We also employ ”Virgin Eye” test shoppers, although one shopper tests various companies.
The test shopper visits the shops of every company in the research. After the visit the shopper records their experiences, thus we will have a comprehensive picture of the quality of the service.
After completing all shoppings the shopper completes a questionnaire which has been compiled to rank the experiences about each company. This way we obtain results that clearly state the position of the companies in the examined areas.
The following information can be obtain by direct comparison:
- The examined providers can be put in direct order according to arbitrary viewpoints
- Judgement of strengths and weaknesses from the consumer viewpoint
- Accurate mapping of power relations
The greatest advantage of this method is that it can obtain a lot of information which cannot be collected by the other two methods.