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:
" Holistic sensemaking matters. "
Theme 1 Intro
March 10, 2026
" This transformation is a win-win: we demonstrate solid business value and serve people and stories in more ethical and impactful ways. "
Redefining the research toolkit: Expanding methodologies for a changing world
March 12, 2025
" Research teams need to be strategic about building tools to do ethical research, not just diverse. "
Theme Panel
March 11, 2025
" Where quite long your life? Bit glossy and a bit punchy. Kiss, kiss. "
Research at an inflection point: Adapting to a new era of collaboration, equity, and innovation
March 11, 2025
" You have to invest in relationships so you can ask for a favor later; collaboration is like a marriage you work on every day. "
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
" Newness isn’t necessarily a new methodology—it can be a new way of looking at something familiar. "
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation?
May 2, 2024
" Dane helps us understand that psychology is not just about the mind, but also deeply held in the body. "
Theme 2 Intro
March 26, 2024
" Vasilio Sampalis’s program at LEGO is so interesting and successful that it has attracted the attention of Gartner. "
Theme 2 Intro
January 8, 2024
" Join together as a community inch by inch to find a way through what feels impossible. "
Theme Three Intro
March 29, 2023
" We will learn from trauma-informed practices and learning science to advance how we do things. "
Theme 2 Intro
March 10, 2022
" In some ways the signal of insight maturity is accepting that research needs more than two days and sometimes months to deliver. "
Bridge Building across Research Disciplines
August 26, 2021
" The existing insights repositories aren’t engaging other parts of the organization effectively. "
What's Next for Research?
June 17, 2021
" We focused on recruiting both users who had poor and good experiences to ensure breadth of insight. "
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
