From participants to partners: advancing consumer involvement in transformative research

Journal of Marketing Management

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® SERIOUS PLAY® 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.