Fostering impact through resonance: collaborative methodologies in arts research

European Journal of Marketing

Purpose
This paper aims to provide methodological insights into effectively collaborating with arts organizations, highlighting approaches that can lead to impactful and meaningful research outcomes. It focuses on impact-making processes and the role of resonance.

Design/methodology/approach
As part of an ongoing collaboration with two arts organizations, the theatre group Next Door But One and St Ethelburga’s Centre for Reconciliation and Peace, this paper explores how knowledge co-creation processes during data collection and analysis can lead to impact.

Findings
This study introduces the role of resonance – a state where people feel engaged, heard and connected – as a critical vehicle for impact. Resonance emerged from the collaborative research approach grounded in emancipatory praxis, which allowed the authors to engage in mutual (un)learning to make space for new insights and perspectives. The process of creating trust and a sense of safety nurtures resonance in collaborative research.

Research limitations/implications
This research underscores the transformative potential of collaborative methodologies, highlighting their role in fostering resonance between partners and stakeholders. Given the complex and extensive networks of the partnering organizations, the authors acknowledge the challenge of attributing the collaboration as the principal driver of change.

Practical implications
Organizations that embrace resonance-seeking practices and spaces can co-create and enhance organizational capacity to articulate social value and contribute to sustained positive impacts addressing societal challenges.

Originality/value
This paper unpacks the underexplored role of resonant-seeking approaches in developing and evidencing impact.