Mystery Shopping in UK, US, Everywhere: Is it worthwhile?

Mystery shopping, defined in my own words, is one of the most important feedback systems used by companies to find out what works for their customers and what does not. Most companies have quality standards that need to be followed and improved as and when required, for their customers to be fully satisfied. These standards vary from company to company and encompass a wide range of physical and behavioural aspects such as store cleanliness, product display or salespersons' etiquette. My god, that sounded technical! Anyways, to know whether these standards are met and are in fact, any good, and to know it straight from the horse's mouth, a company asks few customers to help. These selected customers are called 'mystery shoppers' or agents or associates or service checkers or whatever the company wishes to call them. This bunch of smart secret customers visit the company office or store and check out various points they are asked to and then report back. More often than not, this is done in a covert manner, without disclosing that they are 'mystery' shoppers, hence the name 'mystery'.

This job of arranging for appropriate mystery shoppers, giving them instructions, collecting their results and reporting them is usually outsourced to specialist companies. I am going to refer to these as mystery shopping companies, though some may have better sounding terms for their services like customer satisfaction measurement, customer research analysis etc.

To sum it up, a mystery shopper would be hired by a mystery shopping company to do mystery shopping assignments for their end client companies. The mystery shoppers are compensated by a fee (in cash) and/or product reimbursements. So, alongwith some extra money, paid-for (actually, free is a better word:)) dinners, or movies, or clothes/accessories that you shop for are also common. Great, isn't it!

Well, that depends on few factors:

1. How old are you

Most important, in case children are reading this :), as most companies would hire you only if you are above 16 years old.

2. How free are you

You don't have to be an out of work person to do this job, though it does become easier if you are :). You can spend time after hours or on weekends, though you might need to spend some time during work hours on week days if a particular assignment requires you to. Of course, you can always opt out of such work if you cannot spare time during work hours.

3. How much do you like to be heard

You know, you have something to tell, and there are people who will listen and act... Wow! If that gives you a high, this is worth a try! Hey, that rhymed :)

4. How interested are you in a part time extra income

I am guessing most of you would be, but since no income comes without effort, its your call whether you want to put in that extra effort.

5. How observant and sincere are you

This you surely need to be, else you might miss out on some important things you need to notice while on duty..I mean as a mystery shopper :)

6. How well can you express yourself in written

This again is a required skill, as reporting is as important as observing. It may be objective or subjective or both and you need to be able to do it properly.

>> Most Definitely: Some spare time

>> Definitely: A computer and internet connection and easy access to some means of transport

>> Definitely: A bank account and/or a Paypal account and a way of filing your own income tax

>> Preferably: A digital camera or scanner (I'll tell you why later)

>> Maybe: Access to a printer

1. Google Away:

Google for mystery shopping companies in your country; 'country' because most mystery shopping companies cover huge geographical areas and need shoppers in different cities and regions. There may be some localised ones, but I have not come across many. It would be better to pick a company that operates in your country as there would be more assignments; and payment for your services would be easier for them and for you. Google search results may give you direct company websites and also ads that companies may have give in online ad listings. Its better to first target the company websites directly as this would give you an idea of what the company is all about, whether they require shoppers in your area and what their application process is.

And in case you do not already know, DO NOT ever pay for becoming a mystery shopper. The legitimate companies will let you join them for free. For UK residents, you can simply visit the websites of mystery shopping companies that I worked for; the list is given below (links are in the titles).

2. Apply and Apply:

Apply to as many companies as you can. The more, the better. More applications, more chances of being approved, more assignments, more money, simple.

You'll probably end up working for 60-70% of the companies you apply for originally. Sometimes your application maybe rejected, or you may be put in waiting
lists if they do not need shoppers just yet. Its better to keep a record of which companies you have applied for, for easier tracking.

3. Complete the Process:

Complete the application process for all companies you registered for. Most of these are simple enough and quick to do. Usually, your profile has to be completed, with contact information, hobbies/interests, details for payment (bank account or Paypal information) etc. But some companies are tougher to join. They ask you to complete a trial mystery shopping report to check whether you meet their expectations. Though most work is done via the internet, some companies may have paper work for you too which they would send by post.

4. Rinse and Repeat:

Repeat Steps 1 - 3 after every few days. You are likely to find more companies as you go along.

5. Wait:

Next, you wait. Approved applications will result in unique login information for the company websites. Most of them will have online systems for giving mystery shopping assignments and collecting the results from you. In any case, they will have some training material for you when you are approved, for you to understand how they expect you to work.

6. Be Online:

Check your email regularly. A lot of work may come your way via email. You will also need to bookmark all the websites where you have registered. Some companies will need you to search for jobs in your area via their online systems, and it mostly is on first come first served basis. You can set up a routine for checking these. As you become familiar with the kind and frequency of assignments each company gives, you will figure out how often you should check their systems. It is upto you to accept which assignment(s) you would like to do, depending on the location, the timelines and the type of work. You will just need to confirm that you will be doing the assignment during the defined period.

1. Read and Understand

How well you read and understand what is expected of you will determine to a large extent your success as a mystery shopper. Carefully go through the general mystery shopper guidelines of each company, as each may have different expectations. Also, when you get assignments, read the details carefully. The key elements that you would need to note are what, where and when i.e. what tasks you are to do during your assignment, which location you have to do them and on what date and which timeframe you have to complete them. Companies are very strict about these three elements being followed as is. If you have any question or doubts regarding any of these, you must clarify beforehand. Sometimes, flexibility is given in terms of dates and timeframes, but in that case, you are required to confirm beforehand when you will be perfoming the said assignment. If for some reason you are unable to perform it during the committed timeframe, you must inform the organization, in advance, if possible, so that they can schedule another shopper.

2. Make Notes

When you get the instructions for an assignment, make short notes on a piece of paper on what exactly you are supposed to check when you visit the designated outlet. This is just for reminding you of the important points before you enter. However, make sure that no one sees you checking these notes, as in most cases, you will be specifically instructed not to disclose your identity as a mystery shopper under any circumstances.

3. Follow Instructions Sincerely

Follow instructions step by step while visiting the outlet. Not a single point mentioned should be missed or done otherwise, else it will render unreliable results, which is definitely not what the company or you want. Simple things that one may miss are taking back a receipt for your purchase (if you are asked to do one; dont worry you will be refunded :) ), checking the name tag of the salesperson you have interacted with or memorizing the general appearance of the salesperson. If you tend to forget easily, make a note of all the things you've checked once you are a safe distance from the store. And, remember, unless otherwise specified, assignments should be done alone.

4. Report Accurately

If you miss out on the accuracy at this step, the whole point of the exercise is lost. Write down your observations about the points asked, correctly. In most cases, you will be submitting an online report, so it is quite simple. You may have to submit a paper report, though this is less likely. Remember to state facts and not opinions while submitting your observations, unless asked to do so. For assignments where purchases are to be made, you will be asked to submit a scanned copy of the receipt (as proof). If you do not have access to a scanner, take a clear photograph of the receipt and upload the same. In some cases, you may have to ship back the product you purchased. The postage cost etc would be borne by the company, but it is your duty to ensure that you send it back unused and on time.

Keeping a record of your reports (printouts or soft copies) is good, as sometimes, companies may contact you much later for clarifications about a particular assignment; and if you cannot keep it in your head, better note it down.

5. Track Assignments

Once the assignments start pouring in, it will become essential to start tracking them, so that you don't miss out on either performing the assignment on the correct date or receiving the payment. I created a simple home made tool for the same: an excel sheet that served me very well. Below are the columns I used in the sheet, which you are welcome to use. I had two separate columns for the fee (in cash) and the amount reimbursed for transport or purchases. The payment mode was either check, bank transfer or Paypal. When the sheet started filling up, it gave me a great sense of satisfaction and some money in my bank account :)

Assignment | Company | Date | Fee | Reimbursement | Total Pay | Payment Mode | Paid (Y/N) | Remarks

My experience with mystery shopping in UK has been really good. Most companies I have worked with have given me regular work, were easy to communicate with and were regular with payment as per their rules. I registered for quite a few companies, but finally got to work for the following companies. I have given links to their websites and my general experience with them for those who wish to try their hands at this.

1. Assosia

I will always remember this company as they gave me my first mystery shopping assignment:) They communicate via email and have MS Word forms for most of
their processes, though they may have started some online system recently which I am unaware of. They gave me regular work related to stock checking in departmental stores and advertisements in cinema halls. Their work had some covert and some overt assignments, where you had to declare that you had come on behalf of Assosia. Good and regular pay via bank transfer.

2. International Service Check

ISC gave me assignments for different types of store such as clothes, jewellery etc. They inform of assignments via email after which you visit their online system for details and reporting of the assignment. Good and regular pay via Paypal.

3. React Surveys

They had MS Word forms for most of the work, but had also begun an online system, which probably is active now. I got different types of assignments from them. Average, but regular pay, via bank transfer.

4. Retaileyes

Retaileyes jobs are displayed on their website, so I had to frequently check there. A variety of assignments were available. The fee was usually not good, but was compensated by purchase reimbursements. Reporting is done online. Average pay via bank transfer.

5. Gapbuster

This is quite a famous company international presence, many many shoppers and many assignments. They have huge training material for each of their clients which you need to study carefully. Jobs included dining in McDonalds and Pizza Hut and some other types too. Fee was average but compensated by reimbursements. Assignments come up regularly on their website, so I had to check that very often. Reports are submitted online. Average pay via bank transfer.

6. Grassroots

Grassroots jobs came up on their website, not so regularly for my region, but they disappeared quickly when they did (due to the first come first served rule). Fee was good, paid via bank transfer.

7. Centre for Customer Awareness

I did a lot of work for CCA. They usually had long detailed assignments, but the fee and/or reimbursement amounts were quite good compared to others. It was fun doing their assignments, as I got to travel to different tourist spots for the same. Reports were mostly via MS Word documents. Good, regular pay via checks.

8. Tern Consultancy

Tern Consultancy has a long process before they approve a mystery shopper, but it was worth it. They gave good assignments with good pay but you had to be really good at your job. Also, you had to return the purchases:(. Reporting is online. Good pay via checks.

9. Optimum Contact

Their fee was good! I did similar type of assignments for them usually for big stores. They inform about jobs in emails, with details present on their online system. Reports are submitted online. Simple work. Good pay via bank transfer.

10. GFK NOP

I did many types of assignments for GFK, which usually came up on their website. The fee was alright and the work was easy. Reporting is done online. Average pay via bank transfer.

11. Marketchecker

They gave me money to watch movies! That was cool :) It was not frequent, but great fun. The pay was good, and so was the reimbursement. Good pay via checks.

12. Bare International

This company has a worldwide presence. They have regular assignments coming up on their online system, but many times I did not meet the criteria required. So I got to do very few assignments for them. Their payment also took quite some time to come to the bank.

13. Blueapple

I did only one assignment for them. I guess they did not have much work in my area. The fee and work were good.

14. Kern Consultancy

One assignment for them too. Work was not regular, or it was not in my area. The fee was good, paid via Paypal, but took some time to reach me.

15. Frontline Focus

One assignment here too. Not such great work. Did not like their website too much. Average fee via bank transfer.

* I worked for these companies mostly in 2008; some of their policies and processes may have changed since then.

I guess then, that the answer to the question in my title is

YES, WHY NOT!

But do remember, like any other job or business, your effort will translate into money. And give yourself some time to pick up speed. Though this field may not turn out to be a bread earner for you (though I have heard that there are full time mystery shoppers earning a lot out there!), it definitely is something interesting and worthwhile you do with your time. Why don't you give it a shot!

If you have questions or comments or thoughts, you are most welcome to write in my guestbook below. And remember to voice you opinion via the quick poll too.