Market Intelligence vs. Secret Shopping
Why not call it “Secret Shopping” - you may ask.
Secret Shopping, unfortunately, often implies tens of thousands of untrained, unorganized people in the field, running around gathering what data they “feel” is right and reporting it whenever and however they can… with very little understanding of the project objectives. So… as the well-known database saying goes “garbage in – garbage out”, you the client, get low quality data prepared with negligible attention to data integrity, and in most cases, with virtually no analytics…
That isn’t us.
Yes, we do gather loads of point of sale information… and yes, for many projects our field reps pretend to be just regular customers shopping “in secret”… but our Market Intelligence Reps know exactly what to look for, how to get it, and how to report it. And… if any of that fails, our advanced analytics platform knows how to look for errors, identify irregular data patterns and prompt further field report scrutiny as needed, so you can rely on quality intelligence information, the lowest margin of error in the industry, and leverage the best real-time online analytics.
There are many intelligence data points that we gather, analyze and report to clients, but most fit within the following main areas:
- Brand mindshare and shelf share
- Compliance
- Competitive intelligence
- Consumer experience
- Personnel performance