Richard delivered the closing keynote speech at ESOMAR's annual Congress 2008, a major event that brings together the leading lights in consumer research every year.

The Montreal audience was given Richard's perspective on the importance of people centred research in the development of new products and services. He challenged the notion that traditional quantitative research provides much information of value to the design process. Aided and abetted by live stories of dysfunctional services encountered on his journey to Montreal, Richard emphasized the need for developing new models for participatory concept making.