Breaking the Big Study: Pearson’s Move to Continuous Customer Feedback | Customer Story | Cashew Research

Breaking the Big Study:
Pearson's Move to
continuous customer feedback.

How iterative research keeps decisions moving forward.

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In conversation with Tori Weitzel, Lead, Insights at Pearson and Anna Jackson, Lead Specialist, Insights

Pearson’s centralized Customer Research and Insights team plays a critical role in shaping decisions across the organization. As research evolves from large, static studies to more agile, iterative approaches, the team has had to rethink how they deliver insights, engage stakeholders, and ensure data quality.

“The biggest shift is moving from opinions to evidence throughout the entire decision-making process.”

Tori Weitzel

Lead, Insights

Q: How has the role of research evolved at Pearson?

Anna: It’s always been essential, but how it’s perceived has changed. There’s growing awareness that research does not always need to be large scale or overly complex. It can be as simple as speaking to a few customers to validate an idea. We’re encouraging teams to think differently, leveraging existing insights and directional research rather than defaulting to new, large primary studies.

Tori: It has become much more iterative. What used to be a six month project is now an ongoing process. We can start with qualitative insights, test along the way, and continuously refine decisions. That flexibility is key, especially given how quickly things are changing.

“We’re moving from one big study to an iterative process where insights shape decisions continuously.”
Tori

Q: How do you guide stakeholders toward the right research approach?

Tori: Many stakeholders come in asking for familiar outputs, like segmentation. But often, that is not what they actually need. Our role is to reframe the problem and guide them toward the right solution.

Anna: We have become much more direct in asking what decisions they are trying to make. That helps us determine whether new research is even necessary.

Q: How has AI impacted your workflows?

Tori: AI has streamlined a lot of the front end work, like building research plans or drafting discussion guides. That gives us more time to focus on strategy and making insights actionable. But stakeholder management remains unchanged. That human element is still critical.

Anna: It is a balance. AI brings efficiencies, but also new challenges like an increase in fraudulent responses. We have had to spend more time validating data quality.

Q: What are the biggest challenges in conducting high quality research?

Anna: Finding the right audience, especially for senior B2B roles. This was a new segment for us, and identifying reliable partners who could deliver high quality participants was a major challenge. There is also a cost factor. When you are speaking to senior decision makers, you need to be confident you are getting the right people.

Tori: If you cannot reach the right audience, you have to reset expectations with stakeholders and sometimes rework the plan entirely.

“When you have the right audience, you stop worrying about the data and start focusing on what it actually means.”

Anna Jackson

Lead Specialist, Insights

Q: What challenges come up when presenting insights?

Anna: Sometimes stakeholders do not trust findings simply because they contradict what they expected.

Tori: Insights delivery is not one size fits all. Format and context matter just as much as the data itself.

“Sometimes stakeholders don’t trust the data because it challenges what they already believe.”
Anna

Q: How is research influencing decision making?

Tori: It is helping shift teams from opinions to evidence. That is the biggest change.

Anna: As more teams use insights, it creates a ripple effect across the organization.

Q: How has working with Cashew impacted your team?

Anna: It has allowed us to focus more on analysis and strategy rather than worrying about data quality.

Tori: The trust we have in the partnership means we spend less time managing logistics and more time helping leaders act on insights.

“We spend less time managing logistics and more time helping leaders act on insights.”
Tori

Q: What stood out about the partnership?

Tori: The collaboration across teams and partners was seamless, even on complex projects.

Anna: The flexibility really stood out. When project requirements changed, Cashew adapted quickly and helped us deliver something even better than expected.

01.

Faster time to insight by reducing recruitment friction.

02.

Increased confidence in data quality and participant validity.

03.

More time spent on strategic analysis vs. operational tasks.

04.

Improved stakeholder trust through higher quality samples.

05.

Greater flexibility to adapt research mid-project.

06.

Stronger decision-making driven by continuous, iterative insights.

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