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Jennie Roper heads up the research and data teams for GroupM’s out of home division. Jennie and her team are responsible for measuring and understanding the efficiency and effectiveness of out of home (OOH) communications. At GroupM Jennie set up Alfresco Labs. This business unit makes OOH comms more effective. Alfresco Labs blends research with analytics and distils the insight through a behavioural science lens. Jennie has used her data and insight prowess to get people to eat bugs using the humble poster. This has made any subsequent client business challenges seem like a doddle.