Mystery shopping is a qualitative market survey, usually focused on retail stores. The main aim is to measure the quality of services provided in stores in the most objective way. A mystery shopper is disguised as an ordinary one. Their task is to observe the behavior of workers, the service, to what extent the employees know information about the provided products. If required, they can create a scenario, for example, asking for a product you don’t offer or isn’t in the store, reclaiming purchased goods, acting aggressively, etc.
Mystery shopping can also be applied to the competition in the same way and thus learn about their strengths and weaknesses.