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Topic: Market researchers and user researchers face similar pressures: their work is becoming increasingly democratized and gaining attention (and scrutiny) from their organizations’ stakeholders. They’re also converging upon each other, sharing methods and space in the funnel. Where should they draw the line between their practices, and where should they join forces? Jemma Ahmed, Head of Insights at Badoo, will explore the growing intersection between user and market researchers.
Jemma Ahmed joined Badoo in 2019. She is Head of Insights based in the London office. She leads the team who regularly speak to online daters all over the world, uncovering the very unique needs and motivations of this group.
Jemma has spent 14 years working in mixed methodology insight roles, across user research, market research and data analytics. This includes working in insight for Global news at the BBC, and in insight leadership positions at Etsy, the online markets for unique and handmade goods. Jemma holds an MA in Law from Cambridge University.
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