Jag Poonia

Ethnic Dimension Limited


Specialist in diverse ethnic consumers and employees


Market research and insight: consumers, markets, employees


Brand Strategy

Diversion & Inclusion

Qualitative: face to face discussions, co-creation workshops, deliverative workshops, ethnography, online

Small scale quantitative

Employee research and management workshops

Desk research



I have conversations with diverse ethnic audiences (consumers and staff) and help cilents understand the cultural ‘startpoints’ and nuances that affect attitudes, behaviours, motivations. The focus is to help them ensure their marketing and comms meet the needs of diverse audiences.



I have been a qualitative researcher for the last 20 years, working at RDS and Context Research International before going it alone. I set up Ethnic Dimension in 1999 focussing on qualitative and small scale quantitative projects among established ethnic minority communities (Indian, Pakistani, Bangladeshi, Black African, Black Caribbean) as well as more ‘recent’ communities including Middle Eastern, Eastern European and Chinese)


  • Advertising & Media
  • Entertainment, leisure & travel
  • Government, social research, education
  • Minorities
  • Retail

Skills & Services

  • Ethnography
  • Online/Mobile
  • Qualitative
  • Quantitative
  • Workshop facilitation