Mystery investigations are a relatively new market-research tool. Depending on the given situation, the terms ’mystery visiting’ (e.g. in a restaurant or hotel), ’mystery shopping’ (e.g. in a store or bank) or ’mystery calling’ (in the case of a large corporate switchboard or a telesales company) are used. These investigations are aimed at checking on and if necessary optimising service quality.

Common to all three procedures is that specially prepared test persons adopt a role based on certain sales or contact situations and observe the ensuing procedures. An overall report is then produced based on their case-by-case findings.

When conducting this type of investigation we adhere carefully to the guidelines laid down by our industry association ESOMAR. These stipulate that test conversations should not be electronically recorded without the consent of the interlocutor and that individuals who have been tested are not identifiable in the final report.