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:
"Continuous investment in our education is crucial."
Redefining the research toolkit: Expanding methodologies for a changing world
March 12, 2025
"We need to be comfortable adapting our methods to suit the humanity of our participants."
Theme Panel
March 11, 2025
"We adapt, we innovate, or we no longer exist."
Research at an inflection point: Adapting to a new era of collaboration, equity, and innovation
March 11, 2025
"If you don’t have trust and respect for each other, you’re not going to show up to the next meeting."
Collaboration: learning from other fields beyond our own [Advancing Research Community Workshop Series]
August 7, 2024
"Understanding data quality and its limitations is essential in a democratized research environment."
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
"The first time I spoke at a conference, I reverse-engineered the previous year's topics to find what I should present."
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation?
May 2, 2024
"We are not a utility. We are not a commodity. And we are not disposable."
Theme 2 Intro
March 26, 2024
"VB Rosenstein will share how she scaled up Zendesk's global UX research practice."
Theme 2 Intro
January 8, 2024
"What does democratization mean, and who is responsible for insight within an organization?"
Theme Three Intro
March 29, 2023
"I have the utmost gratitude for the work that advances research daily."
Theme 2 Intro
March 10, 2022
"When people see the value of research firsthand, it becomes much easier for them to embrace it in their decisions."
Bridge Building across Research Disciplines
August 26, 2021
"One of the most important parts of our job is killing the product."
What's Next for Research?
June 17, 2021
"Despite my initial misgivings, we were able to recreate moments of the journey without observational techniques."
Convergent Research Techniques in Customer Journey Mapping
March 31, 2020
"Research disciplines are converging quickly due to external pressures and demands."
Bringing together market and user research
October 17, 2019
