Central Force CEO See Toh Wai Yu Appointed President of the Market Research Society of Malaysia (MRSM)

Central Force CEO sets “Collaborative Leadership” agenda to strengthen research standards, cross-industry partnerships and responsible AI adoption.

KUALA LUMPUR, DD/M 2026 – See Toh Wai Yu, Chief Executive Officer of Central Force International, has been appointed as the President of the Market Research Society of Malaysia (MRSM), following the Society’s 19th Annual General Meeting and official installation ceremony today. He succeeds Paromeeta Banerjee of Kantar Malaysia.

His appointment comes at a defining time for Malaysia’s insights industry, as businesses, policymakers and research practitioners navigate the rapid adoption of artificial intelligence, shifting consumer behaviour, and rising demand for trusted decision-ready data.

Established in 2007, MRSM is the only recognised body for marketing research in Malaysia and aims to support the growth of the industry and its practitioners while advancing professional standards and practices locally.

Under his presidency, Wai Yu has set “Collaborative Leadership” as the guiding theme for MRSM. A call for stronger partnerships not only within the research industry, but also with brands, technology providers, policymakers, academia and other sectors that increasingly depend on credible insight to make better decisions.

Reflecting this direction, the new MRSM Executive Committee brings together a broader mix of voices, including quantitative and qualitative researchers, as well as representatives from Heineken and Cookiy AI. The wider composition is aimed at encouraging more diverse perspectives and stronger industry engagement.

“As AI reshapes the business landscape, market research must move faster while protecting accuracy, ethics and human judgement,” said Wai Yu. “The future of credible insights depends on collaboration between researchers, brands, technology providers and decision-makers, so that data is not only faster, but also more transparent, responsible and useful.”

At the AGM, Wai Yu also addressed the updated ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics, highlighting the need for responsible AI use, clear data provenance and proper safeguards in research.
“AI can enhance productivity and analysis, but it also carries risks when used without proper understanding of data sources, methodology and interpretation,” he added. “Brands and organisations must be more discerning when using AI-driven reports or insights, because poorly governed AI can lead to flawed decisions and weaken trust.”

Wai Yu leads Central Force International, Malaysia’s exclusive WiN (Worldwide Independent Network of Market Research) data provider and Gallup International representative. The company conducts research on public opinion, consumer behaviour and social sentiment, and has contributed Malaysia data to international studies across economic, social and workforce issues. His presidency will support MRSM’s continued efforts to strengthen professional standards, responsible data practices and the role of credible insights in Malaysia’s business and policy landscape.