Chief Executive Officer of Central Force International, See Toh Wai Yu, has been appointed president of the Market Research Society of Malaysia (MRSM), pledging to strengthen collaboration across the industry while promoting responsible adoption of artificial intelligence in market research.
His appointment, announced following MRSM’s 19th Annual General Meeting, comes as businesses and policymakers increasingly rely on data and AI-driven insights to support decision-making. He succeeds Paromeeta Banerjee of Kantar Malaysia.
Established in 2007, MRSM is Malaysia’s recognised professional body for the market research industry, focusing on advancing professional standards and best practices.
Under the theme “Collaborative Leadership”, Wai Yu said the society would foster stronger partnerships between researchers, brands, technology providers, policymakers and academia to improve the quality and credibility of insights.
The newly appointed executive committee also brings together a broader mix of industry representation, including quantitative and qualitative researchers alongside members from Heineken and Cookiy AI.
“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.”
Speaking at the AGM, he also highlighted the revised ICC/ESOMAR International Code on Market, Opinion and Social Research and Data Analytics, stressing the importance of responsible AI use, transparent data sources and sound research methodology.
“AI can enhance productivity and analysis, but it also carries risks when used without proper understanding of data sources, methodology and interpretation,” he said. “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.”
