Jemma Ahmed

" Research is at a critical moment as relational dynamics between participants, organizations, and researchers shift from linear to plural and relational. "

" Skin folk aren’t necessarily kinfolk — diversity doesn’t magically prevent inequitable research. "

" Our best selves hold and hear stories and hold power to account. "

" Sustained collaboration with communities through advisory groups can help steer research to be more equitable. "

" Democratization requires intentional investment; you can’t just add it as a bullet point on someone’s to-do list and expect it to work. "

" Newness isn’t necessarily a new methodology—it can be a new way of looking at something familiar. "

" Difficult people need to sit and wallow in that difficult, messy middle with those difficult questions. "

" Jackie Ho talks about how to keep teams accountable and aligned while maintaining their autonomy. "

" Join together as a community inch by inch to find a way through what feels impossible. "

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

" If you smush all of these things together, you get the perfect whole. "

" One of the most important parts of our job is killing the product. "

" Collaborative journey mapping is about users building out their journey together in primary research using recall and market research techniques. "

" Market research can no longer afford to take six months with multiple waves; it has to be speedier and more agile now. "