Overview

Ethnic Opinions is a specialist fieldwork and recruitment agency, connecting researchers and brands with ethnic minority and under-represented communities. We expertly manage qualitative and quantitative market research, both within the UK and globally, delivering insightful and inclusive results.

Services

Ethnic Opinions offers comprehensive fieldwork and recruitment solutions tailored specifically to research with ethnic minority and underrepresented audiences. Our services include recruitment, moderation, and end-to-end project management for qualitative and quantitative studies.

Our Key Services Include:

• Qualitative Research: Focus groups, paired interviews, in-depth interviews (online, face-to-face, telephone), ethnography, moderation, online communities, workshops and hall tests.

• Quantitative Research: Online surveys (including scripting and hosting), street and telephone interviews and data entry.

• Additional Solutions: UX and usability testing, bespoke panel creation, desk research, detailed report writing and analysis, and full-service market research delivery.

In addition to our growing database, we combine traditional methods with creative, community-led approaches to identify the right participants. Our strong links with grassroots networks and lived community relationships allow us to connect with people in ways others often can’t, reaching audiences beyond panels and databases to capture genuine, representative insight.

Through trusted international partnerships, we also manage global research projects with accuracy and cultural sensitivity. Our flexible, tailored approach means we adapt to every brief, regardless of scale or complexity. We work to the highest ethical standards, safeguarding participant privacy and ensuring full transparency. Our quality assurance processes are thorough, ensuring reliable, impactful outcomes for every client.

About

I’m an entrepreneur with a background in business development and a strong focus on inclusive research. I founded Ethnic Opinions to help organisations connect with ethnic minority communities and ensure their voices are included in the conversations that shape society, products and services. Over the years, I’ve built lasting relationships across the public, private and third sectors, offering fieldwork and recruitment solutions that are culturally sensitive, practical and insight-led.

I'm also the co-founder of Qulture Qanvas, a consultancy focused on helping organisations embed inclusion into their research and strategy by better understanding diverse audiences.

Outside of work, I'm passionate about mentoring young people who want to build a career in the research industry. I believe in sharing knowledge, opening doors and creating space for future talent to grow. I also serve as an advisor to the Board of Trustees at The Act Now Initiative, supporting urgent, community-driven ideas with the potential for real impact.

My interests include travelling, exploring different cultures, and drawing in my spare time. I enjoy connecting with people who are curious, collaborative and committed to making research more inclusive and representative of the world we live in.