Kim Larsen: Brand Health
Connecting brands with people in a meaningful way to ensure sustainable business growth
I have always had an interest in people, and research allowed me to make it part of my everyday job! My entire formal working career - 21 years - has been in research. I have tried many roles, worked across all kinds of clients and seen a few interesting things. In 2022 I decided to explore something new and have found a new home at Ipsos, and I look forward to a whole new learning curve with the Brand Health Tracking team!
Understanding why people do what they do helps us understand how brands need to be seen, adapt and evolve to effectively compete in an ever changing world.
Brand Health is not a linear concept it is impacted by every interaction someone has with a brand or the face of a brand, whether it is on the shelf, the product experience, innovation they all ladder up to how close people feel to brands. The cumulative impact of this is monitored by measuring Brand Health.
Kim answers questions...
What year did you join the research industry first?
2001
What was your first job?
I sold shoes on a Saturday morning, and got paid R40 a day! My first formal job was Junior Research Executive at Research Surveys
What is your go-to productivity trick
I get away from 'the screen'. Go walk around, 'ban' work thoughts, have a cup of tea or have a chat with someone
What is the most exciting part of your job?
People. Definitlely people.
What behaviour or personality trait do you most attribute to your success?
There is always a way! Be kind and listen
What are some career highlights for you?
I can’t pin one moment, but highlights for me was when I had impact - big or small - whether it was on a team or staff member, client or project.
What will our children's generation just not understand?
Landline telephones
Beach or Bush?
Bush
Biggest pet peeve?
Chewing. In. my. Ear.
Your hero?
Nelson Mandela
What is the worst job you've ever had?
I packed groceries for one day in Pick n Pay, it was not for me
Quote to live by
Get up and face it
What are you a collector of?
The finer things in life
Early bird or night owl?
Night owl
What is your favourite tradition (holiday or otherwise)?
Baking our annual Christmas cake with my children, making the Christmas wishes and licking the bowl!
What’s one thing you’re currently trying to make a habit?
Being a morning person
If you could trade places with anyone for a day, who would you choose?
The Queen
If you could only have three apps on your smartphone, which would you pick?
Whatsapp and my gallery
What’s your favorite sports team to root for?
Springboks - or anything SA is participating in
What’s one item you can’t leave home without?
Coffee
Do you have any phobias?
Grasshoppers and germs
Are you able to keep a secret?
There is no such thing as a secret
How do you like to start your day?
Slowly
When you were a kid, what did you want to be when you grew up?
Marine biologist - it was the popular answer!
What are you passionate about?
Helping people