$~~~~$Mystery shoppers are paid consumers who are hired to shop in stores and collect data. They are sent to a wide variety of service-based businesses, including stores, restaurants, and banks—potentially anywhere customers are served. Sometimes referred to as secret shoppers, mystery shoppers 11 regular customers to purchase items, eat in restaurants, make inquiries, or return items. They grade and report on the quality of products, customer service, and environment of the stores 12 they are assigned.
$~~~~$When evaluating a business, mystery shoppers have to follow certain standard procedures to avoid 13 . They are often given a checklist that provides directions on what to observe or look out for to ensure consistency. Sometimes these shoppers collect data about their “normal” observations, such as cleanliness of the store or timeliness of the service. They may also pretend to be 14 customers, arguing with a salesperson without a good reason. With the data they collect, mystery shoppers can identify areas for 15 and thereby help enhance the quality of products and services. In this way, these secret shoppers may help a business gain a competitive edge.