Jemma Ahmed

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

" Duplicative research will become less acceptable; researchers must act as natural connectors to reduce it and enhance organizational knowledge sharing. "

" Trust building and informed consent are things you can improve in research without stressing the business. "

" That mink showed up and it took on a fight that felt more enormous than it was. "

" The big question to ask in collaboration is: what is the main question you’re trying to answer and why does it matter? "

" All data has bias, all data has problems, and all data has limitations. It’s about where on the spectrum that sits and being clear on your provenance. "

" Don’t be afraid to poke the bear; controversy can help make your talk stand out and provoke meaningful discussion. "

" I am sick and tired of other people telling us what our role is without having done the work. "

" Jackie Ho talks about how to keep teams accountable and aligned while maintaining their autonomy. "

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

" The journey we are on is to change and advance not just practices but the entire research field. "

" The success in insights is when you become viral — when the C-suite claims the insight as their own. "

" There are more and more specialized roles emerging as research expands, like DesignOps and UX recruiting. "

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

" User research is answering bigger questions now — not just if it works, but what we should build and who we should target. "