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ミステリーショッピング

消費者は、日々の生活の中で様々な形でブランドと接触します。一貫したブランド・エクスペリエンスを提供するために、マーケターは消費者が実際にどのような形で自社のブランドを体験しているのかを把握する必要があります。GfKのミステリーショッパーは、こうしたエクスペリエンスを理解するために欠かせない情報を提供し、ビジネスに最大限活かせるよう支援します。さらに、あらゆるタッチポイントで人々が貴社の製品やサービスをどのように体験しているかを明らかにします。これにより、自社と他社のカスタマー・エクスペリエンスを比較することができます。

GfKでは世界の様々な市場や地域でミステリーショッピングを実施しています。国内、地域、グローバルレベルで顧客サービス・エクスペリエンスを深く理解できるよう、各業界のエキスパートから成るコンサルタントチームがスマート・インサイトを提供します。

ミステリーショッピング の例

  • 製品のおすすめ:どこでどのような形で小売店が貴社製品をすすめているのかを紹介します。
  • 顧客サービス・エクスペリエンス:貴社スタッフが顧客とどのように接しているのかを解き明かします。
  • コンプライアンス:サービスのスタンダード、製品の在庫状況、価格を順守しているかを調査します。
  • 店舗調査:店舗環境や売り場のコミュニケーションについてレポートを作成します。
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最新のミステリーショッピングのインサイトはこちらからご覧いただけます。 View all insights

    • 08/09/17
    • Retail
    • Automotive
    • Mystery Shopping
    • Global
    • English

    Crowdsourcing versus Mystery Shopping – sometimes the quick answer suffices

    Whether you’re a retailer trying to push through a new service initiative or a manufacturer launching a new product, all your hard work and investment can quickly unravel if your in-store activation misses the mark. Gleaning fast early-launch feedback of what is happening at the point of sale is critical, so that key elements can be tweaked, re-communicated or corrected to ensure a successful launch. With this ever-present challenge, it’s no surprise that most major brands employ some form of in-store mystery shopping activity, to gain that quantitative and qualitative read of performance. Although mystery shopping may go in and out of fashion, it is still arguably the single best methodology for understanding exactly what is happening on the shop floor and identifying problems. However, there is also increasing demand for fast turnaround data on retail performance – and this has triggered increasing use of ‘crowdsourced audits’ alongside traditional mystery shopping against a smaller number of metrics and across less defined samples.

    When to use crowdsourced audits and when to use mystery shopping

    On-trade product launches are typically prime candidates for the use of quick-fire checks (crowdsourced audits), rather than statistically representative studies (mystery shopping). A product manager who wants to understand how one bar chain is promoting and serving his new product versus another bar chain requires the statistical certainty of a mystery shopping program. But, in early stage launches, sometimes the overriding need can be as simple as quickly assessing whether your product is actually present. In our mystery shopping programs, we regularly uncover distribution issues, or stock still sitting in backrooms and out of date POS/promotions bearing no link whatsoever to a scheduled launch. In this instance, a fast random coverage of the market is what is needed, rather than an all-singing, all-dancing robust sample exercise. This is where crowdsourced audits come into their own as a measurement methodology.  In essence, these are a variant of mystery shopping, based on wide-coverage, untrained panels of everyday consumers who can ‘pick up’ assignments based on their proximity to locations and conduct quick turnaround simple ‘checks’. For example, checking specific promotions and activations, product availability, pricing or a simple recommendation across a non-fixed sample of stores is ideal territory for crowdsourced audits. They are essentially fast turnaround checks without the robustness of a representative sample. The ability to feedback quickly with both objective responses and photos means client teams can get that all-important early read and work out if there are any launch issues to be addressed.

    Conclusion

    The critical factor is that the agency you choose must have the experience to know when the ‘crowdsourced audit’ route is appropriate, and when a more comprehensive mystery shop approach is needed. The tipping point can be quite small, but will have big implications on the resultant data and level of insight. We employ both methodologies and increasingly are providing clients with a blended approach in order to best deliver the whole story in the most cost effective way. Both techniques can be fast turnarounds and both can provide photo capture with GPS stamping but, in its simplest terms, the differentiation revolves around the complexity of the task and the type of sample needing to be covered. As such it’s no great surprise that mystery shopping is the primary solution in sectors such as Banking and Automotive, where we measure high involvement and detailed purchases, but when it comes to high street retail and simple product recommendation checks, the blended solution becomes very relevant. Whether it’s a quick answer or more comprehensive measure, marketers and product managers have a far greater range of solutions to call upon and it’s the job of the agencies to properly assess the need and find the best fit. Oli Bailey is the Development Director of Mystery Shopping at GfK. To share your thoughts, please email oli.bailey@gfk.com or leave a comment below.
    • 09/20/16
    • Technology
    • Mystery Shopping
    • Global
    • English

    Enhancing in-store experiences across 17 markets for a telecoms company

    We helped our client assess the global performance of its new retail concept and customer service strategy as well as to create plans to address markets where execution fell short of expectations. 
    • 06/30/16
    • Technology
    • Mystery Shopping
    • Global
    • English

    Improving the retail channel strategy for mobile devices

    We conducted a mystery shopping program in multiple retail channels and across 28 countries to assist our client with improving its channel strategy.
    • 10/07/15
    • Media and Entertainment
    • Travel and Hospitality
    • Digital Market Intelligence
    • Mystery Shopping
    • Global
    • English

    Global and GfK finalists in MRS Awards for ground-breaking listener research

    The MRS has shortlisted GfK twice - first for its work with Global into digital audio listening behaviour - and also for its Mystery Traveller Survey carried out across London for Transport for London.
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