Jemma Ahmed

" Holistic sensemaking matters. "

" The moat that once protected researchers—their exclusive data access—is disappearing; now our value is enabling others to use insight. "

" The term ‘study’ rings of academia and reinforces power dynamics; I prefer continuous engagement instead. "

" The relational dynamics of knowledge are shifting from hierarchical and linear to relational and plural. "

" Sustained collaboration with communities through advisory groups can help steer research to be more equitable. "

" You have to say no sometimes. You have the power to put guardrails in place and enforce them. "

" Newness isn’t necessarily a new methodology—it can be a new way of looking at something familiar. "

" We need to treat people as people, not users, because they are not a utility or a commodity. "

" Each stage of growth brings different challenges for UX to overcome. "

" Perhaps we shouldn't even be moving beyond the concept of democratization but rethinking it altogether. "

" Instead of facing 2020 with exhaustion, folks were looking at it with renewed commitment and bravery. "

" The storytelling is what ultimately supports actual change more than just data. "

" The pyramid has gotten so much larger; the number of people feeling special at the bottom is growing. "

" We found timed exercises and shifting power dynamics in groups helped trigger a different, less rational part of the brain. "

" Ultimately, we’re all here to help our companies care about the customer faster, no matter the tribe or method. "