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:
" The skills we hold are exactly the skills that this moment requires. "
Theme 1 Intro
March 10, 2026
" Without ongoing, deep investment in our education, we risk losing credibility with increasingly methodologically fluent stakeholders. "
Redefining the research toolkit: Expanding methodologies for a changing world
March 12, 2025
" Embracing the beginner’s mind means everything is up for play and creativity, leading to more fun and innovation. "
Theme Panel
March 11, 2025
" That mink showed up and it took on a fight that felt more enormous than it was. "
Research at an inflection point: Adapting to a new era of collaboration, equity, and innovation
March 11, 2025
" The system we rely on is ironically an approximation engine, like large language models that calculate approximations. "
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
" Don’t be afraid to poke the bear; controversy can help make your talk stand out and provoke meaningful discussion. "
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation?
May 2, 2024
" No one knows yet exactly what bringing truth to power means, and that’s the beauty of it. "
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
" Join together as a community inch by inch to find a way through what feels impossible. "
Theme Three Intro
March 29, 2023
" We are living in a world that for so many feels like it has been flipped on its head. "
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
" We hope that topics like privacy, security, and ethics become more amplified and mainstream throughout the organization. "
What's Next for Research?
June 17, 2021
" Despite my misgivings, users’ memories could be taken back in time with enough accuracy using these techniques. "
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
