Q&A WITH SILLE KRUKOW
Sille Krukow is an expert in conducting behavioral design studies, measurably nudging consumers towards better, greener and safer decision-making in global markets.
She has worked for L'Oréal, Edelman, Velux, NNIT and Heineken, including working on its new global campaign to encourage people not to drink and drive.
Sille is the developer of the Krukow methodology for piloting and developing nudge solutions – a methodology that generates substantial business results on top of enabling great decision-making. She has substantial knowledge within the field of applied behavioral science, nudging, impact on and effective communication towards consumers and has been executing projects across sectors and industries on a global scale. She acts as a spokesperson and trusted advisor on CSR and sustainability related and global agendas.
Tell us a little about your travel history, how long have you been working in the industry?I do not work in this industry so my travel history in the industry is minimal.
Have you spoken at BT Summit before?
I have never spoken at the BT summit before, but I am looking very much forward to contribute to the summit.
What topic are you speaking on?
I am speaking on nudge and behavioral design and how we can use applied behavioral science to help make better, greener and safer everyday decisions when it comes to e.g. choose the right airfare and booking it in a timely manner.
What is the key issues facing this theme/topic right now?Since Richard Thaler was awarded the Nobel prize for his work on nudge and applied behavioral science last year, we have only just seen the first of nudge in the corporate world. In the future to come, nudge and applied behavioral science will be the way of activating business strategies to measure impact.
What major change can we expect on this topic in the next 5 years?Within the next five years we can expect nudge and behavioral design to play a bigger role in the way we shape, facilitate and document internal work processes and interact with end-users.
Why is it important for delegates to attend your session?It is important for delegates to attend my session because I bring unique insights and cases that can help shed light on new methodologies on how to create measurable behavior change towards easier everyday lives and business targets.
Why did you choose to speak at BT Summit?It is important for delegates to attend my session because I bring unique insights and cases that can help shed light on new methodologies on how to create measurable behavior change towards easier everyday lives and business targets.
And finally…. Tell us something surprising about yourself
Recently, my team and I took part in the biggest global study ever done on how to nudge to reduce drink driving throughout Asia, Europe, and South American. Together with Heineken and Formula 1, we developed solutions that helped reduce drink driving by up to 50%. (See the case film here)