Der Mystery Boom – Chancen und Grenzen des Mystery Research

Abstract

Mystery Research has been booming for the past few years. However the growth of interest in Mystery methods is more than just a trend. There hardly is another method as good as Mystery Research when it comes to assessing a client’s internal processes and comparing them to relevant benchmarks. However with its feature “customer as tester” Mystery Research is far too often seen in competition to customer satisfaction studies which undermines the actual strengths of Mystery Research. This article points to the fundamental differences between the two instruments and argues for a sound and well founded theoretical approach in dealing with the chances and limits of Mystery Research.