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:
" Combining insights from UX research and data analytics creates a comprehensive story for users. "
Collaboration: learning from other fields beyond our own [Advancing Research Community Workshop Series]
August 7, 2024
" Doing democratization properly takes dedicated investment; it can’t just be one bullet on a job description. "
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
" A speaking career is like a portfolio you build over time with talks you evolve and recombine for different audiences. "
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation? (Videoconference)
May 2, 2024
" Truth to power could be seeing the world how it is, not how we want it to be, and standing firm to make sure those voices are heard. "
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
" Ecosystem mapping is a practical way to join up different data sources. "
Theme Three Intro
March 29, 2023
" Bravery means being unafraid to buck conventional wisdom and see the world as it truly is. "
Theme 2 Intro
March 10, 2022
" User research has to get our shit together because market research has established credibility and clout. "
Bridge Building across Research Disciplines (Videoconference)
August 26, 2021
" The concern is that research could devolve into a mechanism of conversion and metrics rather than insight and strategy. "
What's Next for Research? (Videoconference)
June 17, 2021
" We used behavioral science and therapeutic techniques to make memory recall as accurate and vivid as possible. "
Convergent Research Techniques in Customer Journey Mapping
March 31, 2020
" Segmentation is becoming the domain of neither market nor user research alone; it’s merging into data-driven, measurable profiles. "
Bringing together market and user research (Videoconference)
October 17, 2019
