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

IF 2.4 4区 管理学 Q3 BUSINESS
Rebekah Russell–Bennett, Nick Kelly, Kate Letheren, Kathleen Chell
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引用次数: 2

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.
5R指南,用于与遇到漏洞的客户进行基于优势的联合设计
本研究说明解决了在研究可能会遇到脆弱性的边缘化客户的文献中的一个重大差距:需要在设计社会营销研究时使用基于优势的方法。近几十年来,通过采用共同设计方法,在社会营销研究、设计和评估中更多地纳入了利益相关者,这是一个(积极的)趋势。然而,一个在社会营销研究中尚未得到充分解决的理论问题是(除了一些例外),有可能以这样一种方式使用共同设计方法,即所采用的语言和方法通过基于赤字的话语进一步剥夺这些群体的权力。本研究报告使用反身性提出了一套指导方针,用于在与经历脆弱性的客户共同设计时如何实施基于优势的方法,特别是从社会营销的角度。一个现实世界的项目,在授权成熟妇女维持安全住房的背景下,被用来说明指导方针。
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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