He is a person used by companies, market research or watchdog organizations to gather information about particular products and services. Also called a secret shopper, he goes to an outlet, a shop or a theatre and poses as a customer. He buys a product and interacts with the staff without arousing suspicion.
Later he fills in a questionnaire giving details of his shopping experience to the company that has hired him. The assessment is also given in the form of audio and video recordings.
Besides the product check, the speed of service, the manner of the staff in dealing with the customer and the maintenance of the premises are ascertained from the feedback of the shopper. Sometimes the company owners use mystery shoppers for internal checks.
The concept of mystery shopping is common in many Western countries especially in the medical and healthcare industry. Mystery shoppers go as undercover or ‘faux patients’ to gauge the quality of service in hospitals.
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