In this enlightening podcast episode join host Rob Rose as he talks with Andrew Firth, Head of Advisory and Analytics at Ipsos Channel Performance UK, to delve into the critical elements to consider when designing an effective mystery shopping programme.
The conversation emphasises the importance of starting with clear business objectives to create questionnaires that yield actionable insights, and frames how mystery shopping uniquely excels in providing objective assessments of store and employee performance.
With this type of data being well suited to comparisons alongside other commercial metrics, Andy explores the other key considerations, from how to develop robust sample sizes through to the importance of meticulous shopper preparation - all outlining how elements such as these contribute to reliable and impactful mystery shopping outcomes.
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