This session will explore how strategy scholars can collect primary data to generate impactful research. Our five panelists will discuss what they learned from designing experiments. surveys and interviews. The discussion will be followed by a Q&A session.   Panelists: Michael Leiblein, Ohio State University Elena Novelli, City University of London Tim Ott, University of North Carolina-Chapell Hill Henry Sauermann, ESMT Berlin Margarethe Wieserma, University of California-Irvine Organizers: Florence Honore, University of Wisconsin-Madison Marie Louise Mors, Copenhagen Business School   (c) STR - Strategic Management Division - AOM