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:
" We have to recognize the systems we're part of and be open to being proven wrong. "
Collaboration: learning from other fields beyond our own [Advancing Research Community Workshop Series]
August 7, 2024
" You need well-defined frameworks and guardrails for experimentation success to prevent chaos across teams. "
Democratization: Working with it, not against it [Advancing Research Community Workshop Series]
July 24, 2024
" The psychological safety in a speaker cohort helps get through the messy middle moments of talk development. "
Coffee with Lou #3: What Makes for a Successful UX Conference Presentation? (Videoconference)
May 2, 2024
" It’s honestly like a sci-fi novel. It’s brilliant. "
Theme 2 Intro
March 26, 2024
" Jackie Ho shares how to keep teams accountable, aligned, and autonomous after scaling UX practices. "
Theme 2 Intro
January 8, 2024
" We must challenge and push ourselves on what data even means in a plural system. "
Theme Three Intro
March 29, 2023
" Embracing discomfort often leads to change. "
Theme 2 Intro
March 10, 2022
" Most of my good work is born of frustration and being really frank about that. "
Bridge Building across Research Disciplines (Videoconference)
August 26, 2021
" We hope more cross-functional team members become involved for more impact. "
What's Next for Research? (Videoconference)
June 17, 2021
" Insight practices are just getting more established, we have a seat at the table asking higher strategic questions. "
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
