Jemma Ahmed

" Product design has edged in as a culminating term, similar to how UX design specialized years ago. "

" Our job is to make sure the people making decisions actually listen. "

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

" I’d love to see the death of the discussion guide and the six-person qual study. "

" Research is too important to fail. "

" Collaboration is much more than creating a meeting or structure; if there’s no trust and respect, people won’t show up. "

" People often think qualitative research is easier, but it’s hard and easy in different ways depending on who you are. "

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

" If I am difficult, then I am in good company, esteemed company, the best of company. "

" Each stage of growth brings different challenges for UX to overcome. "

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

" Catherine Andrew will share her experience bringing research and analytics functions together to create integrated insight teams. "

" Framing research as a way for us to work collaboratively and solve problems from its department, not just the UX or design team. "

" Assuming business language is the ultimate goal can preclude other valuable perspectives in research impact. "

" We focused on recruiting both users who had poor and good experiences to ensure breadth of insight. "

" We can’t expect all researchers to switch seamlessly across methods without training and time. "