Mystery shopping is a research method that involves assessing the quality of consumer service with the help of specialists acting as dummy consumers (buyers, clients, etc.).
The essence of the method comes down to the fact that a specially trained agent comes to the observed organization under the guise of an ordinary buyer (visitor). They evaluate and diagnose the organization based on characteristics that are significant to the researcher according to a specially developed legend. At the same time, he watches, listens and analyzes what is happening in the organization. If this is provided for in the legend, purchases a new product or service. For example, a “mystery shopper” purchases a new cellular service. After visiting the organization (using a product or service), the agent enters his assessments in a special form
(most often a questionnaire).
The “mystery shopper” method is more correctly classified as a complex (synthetic) research method. In reality, it combines elements of observation, survey and experiment. There are two basic types of the mystery shopper method. The first option assumes that the agent visits only the divisions of his own company. The second option involves visits both to divisions of your company and to direct competitors. In this case, the ratings given by the agent to his company are compared,
with similar estimates of a competitor company.
The method is especially suitable for retail chains selling high-tech products and companies providing high-tech services, including service for new products. The “mystery shopper” method is most often used in the following areas: banks, mobile operators, computer and household appliance stores, service centers for high-tech products, etc.
The network of secret shoppers of the Point Research agency covers the entire territory of Uzbekistan.