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:
" Our job is to make sure the people making decisions actually listen. "
Theme 1 Intro
March 10, 2026
" The current decline in response and participant engagement rates is a genuine crisis that threatens research data quality. "
Redefining the research toolkit: Expanding methodologies for a changing world
March 12, 2025
" I never talk about the business and the business value, there are people making decisions you should understand. "
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
" 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
" Knowledge multiplies the more it is shared; enabling others makes your insights stronger, not your position weaker. "
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
" Don’t be afraid to poke the bear; controversy can help make your talk stand out and provoke meaningful discussion. "
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
" What does it mean to transform our craft? That is the question we must all ask ourselves today. "
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 pyramid has gotten so much larger; the number of people feeling special at the bottom is growing. "
What's Next for Research?
June 17, 2021
" Market researchers are turning to lean methodologies that feel very close to what user researchers do. "
Convergent Research Techniques in Customer Journey Mapping
March 31, 2020
" Market researchers have an air of arrogance like an old cat, confident and unbothered by disruption. "
Bringing together market and user research
October 17, 2019
