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:
" Insights only exist through how they are absorbed and acted on by other people. "
Collaboration: learning from other fields beyond our own [Advancing Research Community Workshop Series]
August 7, 2024
" Without shared organizational goals and customer-focused OKRs, democratization efforts fragment and fail to scale. "
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
" A small focused talk can grow into something bigger — start with one clear idea and build from there. "
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation? (Videoconference)
May 2, 2024
" Difficult people change things. "
Theme 2 Intro
March 26, 2024
" 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. "
Theme 2 Intro
January 8, 2024
" Bringing together primary and secondary knowledge creates powerful insights, especially for designing inclusively for women. "
Theme Three Intro
March 29, 2023
" The insight field is looking at itself as almost at a tipping point. "
Theme 2 Intro
March 10, 2022
" For me, market success in insights is almost when you become viral inside the company. "
Bridge Building across Research Disciplines (Videoconference)
August 26, 2021
" Privacy and security and other ethical considerations should become more amplified and mainstream throughout the organization. "
What's Next for Research? (Videoconference)
June 17, 2021
" I was marginally terrified because collaborative journey mapping felt like it went against everything I knew about user research. "
Convergent Research Techniques in Customer Journey Mapping
March 31, 2020
" Market research no longer has the luxury of long timelines; it must be faster and borrow qualitative, agile methods. "
Bringing together market and user research (Videoconference)
October 17, 2019
