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Jimmy Larsen


Jimmy Larsen


Jimmy is a Board Director at B&A, with more than 20 years’ experience designing and managing quantitative and qualitative research projects across Ireland, the UK and Scandinavia. Jimmy started his research career in his native Denmark where he worked for a variety of agencies, ranging from market leader TNS Gallup, to a small qualitative boutique agency, to Scandinavia’s first online only research agency. Jimmy moved to Ireland in 2006 and worked as an Associate Director for Amárach Research from 2006-2008 and as a Director for RED C from 2008-2021, before joining B&A.


Jimmy has worked across a wide range of sectors in his career; his key industries are Telecom, Finance, Utilities, FMCG, Retail and Insurance. Jimmy has particular expertise within advertising evaluation, brand tracking, market segmentation, customer experience, price analysis (conjoint) and B2B-research. Jimmy regularly speaks at conferences on a variety of topics, including advertising effectiveness, digital trends, behavioural economics and business sentiment.

Methodologies & Qualifications

While Jimmy’s main interest is quantitative research, including implicit techniques, he is a dualist researcher, equally proficient in quantitative and qualitative methodologies. Jimmy holds a M.Sc. in Economics and Marketing from Copenhagen Business School.


When possible, Jimmy likes to travel the world, exploring new places, new cultures and new food experiences!

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For 30 years we have been Ireland's leading and most innovative provider of market research and consumer insight solutions. We have evolved from being a small 'boutique' agency with core qualitative expertise, to being the largest Independent agency with a genuinely solution-neutral focus. We are as dynamic and creative quantitatively as we are thorough and meticulous qualitatively.

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