Jemma Ahmed

" I would prefer not to reduce human understanding to shallow sound bites. "

" We add value not by providing more data but by introducing critical thought, friction, and reflection into organizational insight-making. "

" AI is having the effect of de-skilling many roles, including researchers, so we need to double down on what we do well. "

" Researchers hold objective knowledge which holds power to account. "

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

" It’s not about power, it’s about guidance—helping people collect and use good data, even in qualitative settings. "

" If your talk isn’t accepted, it doesn’t mean it’s bad—it might just not fit the program’s narrative arc or available slots. "

" If I am difficult, then I am in good company, esteemed company, the best of company. "

" How do they grow and organize their teams to keep up? How do they scale their processes? How do they maximize efficiency and quality? "

" Let's challenge the very foundations of how and what we see as data in plural systems. "

" The journey we are on is to change and advance not just practices but the entire research field. "

" There has to be some connection between our results and how our partners see the value in it. "

" One of the most important parts of our job is killing the product. "

" Insight practices are just getting more established and are asking questions of higher strategic value, bringing disciplines closer together. "

" The gap between market research and user research is narrowing; their methods and questions are converging. "