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:
" Without ongoing, deep investment in our education, we risk losing credibility with increasingly methodologically fluent stakeholders. "
Redefining the research toolkit: Expanding methodologies for a changing world
March 12, 2025
" Skin folk aren’t necessarily kinfolk — diversity doesn’t magically prevent inequitable research. "
Theme Panel
March 11, 2025
" People deserve to have their stories heard and held compassionately for no other reason than by virtue of the fact that they exist. "
Research at an inflection point: Adapting to a new era of collaboration, equity, and innovation
March 11, 2025
" While people care about collaboration, it’s not always at the top of the to-do list. "
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
" Most bad panels feel like a bunch of people showing up at the last minute without shared goals or preparation. "
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation?
May 2, 2024
" I am sick and tired of other people telling us what our role is without having done the work. "
Theme 2 Intro
March 26, 2024
" We need to create an army of design thinkers across the organization who can make better decisions on what to build and how to build it. "
Theme 2 Intro
January 8, 2024
" Who is responsible for insight and data within an organization remains a crucial question as we explore democratization. "
Theme Three Intro
March 29, 2023
" The journey we are on is to change and advance not just practices but the entire research field. "
Theme 2 Intro
March 10, 2022
" Framing research as a way for us to work collaboratively and solve problems from its department, not just the UX or design team. "
Bridge Building across Research Disciplines
August 26, 2021
" We need more governance and rigor around methodologies rather than just democratization. "
What's Next for Research?
June 17, 2021
" The project was scary and uncomfortable but has been totally worth it for faster, cheaper, and more customer-centric research. "
Convergent Research Techniques in Customer Journey Mapping
March 31, 2020
" Market research can no longer afford to take six months with multiple waves; it has to be speedier and more agile now. "
Bringing together market and user research
October 17, 2019
