Mystery shopping

Common card · No. 456818

Mystery shopping is a market research method in which a researcher poses as a customer, prospect or user to observe and report on the quality of a sales, service, compliance or customer-experience process, or on job performance. It may be used to assess a company’s own operations, competitors’ operations, or market practices more broadly. The Market Research Society adds that mystery shopping "differs from other research techniques in that the evaluator does not declare his/her presence and the participant is unaware at the time of the interaction that it is in any way different from a normal customer contact." A mystery shopper, or secret shopper, mirrors common buyer behaviors to test the quality of the habits deemed important to a specific brand or industry. Mystery shoppers, who often operate as independent contractors or gig workers, submit detailed reports and feedback about their experiences.

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