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From participants to partners: advancing consumer involvement in transformative research
Journal article   Open access   Peer reviewed

From participants to partners: advancing consumer involvement in transformative research

Joan Carlini, E. J. Milne, Elizabeth Kendall, Georgia Tobiano and Rachel Muir
Journal of marketing management, Vol.41(15-16), pp.1521-1545
2025
DOI: https://doi.org/10.1080/0267257X.2025.2522929
Appears in  Recent Faculty of Health Publications
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From participants to partnersView
Published (Version of record) Open CC BY-NC-ND V4.0

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Abstract

consumer involvement in research transformative consumer research social impact marginalised consumer vulnerability participatory research
This study explores how participatory research, involving consumers as co-researchers, can improve research quality, equity, and accountability. Systemic barriers, limited training, and resource constraints often hinder effective consumer involvement in research, particularly for those experiencing marginalisation and vulnerability. The study examines how participatory research can strengthen consumer involvement in research, build individual agency, and create positive societal impact. Through two qualitative co-design sessions using the LEGO (R) SERIOUS PLAY (R) methodology, the study conceptualises the Research Partnership Model for Transformative Impact. This model highlights the challenges faced by researchers and consumers, identifies gaps in expectations, capabilities, well-being outcomes, and calls for stronger university policies, better support, and collaborative strategies to foster more inclusive and equitable research.

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