Mystery shopping guidance

Guidance - 13 February 2023

Mystery shopping is a research methodology that you can use to gain insight into how services in your local area operate from a service user perspective.
A woman with brown hair and wearing a light blue t-shirt is standing to the left. She is talking to a woman with blonde hair wearing a dark blue jacket. They are looking at a pamphlet. Both are wearing sunglasses.

Mystery shopping has many uses. It allows the researcher to experience the service from the view of a service user and can be used to assess various aspects of a service, such as accessibility, customer service or overall quality.

This guide will help you through the process of carrying out a mystery shopping exercise. Topics covered in this guide include:  

  • What is mystery shopping? 

  • Types of mystery shopping 

  • When should you consider mystery shopping? 

  • Planning a mystery shopping exercise 

  • Running a mystery shopping exercise 

  • Ethical considerations 

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