Companies have constantly relied on market research to understand their target audience. However, the pandemic has seen a huge change habits, such as people taking less showers to supporting more local businesses and shopping sustainability. A report by Vase.ai, a company that deals with market research and industry insights, found that with the new normal came a whole new generation of consumers with newfound habits, concerns and needs. This has caused all past data before the pandemic to become useless.



Image Credit: Lukas | Pexels

Companies have constantly relied on market research to understand their target audience. However, the pandemic has seen a huge change habits, such as people taking less showers to supporting more local businesses and shopping sustainability. A report by Vase.ai, a company that deals with market research and industry insights, found that with the new normal came a whole new generation of consumers with newfound habits, concerns and needs. This has <a href="https://www.theregister.com/2020/06/23/covid19_pandemic_means_data_from/" target="_blank">caused all past data before the pandemic to become useless</a>.

Image Credit: Lukas | Pexels

Helping you navigate the ever-changing universe of business, from headlines to the bottom line

Helping you navigate the ever-changing universe of business, from headlines to the bottom line

Enterprise Explores

Pre-Pandemic Data is Pretty Much Invalid Now

77% of Malaysians rely on private cars, significantly higher than the 54% global average, and our appetite for future car-related tech is massive. Thomas Tan of Ipsos Malaysia joins the show to unpack why 61% of Malaysians would feel safer in a self-driving car and how "first-mile/last-mile" friction is keeping public transport usage at a stagnant 14%. We also explore the shift from "nationality bias" to "value-driven" buying and why your next car might come from a tech giant rather than a traditional automaker.

77% of Malaysians rely on private cars, significantly higher than the 54% global average, and our appetite for future car-related tech is massive. Thomas Tan of Ipsos Malaysia joins the show to unpack why 61% of Malaysians would feel safer in a self-driving car and how "first-mile/last-mile" friction is keeping public transport usage at a stagnant 14%. We also explore the shift from "nationality bias" to "value-driven" buying and why your next car might come from a tech giant rather than a traditional automaker.

State of Malaysia’s Car Reliance

Is your app growth real or is it just a vanity metric? As user journeys stretch across devices and platforms, businesses are struggling to track what actually drives value. Mathew Raju, Senior Customer Success Manager at Adjust, joins us to break down why installs no longer tell the full story, and what it takes to build a single source of truth in a fragmented, AI-driven landscape.

We discuss:



The “Growth Illusion”: Why rising installs and engagement numbers can still hide weak business outcomes.


The Measurement Gap: How fragmented data across platforms is quietly distorting marketing decisions.


The Cross-Device Blind Spot: Why last-click attribution no longer reflects how users actually convert.


AI’s Hidden Risk: How poor data foundations can lead to faster, but worse, decision-making.


The Metrics That Matter: Why leading players are shifting focus to LTV, retention, and ROAS over installs.

Is your app growth real or is it just a vanity metric? As user journeys stretch across devices and platforms, businesses are struggling to track what actually drives value. Mathew Raju, Senior Customer Success Manager at Adjust, joins us to break down why installs no longer tell the full story, and what it takes to build a single source of truth in a fragmented, AI-driven landscape.We discuss: <ul><li>The “Growth Illusion”: Why rising installs and engagement numbers can still hide weak business outcomes.</li><li>The Measurement Gap: How fragmented data across platforms is quietly distorting marketing decisions.</li><li>The Cross-Device Blind Spot: Why last-click attribution no longer reflects how users actually convert.</li><li>AI’s Hidden Risk: How poor data foundations can lead to faster, but worse, decision-making.</li><li>The Metrics That Matter: Why leading players are shifting focus to LTV, retention, and ROAS over installs.</li></ul>

The Mobile App Growth Trap: Installs vs Real Value

Since January 2025, the "voluntary" era of ESG has ended for Malaysia's largest firms. Under the new IFRS mandatory standards, sustainability is no longer a PR exercise, it’s a financial reporting requirement. PwC Malaysia’s Director of Sustainability and Climate Change Farhana Jabir joins the show to break down the current readiness of Malaysia’s top 50 firms. 

We explore why a massive 96% gap remains in climate scenario analysis, the strategic risks of a 54% reliance on nature, and how the CFO’s role is evolving to meet the high bar of Reasonable Assurance by 2027.

Tune In To Find Out:


The 2027 Audit Bar: Why the move to "Reasonable Assurance" is a game-changer that will require audit-level rigor on all forward-looking climate assertions.


Strategy vs. Impact: Why firms score lowest in strategy because they focus on "impact reporting" (charity/CSR) rather than embedding climate risk into business operations.


Double Materiality: Why adopting an "inside-out" lens provides a strategic early warning system for regulation and shifting customer demand.


The 96% Resiliency Gap: Why firms struggle to translate climate data into business contexts and the hesitancy to disclose vulnerable assets.


Scope 3 Quantification: Moving beyond the "data hurdle" by using spend-based approaches to establish a supply chain baseline.


The Evolution of the CFO: Why the finance function must move from transactional efficiency to providing strategic insights on carbon taxes and climate budgeting.

Since January 2025, the "voluntary" era of ESG has ended for Malaysia's largest firms. Under the new IFRS mandatory standards, sustainability is no longer a PR exercise, it’s a financial reporting requirement. PwC Malaysia’s Director of Sustainability and Climate Change Farhana Jabir joins the show to break down the current readiness of Malaysia’s top 50 firms.&nbsp;We explore why a massive 96% gap remains in climate scenario analysis, the strategic risks of a 54% reliance on nature, and how the CFO’s role is evolving to meet the high bar of Reasonable Assurance by 2027.Tune In To Find Out:<ul><li>The 2027 Audit Bar: Why the move to "Reasonable Assurance" is a game-changer that will require audit-level rigor on all forward-looking climate assertions.</li><li>Strategy vs. Impact: Why firms score lowest in strategy because they focus on "impact reporting" (charity/CSR) rather than embedding climate risk into business operations.</li><li>Double Materiality: Why adopting an "inside-out" lens provides a strategic early warning system for regulation and shifting customer demand.</li><li>The 96% Resiliency Gap: Why firms struggle to translate climate data into business contexts and the hesitancy to disclose vulnerable assets.</li><li>Scope 3 Quantification: Moving beyond the "data hurdle" by using spend-based approaches to establish a supply chain baseline.</li><li>The Evolution of the CFO: Why the finance function must move from transactional efficiency to providing strategic insights on carbon taxes and climate budgeting.</li></ul>

Pre-Pandemic Data is Pretty Much Invalid Now

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