Mystery shopping & passenger journeys

Picture of a man and woman sitting in yellow chairs conversing in British Sign Language
18 Feb 2021

Find out what your disabled and older customers are really thinking

Our consumer panel of disabled and older people enables us to provide a thorough and nuanced insight into the experience of your customers, with a level of detail you’ll be hard pushed to find elsewhere. Focussing not only on the practical experience but also how it makes your customers feel, you will have data that is not only quantifiable but relatable on a human level. For over twenty years, businesses have been using these insight methods to investigate real-life service quality, sales practices and accessibility for their disabled and older customers.  

Mystery investigation methods are ideal for 

  • Quick feedback on current, real-time customer experience  
  • Benchmarking of service quality 
  • Longitudinal annual monitoring  

All our projects are specially tailored to our client’s needs. We take great care in designing every aspect of the research, carefully selecting the mystery participants, and specifying the tasks they will undertake and exactly what they report on.  

Our 2019 programme included over 750 client mystery shopping and passenger journeys. Case studies include: 

  • Arriva London – mystery bus passenger journeys.  Improving customer experience scores through regular journey reviewing of key complaint routes, with feedback to managers and drivers  

  • O2 – mystery shopping sales and service.  Investigations of O2’s website, shops and call centre provided a snapshot of performance and helped the business review and develop its service offer for disabled and older customers.   

  • BHTA – mystery shopping investigations of retail members. For twelve years RiDC has provided annual monitoring of the sales practices of retailers for the British Healthcare Trades Association (BHTA). This includes online, telesales, shop and home-visit retailers. Each year around 30 members are selected for the investigation to ensure they don’t pressure sell or misinform and meet the high standards of the BHTA Code of Sales Practice. 

Our mystery shoppers and passengers are: 

  • all disabled and older consumers 
  • available UK-wide 
  • specially recruited, trained and briefed for each research project 
  • required to observe, collect information and record it accurately. 
  • credibly matched to specialist services that they visit in ‘real life’ 
  • able to visit local shops, make enquiries by phone, visit websites, or take home visits from salespeople 
  • able to undertake specified journeys on all forms of public transport 

All mystery shoppers and passengers are given a briefing and evaluation questionnaire carefully tailored to the project and client. Confidentiality is assured and we provide near real-time assessments of what our investigations uncover.

Watch our YouTube video, where panel members talk about being members of the consumer panel and the importance of mystery shopping research. 

Get in touch to find out more how RiDC research can help your business or organisation.

email Gordon