As a general rule, it is considered that Market Research is limited to carrying out indirect studies. The latter refers to the fact that studies are carried out outside the commercial field by analysts far from the sales units of the product and service providers. However, there are direct and primary means to obtain the inputs to develop reports of findings. We are referring to Mystery Shoppers.
This technique consists of preparing a team of people who will carry out the acquisition of a certain merchandise with the purpose of obtaining a series of information that would otherwise be very difficult to find. To carry out this type of activity, a detailed questionnaire design and very thorough training of the staff are required. That is why today we list four applications of Mystery Shoppers for your brand.
Supervision. Many companies offer excellent customer service as one of their main promises of added value. To verify that the processes and quality standards are met, monitoring tasks are carried out. These include mystery shoppers who regularly and constantly visit the branches of the interested brand and test the employees. The challenge of this function is to make the analysts pass as common consumers as naturally as possible.
Compare prices. Some competitors are very jealous of their consumer price tables. In this way, researchers who simulate a purchase appear as invaluable allies for market studies. When making a purchase, the principles of commerce are followed and a series of variables can be collected that only people who acquire a satisfaction are allowed to know.
Purchase routes. It is also possible to adapt this possibility to ordinary people. This is chosen when we want to delve into all the elements that lead a consumer to make a purchase. Identifying each and every step of the process, such as the reasons for a choice and the problems they had at the end of the experience, are aspects that can be covered with this resource.
Characterize point of sale. The place where people make their purchases can be a fundamental element for the acquisitions to be made. Knowing in detail the area of user experience can also be collected from consumers who make purchases at the branches of interest. Identifying the distribution of articles, audiovisual stimuli and organization of the clients’ path are affordable inputs in this way.
Mystery Shoppers are another tool to achieve the objectives of our people knowledge projects. However, it is usually a technique that requires larger investments of resources than other indirect and secondary alternatives since it involves a greater number of personnel and steps. To this planning we must add the time and payment for the goods purchased for the purposes of the research.
At Acertiva we have more than two decades of carrying out Market Research. Among the alternatives to achieve the research goals alongside our clients is the mystery shopper. We put our experience in LATAM at your disposal so that you can get to know consumers and competitors thanks to the work of our analysts and strategic allies. Contact us today to learn how we can make your next success story a reality together.
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