2011 Article Market Research in the Hospitality Industry: Mystery Shoppers, the Ultimate Customer Feedback by Kelly Truelove, CEO Integrity Consultants. Integrity Consultants is a Mystery Shopping and Market Research Service Provider; Member of the Better Business Bureau (BBB), Mystery Shopping Providers Association (MSPA), National Association for Retail Marketing Services (NARMS), and International Association of Service Evaluators (IASE). Please visit Integrity Consultants on Facebook at: http://www.facebook.com/integrity.consultants and Market Research Pros at: http://www.facebook.com/groups/MarketResearchPros/ for available jobs, informative articles, discussion and networking with mystery shoppers, service providers, and other industry professionals. Visit Integrity Consultants online at: www.integrityconsultants.us and on Twitter @IntegrityConMRP or LinkedIn at: http://www.linkedin.com/in/ktrueloveintegrityconsultants and http://www.linkedin.com/company/integrity-consultants Integrity Consultants is a Mystery Shopping and Market Research Service Provider; Member of the Better Business Bureau (BBB), National Association for Retail Marketing Services (NARMS), and International Association of Service Evaluators (IASE). Network with Integrity Consultants on Facebook at: http://www.facebook.com/integrity.consultants/ or on Twitter @IntegrityConMRP

1. Market Research in the Hospitality Industry: Mystery Shoppers, the Ultimate
Customer Feedback
Every time we participate in a focus group, opinion poll, telephone audit, or online survey, send a rebate
card with comments by postal mail, or fill out a comment card at a restaurant, we are participating in
market research. Mystery shopping is one of the most widely used market research tools used to
evaluate customer service, quality, compliance, brand perception, marketing campaigns, and other
aspects of business. This is most widely observed in the hospitality industry. Almost every hotelier and
restaurant, whether fine dining or fast food, utilizes a mystery shopping program.
A good mystery shopping program will be individualized and tailored to the client’s particular needs and
focus. It will also include as much measurable data as possible, as the ultimate goal of these programs is
a comprehensive report, a multi-use tool that the client can then utilize to compare locations, strengths,
and areas of concern at a glance. The client can then use the information in the report to implement
change where necessary, refine training techniques, and develop reward programs. More often than
not, the goal of a mystery shopping program is not to focus on what is wrong, but what is right. The
program for a restaurant, for example, will involve the evaluation of the location, employees,
management, menu items, promotions, and advertising campaigns. Where a fast food shop might focus
more on the length of time spent in the drive-thru, number of napkins provided, and the consistency of
menu items and pricing among locations, a fine dining shop will be more inclusive. Generally, reports of
this nature will be divided into sections and include numbered questions. Most of these questionnaire
items will have a scored, “Yes, No, or N/A.” response, while others are given a numerical rating. Most
importantly, however, are the narratives. When writing a narrative for a particular section, the mystery
shopper will give a step-by-step accounting of events pertaining to that section while using the
questionnaire for that particular section as a guide. Usually, the questionnaire items contain the
minimum amount of information required for that section and focuses on the items the client is most
interested in, while the narrative gives a more detailed and clarified picture of the events that took place
and provides an explanation whenever points are lost.
A typical fine dining mystery shop will focus on a number of factors, usually beginning with a telephone
call to the location. During this call, a reservation is made, or a question is asked, normally about hours
of operation or directions to the location. This allows the mystery shopper to assess the employee and
provide an opportunity to demonstrate knowledge. Upon arrival, the mystery shopper will evaluate both
interior and exterior surfaces, including parking lots, walkways, entrances, and host stands. The mystery
shopper will take note of the host’s attire and the ambiance, including music and lighting levels, while
waiting in line or to be acknowledged. Also noted, is the ease in which the reservation was located, wait
times, and greetings. On the way to the table, the mystery shopper will take note of the space between
tables, obstacles in the walkways, and the pace at which he or she was escorted to the table. Once at
the table, the place settings, menus, and condition of the furnishings and decor in the dining area are
observed. Most clients prefer to know at this point how long it took for a server to approach the table
and how long it was before a beverage other than water was offered. With each employee encountered,
the mystery shopper is taking note of attire, body language, greetings, closings, behavior, and the
confidence in which information is provided. With most fine dining establishments, a strict dress code or
uniform is in place, sometimes dependent upon the time of day. The mystery shopper will report
whether or not the attire was appropriate or included additional accessories.

2. Once approached by a server, the mystery shopper is noting whether or not wine service was offered, if
specials are presented, and if specific beverages, appetizers, or starters are suggested. During the meal,
the time between courses is noted, as is the compliance of special requests and cooking instructions.
Also noted, are the activities of support staff in surrounding areas. It is important for the client to know
whether or not staff was unobtrusive and efficient in the removal of dishes and refilling of beverages, or
if the hostess was chewing gum, and the wait staff was conversing in the corner. The mystery shopper
will also take note of table resets once guests have departed and evaluate the restroom.
The visibility of management staff is also reported, noting whether or not management is driving the
operation and how observed disputes or complaints are handled. In addition to the interactions
between management and guests, those between management and staff are also noteworthy. Last, but
certainly not least, the mystery shopper will give a review of food items, rating quality, presentation,
temperature, value, flavor, and texture. This often includes a numerical rating in addition to the
narrative. Common questionnaire items include whether or not the service or food was comparable to
similar locations, if the mystery shopper would return, and if the food or beverage item met with menu
or server description. Occasionally, suggestions for improvement are included. This is not a
commonality, however, because the role of the mystery shopper is to report objective, measurable data,
not to form opinions.
It is important to note that the essence of a mystery shopper is anonymity and objectivity. The mystery
shopper is you, or I, or any consumer in any location, standing in any line, or patronizing any business in
the world. The mystery shopper is an invaluable market research tool, because he or she is, in effect, a
customer, a perfect customer, one telling business owners all of the things that they wish their everyday
clientele would tell them.
A good mystery shopper understands the responsibility of this role, that the ability to accurately report
this data is imperative due to the impact that this information may have on a business or employee.
Mystery shopping reports can bring about a change in hours of operation, promotions and advertising,
or menu items, but more importantly, every report may have an effect on best practices, Standard
Operating Procedures (SOP), regulations, and even effect jobs as decisions are made about particular
employees or the location as a whole. These reports may play a large role in a client’s decision to close a
location, make a staff change, or update training programs. When choosing a Mystery Shopping
Provider, make sure that you choose one that focuses on this responsibility.
In today’s economy, consumers have less to spend and are choosing wisely about where they spend it.
Mystery shopping can help you assure quality, prevent loss, and increase profitability, ensuring that they
choose to spend their hard-earned dollars with you.