Mun Wai Soo

Mun Wai brings over 20 years of hands-on experience in the Malaysian market research industry, with deep expertise across both Qualitative and Quantitative methodologies. She is formally trained in both disciplines and excels in designing Customized Research solutions tailored to diverse business challenges.

Her experience spans multiple industries, with a strong specialization in the Automotive sector. She has managed and executed various regional and local research programs—including complex studies such as Car Clinics—for both local and international automotive clients. During her time with boutique agencies, she also played a key role in expanding and growing the automotive research business by leveraging her strong industry network.

As a seasoned local moderator, Mun Wai is proficient in conducting IDIs and moderating FGDs in all three major Malaysian languages, across both B2B and B2C audiences. Her career includes experience in large multinational agencies as well as small and mid-size boutique firms, giving her a well-rounded perspective on different research environments.

Beyond consumer insights, Mun Wai has conducted Public Policy research for Singapore government organizations and expanded her expertise into Shopper Insights, helping clients understand shopper behavior and translate transactional data into actionable category strategies.

Passionate about the research craft, Mun Wai strongly believes that solid sampling design is the foundation for delivering accurate, reliable, and representative insights.

Diploma in Advertising and Marketing, Institute Advertising Communication Training (IACT) | 2000

Bachelors in Mass Communication, INTI | 1998