I’m an interdisciplinary researcher and strategist specialising in ethnography, semiotics and futuring. I am fascinated by the relationships we have with our bodies, habitats and communities and how these endure and evolve over time. I’ve spent my career working with brands and organisations on strategies for brand, design and innovation and more recently I’ve been venturing into place-making and community research.

Gemma Jones Culture & Strategy

May 2019 – present

Consulting and collaborating with clients such as Discord, Samsung, Meta, Uber, Noom, Sky, Diageo, Durex, The Place Bureau, Base and Sylvain.

School of Critical Design

Co-founder, programme curator & tutor

May 2019 - present

We are an experimental design school dedicated to the application of emerging methods to innovation, design and strategy.  Our professional and academic courses offer new ways for individuals and organisations to meet the critical challenges facing our planet, people and businesses now, and the for next 1000 years.

Head of Insight at Protein Agency

December 2021 - October 2023

Leading and growing Protein’s insight team across London and Amsterdam. Introducing new methodologies, ways of working, implementing ethical research approaches and defining an impact-led approach to strategic insights. Working with clients such as Nike, TikTok and lululemon

Various Academic Institutions

Guest Lecturer and facilitator

June 2020 – present

Teaching critical research methods, place futuring, speculative design for organisational impact.