Exploring the application of co-design to transformative service research Abstract PurposeThis study investigates in a transformative service research (TSR) context how users can be involved through co-design and what contributions they can make during this process. Design/methodology/approachA six-step co-design process was used to plan and facilitate two co-design sessions that involved a total of 24 participants. The collected data include field notes, transcripts from group discussions, recordings of idea presentations, and the evaluation of ideas. FindingsA recruitment strategy which utilizes strong networks and sensitizes users through generating awareness of the underlying issue can prevent the waste of valuable resources. During the facilitation stage, experts need to find the fine line between close guidance and giving voice to the users. User-generated ideas set the starting point for new value propositions that more effectively support users in their value creation processes. Research limitations/implications:The findings are limited to one specific sample and design task. Future research is required that investigates the application of co-design to other TSR contexts. Practical implicationsIn TSR, organizations will need to follow a different co-design approach owing to the sensitive nature of the design task and/or users that are not driven by innovation-related motivations.Organisations should tap into their networks to raise awareness and recruit suitable participants.To capture users' unique insights and foster the collective creativity, facilitation should focus on enabling participants through the use of design tools and team management. Originality/valueThe study contributes new insights into requirements, challenges, and benefits of applying codesign to TSR contexts. The study shows that ordinary users, if empowered, can give important insights into the design of new value propositions.

Purpose The purpose of this paper is synthesise social marketing literature over the past fifty years and deliver a set of guiding tenets to propel social marketing’s agenda forward. Design/methodology/approach Across three strands, this paper amalgamates theoretical and practitioner evidence from social marketing. This synthesis commences with a review, summary and critical discussion of five decades of social marketing research. Across Strands 2 and 3, the authors review 412 social marketing interventions reported across 10 evidence reviews and 238 case studies. Findings This paper demonstrates social marketing’s use of fundamental marketing principles and capability to achieve behaviour change outcomes. Social marketers have built frameworks and processes that non-profit organisations, government agencies and policymakers seeking to enact change can use. This paper delivers five tenets that summarise the findings of the three strands and delivers research priorities for the next 50 years of social marketing research to drive the field forward. Research limitations/implications Drawing on five decades of learning, this paper proposes research priorities that can be applied to refine, recalibrate and future-proof social marketing’s success in making the world a better place. Practical implications This paper demonstrates the value of social marketing science and helps bridge gaps between theory and practice, and further strengthens social marketing’s value proposition. This paper provides confidence that money invested in social marketing programs is well spent. Originality/value This paper delivers a forward-looking perspective and provides social marketing academics and practitioners with confidence that it can assist in overcoming society’s most pressing issues. The paper encompasses key social marketing literature since it was founded 50 years ago. Five tenets will guide social marketing forward: evidencing marketing principles, operationalisation of processes, principles and activities, implementing systems thinking, creating and testing marketing theory and guiding a new social marketing era.

BackgroundAdolescent alcohol consumption is an issue of ongoing concern and programs targeting parents have been identified as an important component in minimizing and preventing alcohol related harm in adolescents. This paper aims to evaluate existing parent based alcohol education programs with a focus on understanding parent specific outcomes including parental attitudes, parent-child communication, alcohol specific rule setting and parental monitoring; study quality, the extent of stakeholder engagement in program design and the level of theory application.MethodA systematic review of electronic databases EBSCO, Emerald, ProQuest, PubMed, Ovid, ScienceDirect, Taylor and Francis and Web of Science was conducted from database inception to August 2019. A total of 4288 unique records were retrieved from the eight databases. Studies were included if they evaluated school based alcohol education programs that included a parent component and detailed outcome measures associated with parent data. The methodological quality of the included studies was assessed using the Effective Public Health Practice Project (EPHPP) quality assessment tool.ResultsIn total 17 studies qualified for assessment, detailing 13 individual parent programs. Of these, ten programs demonstrated positive effects in at least one parent reported outcome measure. Stakeholder engagement during the design of programs was lacking with the majority of programs. One third of the programs did not report theory use and when theory was used reporting was weak with three programs applying theory, five testing theory and none building theory. According to the EPHPP tool, overall ten programs were rated as weak, three as moderate and none as strong.ConclusionFuture studies are recommended to further enhance the effectiveness of parental programs by improving study quality, increasing stakeholder engagement and increasing the level of theory application and reporting.

Background. Adolescent alcohol consumption is an issue of ongoing concern and programs targeting parents have been identified as an important component in minimizing and preventing alcohol related harm in adolescents. This paper aims to evaluate existing parent based alcohol education programs with a focus on understanding parent specific outcomes including parental attitudes, parent-child communication, alcohol specific rule setting and parental monitoring; study quality, the extent of stakeholder engagement in program design and the level of theory application. Method. A systematic review of electronic databases EBSCO, Emerald, ProQuest, PubMed, Ovid, ScienceDirect, Taylor and Francis and Web of Science was conducted from database inception to August 2019. A total of 4288 unique records were retrieved from the eight databases. Studies were included if they evaluated school based alcohol education programs that included a parent component and detailed outcome measures associated with parent data. The methodological quality of the included studies was assessed using the Effective Public Health Practice Project (EPHPP) quality assessment tool. Results. In total 17 studies qualified for assessment, detailing 13 individual parent programs. Of these, ten programs demonstrated positive effects in at least one parent reported outcome measure. Stakeholder engagement during the design of programs was lacking with the majority of programs. One third of the programs did not report theory use and when theory was used reporting was weak with three programs applying theory, five testing theory and none building theory. According to the EPHPP tool, overall ten programs were rated as weak, three as moderate and none as strong. Conclusion. Future studies are recommended to further enhance the effectiveness of parental programs by improving study quality, increasing stakeholder engagement and increasing the level of theory application and reporting.

Co-design empowers people, giving them a voice in social marketing program design; however, approaches have mostly excluded expert knowledge. An abductive approach to co-design allows for inclusion of expert knowledge, providing theoretical guidance while simultaneously investigating user views and ideas extending understanding beyond known effective approaches. We use the seven-step co-design framework and outline how an abductive inference can be applied to co-design. Social cognitive theory constructs were integrated into the seven-step co-design process. The abductive approach to co-design was tested in two co-design sessions involving 40 participants. Findings demonstrate that theory can be successfully integrated into the seven-step co-design process through utilization of theory-mapped activity cards. This article provides guidance on how theory can be incorporated into ideation and insight generation. Limitations and future research recommendations are provided.

PurposeParticipatory design involves users and other key stakeholders in processes that aim to ensure solutions generated meet their needs. This paper compares the processes and outcomes of two participatory design approaches (design thinking and co-design) to examine their utility in co-creating innovative service solutions for reducing household energy demand.Design/methodology/approachDesign thinking and co-design were implemented in two independent convenience samples of household energy users in Queensland, Australia. Workshops were conducted online using Zoom and Padlet technology. Informed by the capability-practice-ability (CPA) portfolio, a critical analysis based on the research team's experiences with implementing the two participatory design approaches is presented.FindingsThe key distinguishing features that set design thinking apart from co-design is extent of user involvement, solution diversity and resource requirements. With a shorter duration and less intensive user involvement, co-design offers a more resource efficient means of solution generation. In contrast, design thinking expands the solution space by allowing for human-centred problem framing and in so doing gives rise to greater diversity in solutions generated.Research limitations/implicationsMapping the six constellations of service design outlined in the CPA portfolio to the research team's experiences implementing two different participatory design approaches within the same context reconciles theoretical understanding of how capabilities, practices and abilities may differ or converge in an applied setting.Practical implicationsUnderstanding the benefits and expected outcomes across the two participatory design approaches will guide practitioners and funding agencies in the selection of an appropriate method to achieve desired outcomes.Originality/valueThis paper compares two forms of participatory design (design thinking and co-design) for service innovation in the context of household energy demand offering theoretical and practical insights into the utility of each as categorised within the CPA portfolio.

Purpose This paper aims to provide a systematic review of evaluations of public health and social marketing campaigns reporting the use of sports sponsorship. Sports sponsorship is a key health promotion strategy, yet academic literature on the use of sponsorship in social marketing and public health is surprisingly limited. Design/methodology/approach Seventeen studies were identified following systematic literature review procedures. Findings Coupling of social marketing and public health sponsorship with changes in policies in sporting clubs and associations offers an effective means to achieve desired outcomes, e.g. behaviour change. Research limitations/implications The analysis presented in this review included information that was reported in the identified studies, which might be an incomplete representation of work undertaken but not reported. All of the studies identified in this review were conducted in English-speaking countries. Considerable opportunity for future research is apparent, and areas for future research are outlined. Practical implications Limited evidence was available, and additional research examining the effectiveness of sponsorship in attaining behavioural change is urgently needed. Future studies should assess the role, scope of involvement in, aims and benefits of non-government sponsors of public health and social marketing campaigns; use methods that do not rely on self-reporting, such as observations; and explore the influence of health sponsorship on attitudes, social norms and behaviours. Originality/value This is the first study to provide a systematic review of the use of sports sponsorship in public health and social marketing.

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