1. Interview Participants

Megumi Kashimura (Marketing Communications / PR, Zig-Zag Co., Ltd.)
Formerly at a research firm, now handles both PR and VOC (Voice of Customer) research at Zig-Zag. Oversees everything from research planning to data analysis and dissemination, promoting the use of first-hand data in supporting cross-border e-commerce.

Soji Nagano (CEO, Koeeru Inc.)
Leads Koeeru, which supports marketing strategies through VOC data.

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2. About Zig-Zag

Nagano: First, could you tell us about Zig-Zag’s business?

Kashimura: Zig-Zag operates under the mission of “Making Excitement Around the World the Norm.” Through our service WorldShopping BIZ, we help Japanese e-commerce businesses easily deliver products to 228 countries and regions.

Nagano: It’s impressive that even after going public, you’re still centered on listening to real user feedback.

Kashimura: Yes, we believe that visualizing authentic overseas customer voices—something secondary data can’t fully capture—greatly increases the success rate for our clients. We’re not just a logistics company; we also aim to support cross-border market understanding and strategic development by using first-hand insights.

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3. Zig-Zag’s Commitment to VOC

Nagano: Gathering first-hand data is valuable, but it’s also time-consuming and costly. Few companies manage to use it consistently. What makes it possible for Zig-Zag?

Kashimura: Zig-Zag is able to do this because we have what I call the “three pillars” that support our VOC usage.

▲ The 3 Pillars of Zig-Zag’s VOC Strategy

1. Top Management Commitment
Our leadership understands that high-quality first-hand data is crucial to cross-border success. They emphasize the importance of uncovering “real needs” that secondary sources can’t reveal. The message is clear: “Collecting that data on behalf of our clients is part of Zig-Zag’s mission.”

2. In-House Research Expertise
With a background in research, I can handle everything from survey design to analysis and reporting. Also, several executives excel at interpreting and communicating data, helping embed its value across the company.

3. Internalized Research Processes
By integrating our own CRM with Koeeru’s global research platform, we can manage the full cycle—from recruiting real cross-border e-commerce users to analysis and reporting—all in-house.

Nagano: So it’s mindset, people, and process working together. That makes total sense.

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4. Qualitative VOC Data

Nagano: How do you collect qualitative data?

Kashimura: We conduct regular 30–60 minute interviews with our cross-border customers. All of it—design, analysis, reporting—is done internally by our bilingual staff.

Nagano: That’s impressive. How do you apply the insights?

Kashimura: For example, many users worry about shipping: “Will it arrive?”, “Is porch delivery safe?”, “The package was crushed.” Based on this feedback, we’ve improved repackaging and reinforced protection against damage.

Nagano: Truly a case of “turning voices into action.”

Kashimura: Exactly. We even hear things like, “The packaging was beautiful—I was moved!” This kind of feedback leads to repeat purchases and is shared internally and with our partners.

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5. Quantitative VOC Data

Nagano: You also work with quantitative data, right?

Kashimura: Yes. Qualitative data tends to reflect current fans, so we also need to understand the broader market—including those who haven’t used cross-border e-commerce yet.

Nagano: I heard you tried in-house surveys at first?

Kashimura: We did—Google Forms distributed via social media. But we faced issues:

• Low response rates
• Hard to balance gender/age quotas
• Data reliability was questionable

Nagano: How did you end up working with Koeeru?

Kashimura: We were looking for a provider capable of multi-country surveys. We reached out to several firms, but Koeeru stood out based on these four criteria:

✅ 1. Proven Global Research Track Record

Experience and expertise in multi-country research were essential. Cultural and logistical differences need to be understood for smooth execution.

✅ 2. Semi-Self-Service with Expert Support

We handle much of the survey work ourselves but need expert support for:

• Questionnaire design and wording
• Optimal distribution methods
• Data cleaning and validation

✅ 3. Good UI/UX for Respondents

A smooth experience for respondents is vital. We’ve seen how bad interfaces cause drop-off—small buttons, accidental multiple selections, or skipping questions.

✅ 4. Trustworthy Sample Sources

It’s crucial to know who is responding. Data we share externally must come from verified sources.

Kashimura: Koeeru met all these conditions. It was a no-brainer for us.

Nagano: That means a lot. Your strong internal research capability is what makes this co-creation model work so well.

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6. Practical Applications

Kashimura: We now run annual trend surveys titled the “Cross-Border EC & Web Inbound Report,” targeting seven countries including the US, Taiwan, Singapore, Hong Kong, Malaysia, China, and South Korea.

Nagano: You also run theme-based studies?

Kashimura: Yes, like our study on “information gathering from trip planning to post-travel,” comparing Japan, China, and the US. Including Japanese consumers helps highlight overseas differences.

Nagano: And the research is spreading internally too?

Kashimura: Yes. Recently, even our social media team started using insights to better target markets like Taiwan.

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7. Evaluation of Koeeru

Nagano: What’s your honest evaluation of Koeeru’s services?

Kashimura: We’ve been working with Koeeru for over four years now. What stands out most is their flexibility and speed.

Even when we need to add a new country or need help framing questions, they always respond quickly and helpfully. We conduct research in-house, but Koeeru is truly a “reliable partner”—not just a vendor.

Nagano: We’re honored. The value of global research grows because of forward-thinking partners like you.

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8. Looking Ahead

Nagano: Lastly, what are your future goals?

Kashimura: In an era where big data is readily accessible, it’s more important than ever to know with confidence what users actually think, rather than guessing. We want to support businesses entering cross-border e-commerce by sharing the value and excitement of research.

Nagano: Thank you so much for your time today!

Kashimura: Thank you, too!