Market research
and insights

About us

A small team with big capabilities.

Basic Insight is a full-service market research company established in 2014, providing research in both digital and traditional formats across Malaysia and Singapore. We deliver data-driven, actionable analytics to help you understand your market.

Two colleagues talking outside an office tower

Our story

From tech consulting to market research.

Started as a technology consulting company in 2005, before diversifying into market research in 2014.

A small but very technical, lean team.
Read the full story

Compared to traditional research agencies, BASIC started off as a technology consulting company before diversifying into general market research services in 2014.

As part of the BASIC Group, we bring everyday value to our clients through high-performance digital transformation, backed by more than eighty years of combined leadership experience across research, technology and finance.

With the future bringing more changes, especially in the digital space, we are looking forward to solid, sustainable growth, continuing to bridge the gap between technology and traditional research.

  1. 2005 BASIC Group founded as a technology consulting company
  2. 2014 Basic Insight Sdn Bhd incorporated — entering market research
  3. 2015 Expanded Singapore presence with Basicmeta Pte Ltd
  4. Today Serving clients across FMCG, Healthcare, Government, Tech, and Media sectors

Why choose us

What sets us apart.

Tech-forward

Started as a technology consulting company, so digital transformation is in our DNA.

Fresh respondents

We recruit through events, grassroots networks and digital channels, not tired panels.

Malaysia & Singapore

Dual presence across both markets, with deep local knowledge and regional reach.

Quality first

Rigorous fieldwork management and quality control at every stage of research.

Blended methods

Digital targeting combined with on-the-ground validation for richer, more authentic data.

Lean & disciplined

A small, financially disciplined team delivering big results without unnecessary overhead.

Our people

Engineers and researchers, in one senior team.

A small, financially disciplined leadership team with more than eighty years of combined experience across research, technology and finance.

Board of Directors

Wan

Non-Independent Executive Director

Wan

Non-Independent Executive Director

Co-founder of the BASIC Group since 2005 and of Basic Insight in 2014, and principal of the group. More than 25 years in technology across finance, publishing and advertising, spanning lead engineering, system architecture and programme leadership.

Emily Chan

Non-Independent Executive Director, Chief Operating Officer

Emily Chan

Non-Independent Executive Director, Chief Operating Officer

Founder of Basic Insight, with fifteen years in research operations. Previously Head of Global Operations, Malaysia at a global measurement and data company, and Senior Research Services Executive at a research consultancy.

Senior Management Team

Jun Liow

Chief Executive Officer

Jun Liow

Chief Executive Officer

Fifteen years in research and data consultancy across Malaysia and Australia. Previously Shopper Insights Senior Client Lead at a global customer data science company, and Senior Research Manager at a research agency in Brisbane.

Emily Chan

Non-Independent Executive Director, Chief Operating Officer

Emily Chan

Non-Independent Executive Director, Chief Operating Officer

Founder of Basic Insight, with fifteen years in research operations. Previously Head of Global Operations, Malaysia at a global measurement and data company, and Senior Research Services Executive at a research consultancy.

Choong Hong Cheng

Chief Technology Officer

Choong Hong Cheng

Chief Technology Officer

More than 25 years in software engineering across backend, frontend, mobile and DevOps. Accountable for the survey platform, data pipelines and dashboard delivery.

Fiona Ong

Chief Financial Officer

Fiona Ong

Chief Financial Officer

A certified practising accountant with more than fifteen years in audit, accounting and financial management. Previously Finance Manager at a consumer electronics brand in Malaysia, and Senior Auditor at a Big Four accounting firm.

Diana Lee

Group Marketing Manager

Diana Lee

Group Marketing Manager

A marketing and communications career spanning radio, public relations, social media and digital marketing, including roles at Astro Malaysia, Tencent (WeChat Malaysia) and Scholastic. Diana joined Basic Insight in September 2026 as Group Marketing Manager. Diana holds an MSc in Business Psychology from Heriot-Watt University and a Bachelor's degree in Psychology from HELP University.

Principal Consultants

Jun Liow

Chief Executive Officer, Basic Insight

Jun Liow

Chief Executive Officer, Basic Insight

Fifteen years in research and data consultancy across Malaysia and Australia. Previously Shopper Insights Senior Client Lead at a global customer data science company, and Senior Research Manager at a research agency in Brisbane.

John Wong

Group Principal Advisor

John Wong

Group Principal Advisor

Over 30 years of commercial, finance and strategy leadership across Asia-Pacific, including senior roles at Kimberly-Clark APAC, PepsiCo APAC, Deloitte Consulting Southeast Asia and Heineken (Guinness Anchor Berhad). A Chartered Accountant (MIA Malaysia), CPA (Australia) and Certified Financial Planner with an MBA, John specialises in revenue growth management, corporate strategy and large-scale business transformation.

Wan

Group Principal Consultant

Wan

Group Principal Consultant

Co-founder of the BASIC Group since 2005 and of Basic Insight in 2014, and principal of the group. More than 25 years in technology across finance, publishing and advertising, spanning lead engineering, system architecture and programme leadership.

Kang Choon Hong

Data Science / Quantitative Analyst

Kang Choon Hong

Data Science / Quantitative Analyst

Studying for a Bachelor of Business Analytics (Honours) at HELP University. Choon Hong works with SQL, Python and R for data manipulation and visualisation, and builds dashboards in Tableau and Power BI. Has supported Basic Insight's survey projects with data entry, validation and cleaning in QPSMR and Excel.

Joa

Principal Consultant, Basic Insight

Joa

Principal Consultant, Basic Insight

Joa is an insights professional with a psychology degree from HELP University and close to a decade in consumer research at GfK, Nielsen and Rakuten Insight. She has designed and led qualitative and quantitative studies for brands across Malaysia, Thailand and the wider APAC region, and turned the findings into business and market-entry strategy. She later applied that understanding of human behaviour to people analytics, leading employee measurement for a global energy company.

The BASIC Group

Group of companies.

Malaysia

Basic Insight Sdn Bhd

201401007622 (1083700-P)

Full-service market research firm offering research services in both digital and traditional formats. Specializing in management consultancy, market research, and feasibility studies.

Singapore

Basicmeta Pte Ltd

201512933N

International consultancy for digital and market research businesses based in Singapore. Runs research.my, AI research tools for agencies and enterprises. Visit basicmeta.com

Malaysia

Basicmeta Sdn Bhd

202001028355 (1384675-A)

Web development firm focusing on enterprise, financial, and government sectors. Also runs CloudMeta, which manages our servers in Cyberjaya. Part of the BASICMeta group.

Let’s work together.

Ready to explore how our research capabilities can support your business goals?

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