Dr Asma Qureshi

I am a research strategist who partners with businesses, technology organisations, and SaaS teams to turn research into clear strategic direction and measurable impact. I work hands-on across the full research lifecycle, spanning academic, consulting, industry, and policy research, with a strong focus on evidence-based decision-making.

My expertise brings together data-driven insights, UX and CX (Voice of Customer) research, strategic research planning, stakeholder engagement, and robust survey and measurement design. Using a mix of primary and secondary research methods, I help organisations move beyond surface-level insights to understand what truly drives customer behaviour, product adoption, and long-term value. As a customer-centred, insights-led researcher, I focus on uncovering human behaviours, habits, motivations, and attitudes to help teams design products, services, and strategies grounded in real-world needs. I’m particularly drawn to emerging technologies and SaaS environments, where strong research can shape how people learn, work, and interact at scale.

Beyond UX and customer research, I bring deep experience in strategic research program design, vendor management, and cross-sector collaboration. I work closely with senior stakeholders and interdisciplinary teams to ensure research findings are translated into actionable strategy, product roadmaps, and policy-ready recommendations.

I actively contribute to the research and technology community through thought leadership, including writing on Medium and publishing a LinkedIn newsletter focused on research practice and emerging industry trends. I also partner with SaaS companies to evaluate user research platforms and capabilities, providing practical, real-world feedback that informs product innovation. Forward-thinking and outcomes-focused, I bridge academic rigour, industry innovation, and strategic insight to help organisations build better products, make confident decisions, and deliver meaningful customer experiences.