Article by Patrick Fiorenza, RMS Director of Research Analytics –
Two of the research methodologies that RMS often uses are Mystery Shopping and Shop-A-Longs. These are two very effective research methodologies, and when done right, can help brands best understand customer experiences and behaviors.
When you hear the term “mystery shopping,” it doesn’t always mean in a retail setting. For example, one application is to use Mystery Shopping to test internal processes and protocols. We might call a help desk and “pretend” to have an issue, testing how processes work and if protocols are followed.
Shop-A-Longs are when an RMS employee joins a customer and based on the project, moves through the store with the customer, taking notes and mostly “shadowing” the shopping experience. It is likely that the customer will be asked some follow up questions at the end of the Shop-A-Long. We may want to test how long it takes them to find a product, the questions they asked staff, how many items they purchased – the options are infinite, which is why we work so closely with clients to understand their needs for the project.
These practices are slightly different, but do have similar key items to consider:
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Is this the right methodology?
Mystery Shopping and Shop-A-Longs may not always be the right strategy. Be very clear on your purpose and goals. Both are great strategies to simulate a real-world experience or watch how an event unfolds. But there are many ways to collect data that can give you the insights you need. RMS can help you figure out the right methodology for your project: one that is both the most efficient data collection method, and also the most cost effective.
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What data do you already have?
Sometimes organizations have more data than they know what to do with. We might be able to take existing data and analyze information in new ways. For example, you might be able to set up different tests within a store, testing locations of products, placement of signage, and whether or not these changes impact the sales of certain items. Some of this data might also be available from previous testing and we can help you use existing information in new ways.
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What is the key insight you want to learn?
You need to have a clear “why?” of the project. If the purpose is murky or “scope creep” starts to set in, your findings and actionable items may suffer. Be very focused with Mystery Shopping and testing projects.
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Have a clear protocol to follow.
There are many reasons why this is so important – but the one to highlight is consistency. If you have multiple individuals working on the Mystery Shopping/Shop-A-Longs, they need to collect data consistently. A clear protocol also suggests you’ve spent significant time engaged in the research set up, which is always a good sign you’re heading toward a valuable research initiative.
Mystery Shopping and Shop-A-Longs can be effective tools. They are very similar to intercept work and can help you gather important insights about consumer behaviors and influencers.
RELATIONAL RMS BLOGS:
Unlocking the Power of Intercept Surveying: A Game-Changer in Market Research
Outlining the Research Process: An Overview of Our Approach
4 Benefits of Mixed-Mode Market Research
About the Author – Patrick Fiorenza
Patrick brings years of market research experience to the RMS Research Analytics team. His preliminary focus encompasses designing, implementing, gathering, and analyzing results from proven research methods created to obtain credible data to help guide decision-making across a variety of industries.
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About RMS
Research & Marketing Strategies, Inc. (RMS) is a full-service market research firm in Central New York. Formed in 2002, RMS helps organizations that are looking to know more about their customers and/or potential customers. We conduct surveys, focus groups, mystery shopping, studies, and analyses. Each project is customized and gets personal attention so that actionable, data-driven findings are delivered. RMS has a reputation for getting results. We offer an independent, professional means to conduct telephone, on-line, and mail surveying, as well as in-depth interviews, intercept interviews, and participant recruitment. We also host discussion groups through QualiSight, our onsite call center and focus group facility. We have a proven reputation for successfully recruiting and moderating focus groups, community forums, and town meetings.
