How Much Does Market Research Cost in Malaysia? 2026 Pricing Guide

Market research in Malaysia typically costs between RM 2,000 and RM 150,000, depending on methodology, sample size, and service level. A basic online survey with 200 respondents runs RM 2,000 to RM 8,000, while comprehensive brand tracking studies with full-service support range from RM 25,000 to RM 60,000 per wave.

This guide breaks down pricing across different research methods, provider types, and project scopes to help Malaysian businesses budget accurately for consumer insights.

Pricing data compiled from 500+ projects conducted in Malaysia between 2023-2026, with additional benchmarks from ESOMAR and industry sources.

Here's What We'll Cover:

• 1. Malaysia Market Research Pricing: Quick Reference
• 2. What Determines Market Research Costs?
• 3. Pricing by Provider Type
• 4. Pricing by Research Type
• 5. How to Choose the Right Option
• 6. What to Look for in a Research Provider
• 7. Common Pricing Mistakes to Avoid
• 8. Timelines: How Long Does Research Take?
• 9. Malaysia-Specific Considerations
• 10. Frequently Asked Questions

1. Malaysia Market Research Pricing: Quick Reference

Prices exclude 8% SST. Actual costs vary based on targeting complexity, questionnaire length, and additional services.

2. What Determines Market Research Costs?

Five factors drive pricing across all providers in Malaysia:

1. Sample Size

Sample size has the most direct impact on cost. Here’s what different sample sizes are suited for:

• 100-200 Respondents

  • Quick concept validation

  • Agency pitch support

  • Internal decision-making

  • Early-stage idea testing

  • Estimated cost: RM 2,000-8,000

• 300-400 Respondents

  • Standard brand research

  • Customer satisfaction studies

  • Product feature testing

  • Marketing campaign evaluation

  • Estimated cost: RM 5,000-20,000

• 500-600+ Respondents

  • Segmentation analysis

  • Regional comparisons

  • Quarterly tracking studies

  • Statistical subgroup analysis

  • Estimated cost: RM 15,000-60,000

The relationship between sample size and cost isn’t linear. Doubling your sample typically increases costs by 50-70%, not 100%, because fixed costs (platform access, analysis setup) are distributed across more responses.

2. Questionnaire Length

Every question adds to respondent incentives and completion time. Industry benchmarks suggest:

• 10-20 Questions (Optimal)

  • Highest completion rates (85%+)

  • Best data quality

  • Lowest cost per response

  • Recommended for focused objectives

• 20-35 Questions (Standard)

  • Good for multi-objective studies

  • Completion rates around 75-85%

  • Moderate cost increase

• 35-50+ Questions (Complex)

  • Required for comprehensive tracking

  • Completion rates may drop below 75%

  • Higher incentives needed

  • Some providers encourage respondents to complete in multiple sessions for longer surveys

• Cost impact: Each additional 10 questions typically adds 15-25% to the base cost.

3. Target Audience Complexity

The more specific your audience, the higher the cost per completed response:

• General Population (Lowest Cost)

  • Malaysian adults 18-55

  • No demographic quotas

  • Natural fallout sampling

• Moderate Targeting

  • Age and gender quotas

  • Urban/rural split

  • Basic behavioral filters (e.g., “smartphone users”)

• Niche Targeting (Higher Cost)

  • Specific income brackets

  • Category purchasers (e.g., “bought insurance in past 6 months”)

  • Professional roles (e.g., “HR decision makers”)

  • Low-incidence audiences (may add 50-200% to base cost)

4. Service Level

Three main service models exist in the Malaysian market:

• DIY/Self-Service Platforms

  • You design and launch surveys yourself

  • Platform provides panel access and basic tools

  • Lowest cost option

  • Best for: Teams with research experience, simple studies, tight budgets

• Managed Service/Guided Platform

  • Platform with researcher support throughout

  • Help with questionnaire design and analysis

  • Mid-range pricing

  • Best for: Teams wanting guidance without full outsourcing

• Full-Service Agencies

  • Agency handles everything from methodology to presentation

  • Comprehensive analysis and strategic recommendations

  • Highest cost option

  • Best for: Complex studies, no internal research capability, executive presentations

5. Additional Services

Common add-ons that affect total cost:

3. Pricing by Provider Type

1. DIY Research Platforms

Self-service platforms provide panel access and survey tools. You handle design, launch, and analysis.

Typical pricing structure:

• Pay-per-response model

• Credits or subscription-based

• RM 10-30 per completed response (varies by targeting)

What’s usually included:

• Survey builder

• Panel access

• Real-time dashboard

• Basic data export (Excel, CSV)

• AI-powered insights (on newer platforms)

What usually costs extra:

• Questionnaire review

• Translation

• Advanced exports (SPSS, PowerPoint)

• Researcher consultation

Timeline: 2-5 days for data collection

• Several DIY research platforms operate in Malaysia, offering varying levels of panel access, features, and pricing.

2. Managed Service Providers

These combine platform efficiency with researcher guidance.

Typical pricing:

• Project-based quotes

• RM 8,000-40,000 for standard studies

• Often include questionnaire review and basic analysis

What’s usually included:

• Expert guidance on survey design

• Quality assurance

• Data cleaning

• Basic reporting

• Some strategic recommendations

Timeline: 1-3 weeks depending on complexity

Key benefit: You get expert input without full-service pricing.

3. Full-Service Research Agencies

Traditional agencies handle the entire research process.

Typical pricing:

• Boutique agencies: RM 25,000-60,000

• Large multinational research firms: RM 50,000-150,000+

What’s included:

• Methodology design

• Questionnaire development

• Fieldwork management

• Comprehensive analysis

• Strategic recommendations

• Stakeholder presentations

Timeline: 6-12 weeks (traditional), 4-6 weeks (agencies using modern platforms)

Best for: Complex methodologies, C-suite presentations, global benchmark comparisons.

4. Pricing by Research Type

1. Brand Health Tracking

Regular measurement of brand awareness, perception, and consideration.

Cost-saving tip: Commit to annual tracking for 15-25% discounts. Some platforms offer credit rollover between waves.

2. Concept Testing

Testing product concepts, packaging designs, or advertising ideas.

Note: Cost per concept decreases as you test more concepts in a single study. Testing 4 concepts costs less than 4x testing 1 concept.

Question count: 10-15 questions per concept is typically sufficient for clear direction. You don’t need 25+ questions per concept unless doing deep-dive analysis.

3. Customer Satisfaction (CSAT/NPS)

4. Usage & Attitude Studies

5. Market Sizing & Segmentation

5. How to Choose the Right Option

1. Choose DIY/Platform When:

• You have internal research capability
• Budget is under RM 15,000
• Speed is critical (need results in days)
• Running multiple quick studies
• Simple, straightforward research objectives

2. Choose Managed Service When:

• You want expert guidance without full outsourcing
• Budget is RM 15,000-40,000
• Need help with questionnaire design
• Want quality assurance but not full analysis
• Have some research literacy but not deep expertise

3. Choose Full-Service When:

• Complex methodology required (segmentation, conjoint, MaxDiff)
• No internal research expertise
• Results will be presented to executives/board
• Need strategic recommendations, not just data
• Budget allows RM 40,000+
• Global benchmarks or multi-country studies needed

6. What to Look for in a Research Provider

Regardless of service level, evaluate providers on:

1. Data Quality

• Panel verification processes
• Data cleaning methodology
• Completion rate guarantees
• How they handle speeders, straight-liners, and bots

Best practice: Ask providers what percentage of responses they typically remove for quality issues. Good providers remove 10-20% during cleaning. If they say “none,” that’s a red flag.

2. Pricing Transparency

• Clear per-response or project pricing
• No hidden fees
• SST clearly stated
• Scope changes handled fairly

3. Support Level

• Questionnaire review included or extra?
• Who helps if you’re stuck?
• Response time for questions

4. Technology

• Real-time data access
• Export formats (Excel, SPSS, PowerPoint)
• AI-powered analysis features
• Mobile-optimized surveys

5. Track Record

• Experience in your industry
• Malaysian market expertise
• Client references available

7. Common Pricing Mistakes to Avoid

1. Defaulting to Large Samples

Not every study needs 500+ respondents. A 200-respondent study is statistically valid for most binary decisions. Match sample size to the decision at hand.

2. Asking Too Many Questions

Every “nice to know” question adds cost and reduces data quality. Focus on “need to know” questions that directly inform decisions.

3. Over-Targeting

Requiring five demographic quotas when two would suffice increases costs significantly. Use quotas only for variables you’ll actually analyze.

4. Ignoring Platform Options

Teams sometimes default to full-service agencies when a managed platform would deliver equivalent results at 40-60% lower cost.

5. Not Budgeting for Analysis

Raw data without analysis is often useless. Budget for either internal analysis time or provider analysis services.

8. Timelines: How Long Does Research Take?

What affects timeline:

• Questionnaire approval cycles (often the biggest delay

• Translation requirements

• Niche audience recruitment

• Analysis complexity

• Stakeholder review rounds

9. Malaysia-Specific Considerations

1. Language Requirements

Most Malaysian consumer research requires at least Bahasa Malaysia and English. Budget RM 500-2,500 per language for translation, depending on quality level needed.

2. Ethnic Quotas

Nationally representative studies typically require quotas for Malay, Chinese, Indian, and Other populations. This adds 10-20% to base costs but ensures valid insights.

3. Regional Coverage

Peninsular Malaysia is well-covered by most panels. East Malaysia (Sabah, Sarawak) coverage varies by provider and may require longer fieldwork or higher incentives.

4. Festive Periods

Avoid launching fieldwork during major holidays (Hari Raya, Chinese New Year, Deepavali). Response rates drop and timelines extend.

Frequently Asked Questions

About This Guide

This pricing guide was developed using project data from Vase.ai, one of Southeast Asia’s largest consumer research platforms, combined with industry benchmarks and publicly available pricing from other providers.

Vase.ai offers both DIY platform access (from RM 5,000 in credits) and managed research services across Malaysia, Singapore, Indonesia, Thailand, Philippines, and Vietnam. With access to 3.6 million verified respondents and AI-powered analysis, they serve companies from startups to enterprises like Carsome, Coca-Cola, and Unilever.

For a personalized quote based on your specific research needs, most providers including Vase.ai offer free consultations.

Last updated: February 2026. Prices are indicative and subject to change. All prices exclude 8% SST unless otherwise noted.