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About us

We are a small and friendly market research consultancy. When you choose to work with us, we will live and breathe your project from beginning to end. You can be as involved in the process as you want to be. Whether you are an old hand at commissioning research, or this is your first time, we'll work with you to make sure that you get the answers you are looking for.

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Jill Elston, Director

Insightful Research was launched by Jill Elston in 2012. Prior to starting the company, Jill had a long career working in academic, education and ELT publishing and was previously a Senior Market Research Manager for Pearson ELT. She is a member of the Market Research Society.


Jill is a displaced Lancastrian who has lived in Cambridge for over 20 years. When she is not working, she is an avid reader, likes to bake and cook and spending time with her family.

Wider team

Whilst Jill personally takes the lead and is heavily involved in all projects, we know that it’s good to seek different perspectives too. That’s why we work with a small pool of highly trusted associate researchers.

If we need an extra pair of hands, a particular specialism, to work in another language, or simply think a project would benefit from another pair of eyes and a different viewpoint – we put together the best team for the job. All the people we work with are experts in their own right and have many years’ experience. We have very high standards at Insightful Research, so we only work with people who can match our expectations.

Women Colleagues

Giving back

We specialise in providing research for the education sector. Through our work we provide insight to organisations who work with schools, young people and those seeking to develop their careers. This helps those organisations develop products and services that have a real positive impact on peoples' futures.

However, as a company we want to have an even greater impact.
Each year we pledge to donate 1% of our annual sales turnover to support a charity through the organisation Work for Good. For the 2023-24 financial year we have chosen to support Blood Cancer UK. This donation helps to fund research into all forms of blood cancer and support to those living with blood cancer.

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