Methodologies for Local and Global Mystery Shopping

//Methodologies for Local and Global Mystery Shopping
Methodologies for Local and Global Mystery Shopping 2017-04-07T00:22:34+00:00

Methodologies for Local and Global Mystery Shopping

Mystery Shopping

I. SIS Methodologies for Local and Global Mystery Shopping

During the past 30 years, SIS International Research has used the following mystery shopping methods:

  • Observational [at the retail level]
  • Point of purchase surveys
  • Mystery Shopping – telephone surveys
  • Shop-Alongs
  • Online surveys
  • Telephone mobile surveys
  • Website mystery shopping
Method Advantages Disadvantages
Observational [at the retail level] Can capture a wide range of pricing, positioning, service Costly and time consuming
Point of Purchase Can obtain correct price points and shelf positioning Cost of purchase of the product
Mystery Shopping – Telephone Surveys Timely answers, however, large amount of hang ups Cost and reliability of the respondent
Shop Alongs [traditional and eye-tracking] Can actually experience the customer purchase experience Time consuming and costly
Online Surveys Can actually experience the customer purchase experience Time consuming and costly
Telephone Mobile Surveys Convenient for the mystery shopper Unstructured compared to observational surveys
Website Mystery Shopping The company website is now the retail store; gives insights into the offerings, pricing Lacks real product observations

II. SIS Scoring System

During the past 30 years, SIS has developed our proprietary scoring system based on our experience. For each project, SIS develops a scale which is relevant to the products, per the criteria below:

SIS Scoring

From these scales, SIS has developed a benchmarking system to benchmark the product vis-à-vis other competitive products per the method below. It is our philosophy that competitive intelligence is an integral part of mystery shopping.  As a result, we apply advanced analytics to the data to deliver a competitive brand benchmarking analysis, per our model below.

SIS Benchmarking System for Competitive Products

Example of SIS Benchmarking Index for Bacardi vis-a-vis Competitors

Competitive Brands Input from SIS Scoring System Input from SIS Conjoint Analysis SIS Benchmarking Index
Brand Ai 8 9 8.5
Brand B 7 9 8
Brand C 8 6 7
Brand D 4 7 5.5
Brand E 6 4 5
Brand F 8 7 7.5

III. SIS Reporting System and Depth of Analysis Offered

A. SIS Applied Statistical Analysis to our Reporting System

1. Multivariate Analysis

Will deliver the statistical significance of the data

Multivariate Data Analysis refers to any statistical technique used to analyze data. This essentially models reality for each situation, product, or decision. Our multivariate capabilities give our clients the ability to obtain a clear picture of what is going on and make intelligent decisions.

2. Discrete Choice – SPSS Power Model

Will deliver the product/price/service trade off factors

3. Discriminant Analysis/Kano Model

Will deliver the dimension of customer satisfaction to the data, e.g. Exciters, Satisfiers, Dissatisfiers, Indifference

The Kano Model is a powerful tool that helps us to assess the role of new product features and predict how they will migrate with time. The inferred importance of an attribute is determined by testing the effect of the variable against a dependent variable, for example ‘overall satisfaction’ or ‘likelihood of repeat purchase’.

Based on the results of the Kano analysis it is possible to develop a weighting scheme. This can be used to group product features in categories like ‘must have’ or ‘nice to have.’

A great advantage of the Kano Model is that results can easily be visualized to create a critical path or map of strategic directions of the product.

SIS-Kano-model

B. Depth of Analysis

An example report will have the following Table of Contents:

Executive Summary

Key Findings
— Data Collection
— Statistical Analysis
— Competitive Benchmarking Analysis

Applied Statistical Analysis

Conclusions

Recommendations