Jimmy Larsen

Jimmy is a complete researcher with more than 16 years of experience designing and managing quantitative and qualitative research projects. His core competences within quantitative research are advertising & brand tracking, customer satisfaction/experience surveys and business-to-business surveys. Jimmy has a strong statistical skill set and often utilises these techniques in his research, e.g. segmentation analysis, conjoint analysis and key driver analysis.

Qualitatively, Jimmy masters all relevant techniques including focus groups, telescope groups, workshops, accompanied shopping, website surfs, in depth interviews and expert/opinion leader interviews. Throughout his career, he has interviewed various consumer and business profiles ranging from teenagers about mobile phones and shoppers about grocery shopping to IT professionals, industry association representatives and hospital surgeons.

Jimmy has also contributed significantly to the public domain work conducted by RED C, having prepared and published reports for the Department of Finance, KPMG, Bord Bía and RED C’s Consumer Mood Monitor.

While Jimmy has worked with clients across a large range of sectors in Ireland, the UK and Scandinavia, his key industries are telecom, finance, utilities and FMCG.

Prior to joining RED C in May 2008, Jimmy worked seven years in the market research industry of Denmark. He moved to Ireland in 2006 where he worked for Amárach before joining RED C. Jimmy holds a M.Sc. in Economics and Marketing from Copenhagen Business School.


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