About us
We are a specialist market research consultancy based in Cambridge, with over fourteen years' experience working with organisations that need to understand education, learning and professional development audiences. We work with clients of all sizes, from large multinationals to small start-ups, and whether you commission research regularly or this is your first project, we will guide you through the process and make sure you get the answers you need.
Jill Elston, Director
Jill founded Insightful Research in 2012, bringing a career's worth of experience from academic, education and ELT publishing, including a senior market research role at Pearson.
She leads every project personally and has built a reputation for research that is rigorous, practical and honest.
Jill is a member of the Market Research Society.
Wider team
Jill leads all projects, but we also work with a small pool of trusted associate researchers, each an experienced specialist in their own right. This means we can put together the right team for every brief, whether that calls for additional capacity, a particular specialism or researchers who can work in other languages. We set high standards for everyone who works under the Insightful Research name.
Giving back
Through out work, we provide insight to organisation that develop products and services for schools, learners and professionals. That work has a real impact on people's futures, and it matters to us.
As a company we also want to contribute more directly.
Each year we pledge to donate 1% of our annual sales turnover to a charity through Work for Good. For 2025-26 financial year we have chosen to support War Child, a specialist international charity, that protects, educates, and stands up for the rights of children affected by armed conflict.
