What is a mystery shopper?

A mystery shopper is a person hired to go into one or more retail stores to evaluate the effectiveness of the store. Mystery shoppers are hired by market research firms, manufacturers or the retailers to complete the surveys.

Part of the premise of a mystery shopper is that the workers in the store don't realize they are being evaluated. This secrecy ensures the experience is genuine and the evaluation has integrity. Mystery shoppers often have an evaluation form to complete that addresses elements such as visual merchandising, layout, pricing and displays. They also evaluate cleanliness, customer service and overall appearance. The report is submitted to the hiring firm, and then payment is made.