As Malaysia surges forward with infrastructure projects and rising domestic demand amidst a projected GDP growth of 4-5% in 2024, businesses now face a dual challenge: seizing opportunities in a growing market while navigating complex fiscal shifts, such as subsidy rationalisation and new tax measures. The stakes are high, and decisions must be swift and strategic. Enter Central Force — a homegrown market research and data solutions provider with 28 years of expertise in weaving local nuances into actionable insights that help businesses thrive.
“Data is more than just numbers on a page—it’s a living, breathing force that drives progress. Our research isn’t just about collecting data—it’s about connecting with people, understanding their stories, and translating them into strategies that work,” See Toh Wai Yu, Chief Executive Officer of Central Force emphasised, adding “That’s why our clients trust us—not just as a service provider, but as a partner in their journey toward growth and innovation.”
Malaysia’s current growth trajectory is fueled by robust domestic demand and infrastructure projects, placing businesses in increasingly competitive markets where the ability to adapt swiftly to market demands and consumer expectations is no longer optional — it is imperative. In today’s economy, data is the new gold, and companies that fail to harness precise, actionable insights risk missing out on lucrative market opportunities and losing their competitive edge. Recent findings from MIDF underscore the importance of targeted fiscal measures—such as subsidy rationalisation and new taxation policies—in shaping the nation’s economic momentum. In this context, local nuances and actionable data are vital in ensuring companies thrive amidst rapidly shifting conditions, and Central Force is uniquely positioned to help them do so by providing comprehensive research solutions that align with the country’s evolving needs.
“At Central Force, we recognise the critical role of nuanced, localised data in helping businesses remain competitive in an ever-changing environment,” shares Wai Yu. “Our job is not just collecting data; we bring it to life. We help businesses see the bigger picture and the finer details, to help them make decisions with full confidence and clarity.”
Combining tried-and-true methodologies like Computer-Assisted Telephone Interviewing (CATI) with cutting-edge ethnographic research, the company delivers comprehensive insights that resonate deeply with Malaysia’s multicultural market. This homegrown advantage sets them apart from global competitors, offering clients not just data, but a roadmap to success in Malaysia, Brunei, and Singapore. As the National Representative of the European Society for Opinion and Marketing Research (ESOMAR) and part of the Executive Committee of the Market Research Society Malaysia, Wai Yu has led the company to establish its credentials as a thought leader in market research. Central Force also works closely with Pew Research Centre, a nonpartisan fact tank based in the United States of America, which conducts public opinion polling, demographic research, content analysis and other data-driven social science research for Malaysia and Singapore.
Beyond helping businesses realign strategies post-pandemic, Central Force also helps amplify public opinion via their research, shining a light on societal challenges and opportunities, from multiple unique perspectives — a crucial factor in producing truly comprehensive and impactful research. By offering a platform for diverse perspectives, the company bridges the gap between data and actionable solutions, transforming public opinion into a powerful tool that improves the relevance of business strategies, while empowering policymakers to drive impactful change. Some of their partners include well-recognised businesses such as TNG Digital, Kenangan Coffee, Ganad, Sanctuary Billboards and Sony Pictures Entertainment Malaysia.
This reputation has only been further bolstered by their recent accolade as the Best Organisation under SME Category and Women in the Workforce at the Life at Work Awards (LAWA) 2024, underscoring their commitment to diversity, equity and inclusivity. This comes on the heels of their two wins at the previous LAWA 2023, which include 1st Runner Up for CARE Category for SME, as well as Winner of Promising Young HR Category for SME.
For Malaysia’s businesses, the path forward is clear: embrace data-driven strategies, informed by local expertise. As Malaysia continues its development journey, Central Force is setting a benchmark for excellence in market research. Its role as a trusted advisor and champion of local expertise makes it an invaluable partner for businesses navigating an increasingly complex and competitive economic landscape.
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