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:
" I would prefer not to is the kind of world many of us find ourselves in right now. "
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
" We must switch our mindset from extractive to relational, from creator to also curator. "
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
" Insights are networked; they don’t exist independently beyond how they’re absorbed and acted on by others. "
Collaboration: learning from other fields beyond our own [Advancing Research Community Workshop Series]
August 7, 2024
" Democratization is not research anarchy where anybody can talk to any customer for any reason with no oversight. "
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
" Building a portfolio of talks, refreshed over time, lets you keep evolving and sharing your ideas in different formats. "
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation?
May 2, 2024
" Steve invites us to look back at the history of our field so we can keep being difficult and courageous together. "
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
" Ecosystem mapping can practically join up different data sources to create holistic insight. "
Theme Three Intro
March 29, 2023
" We are living in a world that for so many feels like it has been flipped on its head. "
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 ladder of engagement for stakeholders could range from watching videos to becoming co-researchers with us. "
What's Next for Research?
June 17, 2021
" Collaborative journey mapping is about users building out their journey together in primary research using recall and market research techniques. "
Convergent Research Techniques in Customer Journey Mapping
March 31, 2020
" Ultimately, we’re all here to help our companies care about the customer faster, no matter the tribe or method. "
Bringing together market and user research
October 17, 2019
