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JENNIE ROPER

Q&A

Are you interested in learning about insights from someone who was at the forefront of insights for the UK’s largest global news division?

Jennie Roper is an award-winning media researcher with over 15 years of experience, across the BBC, Kantar and presently as Head of Insight at Kinetic Worldwide. She is an evangelist for media research and brings an undying love of insight to everything she does.

We warmly welcome her to Nudgestock again this year, and we’re looking forward to hearing more about her pioneering endeavours to incorporate behavioural economics in OOH planning.

Get to know her a little better below...

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What are your top tips to survive lockdown?

"Don’t survive it, embrace it. Utilise the peak end rule and aim for one positive per day."

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What’s your favourite nudge?

"Costly signalling theory."

Costly Signalling Theory proposes that a message will be more believed if the sender has incurred significant pain/cost.

Smith & Bird (2005) state that for behavior to count as costly signalling, it must be:

1. Observable by others

2. Beneficial to others

3. Costly to the signaller in ways that can't be reciprocated

4. Associated with some strength or fitness of the signaller.

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What is the piece of work you are most proud of?

"Using the cocktail party effect with Subway to demonstrate putting location on a poster can increase sales."

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Nudgestock Global session title: Lockdown, elections, terror threats and big data sets

Find Kinetic on Twitter: @kineticwwuk

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