Media and Audience Researcher Launches in Ireland

In Dublin, former Nielsen and Ipsos exec Tim Farmer has launched a new business, iSquared, focused on the Irish market and providing support and consultancy services to the media sector.

Farmer (pictured) joined Ipsos three and a half years ago to lead the deployment of its electronic TV and Radio audience measurement service MediaCell, within Ipsos Connect; prior to this he worked at Nielsen where he was MD of the Irish media business before serving as joint operational leader for Europe with responsibility for TV and Consumer measurement panels. Earlier in his career he worked for Ipsos in the UK on the RAJAR and NRS audience / readership currency contracts.

iSquared begins as a consultancy and aims 'to grow into a boutique research business within the next 5 years', offering research solutions across all industry sectors. Initially, the firm will work with established research providers and offer bespoke services to clients from across the communications spectrum, with a focus on media joint industry contract organisations and companies providing audience measurement solutions.

Farmer says the firm's motto will be simplifying complexity, and comments: 'I'm looking forward to working with clients from across Ireland and internationally and in ensuring we build solutions simply and explain them simply'.

iSquared is the trading name for Intelligent Insight Ltd. The firm is online at www.isquared.ie .