abstract: Structure elucidation of organic compounds via NMR always requires determination of conformation and configuration of stereogenic centres at the same time. While scalar couplings and NOEs are routinely used, anisotropic NMR parameter are less well-known. In this talk the basic concept of using these anisotropic NMR parameters will be described on selected examples of challenging open structure elucidation cases. To observe anisotropic NMR parameters, so called alignment media are required, the design concepts of which will also be described including our recent work on stimuli-responsive alignment media.