There is a misconception that they spend their time swanning about in upmarket shops, having meals in restaurants etc, then just write up a few notes!
WRONG! You may be asked to go to a shop, make a purchase etc, but equally it may involve a visit to the local council offices to enquire about the local plan, or to ask for leaflets in large print for a friend/neighbour with sight problems. Often there is an in depth report form to fill in (usually via the mystery shopping companies website)
There is sometimes the misconception that the mystery shopping company chooses which places they will mystery shop.Would soon go out of business doing that! Clients would approach us and ask us to design a mystery shopping programme for them. This might be face to face visits, or telephone calls or emails/enquiries via a website.
The reasons for a company mystery shopping can be just to get an indication of the customer experience, or to make sure that staff are fully compliant to consumer laws (such as PPI, taking out store cards or extended warranties etc) sometimes we had to do a mystery shoplift to check their security levels!
So, a mystery shopper checks that the goods, services, customer experience etc is consistent with company standards or legal requirements
I have designed mystery shopping programmes for:
The M6 Toll Road
Hummingbird Bakery
Bettys Tea Rooms
Various Gov dept. inc Foreign & Commenwealth Office, Land Registry etc.
A large chain of funeral directors
Nursing & Care Homes
A chain of naked table dancing clubs
Health Clubs/Gyms
English Heritage
Banks & Building Societies
Travel Agents
Estate Agents
Fashion Retailers (Joules, Moda in Pelle, etc)
And heaven knows what else!