Understanding Mystery ShoppingMystery Shopping is a research technique that is used widely to uncover consumer perceptions. By having shoppers walk through the process of service delivery, companies can effectively identify points of failure and bring standards up to their targets and improve their performance relative to their competition.
Applications for Mystery ShoppingMystery shopping is most often thought of as a retail experience, where the word "shopping" is the activity taking place, for example, in a supermarket, clothing store, pharmacy, hotel, or restaurant. However mystery shopping is also extensively employed in assessing ethics in physician behavior, compliance with government regulations, or performance of non-profits.
How Mystery Shopping WorksCompanies provide a list of research goals that get translated into a checklist of what the mystery shopper is to look for. The mystery shopper then poses as a customer and walks through the process as a real customer would, in order to rate the level of service delivery or compliance with target standards.
Mystery Shopping Goes MobileWe are in the middle of a global communications revolution driven by mobile devices. Virtually every demographic group worldwide has embraced mobile services. Mystery shopping researchers now have huge new opportunities to get feedback as it occurs in real time by using applications designed to collect data in the moment.
ShopTalk™ – Taking Mystery Shopping to the Next LevelShopTalk™ is the latest tool for Mystery Shopping. It is a form of self-administered mobile ethnographic research that lets researchers collect user-generated content through mobile diaries. Researchers can now get instant feedback from mystery shoppers, when the experiences are still fresh in their minds. ShopTalk™ is easy to use and generates significantly richer data than simple mobile surveys, while also completely eliminating the need for paper.
Ease of Use with Any DeviceShopTalk™ can be used with any cell phone or mobile device, and even with land lines. Respondents need to press only one number on their mobile device to start recording their thoughts or impressions as they go about their activities. Plus, with ShopTalk™ respondents can easily upload text, photos, videos and documents.
Valuable Audio in the MomentObtaining in-the-moment feedback gives your insight into the mystery shopper's real experiences as they are happening. Plus with audio recording, you are gaining the added element of emotional context and rich detail that truly describes what is taking place. You get insights while your shoppers are in the real world, from wherever they may be at the moment.
Rich Data and Richer ReportsShopper recordings go into our data base where they are sorted by shopper, event, time and date. You can listen to these at any time. We take those recordings and produce an end product which delivers text and sentiment analysis translated into a report. Data can be additionally enhanced with infographic images that get the findings across visually, instead of just in spreadsheets.
Leaders in Mobile ResearchCivicom is a leader in global market research tools. We provide audio services in almost every country on the globe, enabling your mystery shopping study to take place in multiple international locations simultaneously, or even just in the U.S. Our research tools enable your mystery shoppers to use their own smart phone or feature phone to get your job completed successfully.
Launching Your ProjectOur team of mobile research specialists is here to help you design your mystery shopping study using our tools. We will be with you through every step of the way in moving your mystery shopping to mobile devices. Our data collection and data analytics resources will transform your ability to determine what is going on in the real world for your clients. Get in touch today to get started!