Mystery shopping
Everything on the subject, across sectors and markets.
11 articles
A retail mystery shopping checklist that is worth running
Most retail checklists measure the door greeting and stop. The criteria that predict a sale sit further in — approach…
What retail networks actually get from a mystery shopping programme
The first finding is rarely a low average. It is a wide spread between branches of the same brand on the same scorecard…
Evaluating an airline journey end to end
An airline's service is a chain of handoffs between separately managed teams. Measuring one link tells you very little…
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 to recognise a mystery shopping scam
Every scam in this industry has the same shape: you are asked to handle money. No legitimate assignment ever requires…
How a mystery shopping programme actually runs
Scoping, scorecard design, recruitment, fieldwork, quality assurance, reporting. Seven or eight weeks from a signed…
What schools learn from shopping their own admissions process
A school's intake is decided by parents who visited three schools and chose one. Almost no school knows how its own…
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…
Hospitality: why the recovery scenario is the criterion that matters
Every stay we evaluate includes one request that cannot be met exactly as asked. What happens next separates a luxury…
Salon and spa mystery shopping: the consultation is the product
In a salon the transaction is a haircut and the product is a consultation. Programmes that score the result rather than…
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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