Mystery Shopping goes hand in hand with market research. Market research as it applies to mystery shopping is defined as the examination of the whims and behavioral preferences of consumers and how these preferences affect business.
Mystery shopping reports offer comprehensive information on how consumers are reacting to different marketing campaigns, store designs, promotions, etc. Mystery shoppers are essentially the connector between consumers and business. They provide the client the ability to see the interaction through the “Customers Eyes”. In reporting their experiences they help businesses understand how efficiently they are presenting themselves and their products to customers. Mystery shoppers thus, are an important market research tool and often spark changes from businesses when reports reflect negatively on a specific aspect of the customer-business relationship.