Secret shoppers are trained to effectively secret shop a business, allowing them to evaluate the customer service experience they go through when making a purchase. Secret shoppers provide us with a detailed report on the steps they went through to make a purchase, which is made up of various aspects involving staff, condition of the store, time between each step, etc.
A secret shopper poses as a regular customer, which lets the staff act naturally and not as though they are being watched. Marketing research by observation is effective because the way the staff are evaluated is from the customers point of view, which can’t be replicated as well if it were management conducting the secret shopping research.
