Yindyamarra: Value Co-creation with Aboriginal Australians

Abstract

Bringing together individuals of diverse perspectives in a research team can be challenging, especially when one perspective has been largely unacknowledged. The phrase ‘Value co-creation’ is used in marketing to include the voice of the consumer in the development of offerings so as to create value for both the organisation and the consumer. This study examines how well value co-creation model captures a process of research collaboration that privileges marginalised voices in a culturally sensitive and safe way. We examine a project that brought together three different, but not necessarily mutually exclusive, groups of people: Aboriginal community members; health care practitioners, policymakers and marketing experts. It is revealed that the value co-creation model exemplifies many of the elements needed to weave together different methodological perspectives and manage the dynamics of a research team. However, some adaptations were required, particularly: the inclusion of a ‘cultural broker’; a means of ‘cultural governance’; and the addition of a sixth pillar to the model – ‘evaluation’.