Mystery shoppers visit predetermined public places (stores, restaurants, bars, hotels, etc.) in order to assess the offered services.
Mystery shoppers pretend to be ordinary customers, but during their visit they follow specific instructions (to do with behaviour, questions asked, purchasing a particular product, etc. ). After leaving the site mystery shoppers fill in report forms and make a report concerning their impressions from the visit.
This kind of research is suitable to analyse and assess:
• the quality of service that is provided by people and organizations involved in product distribution and sales – employees, distributors, salesmen, people performing promotional activities;
• the efficiency of training programs.