Case Study #1: Coffee Shop Uses Mystery Research For Competitive Analysis

A coffee shop was interested in learning the differences between one of their locations and a nearby competitor. Mystery Research was used to identify the differences between the two.

The mystery researcher was instructed to visit each coffee shop twice a week for one month. The coffee shops were located within one mile of each other. During each visit, the researcher observed customers and employees for a two-hour period.

By observing customer and employee behavior across all visits, the researcher was able to describe the differences between the two coffee shops:

 

• One coffee shop was more mechanical when dealing with customers, while the other other shop was much more customer friendly.


• The way the menu was displayed created confusion and was unclear to the majority of the customers at one of the locations.


• One shop had a very relaxed atmosphere and decor while the other was geared towards a more metro lifestyle.


• The majority of customers visiting one shop were Caucasian while the other had a mix of Asian, African-American and Caucasian customers.

Case Study #2: Employee/Customer Observational Research for Retailer

A retailer had concerns about the success of one of their retail locations. They were curious to learn more about customer traffic patterns aoyee interactiond emplns. A Mystery Researcher was positioned within close proximity to this retailer for several hours to observe both customers and employees.

During this observation, the research was able to learn more about this retailer's customers and employee performance, including:

• Two entrances were available to customers; one clearly signed with the store's name, and the other without such signage. Customers entering the signed entryway tended to go further into the store to browse, whereas customers entering the unsigned entrance tended to stop to look at jackets displayed there, but stopped short of entering the store further.


• Upon talking with an associate during this shift, the researcher learned that this jacket was a popular item among customers; perhaps relocating this item deeper into the sales floor would yield more customer traffic.


• When larger groups of customers entered the store, they tended to leave without making a purchase. Single adults with one child and couples tended to make purchases most often.


• A promotional sign featuring a $5.00 item was displayed at one entrance; however, this signage went unnoticed by all customers entering and exiting the store. From the researcher's viewpoint, it was difficult to determine exactly which item was offered at the featured price. Upon talking to an associate, the researcher learned which product was being promoted, though promotion could have been improved by larger signage and a sample of the item in close proximity.