Marketing research

Marketing research is transforming services to help families thrive

Family systems examine how well-functioning families respond to stress and how families thrive as they achieve greater flexibility and cohesion. He studies how families function well when operating in the sweet spots found between chaos and rigidity and suffocation versus disengagement. The dominant logic of service explains how resources are created, shared and integrated within markets, customer networks such as groups of friends or families, and institutions such as organizations that provide a safety net within a city.

When combined, these two theories spark innovative and transformative ideas for the design of social services. For example, analysis of family needs research using family systems and dominant service perspectives identifies the need to focus on family-level storytelling, use digital platforms for feedback and equipping social work leaders with journey mapping tools and resources. To go beyond enhancing existing services such as a job readiness class for a parent, social service leaders can work with families to create compelling visuals that clarify family-level needs. family, inspire ambition to achieve goals together, and provide a roadmap with long-term milestones. Success.

“Using infographics or digital assets to describe a consumer’s journey is becoming more prevalent in the everyday consumer market,” Blocker said. “However, co-creating a visual journey with participants, to discuss how ‘you are here in the journey, and let’s imagine together what the next steps are,’ can be transformational.”

Helping families progress through a journey requires more than a roadmap. Blocker and his co-authors advocate the application of contemporary market-based tools such as ethnographic research, experiments, and marketing analysis in social protection programs.

Knowing that consumers are more responsive to engaging messages, research encourages two-generation service providers to rely on the same kinds of marketing tools businesses use to drive emotional connections to products, brands, and services. experiences in order to tell stories of self-sufficiency.

“How can we leverage the best tools we have to facilitate families’ journeys to build resilience, expand their resources, and share stories of their progress?” Blocker asked.

Capacity Building for Collective Family Welfare

Blocker and co-authors’ paper joins decades of research that indicates the customer-centric model offered by two-generation providers is more effective in lifting people out of poverty. This approach is rarely adopted and often mired in the difficulty of deviating from the traditional approaches of social service providers. For a myriad of reasons, including funding models, limited resources, and single-participant provider structures, decades of support infrastructure have been built to meet limited needs.

“For 20 years, thought leaders, providers and researchers in social services have been trying to break out of the traditional model to embrace more integrated approaches,” Blocker said.

The teams Business Research Journal The article builds on the Ascend-led service at the Aspen Institute, offers new insights for champions of two-generation support services, and argues for a more comprehensive approach to safety nets. Research and practical insights offer pathways to help social services and the support network within cities develop more flexible and connected service ecosystems, Blocker said.

“To move to a whole new level of helping families thrive, we need to think more deeply about the well-known ‘triple bottom line’ that measures true success through people, planet and profit,” he said. he declares. What we are finding is that in social services we have to activate all the powerful levers of the business and marketing skill set, our analyses, our theories, our methods to play our part in the use of companies to create a better world.