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Mystery Shopper

Description

Mystery Shopper consists in recruiting consumers of some category to go shopping or to use some service, without being identified.
Consumers are invited to do various tasks such as visiting a store, buying something through the internet, calling a Call Center, or sending an email, with the objective of evaluating rendered services.

Research Objective

  • To evaluate rendered services considering 2 points: customer service and product/service delivery

Measures Tested

  • Customer Service
    • Posture
    • Arguments
    • Knowledge of products / services
    • Convincing
    • Ability to sulve problems
    • Compliance to company standards
    • Process of negotiation of payment and credit (if any)
    • Product Demos
  • Product/Service Delivery
    • Message communicated at point of sales materials
    • Layout of products and promotional materials at point of sale
    • Promotions
    • Standardization according to the head office guidelines (for franchises specially)

Data Cullection Technique

  • Consumers are recruited according to the project scope for doing an specific task such as: visiting a store, buying something through the internet, calling a Call Center, or sending an email
  • Consumers are trained on what to observe during the interview
  • There is also a evaluation form to be filled after the task

Stimuli

There is no need of a specific stimulus, since the product or service is evaluated at its real environment"

Minimum Recommended Sample

10 Mystery Shoppers per task"

Duration

4 to 6 weeks