Jag Poonia - Ethnic Dimension
Jag Poonia - Founder, Ethnic Dimension
Cultural Insight Specialist | Inclusive Research Consultant | DEI Strategist | Championing the voices of diverse communities for over 25 years
Jag founded Ethnic Dimension in 1999 with one clear mission: to give racially and culturally diverse communities in the UK a voice. Long before Diversity, Equity and Inclusion (DEI) became a mainstream focus, Jag recognised the urgent need for research that went beyond surface-level representation. Her focus has always been on uncovering the cultural context and lived experiences that shape how people think, feel and act, especially among communities that are too often overlooked in mainstream research.
Ethnic Dimension is one of the UK’s few specialist research agencies dedicated to understanding the lived experiences, behaviours and motivations of multicultural communities. Achieved through in-depth qualitative and quantitative research, often with hard-to-reach groups, they uncover the cultural nuances that distinguish surface-level engagement from genuine connection.
More than researchers, Ethnic Dimension is a translator of lived experience. Their work helps organisations across the public, private, and third sectors design better products, services and communications by listening deeply, understanding context, and telling stories that matter.
Over the years, Jag has led studies on consumer behaviour, communication effectiveness, employee engagement, and inclusive service design for clients including NHS England, Home Office, Metropolitan Police, Tesco, Nestlé, and Oxfam.
Ethnic Dimension provides consultancy, and Jag delivers masterclasses for businesses preparing to launch new products, establish new service lines, or expand into new regions or nations. These sessions are designed to de-risk development by building a deeper understanding of the people they’re trying to serve, from behavioural drivers and language preferences to trust dynamics and communication touchpoints.
Whether working with senior stakeholders, frontline teams or creative agencies, Jag’s role is to help organisations listen better, interpret wisely, and act with cultural intelligence. Her passion remains the same today as it was when she started: to create space for unheard voices and ensure organisations not only hear them but truly understand them.
Tackling The Myths, The Moans, and The Misunderstood
In association with Jag, Get Vantage is launching an exciting masterclass to combat ‘woke fatigue’.
"The D&I Mythbuster: Woes, Wants, Why Nots & Wokery", a practical, no-nonsense masterclass designed to cut through the confusion surrounding diversity and inclusion.
Aimed at leaders, managers, and professionals, the session will unpack the myths, misunderstandings, and media noise around D&I to reveal what it really means and why it matters.
Participants will gain clarity, confidence, and practical tools to embed inclusive thinking into everyday culture, challenge resistance with empathy, and move beyond buzzwords to create workplaces where everyone can thrive.