Mystery shopping is a special data collection method outside the scope of traditional market research, in which someone ‘disguised’ as a customer or client in a previously determined situation tests the performance of the salespeople, customer service representatives and front staff of a product/service: among others their expertise, problem solving skills, flexibility and attitude towards customers.

This method can reveal problems related to the front staff’s work, which can directly or indirectly (by evoking dissatisfaction if customers) lead to decrease in turnover. It can also disclose weaknesses and areas that require improvement concerning the relationship between the company and its customers as well as strengths of competitors. Mystery shopping can be carried out in order to test the company’s personnel and to assess the sales and customer service system of competitors.

In personal, telephone or online mystery shopping interviewers disguised as customers simulate a previously defined situation and afterwards they fill out a standard questionnaire, in which they record their experiences. The results of the survey – given a sufficient case number of mystery shopping – may provide numerical data and by focus group discussions with mystery shoppers the commissioner can obtain further information on the subject.

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