Mystery Shopping

What is this method about?

A field-based research method that provides detailed insights into customer experience by having “mystery” researchers perform a set of specified tasks—such as purchasing a product, lodging a complaint or questioning technical support staff—and then provide reports and feedback about their experiences. To ensure a realistic customer experience, the mystery researchers’ identities and purpose are not known by the individuals and groups being evaluated.

Why use it

This method allows researchers to unobtrusively measure the quality of services and gather information about products in real-life scenarios. It can also help organizations identify staff training needs and assist in the development of suitable employee training programs.

When should I use it?

Whenever there is a desire to evaluate and view services and products from the customer’s perspective. It can be particularly useful when there’s a need to validate a pattern of customer complaints about services. Mystery shopping can be used in any industry, but it is typically used to evaluate customer experience in places like retail stores, hotels, fast food chains, banks, gas stations, local authorities, and healthcare facilities.

What you get

The organization will gain detailed insights about the current state of their customer experience. The organization will gain insights into the current effectiveness of staff in meeting customer needs and expectations. Researchers will generate detailed reports containing in-depth insights and real-life examples of how customers interact with the brand, product or service and the experience they are likely to encounter when doing so. Results of the research will be used to shape future efforts to improve the customer experience, and staff training if necessary.

At a glance

• Time: Short
• Effort: Medium
• Cost: Medium

Materials

• Internal or external researcher
• Video cameras, audio recorders may be needed in some types of mystery shopping
• Notepad
• Pen/pencil
• Reporting software such as Word and Excel

Who is involved

• Partners/Researchers as mystery shoppers
• Customers (to observe)