Jemma Ahmed

" I would prefer not to is the kind of world many of us find ourselves in right now. "

" The moat that once protected researchers—their exclusive data access—is disappearing; now our value is enabling others to use insight. "

" I never talk about the business and the business value, there are people making decisions you should understand. "

" We have two choices: find our teeth and our courage and take on the fight or our field dies. "

" Insights are networked; they don’t exist independently beyond how they’re absorbed and acted on by others. "

" Democratization is not research anarchy where anybody can talk to any customer for any reason with no oversight. "

" If your talk isn’t accepted, it doesn’t mean it’s bad—it might just not fit the program’s narrative arc or available slots. "

" Victor is going to throw a wrecking ball through the idea of interviewing. "

" We need to create an army of design thinkers across the organization who can make better decisions on what to build and how to build it. "

" Let's challenge the very foundations of how and what we see as data in plural systems. "

" We will learn from trauma-informed practices and learning science to advance how we do things. "

" We’re in the business of solving problems. It really takes a village to do it the right way for the right people at the right time. "

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

" Remote collaborative journey mapping is possible but requires seeing participants’ hands and having a scribe to keep pace. "

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