March 27, 2023 7:00AM

Key Challenges of Market Research in Malaysia

Conducting market research in Malaysia can present unique challenges, including language barriers, cultural differences, and limited data accessibility. However, with the right strategies and tools, these hurdles can be overcome. Our comprehensive guide provides valuable insights and tips for successfully navigating the Malaysian market research landscape. 

Language barriers and how to overcome them 

One of the biggest hurdles of market research in Malaysia is the language barrier. While English is widely spoken in business settings, most Malaysians prefer to communicate in their native language, Bahasa Malaysia. To overcome this hurdle, it's important to hire local market research agencies who are fluent in both English and Bahasa Malaysia. Additionally, using translation services or conducting surveys in both languages can help ensure that language barriers don't hinder your research efforts. 

Cultural differences and how to navigate them 

Another major hurdle of market research in Malaysia is navigating cultural differences. Malaysia is a diverse country with a mix of Malay, Chinese, and Indian cultures, each with its own unique customs and traditions. It's important to understand and respect these cultural differences when conducting research. This can include adapting survey questions to be culturally sensitive, using local research partners who understand the cultural nuances, and being aware of any taboos or sensitive topics that should be avoided. By taking these steps, you can ensure that your research is culturally appropriate and effective. 

Limited access to data and how to find alternative sources 

Limited access to data is another major hurdle of market research in Malaysia. While there are some publicly available data sources, such as the Department of Statistics Malaysia, these may not always provide the specific information needed for your research. In these cases, it's important to look for alternative sources of data. This can include conducting focus groups or interviews with target consumers, using social media listening tools to gather insights from online conversations, or partnering with local research firms that may have access to proprietary data. By being creative and resourceful, you can still gather valuable insights even with limited access to data. 

Concerns with Fraud & Scams 

Another challenge of conducting market research in Malaysia is the concerns some consumers have over fraud & scams. Some Malaysians may not be willing to participate in surveys or focus groups. To overcome this challenge, it's important to build trust with your target audience by being transparent about the purpose of the research and how the data will be used. It's also important to offer incentives for participation to improve the participation rate, and to ensure that the research is conducted in a professional and ethical manner. Building relationships with local communities and organisations can also help to build trust and increase the participation rate in market research. 

Diverse Demographics and Geographical Spread 

Malaysia is a diverse country with a wide range of ethnicities, religions, and languages. This diversity can make it challenging to conduct market research that accurately represents the entire population. It's important to ensure that your research sample is representative of the population by including participants from different ethnic and language groups. Additionally, Malaysia has a large geographical spread, with urban and rural areas that may have different consumer behaviours and preferences. It's important to consider these differences when designing your research and to ensure that your sample includes participants from different regions. 

For businesses looking to conduct market research in Malaysia, it is always helpful to consult an expert who can help you to overcome these challenges and help you to achieve your market research objectives. To find out what to look for when choosing a Market Research check out our article What to look for when choosing a market research company. 

5 key steps in the Market Research Process  

Step 1 - Define your research objectives 

Before you begin any market research, it's important to define your objectives. What do you want to learn? What questions do you need to be answered? Your objectives will guide the entire research process, from the type of data you collect to the analysis and interpretation of that data. Be specific and clear about what you hope to achieve through your research. This will help you stay focused and ensure that your research is effective in meeting your business goals. 

Step 2 - Determine your target audience 

Once you have defined your research objectives, the next step is to determine your target audience. Who are you trying to reach with your research? This will depend on the nature of your business and the specific questions you are trying to answer. For example, if you are launching a new product, you may want to target potential customers in a specific demographic or geographic area. If you are trying to improve customer satisfaction, you may want to target current customers. Defining your target audience will help you tailor your research methods and ensure that you are collecting data from the right people. 

Step 3 - Choose your research methods 

Once you have defined your research objectives and target audience, it’s time to choose your research methods. There are two types of market research, quantitative and qualitative research. The quantitative market research methods are surveys, and product use tests, whereas the qualitative market research methods are focus groups, interviews, and observation. Each method has its own strengths and weaknesses, so it’s important to choose the method that best fits your research objectives and target audience. For example, if you are new to a market and trying to gather in-depth and holistic insights into your target consumers, you should start with qualitative research. If you are familiar with the market and would like to measure your brand’s performance, changes in the market trend, or validate a concept/idea, then you should conduct quantitative research such as an online survey. Consider the pros and cons of each method before making your decision. 

Step 4 - Collect and analyse your data 

Once you have gathered your data, it’s time to analyse it. This involves organising and interpreting the data to draw conclusions and make informed decisions. There are many different tools and techniques you can use to analyse your data, including statistical analysis, data visualisation, and qualitative analysis. The method you choose will depend on the type of data you have collected and your research objectives. It’s important to be thorough and systematic in your analysis to ensure that your findings are accurate and reliable. Once you have analysed your data, you can use it to make informed decisions about your business strategy and marketing efforts. 

Step 5 - Use your findings to make informed business decisions 

The ultimate goal of market research is to use the insights you have gained to maximize your chances of success by making informed business decisions. This could involve developing new products or services, refining your marketing strategy, or identifying new target markets. Whatever your objectives, it’s important to use your findings to inform your decision-making process. Remember to keep your research objectives in mind and use your data to support your conclusions. By making informed decisions based on solid research, you can increase your chances of success and stay ahead of the competition. 

How Can Vodus Help You Conduct Market Research in Malaysia? 

Vodus Research is an innovative market research company that specialises in uncovering reliable and accurate insights into the local Malaysian market. We employ a unique One-question Media Tracking Online Survey (OMTOS) method that surveys 17 million Malaysian consumers instantly. With our extensive experience in research and expertise in the Malaysian market, we are able to provide clients with detailed strategies and market insights necessary for success.