How Mystery Shopping Programs and Visits are Executed…
Before we go any further let’s discuss how a Mystery Shopping Program and Visit is executed. First, the program is set up and designed based on the guidelines and objectives of the client. The surveys are then designed and modelled into different sections with different scores. More often than not, a specific scenario is given to the shoppers (people who perform the visits) to follow. This is done to ensure that the shoppers know what to look for in an objective manner and how to report it.
There are occasions where we have to reject the survey. These are what we call what we call “Failed Visits” – visits that did not meet the criteria of the project. For example, if the visit is a purchase scenario, however, the shopper failed to make the purchase. This visit would therefore be rejected. Because if we were to accept the data, it would askew the data of the controlled variable. If you think that example is funny because well why wouldn’t you follow the scenario right? Well believe me, it happens a lot.
Projects are also set to a specified sample size (e.g. 50, 150, 1500 visits etc.) and could be on a nation, regional or global scale.
So, you can imagine the amount of data gathered from a simple Mystery Shopping Program. However, just as the example in the first paragraph, the data needs to be analyzed based on an objective approach.
What are we looking for?
What can be done with this data?
What Insights and improvements can be suggested?