Jemma Ahmed

" The current decline in response and participant engagement rates is a genuine crisis that threatens research data quality. "

" Research teams need to be strategic about building tools to do ethical research, not just diverse. "

" Researchers hold objective knowledge which holds power to account. "

" While people care about collaboration, it’s not always at the top of the to-do list. "

" Knowledge multiplies the more it is shared; enabling others makes your insights stronger, not your position weaker. "

" Don’t be afraid to poke the bear; controversy can help make your talk stand out and provoke meaningful discussion. "

" Steve invites us to look back at the history of our field so we can keep being difficult and courageous together. "

" User experience is everyone’s responsibility. It’s not just UXs. "

" Who is responsible for insight and data within an organization remains a crucial question as we explore democratization. "

" How can we teach others about powerful stories without first becoming learned ourselves? "

" The success in insights is when you become viral — when the C-suite claims the insight as their own. "

" There are more and more specialized roles emerging as research expands, like DesignOps and UX recruiting. "

" Remote collaborative journey mapping is possible but requires seeing participants’ hands and having a scribe to keep pace. "

" Brand is not just what you say, it’s what you do — your product and design live and breathe the brand. "