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
" It is part of your role to say no, enforce guardrails, and stop people pleasing when democratizing research. "
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
" We need to treat people as people, not users. "
Theme 2 Intro
March 26, 2024
" In the enterprise space, the UX function is added later. It's not part of the company's original DNA. "
Theme 2 Intro
January 8, 2024
" Who is responsible for insight and data within an organization? That question is central to democratization. "
Theme Three Intro
March 29, 2023
" Better sharing the stories of those we seek to understand helps us lead with their truths. "
Theme 2 Intro
March 10, 2022
" It’s almost a human journey that people need to go on, dealing with fear, vulnerability, and politics. "
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
" User research is going up funnel, answering bigger questions about what to build and who to target, once the domain of market research. "
Bringing together market and user research (Videoconference)
October 17, 2019
