In today's competitive business landscape, market research is essential for making informed decisions, especially when it comes to understanding what customer wants. For Metrix Research, a firm that stands out with its flagship research, the Customer Satisfaction Study, helping businesses in Malaysia of all sizes is part of their clarion call.

Founded in 2003 by Abdul Razak Manaf and Rozina Mat Rawi, Metrix Research is a Malaysian company with a clear mission: to help clients win. For more than two decades, Metrix has been steadily building a reputation for delivering research-backed insights that drive smarter business decisions, all while staying grounded in its values.

"We have never set out to be the biggest, but to be the most dependable market research firm. What drives us is seeing our clients succeed with the right insights at the right time. That’s where we find our purpose," said Metrix Research co-founder Abdul Razak Manaf.

The Metrix Way: Personal, Practical, Precise

Metrix co-founder Rozina conducting a client workshop on March 2024

Metrix provides insightful, customised research services to help businesses grow through stronger customer relationships and data-driven marketing strategies. With expertise in market research, stakeholder engagement, and brand health analysis, Metrix arms clients with the clarity needed to move forward with confidence.

Their customised models — developed in-house through years of experience and client collaboration — are adapted specifically for the Malaysian market. A few such research models developed are the following:

Customer Satisfaction Models
- Introductory Model
- Customised Model
Stakeholder Satisfaction Model
Brand Health Model

"We didn’t just borrow models from elsewhere and hope they would work here. We built our own customised models and modify & adapt to clients’ unique needs accordingly. This is done by being grounded in local realities, with client feedback, and ongoing learning. That is what makes them effective," said Metrix Research co-founder Rozina Mat Rawi.

Metrix believes that every business challenge is unique. They begin with conversations, not assumptions — understanding the root of a problem, identifying the job to be done, and designing research that fits the client’s exact needs and expectations.

“We believe on continuous improvement. This mindset allows us to develop and improve our research processes and systems with the aim of providing faster, better, and cheaper services to out clients, driven by our credo ‘There Must be a Better Way”. Said Abdul Razak.

This approach is rigorous and disciplined. Their team is meticulous in separating facts from assumptions and focuses not just on answering questions, but on asking the right ones.

The team believes in doing the right things right.

"There is a discipline in doing things the right way, even when no one is watching. Sometimes that means going deeper, asking harder questions, or challenging a client’s assumptions — respectfully, of course. But it’s always about doing right for their benefits," said Abdul Razak.

Competing with the Best

Mr. Abdul Razak leading an inhouse training programme in Port Dickson during the year 2021

Metrix doesn't claim to be the best. But what sets them apart is that they try harder. That mindset has led to long-standing partnerships with some of the nation’s most respected organisations:

20-year collaboration with a Japanese Market Research firm
10-year relationship with a State Government agency
8+ years with subsidiaries of government-linked companies
Ongoing partnerships with oil & gas companies and property developers

"We've always felt a little under the radar. But we do the work. We don’t crave for limelight. But we deliver. And now, more and more, people are starting to take notice of us, and we are thankful for that," said Rozina.

Approachable, Honest, Human

As a fully independent, locally-grown business, Metrix takes pride in having developed its own business system — complete with proprietary tools, research models, and operational processes. Everything is designed with practical value in mind and aligned with the nuances of the Malaysian market.

They keep pace with the latest in business operations, marketing, HR, and research methodologies, ensuring their models remain current, effective, and adaptable.

"Our clients respect that we’ve done the hard work to build something local and lasting. We’re not chasing trends — we’re setting standards that make sense here," said Abdul Razak.

At Metrix, relationships come first. Their team is known for being down-to-earth, responsive, and always ready to answer tough questions. They believe that trust is built through openness and that strong partnerships are what truly drive business outcomes.

"We see ourselves as partners, not just service providers. If our clients succeed, we succeed. That is how we measure impact," said Rozina.

Nation-Building Through Insights

Metrix Research’s extended field team at a project site on April 2025

For Metrix, success isn’t just about business growth — it’s about contributing to the broader success of Malaysia. By helping local companies make smarter decisions, they believe they are playing their part in building a more competitive, resilient economy for the nation.

"We don’t need to be flashy to make a difference. These small efforts — done consistently and with heart — will build something meaningful," said Abdul Razak.

Metrix Research is no longer just a quiet player behind the scenes. With a reputation built on hard work, humility, and real results, they’re ready to take their place among the best, not by shouting the loudest, but by delivering value where it matters most.

If your business is ready for meaningful insights and a partner that genuinely cares about your success, start a conversation with Metrix. Book a Free Consultation or Download a Free e-Book for more information.