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Mystery Shopping
Mystery shopping or Mystery Consumer is a tool used by market
research companies to measure quality of retail service or gather
specific information about products and services. Mystery shoppers
posing as normal customers perform specific tasks such as purchasing
a product, asking questions, registering complaints or behaving in a
certain way and then provide detailed reports or feedback about
their experiences.
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Mystery shopping began in the 1940s as a way to measure employee
integrity. Tools used for mystery shopping assessments range from
simple questionnaires to complete audio and video recordings. Many
mystery shopping companies are completely administered through the
Internet, allowing potential mystery shoppers to use the Internet to
register for participation, find mystery shopping jobs and receive
payment.
The most common venues where mystery shopping is used are retail
stores, movie theaters, restaurants, fast food chains, banks, gas
stations, car dealerships, apartments and health clubs, as well as
health care facilities. In the UK, mystery shopping is increasingly
used to provide feedback on customer services provided by local
authorities and other non-profit organizations, such as housing
associations and churches.
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