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
" Holding on too tightly to insights and controlling data flows can make research teams irrelevant. "
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
" Panels without some preparation often end up as a string of disconnected spiels; chemistry and planning change that. "
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
" Imagine if everyone you worked with, regardless of the role, had deep empathy for your customers and made decisions based on those customer needs. "
Theme 2 Intro
January 8, 2024
" Ecosystem mapping is a practical way to join up different data sources. "
Theme Three Intro
March 29, 2023
" We are here to share a journey to change and advancement of not just our own practices but the research field as a whole. "
Theme 2 Intro
March 10, 2022
" Stories about teams getting reamed for lacking user research can start to shift cultures better than data metrics. "
Bridge Building across Research Disciplines (Videoconference)
August 26, 2021
" Inclusion is complicated because it goes beyond the research team and involves the whole organization. "
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 researchers feel like ferrets—nervous hunters still wanting to be wolves, confident and top of the food chain. "
Bringing together market and user research (Videoconference)
October 17, 2019
