Who is Central Force? Market Research Leaders in Malaysia
Delivering market insights, consumer research, and data analytics that shape better decisions for Malaysia and the region.
For over three decades, Central Force has set the benchmark for research solutions in Malaysia and Southeast Asia. Our mission is to empower organizations with accurate, actionable insights to fuel innovation and customer experience excellence.
Meet Our ExpertsOUR STORY & VISION
Shaping a Smarter World, One Insight at a Time
Founded in 1996, Central Force began with a vision: to become the No. 1 choice for data-driven decisions across ASEAN. Today, we’re trusted by leading brands for our commitment to transparency, ethics, quality, and care.
years of market
research leadership
in Malaysia
“Helping the world think smarter—this is our purpose and our promise.”
– Wai Yu See Toh, CEO
Serving clients in public, private, and consumer sectors
Over 3,600 projects completed
OUR VALUES & CULTURE
Our Core Values Drive Every Research Solution
Our culture is collaborative, diverse, and dedicated to continuous innovation and learning.
LEADERSHIP & TEAM
Meet the Experts Behind Central Force Malaysia
Our leadership team brings together decades of experience in market research, customer experience, and data analytics. Every project is overseen by senior professionals to ensure excellence and actionable results.
Wai Yu See Toh
CEO
Sim Siew Khoon
COO
Sam Lam
Head of Marketing
Leonard Chan
Head of Management Information Systems
Dr. Waqar Tariq
Head of Business Development
Khairul Isyraf
Head of Operations
Moon Ng
Head of Quality Assurance
Yvonne Woo
Head of Administration and HR
Lily Ho
Head of Finance
Chok Chee Wan
Head of IT
ACCREDITATIONS, AWARDS & SOCIAL PROOF
Recognized for Excellence in Market Insights and Innovation
Active members of Malaysia’s leading industry institutions and recognized by MDEC as a Malaysia Digital (MD Status) company.
Country representation and active members of international research associations.
Trusted by top organizations across Malaysia, Singapore, Brunei and other ASEAN nations