Qualitative mystery shopping study

Mystery Shopper research at our company is a comprehensive and in-depth analysis of sales system effectiveness and customer experience for both our clients and, frequently, their competitors for comparative analysis.

It is an exceptionally effective and impactful method when sales are declining or failing to reach expected levels, a new product has “not landed” in the market, or traditional sales techniques have ceased to be effective.

The focus of this research is on a holistic comparison of factors and details between competitors that influence sales in a specific niche. It serves as a source of invaluable information.

What is unique about this type of research?

We cannot change competitors or buyers, but we can carefully study their interaction throughout the Customer Journey — from the initial search for information to the moment of purchase decision. This allows us to identify exactly what needs improvement to increase your sales.

Mystery shoppers for the client company only

When researching exclusively the client's company, we determine the list of branches or departments for analysis and agree on a list of employees to be checked.

The study may include an assessment of staff compliance with current regulations and sales scripts. To achieve this, we thoroughly study your internal service standards and sales algorithms, integrating them into the “mystery shopper” scenario.

Mystery shoppers for the client and competitors

How many competitors should be analyzed?

It all depends on the saturation of the market niche. We recommend focusing on the depth of analysis rather than the number of companies. It is better to study a few key players in detail and comprehensively than to superficially look at dozens. It is the quality and depth of research that provide the data upon which you can adjust your business behavior.

We recommend focusing on the analysis of 3–5 of the most relevant competitors in comparison with your company. Additionally, startups that have just entered the market or companies offering alternative solutions can be included in this list.

How do we do it?

Every research project involving mystery shoppers is unique and planned individually, based on the nature and characteristics of your business and market.

We identify the companies for research and their optimal number, create a mystery shopper profile, and calculate the required number of participants. Next, we write the check scenario and select relevant “mystery shoppers.” The data obtained is then analyzed and interpreted by a team of consultants.

Who acts as mystery shoppers and how do we select them?

Usually, we focus on people who are currently choosing this product or planning a purchase in the near future. If it is important for the research to evaluate the usage experience (post-purchase), we involve those who have already purchased the product or used the service.

We recommend involving various representatives of the target audience (gender, age, income level, occupation, consumer practices, motivation) with different consumer experiences (novice, regular, or advanced).

For in-depth analysis, business consultants are involved in the mystery shopping process alongside regular participants. Acting as “mystery shoppers” based on their own expertise, they conduct debriefings (detailed interviews) with other participants.

This allows for a full-picture view and correct interpretation of data, leading to a deeper understanding of buyer motivation and the details of their experience.

Quite often, the “Mystery Shopper” methodology is used in combination with competitive environment research, desk research, and strategic marketing projects.