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At Central Force, we don't just complete projects; we craft success stories. With a proven track record of 3211 completed projects and a team of highly skilled professionals, we leverage our deep reservoir of expertise to transform your goals into tangible results. Partner with us, and let's make magic happen together.

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Each interview is more than just a conversation; it's an exploration, a journey into understanding. Meeting countless individuals, gaining invaluable insights, and accumulating a wealth of data – our experience is your advantage!



Explore the depths of qualitative data, unraveling intricate topics, emotions, and a myriad of diverse experiences. Our mission goes beyond discussions; we passionately explore topics and generate hypotheses, shaping the forefront of market research innovation. Join us as we navigate the captivating landscape of qualitative insights, where every discussion is a gateway to unraveling the nuances of consumer perceptions and preferences. 



Celebrating 28 years of market research mastery! Despite being a small team, our mighty brains are packed with professionalism, extensive expertise, and invaluable experiences. We've navigated the dynamic landscape of market research, turning challenges into triumphs and insights into innovations. Join us on this journey where every project is a testament to our unwavering commitment to excellence.

Our Values



We are ethical in our approach, ensuring transparency and honesty in all our dealings. 



We deliver quality in our work, striving for excellence in every project we undertake.

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We care about our clients, our team and the communities we serve.

Our Story

From humble beginnings in 1996 with a team of 5, Central Force has grown into a leading research fieldwork supplier with over 250 staff comprising of 50 permanent and 200 part-time staff.


We operate two state-of-the-art call centers equipped with up to 80 CATI stations for efficient data collection.

Our expertise in both qualitative and quantitative research methods has made us a trusted partner for clients across various sectors: consumer, public, and private. We have a proven track record of delivering high-quality, consistent data for major market research companies, advertisers, marketers, and government agencies worldwide.

Central Force offers a comprehensive range of data collection services, including:

  • CATI (Computer-Assisted Telephone Interviewing)

  • CAPI (Computer-Assisted Personal Interviewing)

  • In-Depth Interviews

  • Focus Groups

  • Ethnography

  • Diary Studies

  • Assisted Shopping

  • Mystery Shopping

Our Motto

We believe in the power of collaboration, fostering a dynamic environment where diverse perspectives come together to drive innovation and generate insightful solutions. We are dreamers, thinkers and doers, united by the motto "Dare to Dream." Here, aspirations transform into reality through collective action, where every member plays a vital role in our success.

Recognized for Excellence: Memberships in Leading Market Research Associations

At Central Force, we believe in delivering the highest quality market research services while upholding the strictest ethical and professional standards. Our commitment to excellence is reflected in our memberships with prestigious organizations like ESOMAR, GALLUP International Association, Market Research Society Malaysia (MRSM), and the Mystery Shopping Professionals Association.

By adhering to the rigorous guidelines set forth by these leading associations, we ensure our research practices are:

  • Data-Driven: We base our insights on robust data collection and analysis.

  • Transparent: We maintain complete transparency in our research methodologies.

  • Ethical: We prioritize the privacy and well-being of all research participants.

  • Reliable: We deliver accurate and actionable insights you can trust.

This dedication to ethical and professional research practices allows us to provide our clients with valuable data that informs strategic decision-making and drives business success.

The Force is Strong with These Ones: Our Team

CF Clients & Partners: A Collaborative Force

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