Mystery shopping, also known as secret shopping, is a market research strategy where individuals, known as mystery shoppers, pose as regular customers to assess and evaluate the quality of products, services, or customer experiences provided by a business. These undercover evaluators follow a predefined set of criteria or guidelines, such as customer service, product knowledge, cleanliness, and overall adherence to company standards. The goal of mystery shopping is to gather unbiased feedback and insights into the customer experience, helping businesses identify areas for improvement and maintain or enhance service quality. Mystery shopping is commonly used in various industries, including retail, hospitality, and service-oriented businesses, as a tool to monitor and enhance customer satisfaction and operational performance.