Integrating Theory in Co-design: An Abductive Approach

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Hurley, E
Dietrich, T
Rundle-Thiele, S
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2021
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Abstract

Co-design empowers people, giving them a voice in social marketing program design; however, approaches have mostly excluded expert knowledge. An abductive approach to co-design allows for inclusion of expert knowledge, providing theoretical guidance while simultaneously investigating user views and ideas extending understanding beyond known effective approaches. We use the seven-step co-design framework and outline how an abductive inference can be applied to co-design. Social cognitive theory constructs were integrated into the seven-step co-design process. The abductive approach to co-design was tested in two co-design sessions involving 40 participants. Findings demonstrate that theory can be successfully integrated into the seven-step co-design process through utilization of theory-mapped activity cards. This article provides guidance on how theory can be incorporated into ideation and insight generation. Limitations and future research recommendations are provided.

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Australasian Marketing Journal

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29

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1

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Hurley, E; Dietrich, T; Rundle-Thiele, S, Integrating Theory in Co-design: An Abductive Approach, Australasian Marketing Journal, 2021, 29 (1), pp. 66-77. Copyright 2021 The Authors. Reprinted by permission of SAGE Publications.

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Commerce, management, tourism and services

Marketing

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Hurley, E; Dietrich, T; Rundle-Thiele, S, Integrating Theory in Co-design: An Abductive Approach, Australasian Marketing Journal, 2021, 29 (1), pp. 66-77

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