In mystery shopping, detailed customer assessments done by the mystery shopper can help a retailer with a long list of challenges. The qualitative data can be used to assess problems in the retail store, develop ways to address those problems and then to measure whether those remedies have succeeded.
The assessment tools used by mystery shoppers are developed by market research professionals, while the shoppers are trained in what to look for at each type of retailer. They’re given detailed information about the store, its processes and what kinds of things it may wish to measure. Mystery shoppers are taught what to ask, how to blend in as a usual customer and how to note discrepancies. This article provides a great overview of the types of services Customer Perspectives can offer its business clients.