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:
"Insight will become the lifeblood of the organization."
Redefining the research toolkit: Expanding methodologies for a changing world
March 12, 2025
"Research is not just about studies; it's about continuous learning and engagement."
Theme Panel
March 11, 2025
"We can offer you a blueprint that gives us all a fighting chance."
Research at an inflection point: Adapting to a new era of collaboration, equity, and innovation
March 11, 2025
"Insight generation is networked; it doesn’t exist independently of how it’s perceived and used."
Collaboration: learning from other fields beyond our own [Advancing Research Community Workshop Series]
August 7, 2024
"The power to provide insights should be distributed among all team members."
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
"I'm looking for someone who has that burning desire to let people know something they figured out."
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation?
May 2, 2024
"We need to do the work."
Theme 2 Intro
March 26, 2024
"In the enterprise space, the UX function is added later; it's not part of the company's original DNA."
Theme 2 Intro
January 8, 2024
"We're going to be sharing practical tips on how we can all achieve stronger consideration for secondary research."
Theme Three Intro
March 29, 2023
"In discomfort often comes our opportunity for advancement."
Theme 2 Intro
March 10, 2022
"Our goal is not just to do research but to educate and transform how others understand its value."
Bridge Building across Research Disciplines
August 26, 2021
"Our fear is that democratization might focus too much on metrics rather than genuine insights."
What's Next for Research?
June 17, 2021
"We're increasingly asking questions of higher strategic value, which are getting closer together."
Convergent Research Techniques in Customer Journey Mapping
March 31, 2020
"Research disciplines are converging quickly due to external pressures and demands."
Bringing together market and user research
October 17, 2019
