Mystery shopping or a mystery consumer is a tool used externally by market research companies or watchdog organizations or internally by companies themselves to measure quality of service or compliance to regulation, or to gather specific information about products and services. The mystery consumer's specific identity is generally not known by the establishment being evaluated. Mystery shoppers perform specific tasks such as purchasing a product, asking questions, registering complaints or behaving in a certain way, and then provide detailed reports or feedback about their experiences.
Mystery shopping was standard practice by the early 1940s as a way to measure employee integrity. Tools used for mystery shopping assessments range from simple questionnaires to complete audio and video recordings. Mystery shopping can be used in any industry, with the most common venues being retail stores, hotels, movie theaters, restaurants, fast food chains, banks, gas stations, car dealerships, apartments, health clubs and health care facilities. Since 2010, mystery shopping has become abundant in the medical tourism industry, with healthcare providers and medical facilities using the tool to assess and improve the customer service experience. In the UK mystery shopping is increasingly used to provide feedback on customer services provided by local authorities, and other non-profit organizations such as housing associations and churches.
Read more about Mystery Shopping: Methodology, Statistics, Ethics
Famous quotes containing the words mystery and/or shopping:
“The butterfly’s attractiveness derives not only from colors and symmetry: deeper motives contribute to it. We would not think them so beautiful if they did not fly, or if they flew straight and briskly like bees, or if they stung, or above all if they did not enact the perturbing mystery of metamorphosis: the latter assumes in our eyes the value of a badly decoded message, a symbol, a sign.”
—Primo Levi (1919–1987)
“The new shopping malls make possible the synthesis of all consumer activities, not least of which are shopping, flirting with objects, idle wandering, and all the permutations of these.”
—Jean Baudrillard (b. 1929)