"Mystery shopper" using a qualitative method

This type of research aims to study a small number of companies (objects), usually from 5 to 12, and allows for a wide and deep study and comparison of the studied objects on all the features significant for the project from the customer experience side.

For the mystery shopper, a legend and image of the consumer are developed (for example: age, gender, income level, lifestyle, consumer practices, level of awareness in the subject of research, etc.), on the basis of which appropriate performers are selected.

One or several mystery shoppers can participate in the project.

Who can act as mystery shoppers:

• real people, typical consumers;
• auditors, auditors or experts who are selected for research tasks;
• actors playing a special scenario of consumption;
• employees of our company (experienced researchers).

The studied parameters are determined for each project individually, and the most popular are:

• convenience and clarity of the site when viewing it from different devices (PC, smartphone);
• preferences declared by the researched (on the website, during personal communication);
• assortment of basic and related services;
• communication with consultants (on the website, in social networks, in messengers, by phone);
• receiving commercial offers, presentation materials;
• negotiations (clarification, questions and answers, possible use of compromising practices and observation of reactions and solution options);
• personal meetings (office, showroom, sales locations);
• the speed of working with potential customers (for example: from an application to a call, from a call to an offer, etc.);
• competence of consultants and possibly other specialists;
• literacy (both written and oral);
• quality of service (politeness, friendliness, contact, ability to listen to the client);
• possibility to make a purchase, monitor the registration process, delivery, packaging, return procedure.