The so-called “mystery shopper” is a study method which applies specific observational research in real time rather than surveying consumers afterwards. It is primarily a service quality evaluation tool; however it has also been successfully applied to observe competitors.

Within the framework of the study of service quality, specially trained ACT mystery shoppers visit or phone predetermined outlets (i.e. – the places to be “shopped”) and according to a pre-written script act as if they are real consumers. During this simulated shopping spree the “mystery shoppers” observe the personnel, service quality and environment from the perspective of a consumer. Then, using a special questionnaire they create a detailed description of the researched location according to the parameters which have been predetermined to suit the customer company’s needs.

Within the framework of the competitor observation task, the ACT mystery shoppers gather information about the products, services, prices and marketing activities of competitors.

ACT’s professional staff consists of 60 observers that are regularly replaced. Our mystery shoppers are selected on the basis of specific tests and, depending on the requirements of the particular project, undergo regular training which ensures that each shopper has a critical mindset, and the appropriate actor’s skills.

ACT is equipped with the latest digital hardware which allows for the audio storage of observations and the highest level of reliability of the information collected. Due to the knowledge and experience gained in this field, the ACT “mystery shopper” now employs specially designed software which significantly reduces the project terms and material resources.

ACT is currently the only firm in Georgia to be a certified member of the Mystery Shopping Providers Association (MSPA) and applies this method in compliance with international standards.