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Mystery Shopper

  • Description

    • Mystery Shopper entails observing the behavior of the consumer or salesperson at the point of sale without being identified. In addition to non-identified observation, an interview may be conducted later with the consumer to understand the reasons for specific choices, the criteria used and shopping and consumption habits. This observation may take place either in the natural environment, by means of simulation of a point of sale at a central location or via Internet, with either quantitative or qualitative measures.


  • Research Objective
    • To identify shopper behavior at the moment of purchase, to observe the process at the point of sale
    • To investigate their reasons for choosing products and brands and using this to draw up the shopper profile
    • To understand what influence the store layout (planogram) and the point of sale materials exercise on the purchase decision, with the objective of attracting the shoppers’ attention and making the shopping process more agreeable
    • Extend understanding of shopping behavior with interviews, exploring the reasons behind determined behaviors, factors that help or hinder the process at the moment; what attracts or distances the shopper from a determined product or brand and what could be modified to increase shopper satisfaction with the purchase

  • Measures Tested
    • Influence of the Point of Sale material at the moment of purchase
    • Facilities or difficulties in store layout and organization of the products
    • Shopping route, the consumer’s steps from entering to leaving the store
    • Effectiveness of the purchase, relationship between the number of customers who look at the shelves and those who effectively buy the product, understanding the reasons for buying/not buying
    • Effectiveness of promotions, demonstrations and technical consultants in the store
    • Critical factors in the purchase decision: pack, brand, price, promotion and position
    • Evaluation of sales team
    • Evaluation of payment negotiation and credit process

  • Data Collection Technique
    • Observation of shopper behavior in a laboratory with a shelf simulating the products being tested, followed by interview. This technique is used mainly to test innovations that are not yet in the market
    • Consumers observed on a random basis, with or without a follow-on interview
    • Accompanied shopping in malls, stores, supermarkets or other sales outlets
    • Personal Interviews

  • Stimuli

    • Products displayed on shelves; point of sale material; promotional material


  • Minimum Recommended Sample

    • 20 Observations of Behavior; 200 Personal Interviews


  • Duration

    • 6 to 8 weeks