GfK Mystery Shopping
The GfK Mystery Shopper Field Force
GfK Mystery Shopping has access to over 50,000 shoppers, built to be representative of the U.S. adult population. Profile information on each shopper is collected and used to select the most suitable individual for each survey. A record of each shopper’s assignments is stored in our database to allow our allocation system to rotate shoppers according to the suggested specification.
Shopper Recruitment, Training and Support
GfK Mystery Shopping system employs a number of training and monitoring procedures that allow us to offer the highest quality shoppers to our customers:
| Initial Screening |
All applicants are screened for suitability.
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| General Training |
All shoppers go through a comprehensive on-line training program, covering the basics of mystery shopping and shopper integrity. Once complete, the applicant must score 100% on a test before being considered for shops.
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| Selection |
Shoppers are selected for each shop based on their profile, shop history and proximity to shop. We believe that using ‘local’ shoppers is key to ensuring credible and reliable shops.
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| Scenario Specific Training |
GfK Mystery Shopping trains each shopper on each scenario at the point of the shop assignment. This means that shoppers receive focused training materials in a timely fashion—as always a 100% score is required before a shopper can complete the shop.
If a shopper conducts 3 different shops for one client they may receive 3 different training programs—each designed to prepare the shopper for the specific scenario they are undertaking.
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| Support |
GfK Mystery Shopping offers both a "helpmail" and "helpline" system for shoppers, if they have a problem they can always contact someone.
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Once they have undertaken a shop and returned their questionnaire, mystery shoppers are rated on each questionnaire, based on accuracy and completeness of the information provided. Regular feedback is provided to shoppers on the quality of their work and on specific areas in which they need to improve.
On-line training
We have extensive experience and skills in this area and our shoppers are familiar with on-line training. While most of our training consists of approximately 15-20 pages and takes about 20 minutes, our longest is more than 50 pages and takes over one hour to complete.
Some of the advantages of on-line training are:
| Consistency |
All shoppers go through exactly the same training program.
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| Customization |
Specific training sessions are developed for each client.
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| Interaction |
Using the Internet the training can be interactive, using both text and visuals.
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| Flexibility |
Shoppers can receive ‘alert e-mails’ if requirements change and can be asked to take refresher courses each time they do a shop.
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| Cost |
There is no additional cost associated with developing an on-line training course.
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GfK Mystery Shopping will occasionally conduct briefings by telephone and/or in person.
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