"Free Choice" is a mystery shopper test that helps determine what is most important to the customer when purchasing a product or ordering a service when contacting your company. Often the company itself devotes time to one component, for example, the design of the location. The customer, on the other hand, pays attention to how convenient the parking lot is, for example. A "free choice" check allows you to understand what is important to the client.
On the agency's assignment, a mystery shopper contacts several companies specified in the assignment. The research usually involves 3-5 companies: the customer and 3-4 of its competitors. Please note that the mystery shopper does not know the customer. Based on the results of the visits, the secret agent makes a reasoned choice in favor of one of the companies, indicating in the checklist the criteria that have become decisive.
Definition of research objectives.
Drawing up a questionnaire.
Writing a cover story.
Identification of artifacts (video recording, photographs, audio recording, receipts).
Drawing up instructions for the visit and filling out the questionnaire.
Selection and training of mystery shoppers.
Coordination of mystery shoppers during audits.
Collecting the information obtained.
Analysis of the data received.
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