The Marketing Information Blog

Market research in the hospitality industry: Mystery Shopper, end-user evaluation

Each time a group discussion, survey, monitoring telephone or online survey, send a discount card with comments by mail, or fill out a comment card in a restaurant, participate in market research. Mystery Shopping is one of the most widely used research instruments used to assess market customer service, quality, respect, loyalty and other issues. It is widely observed in the hospitality industry. Most hotels and restaurant, where fast food restaurants, use a mystery shopping program.

A good mystery shopping program will be individualized and tailored to specific customer needs and focus. There will also be as much as possible quantifiable data as the ultimate goal of these programs is a complete and versatile tool that customers can use to compare locations, strengths and interest areas out. The client can use the information contained in the report to implement the change, if necessary, improve training techniques, and develop programs rewards. In most cases, the goal of a mystery shopping program is not to focus on what is wrong, but what is right. The program for a restaurant, for example, involve the assessment of the situation, employees, management, menu items, promotions and advertising campaigns. If a food store could concentrate more on quick time spent in the service of driving, the number of towels and menu items and prices of consistency between sites, a gourmet shop will be more inclusive. In general, reports of this nature will be divided into numbered sections and include questions. Most of these items have a marked questionnaire: "Yes, No or NA" response, while others are given a numerical score. More important, however, are the stories. When writing a story for a particular section, the buyer will give an account step by step, the events related to this article through the questionnaire this category specific guidance. Generally, items of the questionnaire containing the minimum amount of information required for this section, while the story takes an event more detailed and precise that took place and give an explanation when the points are lost.

A beautiful typical grocery store will focus on mystery of a number of factors, usually beginning with a phone call to the site. During this call, a reserve, or a question is asked, usually during the hours of operation or directions to the place. This allows the client mystery to evaluate the employee and the opportunity to demonstrate their knowledge. On arrival, the buyer will evaluate both internal and surface exterior, including parking lots, sidewalks, driveways, and is at home. The mystery shopper to take note of the clothes host and the environment, including music and lighting levels, while the tails or be recognized. Also noted is the ease with which the reservation is found, the waiting time, and greetings. On the road to the table, the mystery shopper can see the space between the tables, the obstacles in the corridors, and the speed at which he was escorted to the table. Once at the table, cutlery, menus, and the state of furniture and decoration of the room are observed. Most customers want to know this stage how long it took for a server to approach table and the time that was before another drink that water was available. Each employee has complied with the mystery shopper is to take note of body language, dress, greetings, closures behavior and trust that the information is provided. For example, it is important to note that if the hostess was chewing gum, or the wait staff I was talking in a corner. With the best restaurants, a strict dress code or uniform is in place, sometimes depends on the time of day. Mystery Shopper report whether the equipment was appropriate or included accessories. Once in contact with a server, the buyer is taking note of wine or service offered, special cases are presented, and whether specific beverages, snacks and starters are suggested. During dinner, the time between prices should be taken into account, as is respect for special requests and instructions cooking. They are also the activities of support staff around. It is important to know whether the staff was discreet and efficient in the removal of plates and refill drinks. The buyer also take note of the table is restored once the guests are gone and evaluate the toilet. The visibility of personnel management also reported. It is important whether management is managing the operation and how disputes or claims are processed. Besides the interaction between management and guests, who between management and staff are also remarkable. Last but not least, the buyer will hold a food review, staff quality, presentation, temperature, texture, taste and value. This often includes a numerical rating, as well as narrative. questionnaire items common to include or not the service or food was comparable to similar places, if the mystery shopper would be back, and if the Food and drinks menu and found no description of the server. From time to when, suggestions for improvement are included. This is not a community, however, because the role of the mystery shopper is to report objective, measurable, and not to form opionions.

It is important to note that the essence of a mystery shopper is the anonymity and objectivity. The mystery shopper you or me or any customer from any where. The client mysterious is a valuable tool for market research, because he or she is, in fact, one of the clients. A good mystery shopper this includes responsibility paper, the ability to accurately report data is essential. Mystery Shopping reports may cause a change in hours of service, promotions and advertising, or elements menu. More importantly, however, a good provider of Mystery Shopping is aware that each report can have an effect on the best practices, standard operating procedures (SOPs), regulations, and even jobs. These reports can play an important role in the decision of a customer to close a place, make a change staff, or update training programs. By selecting a mystery shopping provider, be sure to choose one that focuses on this responsibility.

With rapid improvement of new technologies "SampleSecure> network providers, you can be assured of BMA with this degree of responsibility and accountability accounts. In the cost, saving you 5% or more in the Mystery Shopping, Merchandising, Demo and Event Services "> Retex member, you have access to the line SampleSecure command and program management system, winner of the 2009 Fast launch of new technology better prize. Your Membership also RETEX allows you to receive the Mystery Shopping, Merchandising, Demo and Services Cost of the event, you can save 5% or more in its marketing support Retail services budget. In today's economy, consumers have to spend less and have the ability to choose where they go. Mystery shopping can help ensure quality, avoid losses and increase profitability by ensuring that their choice to spend your hard earned dollars with you.

About the Author

Written by Kelly Truelove, President of Integrity Consultants, a Mystery Shopping and Market Research Service Provider, and Developer of Market Research Pros, an accessible free resource in four online locations for market research professionals and retailers seeking to efficiently utilize these services.

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