This, our third in a series of Lottery & Gaming webinars, focuses on what’s hot in mystery shopping research.
Mystery shopping as a research technique has been around for quite some time, and from a passing glance it could be said not much has changed. However, the paradigms around mystery shop and around your business have changed. Budgets are tighter, goals are higher, and the competition is much more intense. This means bringing new ideas, new tools and new techniques into the world of mystery shop.
View our on demand webinar featuring the world of mystery shop and what is has to offer when it comes to Lottery & Gaming products and services.
Following the session, we received several great questions. For everyone’s benefit, here is a summary of our Q+A.
Question #1: How long does it take to get a Microshop into field, you mentioned it was a quick tool?
Answer: A Microshop is meant to be used when a client wants a quick read with what is happening in the moment by leveraging the power of crowdsourced shoppers. We can get a Microshop into field as quickly as a few hours after the design of the shop is approved by the client.
Question #2: Do you have any experience with mystery shopping a mobile app?
Answer: We have experience from both our Global Team and locally by the Canadian Team. Our local experience was testing a quick service restaurant’s mobile app in a small targeted market in Canada. We recruited shoppers to download the new app and make purchases at the restaurants over several days so that they could build rewards. The final stage of the study was to have the shoppers redeem the rewards at the restaurants. This study allowed the client to identify technical issues with the app, knowledge gaps with their front-line staff and the need for additional training. This work was done using Microshop.
Question #3: What is the difference between “crowdsourced” and “trained” shoppers?
Answer: Our traditional mystery shop programs are fielded using trained shoppers. They are individuals who have been through an extensive training that is required to join any mystery shop panel in Canada. These shoppers are certified and continually evaluated. Our Microshop programs use crowdsourced shoppers. They are everyday Canadians who have not gone through any training, but have simply downloaded an app and are looking to earn some extra money by completing tasks through a mobile app. These individuals are provided very detailed and specific instructions to ensure that the tasks are executed properly.
Question#4: Should I use Mystery Shop instead of Customer Satisfaction/Experience research?
Answer: No. A Mystery Shop program is not a replacement for any kind of “voice of the customer” measurement or other forms of direct customer feedback research. On the other hand, “voice of the customer” and other customer feedback research are not replacements for a Mystery Shop program. In fact, these two research approaches complement each other very well. Customer feedback research gives you a perspective as to how the customer feels. Mystery Shop provides what is happening in the moment in an unbiased format. For example, customers may be complaining about the wait time at a particular location. When you ask the customers, they give you their perspectives of time. When you send shoppers into the location, they take an actual measurement of time. This could suggest that the location is adhering to time standards but the customers are not satisfied with it and therefore, it should further investigated.
Paul Lauzon, Market Strategy & Understanding, Canada
Rebecca Harris, Vice President, Mystery Shopping, Canada
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