Mystery shopping
How mystery shopping actually works: designing a scorecard, briefing shoppers, running fieldwork, and reading what comes back. Written for the people who commission programmes rather than for search engines.
4 articles
What mystery shopping measures, and what it cannot
A mystery shop is a controlled observation, not an opinion survey. Understanding the difference is what separates a…
How a mystery shopping programme actually runs
Scoping, scorecard design, recruitment, fieldwork, quality assurance, reporting. Seven or eight weeks from a signed…
Is mystery shopping legal in Qatar and the Gulf?
Yes — a mystery shopper is a customer making a genuine transaction. What needs care is the evidence: recording…
Planning a mystery shopping programme: the decisions that matter
Sample size, frequency, daypart coverage and reporting units are settled before fieldwork or they are settled badly. A…
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