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:
" I would prefer not to reduce human understanding to shallow sound bites. "
Theme 1 Intro
March 10, 2026
" We can no longer rely on interviews, surveys, and usability tests to answer the strategic, complex questions organizations face today. "
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
" Our best selves hold and hear stories and hold power to account. "
Research at an inflection point: Adapting to a new era of collaboration, equity, and innovation
March 11, 2025
" You have to invest in relationships so you can ask for a favor later; collaboration is like a marriage you work on every day. "
Collaboration: learning from other fields beyond our own [Advancing Research Community Workshop Series]
August 7, 2024
" It’s not about power, it’s about guidance—helping people collect and use good data, even in qualitative settings. "
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
" Starting small with local meetups or internal talks helps you test and improve your material before bigger stages. "
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
" By the time the value of a human centered process has been proven, UX is often outnumbered. "
Theme 2 Intro
January 8, 2024
" Who is responsible for insight and data within an organization remains a crucial question as we explore democratization. "
Theme Three Intro
March 29, 2023
" Catherine Andrew will share her experience bringing research and analytics functions together to create integrated insight teams. "
Theme 2 Intro
March 10, 2022
" The storytelling is what ultimately supports actual change more than just data. "
Bridge Building across Research Disciplines
August 26, 2021
" There are more and more specialized roles emerging as research expands, like DesignOps and UX recruiting. "
What's Next for Research?
June 17, 2021
" Insight practices are just getting more established and are asking questions of higher strategic value, bringing disciplines closer together. "
Convergent Research Techniques in Customer Journey Mapping
March 31, 2020
" Ultimately, we’re all here to help our companies care about the customer faster, no matter the tribe or method. "
Bringing together market and user research
October 17, 2019
