
• Subjects: co-design -- services -- strengths-based -- customer vulnerability -- social marketing; Marketing research -- Periodicals; 658.8305
• DOI: 10.1177/14707853231151605
• Languages: English
• ISSNs: 1470-7853

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.