Mystery Shopping

 

Commentary (level/experience of mystery shoppers, etc.) 

Since GfK Croatia conducts mystery shopping since 1999., we have developed network of mystery shoppers all over Croatia.

Currently, we have about 300 educated and experienced mystery shoppers, mostly in urban areas. If necessary, they visit places in their resident town surroundings.

Our mystery shoppers are both men and women, 20 to 50 years old, with completed at least secondary education.

If needed, we are able to recruit larger number of associates.

All mystery shoppers have the Internet access, so they are available to enter data to the on-line questionnaire.

Only after entered data is checked/controlled, GfK employee will enter data to the Client's on-line questionnaire.

Training method for mystery shoppers

Every mystery shopper, regardless of certain projects specificity, has to pass general education, which includes mystery shopping method explanation in detail, explanation and demonstration of possible mistakes in observation (training for increasing objectively observation – verification effects of subjectively factors, such as hallo effect, effect of expectations to the perception, logical mistakes, etc.) and method's ethical aspects.

Due to lots of experience in mystery shopping method usage and periodically trainings, existent mystery shoppers already have knowledge and acquirement that enable them for fast learning of specificity of certain projects.

Mystery shopper's selection is always carried out by GfK network of searchers and sometimes by public notice.

In selection process, potential applicants have to fulfill the questionnaire and make an interview with responsible person from GfK.

Mystery shopper can be disconnected from the project if explains adversely ability of observation.  

Briefings will be done with all mystery shoppers and will last for about 2-3 hours (per briefing).

Mystery shopper's education for certain projects always performs in little groups.

Typically, education includes:

a)      explanation of elements that mystery shoppers have to observe

b)      explanation of evaluation criterion, that includes quality service  standard briefing

c)      familiarizing with scenarios for visits and calls

d)      valuations exercises (played transaction and/or video/audio recordings valuations)

e)       practicing for roles of mystery shopper in specifically scenarios (playing roles)  

 Educations are always carried out by the project manager.

 

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