Hoed Mystery Shopper

Mystery Shopping is a tool used to measure quality of service, or to gather specific information about products and services. The mystery consumer’s (Evaluator) specific identity and purpose are generally not known by the establishment being evaluated.

Evaluators perform specific tasks such as purchasing a product, asking questions, registering complaints or behaving in a certain way. They then provide detailed reports or feedback about their experiences.

Using strict requirements, rules, and guidelines, Hoed’s evaluators carry out a crafted customer route which tests KPI’s and KRA’s of the business under evaluation. Experience results are then submitted into carefully designed survey questionnaires which ‘score’ the visit and integrate the results into high level reportable documents, available online. Each programme is tailor made to suit each clients’ needs.

When customer service is the core of your business, you need to deliver the highest possible standard. However, knowing where your team excels, and where they need additional training, is not straightforward. With regular mystery shopping you can ensure your team are representing your business well and treating your customers to outstanding service.


To find out more, please contact the Hoed team to discuss your business requirements.


There are a variety of other services offered by Hoed Research, see below for examples:

  • Location Assessments (FTF) – covert face-to-face surveys
  • Audit & Compliance Checks – overt or covert assessments
  • Notified Assessments – overt measure of training success
  • Consumer Insights – product sales evaluation
  • Customer roleplay – for training purposes
  • BTB Insights – instore offering / promotional monies well spent
  • Merchandising – instore displays and merchandising
  • Telephone Surveys – customer experience
  • Web / Email Surveys – ease of use / response
  • Online Purchase – ease of use through to payment & delivery
  • Click & Collect – online purchase and store collection
  • Exit Interviews – visiting customer feedback
  • Net Promoter Score (NPS) – brand health check
  • BTB – Customer Experience Surveys – online via dashboard
  • Price Integrity – own or competitor pricing
  • Video Surveys – use of hidden video camera with audio
  • Audio Surveys – use of hidden audio recorders
  • Customer / Consumer roleplay – assist with training modules
  • Competitor Comparison Surveys – measuring the competition
  • Reveal Surveys – reveals for promotional purposes
  • Employee Satisfaction – direct feedback
  • Health & Safety – measuring compliance
  • Post Induction Surveys – measuring on-boarding success
  • Franchise Compliance Surveys – meeting required standards
  • Parallel Importing Surveys – illegal / copy product sales
  • Liquor, Tobacco & Gambling Compliance – standards & age restrictions
  • Loss Prevention Surveys – shrinkage appraisal
  • Best Shop Surveys – single brand or group competition
  • Real-time Customer Feedback – using Vigil Immediate

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