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At the end of the year, ESOMAR brings key highlights from the international ESOMAR conference stages to The Netherlands, called the ‘Best of’ event.
With the theme on The Future of Market Research, we’re excited to present our award-winning story on “Turning a Corner on Negative Perceptions of Refugees in Europe”.
Presenter: Nijat Mammadbayli, Winner of the Corporate YES award
Insights from “Turning a corner on negative perceptions of refugees in Europe”
Our study reveals there is opportunity to turn a corner on negative perceptions. After isolating the most important barriers to address, targeted communication increases attitudinal and behavioral support for refugees.
However, we find some barriers are easier to overcome than others, the most effective form of communication depends on the barrier being tackled and outcomes differ in terms of the type of support triggered.
Our paper therefore:
- Identifies which are the biggest barriers to target
- Provides actionable insights on how to tackle each barrier
- Consults on the opportunities available to different stakeholders
“Solving the refugee crisis begins by changing the way we see them.” (The Guardian, 2015)
