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:
" Every time we say, I would prefer not to, we reclaim a little bit of agency. "
Theme 1 Intro
March 10, 2026
" We add value not by providing more data but by introducing critical thought, friction, and reflection into organizational insight-making. "
Redefining the research toolkit: Expanding methodologies for a changing world
March 12, 2025
" Research teams need to be strategic about building tools to do ethical research, not just diverse. "
Theme Panel
March 11, 2025
" Researchers hold objective knowledge which holds power to account. "
Research at an inflection point: Adapting to a new era of collaboration, equity, and innovation
March 11, 2025
" We need to democratize insights, not just democratize research. "
Collaboration: learning from other fields beyond our own [Advancing Research Community Workshop Series]
August 7, 2024
" If you miss any one of these—access to data, insight generation, accuracy, engagement—it’s not truly democratization. "
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
" Iteration means don’t prepare your talk the night before. Start early, practice, and evolve your message over time. "
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation?
May 2, 2024
" We need to treat people as people, not users, because they are not a utility or a commodity. "
Theme 2 Intro
March 26, 2024
" Each stage of growth brings different challenges for UX to overcome. "
Theme 2 Intro
January 8, 2024
" Secondary research should be given significantly stronger consideration in our practice. "
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
" There has to be some connection between our results and how our partners see the value in it. "
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
" We found timed exercises and shifting power dynamics in groups helped trigger a different, less rational part of the brain. "
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
