Jemma Ahmed
Advancing Research 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:
"We need to embrace non-extractive techniques in our work."
Redefining the research toolkit: Expanding methodologies for a changing world
March 12, 2025
"Research is not just about studies; it's about continuous learning and engagement."
Theme Panel
March 11, 2025
"Those relational dynamics of knowledge have shifted, and those changes are now at our door."
Research at an inflection point: Adapting to a new era of collaboration, equity, and innovation
March 11, 2025
"It’s not just about the insight, it’s about strengthening the insight."
Collaboration: learning from other fields beyond our own [Advancing Research Community Workshop Series]
August 7, 2024
"Good data should be accompanied by strong frameworks to ensure meaningful interpretations."
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
"Every speaker goes through a messy middle point with their preparation. It's normal!"
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation?
May 2, 2024
"Difficult people change things."
Theme 2 Intro
March 26, 2024
"In the enterprise space, the UX function is added later; it's not part of the company's original DNA."
Theme 2 Intro
January 8, 2024
"The encounter with the Hind provides a small moment of Hope and stillness that gives him a chance to renew his energy."
Theme Three Intro
March 29, 2023
"The joy in days like this is that embracing discomfort comes change."
Theme 2 Intro
March 10, 2022
"We've been working to create a shared research objective that combines insights from different disciplines."
Bridge Building across Research Disciplines
August 26, 2021
"We need to think about inclusion on multiple fronts, like sexuality and neurodiversity."
What's Next for Research?
June 17, 2021
"I think the real trend that I am starting to see is around the fusion of different insight techniques."
Convergent Research Techniques in Customer Journey Mapping
March 31, 2020
"It's important to embrace discomfort and skepticism to foster understanding between disciplines."
Bringing together market and user research
October 17, 2019
