Mystery Shopper Reports
Information when you need it




Execs looking at Shadow Shopper Mystery Shopping Reporting System
  • Objective/Text questions. In this context objective refers to the FORMAT of the question. In other words, you pick a response from a selection, rather than writing a text answer.

  • Objective/Subjective questions. In this context it means whether the answer sought is factual (objective) or an opinion (subjective).


  • How many people were in the queue? There is only one right answer : 5.

  • How much did the coffee cost? There is only one right answer: $5.

Questionnaire customers drinking coffee
  • Was the coffee expensive? There is no right answer. Some people may consider $5 reasonable, others may think it expensive.

  • Was the queue very long? Again, there is no right answer. Some people may consider a queue of 5 people quite OK, while others may think it too long.

  • The FACT is that there were 5 people in the queue.

  • The OPINION was that the queue was too long.


  • Objective Questions let you know what actually happened.

  • Subjective Questions let you know what the customer thinks about it.

  • When there are more than 5 people in a queue another checkout gets opened.

  • All customers are greeted as soon as they walk in.

  • Customers are offered a free cookie with their coffee.

  • Whether the customer liked the coffee.

  • Whether the customer felt like a valued client.

  • Whether the customers would be likely to return to the business.




Staff thumbs up to mystery shopping



Execs discussing integration of mystery shopper reports

security of customer experience data

Execs talking mystery shopping methodology


  • 'Did you notice any promotions at the check out?' as a delayed question tells you whether the promotion is catching the customers' attention.

  • "Was there a promotion about chocolate teddies at the check out? ' as an 'up front' question simply tells you if it was present or not.