Jill Elston

Insightful Research


Specialising in education, publishing & B2B research


I can help you understand your market better. That could be finding out what your customers think, how you compare against the competition, or how to improve your products.

And because I am focussed on education market research and related areas, I really understand your market. I spend a lot of time talking to students, teachers, librarians and exam officers in the UK and internationally.

I also understand what it’s like to be on the other side of the desk. We spent years working in-house, needing to deliver quality insights on challenging timescales and with tight research budgets. We’ve been there. So we try to make your life easier – by offering value for money, by working flexibly on all or part of a project, and by helping you get the best results .

Services include

  • Focus groups
  • Co-creation
  • Online discussions
  • Surveys
  • Customer panels
  • Depth interviews
  • Desk research
  • Training
  • Workshops


I specialise in the publishing and education sectors. I help education providers, publishers, awarding bodies and learned societies understand their customers and target markets.


I have over 20 years’ experience of working in the publishing/education industry. Prior to going freelance in 2012, I was Senior Market Research Manager at Pearson – the world’s largest education company.

I now provide market research services to a variety of publishers and education related organisations. Clients include:

  • Cambridge Education Group
  • Cambridge International Examinations
  • OCR
  • Scholastic
  • Jolly Learning
  • Royal Society of Chemistry
  • Cambridge University Press
  • Trinity College London
  • The Consortium
  • Class Professional Publishing


  • Advertising & Media
  • Business to business
  • Charities & Not-for-profit
  • Children & Youth
  • Government, social research, education

Skills & Services

  • International
  • Online/Mobile
  • Qualitative
  • Quantitative
  • Secondary Research (data mining, desk research, web analysis)
  • Workshop facilitation
  • Desk Research