An introduction to mystery shopping

May 2006

What are the principles and methods of mystery shopping research?
What skills are required in this vs. traditional market research methods?
How can it be used to drive improvements?
What should I bear in mind when thinking of using mystery shopping research or working in this field?

Jane Edwards (Managing Director of Mystery Customer Research at Research International) was the guest speaker, answering these questions. She has 17 years' market research experience, most of which has been in running long-term continuous tracking studies, including mystery shopping projects in the UK, Greece and the Czech and Slovak Republics.

Jane was joined by a clientside researcher to explain how they use the information in a constructive and actionable way inside their organisation.

Download Jane's presentation (PDF 823KB, PDF Help)

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