Ethnic Dimension About Us
About Us
Set up in 1999, by Jag Poonia, as one of the few agencies specialising in research with the UK’s racially diverse communities. Right from the start, before diversity and inclusion became the focus it is now, Ethnic Dimension was ahead of the curve.
The goal has, and always will be, to give these communities a voice. It’s listening, translating and communicating their stories to help organisations shape their products, services and marketing communications to better meet their needs.
Essentially, we are storytellers…
We are a highly experienced and senior team from a range of backgrounds, with expertise in talking to diverse audiences across a number of protected characteristics: race, faith, sexual orientation, disability and age.
This is all that we do.
Our clients value the depth of insights we bring in the context of cultural understanding – always seeking to find the nuances that really help them understand these audiences.
Jag Poonia
Jag founded Ethnic Dimension in 1999 and says that research has provided her with the opportunity to have conversations with untapped communities. She is motivated by creating a voice for people who are not always used to having their opinions heard, and translating these conversations into insights that help her clients better meet the needs of their racially diverse consumers.
In her spare time, Jag enjoys walking in the countryside, travelling and discovering new food and wine spots.
Debra Winterson
Debra has over 30 years’ experience in market research, marketing, and advertising. She has a love of psychology and an MA in Coaching & Mentoring, and extensive people skills gained across industries. This eclectic mix means Debra knows how to dig deeper when moderating groups, training, development, and consultancy projects.
Debra loves animals, especially dogs, and enjoying uncovering what makes people tick!
Tracey Walker
Tracey has been conducting research amongst the Caribbean and African communities since 1996. Her research experience covers a wide range of issues such as music and entertainment, broadcasting, health, culture, lifestyle and the public services.
When Tracey is not working she loves to play the guitar and piano, composing songs, painting and travelling.
Radhika Howarth
Radhika has been a market researcher since 1990. She speaks several languages fluently and often conducts bi-lingual research. Her particular areas of interest are health issues relevant to racially diverse communities. She has a diploma in Dietetics and Public Health Nutrition as well as a MA in Applied Research and Quality Evaluation.
Radhika’s passions, beyond research, are food and Bollywood.
Theresa Dow
Theresa is a recruiter and interviewer with over 25 years of experience. She learned her craft the old fashioned way – door to door, street interviews, hall tests but she has embraced the world of recruitment via social media, reaching communities that are still under researched.
She set up Apogee Group Recruitment in 1999 and she is always tenacious, finding respondents on sensitive issues such as asylum and Female Genital Mutilation.
When Theresa is not recruiting she is either hiking or travelling to far flung places around the world.
Her other passions beyond recruitment is are wildlife photography and kayaking.
Cheryl Brown
Cheryl (Attitudes and Thoughts) boasts over 10 years’ experience as an MRS-accredited recruiter and moderator, with a genuine passion for market research. She takes a modern approach using social media and an extensive database to source participants across London, the Southeast, and the wider UK.
Cheryl is also a skilled moderator, and enjoys leading discussions with underrepresented groups so their voices are heard.
Cheryl is Chair of Trustees for Second Wave Youth Arts (Deptford, South London). She loves travel, exploring new cultures and destinations to broaden her perspective.
Diana Moreno-Gomez
Diana (We Are Cygnus) is a strategic consultant, environmentalist and social scientist specialising in cross-cultural organisational development. She helps organisations build cultures rooted in belonging and resilience by deepening their understanding of both their internal dynamics and broader cultural contexts.
Her expertise centres on behavioural insights and the power of language and communication choices. Diana is particularly passionate about reconnecting individuals with their communities, drawing on agency and shared commitment to strengthen social cohesion and environmental responsibility.
Her approach focuses on enhancing group dynamics, fostering dialogue, and facilitating co-creation processes that bring diverse voices together. She has expanded her work into citizens’ and workers’ assemblies as a powerful way to inspire meaningful participation.
Outside of work, Diana finds inspiration through forest bathing and enjoys reading, writing, running, and practising yoga.
Diane Birch
People & Culture Strategist | Equality, Diversity and Inclusion
Diane Birch (Get Vantage) is an experienced People and Culture professional who helps organisations unlock potential, align teams, and lead with purpose. With over 30 years of expertise in leadership development, organisational strategy, and change management, Diane works alongside SMEs, boards, and senior teams to drive growth and long-term impact. She brings warmth, wisdom, and commercial insight to every conversation, backed by qualifications in coaching, leadership, EDI, and NLP.
As the founder of Get Vantage, Diane delivers strategic consultancy, leadership training, and tailored people solutions to clients across sectors, from construction and retail to professional services and not-for-profits. She specialises in building practical frameworks that support culture transformation, employee engagement, and leadership capability.
Diane has held senior HR roles in large corporates like Debenhams and The Burton Group, led a not-for-profit with 12 regional boards, and works as a trusted fractional People & Culture Director for fast-scaling businesses.