Jemma Ahmed
Advancing Research and Shift UX Curator
Jem has been working for two decades in the space where consumer, design, product, marketing and cultural insight meet. A mixed methods insight practitioner, her work focuses on how technology can empower minority Global communities. With expertise in data science, market research and user research, she has delivered projects at scale which have had significant business and societal impact. From rebrands, defining creative, advertising and design direction, redirecting product and design roadmaps, through to shaping government and economic policy- Jem does research which creates change. As a leader, she has created, grown and transformed sizeable insight teams at companies such as the BBC, Etsy and Bumble- ensuring the voice of the customer becomes company vernacular.
She also works as a curator at Rosenfeld Media, helping to bring together community and education to help other researchers advance their own practices.
Jem holds a Masters in Law from Cambridge, and is working towards qualifications in somatic psychology and a PHD in adult online harms.
A poet, painter and queer, working class, British Pakistani, Jem blends academic rigour with creativity and an intersectional perspective.
Rosenverse talks by Jemma:
" Vibe coding is coding when you cannot code — it’s coding on vibes. "
Take Back those Words! Reclaiming and Reenergizing the Vocabulary of UX
August 21, 2026
" We are sensemakers. No matter what data we are given, we make sense of it. "
Theme 1 Intro
March 10, 2026
" We can no longer rely on interviews, surveys, and usability tests to answer the strategic, complex questions organizations face today. "
Redefining the research toolkit: Expanding methodologies for a changing world
March 12, 2025
" Trust building and informed consent are things you can improve in research without stressing the business. "
Theme Panel
March 11, 2025
" That mink showed up and it took on a fight that felt more enormous than it was. "
Research at an inflection point: Adapting to a new era of collaboration, equity, and innovation
March 11, 2025
" The system we rely on is ironically an approximation engine, like large language models that calculate approximations. "
Collaboration: learning from other fields beyond our own [Advancing Research Community Workshop Series]
August 7, 2024
" Democratization is not research anarchy where anybody can talk to any customer for any reason with no oversight. "
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
" Inclusion means not just who’s on the program but who you’re researching and collaborating with as you create your presentation. "
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation?
May 2, 2024
" Victor is going to throw a wrecking ball through the idea of interviewing. "
Theme 2 Intro
March 26, 2024
" By the time the value of a human centered process has been proven, UX is often outnumbered. "
Theme 2 Intro
January 8, 2024
" Let's challenge the very foundations of how and what we see as data in plural systems. "
Theme Three Intro
March 29, 2023
" Redefining who researchers are can teach us new ways to share stories. "
Theme 2 Intro
March 10, 2022
" Collaboration is great but we must support teams moving toward a goal, not just theorizing endlessly. "
Bridge Building across Research Disciplines
August 26, 2021
" There are more and more specialized roles emerging as research expands, like DesignOps and UX recruiting. "
What's Next for Research?
June 17, 2021
" The project was scary and uncomfortable but has been totally worth it for faster, cheaper, and more customer-centric research. "
Convergent Research Techniques in Customer Journey Mapping
March 31, 2020
" Brand is not just what you say, it’s what you do — your product and design live and breathe the brand. "
Bringing together market and user research
October 17, 2019
