Conversations about conducting marketing research in mental health

Abstract

Purpose The purpose of this paper is to inspire research at the intersection of marketing and mental health. Marketing academics have much to offer – and much to learn from – research on consumer mental health. However, the context, terminology and setting may prove intimidating to marketing scholars unfamiliar with this vulnerable population. Here, experienced researchers offer guidance for conducting compelling research that not only applies marketing frameworks to the mental health industry but also uses this unique context to deepen our understanding of all consumers. Design/methodology/approach Common concerns about conducting marketing research in the area of mental health were circulated to researchers experienced working with vulnerable populations. Their thoughtful responses are reported here, organized around the research cycle. Findings Academics and practitioners offer insights into developing compelling research questions at the intersection of marketing and mental health, strategies to identify relevant populations to research and guidance for safe and ethical research design, conduct and publication. Originality/value To the best of the authors’ knowledge, this is the first instructional paper to provide practical advice to begin and maintain a successful research agenda at the intersection of mental health and marketing.

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

“…In cases where individuals (consumer co-researchers or participants) considered potentially vulnerable (such as mental illness) have limited capacity to consent, Machin et al (2022) argues, "it is important not to exclude individuals with impaired capacity to consent, especially when the research may be beneficial or help answer important questions about the illness or the individuals that have the illness" (ahead of print). The authors suggest developing a criterion for the degree of risk and potential benefit, having conversations with the potential participant to assess their understanding, and alternatively getting consent from a legal guardian or representative.…”

“…Downey's et al (2007) review exploring researcher vulnerability exposes an example of a researcher affected by heightened stress levels and dreams about dying, followed by stomach cramps and nausea during the weeks of transcription. In minimising such risks, Machin et al (2022) proposed using a collaborative approach that includes consumers as full partners in all aspects of the research, and to do so, makes it easier to anticipate potential risks and benefits for those being studied, as well as the researcher.…”

“…Previous studies illustrate how consumer co-researchers can contribute to quantitative studies, by reducing the complexity of informed consent and information sheets to ensure the communicating material is understood and participants are clear about how their personal information will be used (Kunz et al, 2020; Machin et al, 2022). They may also guide survey question wording and development, recruit participants, and assist with data interpretation and sensemaking.…”

Addressing Barriers to Mental Health Wellness: Prescriptions for Marketing

“…Mental health is often complex and dynamic, involving individual, community, and societal-level components. Limited research in the marketing discipline has examined mental health (Andreasen 2004;Lipscomb, Shelley, and Root 2010;Machin et al 2019Machin et al , 2022Mirabito et al 2016;Yeh, Jewell, and Thomas 2017); yet, marketing can utilize both theoretical and empirical knowledge to advance the understanding of mental health and to inform social marketing and policy initiatives.…”