SKIM team won ESOMAR CYP 2017 award

Turning a corner on negative perceptions of refugees in Europe

The world is currently facing the largest refugee crisis since World War II (UNICEF), with millions of families being forced to flee their homes due to conflict, persecution, and poverty in countries including Syria, Afghanistan, Iraq, Somalia, South Sudan and Sudan.

At the same time, refugees have negative connotations, with the European public’s propensity to help being on shaky ground.

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)

About ESOMAR CYP award

The ESOMAR CYP award is an award organized by the Young ESOMAR Society, a new initiative created by ESOMAR to help you with your career in the data, research and insights industry. The theme of the pitches is #VISIONARY, daring you to look at our industry and the world in a different way, looking beyond the possible and dreaming of a brave new future.

Photo impressions from ESOMAR Congress 2017