The 5R Guidelines for a strengths-based approach to co-design with customers experiencing vulnerability
Rebekah Russell-Bennett, Nick Kelly, Kate Letheren, and Kathleen Chell
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.
Introduction
Vulnerability is an important topic for marketers. Social marketers have a primary goal of improving the quality of life for people experiencing vulnerability while commercial marketers have a primary goal of generating profit from customers...
