In today’s episode, we explore the evolving role of market research to see what happens when artificial intelligence intersects with human insight. With fast-changing consumer behaviour and an overwhelming flow of data, timely and culturally grounded research has never been more critical for decision-makers. Joining us is See Toh Wai Yu, CEO of Central Force, a Malaysian-based research intelligence firm. We discuss how businesses can avoid the common pitfall of building in isolation, especially startups, and why misreading your market is more than just a data problem.