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.
| Research Type |
Sample Size | DIY/Platform | Managed Service | Full-Service Agency |
| Quick poll/validation | 100-200 | RM 2,000-5,000 | RM 5,000-10,000 | RM 15,000-25,000 |
| Standard consumer survey | 300-400 | RM 5,000-12,000 | RM 12,000-20,000 | RM 25,000-40,000 |
| Brand health tracking | 400-600 | RM 15,000-25,000 | RM 25,000-40,000 | RM 50,000-80,000 |
| Concept testing (2-4 concepts) | 300-400 | RM 12,000-20,000 | RM 20,000-35,000 | RM 40,000-60,000 |
| Segmentation study | 600-1,000 | RM 25,000-40,000 | RM 40,000-60,000 | RM 80,000-150,000 |
Prices exclude 8% SST. Actual costs vary based on targeting complexity, questionnaire length, and additional services.
Five factors drive pricing across all providers in Malaysia:
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.
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.
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)
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
Common add-ons that affect total cost:
| Service | Typical Cost Range |
| Questionnaire design/review | RM 500-3,000 |
| Translation (per language) | RM 500-2,500 |
| Advanced analysis (segmentation, conjoint) | RM 3,000-10,000 |
| PowerPoint report | RM 3,000-8,000 |
| Executive presentation | RM 2,000-5,000 |
| Data cleaning (if not included) | RM 1,000-3,000 |
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.
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.
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.
Regular measurement of brand awareness, perception, and consideration.
| Component | DIY Platform | Managed Service | Full-Service |
| Per wave (400-500 respondents) | RM 15,000-25,000 | RM 25,000-40,000 | RM 50,000-80,000 |
| Annual (4 waves) | RM 50,000-80,000 | RM 80,000-140,000 | RM 180,000-300,000 |
Cost-saving tip: Commit to annual tracking for 15-25% discounts. Some platforms offer credit rollover between waves.
Testing product concepts, packaging designs, or advertising ideas.
| Scope | DIY Platform | Managed Service | Full-Service |
| 2-4 concepts, basic metrics | RM 12,000-20,000 | RM 20,000-35,000 | RM 40,000-60,000 |
| 5-8 concepts, detailed analysis | RM 25,000-40,000 | RM 40,000-60,000 | RM 70,000-100,000 |
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.
| Scope | DIY Platform | Managed Service | Full-Service |
| Basic CSAT (200-300 customers) | RM 3,000-8,000 | RM 8,000-15,000 | RM 20,000-30,000 |
| Comprehensive with drivers | RM 8,000-15,000 | RM 15,000-25,000 | RM 30,000-50,000 |
| Scope | DIY Platform | Managed Service | Full-Service |
| Single category | RM 10,000-20,000 | RM 20,000-35,000 | RM 40,000-70,000 |
| Multi-category | RM 20,000-40,000 | RM 40,000-60,000 | RM 70,000-120,000 |
| Scope | DIY Platform | Managed Service | Full-Service |
| Basic sizing | RM 15,000-30,000 | RM 30,000-50,000 | RM 60,000-100,000 |
| Full segmentation | RM 30,000-50,000 | RM 50,000-80,000 | RM 100,000-150,000 |
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.
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.
Every “nice to know” question adds cost and reduces data quality. Focus on “need to know” questions that directly inform decisions.
Requiring five demographic quotas when two would suffice increases costs significantly. Use quotas only for variables you’ll actually analyze.
Teams sometimes default to full-service agencies when a managed platform would deliver equivalent results at 40-60% lower cost.
Raw data without analysis is often useless. Budget for either internal analysis time or provider analysis services.
| Approach | Typical Timeline |
| DIY platform | 2-5 days (data collection only) |
| Managed service | 2-4 weeks (brief to report) |
| Modern full-service (with tech) | 4-6 weeks |
| Traditional full-service | 8-12 weeks |
What affects timeline:
Questionnaire approval cycles (often the biggest delay
Translation requirements
Niche audience recruitment
Analysis complexity
Stakeholder review rounds
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.
Nationally representative studies typically require quotas for Malay, Chinese, Indian, and Other populations. This adds 10-20% to base costs but ensures valid insights.
Peninsular Malaysia is well-covered by most panels. East Malaysia (Sabah, Sarawak) coverage varies by provider and may require longer fieldwork or higher incentives.
Avoid launching fieldwork during major holidays (Hari Raya, Chinese New Year, Deepavali). Response rates drop and timelines extend.
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.