Consumer partnerships in research (CPR) checklist: A method for conducting market research with vulnerable consumers

Abstract

There is a need for better evidence on how to effectively support consumer partnerships in research (CPR). This paper aims to provide a practical checklist for market researchers to plan, implement, and report research where vulnerable consumers are the target population. A vulnerable consumer is someone who, due to their circumstances, may be disadvantaged or at risk in some marketplace situations. Here, it is proposed that research conducted about vulnerable consumers must include consumer co-researchers as partners in the research process. The involvement of consumers as co-researchers addresses this methodological gap to some extent by democratizing research design and empowering vulnerable consumers. The CPR Checklist is based on an integrative realistic review method, content validation via an expert panel, and includes consumer co-researcher involvement in the research process. Considering the complexities of vulnerable consumers and market research, the CPR Checklist provides a suite of 'how and why' questions to guide rigorous and ethical project conduct.

Transforming health-care service through consumer co-creation: directions for service design

“…Younger consumers may contribute valuable insights into generational dynamics, innovative solutions and potential inter-generational caregiving dynamics, thereby enriching the development of age-inclusive health-care policies (Fusco et al , 2020). While there is no evidence of this in the reviewed studies, it is important to note that homogeneous service design teams may unintentionally exclude certain population segments, particularly those from underprivileged backgrounds (Carlini and Robertson, 2023), which could exacerbate health-care disparities. Without diverse perspectives, the creative potential of service design teams remains underutilized, resulting in missed opportunities for innovation.…”

“…Without adequate awareness of the diverse types of knowledge from consumers, health professionals risk excluding consumers with lower socio-economic resources, who are often in most need and can offer specific insights into health service design (Ocloo and Matthews, 2016). These prerequisite conditions have important implications for organizations seeking to engage consumers who are able and willing to participate in co-creation (Carlini and Robertson, 2023)…”

Methodologies for researching marginalised and/or potentially vulnerable groups

“…Further, the safety of the researchers also needs to be considered. Safety extends beyond physical safety – and can include the social repercussions that members of a research team who are also a part of the group being studied may experience (Carlini & Robertson, 2023). This aligns with the need to reflect on the potential for role conflict particularly when researchers have involvement in the lives of their research participants (Dallolio, 2023).…”

“…It is essential to be reflexive to identify one’s own biases and capabilities concerning the research topic and the target sample (Carlini & Robertson, 2023). Being reflexive enables a critical inspection of the frameworks, methods and practices adopted in the research process, helping to “rewire the brain” against stereotypical assumptions as Russell-Bennett et al (2023) suggest.…”

“…At the framework’s core is the participant and their unique lived experience and world view. Carlini and Robertson (2023) put forward a checklist for partnering with consumers in research – to ensure the participants' voice is protected and respected. Their checklist calls researcher(s) to consider the nuances of the participants lived experiences and the socio-cultural environment surrounding them, encourages the researcher to reflect on their capability in relation to the project and the participants, and finally advocates for greater transparency in the research process and dissemination of the findings.…”