Try something like this. Use the data method of index.
bool CustomProxyModel::filterAcceptsRow(int source_row, const QModelIndex &source_parent) const
{
const QModelIndex sourceIndex = sourceModel()->index(source_row, 0, source_parent);
// Some how get the the role you require.
const QString filterElement = sourceIndex.data(role).toString();
return(filterElement.toLower().startsWith(m_filterText));
}