gfk mystery shopping

8/13/2019 GfK Mystery Shopping

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GfK's most important resource is our panel of Mystery Shoppers. Our Mystery Shoppers are the

essential building block of our business model.

As a GfK Mystery Shopper you will pose as a normal customer to evaluate many facets of a

company's day-to-day business operations. Among these facets are customer service, product

quality, compliance, and environment.

Tools required to join the GfK Team:

Ability to meet performance expectations and deadlines

Attention to detail, follow through, and initiative

Ability to make objective observations

Excellent communications skills (verbal and written)

Functionality required to join the GfK Team:

Windows or Mac OS

Internet and email connectivity

Microsoft Internet Explorer, Firefox, Google Chrome or an equivalent web browser

Adobe Acrobat Reader

A printer A scanner and connection to upload digital photos

A valid PayPal account

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Key Qualitiesof a MysteryShopper

Being a GfK Mystery Shopper requires responsibility. Although MysteryShopping is both fun and interesting, it is also extremely serious business.Being a Mystery Shopper is your opportunity to impact change for all types ofenvironments, in almost all industries, including gas stations, conveniencestores, fast food restaurants, amusement parks, and financial institutions.

Companies make important decisions based on the data supplied. Results areused in reviewing employees and management and can have an effect on the


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future of an individual and a company as a whole.

GfK maintains a performance rating for every shopper, known as the ShopperRating. The score is based on work assigned and the quality of data reportedand timeliness of execution. A high rating results in privileged status for workand higher earning potential. A low rating impacts a shopper's ability to

receive shops and can result in shoppers being deactivated from the GfKsystem.

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GfK Mystery ShopperResponsibilities

Reliability Itis your responsibility to complete an assigned shop duringthe date and timeframe you agreed upon. If a problemarises that prevents you from completing an assignment,you must reschedule your shop or cancel it via the GfKwebsite. Never accept any shop if you are not positive you

will be able to successfully complete it during the specifieddate and/or time as your Shopper Rating may be negativelyaffected for not performing shops as agreed upon.

Anonymity Mystery Shoppers must always remain anonymous, unlessspecified otherwise in the Briefing Notes. You are never todisclose the purpose of your visit to anyone and are neverto record information in direct view of any employee.Unless noted, you should never bring any documentationregarding the Mystery Shop inside the location being

evaluated. The only way to gather accurate and objectiveinformation is to be completely unknown to the locationand employees being evaluated. With this said, GfK doesalso offer revealed shops, where you are asked to rewardgood service. If you are required to conduct this type ofshop it will be noted in the Briefing Notes.

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3. Preparation GfK Mystery Shoppers mustprepare for each shop in advance. All documentationprovided by GfK must be reviewed in detail prior tocompleting any shop to ensure there is no room for error

while conducting the evaluation. You must memorize thestandards being evaluated.


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In order to be fully prepared for an assignment you mustalso:

Review theBriefing Notes and take the Briefing Notes Quiz For each shop you will be required to take a short

quiz following the briefing notes. The quiz reviews the keypoints of the shop to make sure you are prepared.

Review yourQuestionnaire Coversheet - The Coversheet isthe first page of a shop questionnaire and it containsinformation such as the location name and address, dateand time to shop, restrictions that may apply, areas youmay need to evaluate, etc. You must thoroughly reviewyour coversheet prior to completing any shop.

Print out your

Questionnaire The questionnaire must beprinted before you complete the shop in order to make sureyou have evaluated all shop criteria properly. Aftercompleting your shop, you must pull into an adjacent

parking lot or area away from the location evaluated andimmediately fill out the questionnaire. This will ensure thatwhen you submit your shop results online, the informationis accurate. Shoppers must never rely on long termmemory while conducting shops.

Memorize your Scenario - The scenario dictates how you are to interact

while in the location being shopped.

Equipment andMaterials Be sure to have all the necessaryequipment and materials needed to complete the shopsuccessfully. For example, some shops require a photo to

provide digital images and feedback. If this is the case, youmust ensure your camera or phone is fully charged toensure you are able to effectively complete all portions ofthe evaluation.

Timing

Always allow yourself enough time to get to the location,as it may take longer than you think to get somewhere. Formost shops you are required to enter the store a minimumof an hour before its closing time. You must always wear awatch while conducting shops, as most shops require youto note the time of entry and exit.

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Observation- Observation is a matter of skill and althoughit is one of those skills everyone possesses, not everyone isequally perceptive. Your senses and memory must be

sharp.

Professionalism


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GfK expects professional behavior from all ofits Mystery Shoppers. You are required to demonstrate a

positive, optimistic and enthusiastic attitude. You will alsobe required to dress in business casual attire, unlessotherwise noted, as you must always present yourself in a

professional manner.

Reporting GfK expects all shops to be completed on the agreed upondate, and also to be completed in an accurate and detailedmanner. All shop reports must be submitted online within12 hours of shop completion. This policy applies to allshops, including those completed over the weekend.Occasionally some shops will require report entry soonerthan 12 hours. In these instances, the shop Briefing Noteswill describe the time parameters in which reports must be

entered. If a report is entered past the 12 hour deadline,your shop may be considered invalid and you may notreceive payment for work completed. If a report is enteredlate we will contact you with a warning explaining our

policy regarding late reports. A second late report willresult in a final notice. If a third report is entered late, your

profile will be de-activated and you will no longer be ableto conduct shops for GfK Mystery Shopping. Informationis only useful if it is timely, accurate, actionable, andunbiased.

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Review ofIndependent

ContractorsAgreement(ICA)

As a mystery shopper for GfK Mystery Shopping, you are anindependent contractor and not an employee of GfK Mystery Shopping.In order to complete your application, you will need to accept anIndependent Contractors Agreement in which you agree that all mysteryshopping services provided by you to GfK will be pursuant to the termsand conditions of the agreement.

The Independent Contractors Agreement states that the mysteryshopping services you provide for GfK must be carried out as outlined


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in the Guidelines and in the Independent Contractors Agreement.Additionally, you will pledge that all data you provide is accurate andtruthful. In return, GfK shall pay you a fee to be mutually agreed upon

prior to the performance of each mystery shopping project.

Carefully review the Independent Contractors Agreement in its entiretybefore consenting to the terms and conditions set forth in the agreement.If you have any questions about the agreement you can reach us at [email protected].

Once you are a registered shopper you will be required to accept theterms of the ICA every time you log into the shopper website.

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AcceptingShops on the

Job Board

You can search for shops outside your zip code using the Job

Board feature. Using this tool, you can find shops along atravel route, on vacation, or nearby other shops you havescheduled. The Job Board allows you to search by county,state, or zip code.

You can read over all the relevant information pertaining toany shop in the shop guidelines found on the job board beforedeciding to accept or decline the shop. The Guidelines willinclude: scenario details, specific requirements, any required

purchases to be reimbursed, timeframes, and the shop fee.

Shop Requirements:Guidelines, Quiz, Survey

Guidelines

We will provide you with online Guidelines for every shopyou accept. The guidelines will brief you on everything youneed to know to conduct the shop. All the details of a shop areoutlined in the shop's Guidelines including visit requirements,shop scenario, fee, any required test purchase. You will always

be able to review the Guidelines before accepting a shop.

GuidelinesQuiz

mailto:[email protected]:[email protected]:[email protected]


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Before completing any shop you will be required to pass aquiz on the Guidelines for the assignment to ensure you haveunderstood what is required for the shop. Shop details aredifferent for each wave, so the Quiz must be passed for eachwave before you can conduct shops. If you accept several

shops in a wave with different scenarios you will be requiredto pass a quiz for each scenario as well. It is a requirement thatthe Guidelines quiz be completed within 24 hours of shopacceptance.

Survey

Only after passing the Guidelines Quiz will you be able toaccess and print the Survey for a shop. All shop surveysdownload from your job board in an Adobe Acrobat PDF file.The survey will include details important for your shop such

as location address, shop scenario, etc. Likewise, the Quizmust be passed in order to enter your shop report.

We ask that you retain your paper survey with all theinformation filled in for 3 months after your shop date in casewe need to verify any information in your shop report.

AdditionalMaterials

Some projects require additional materials such as hand out

certificates, clipboards, thermometers or prizes. If additionalmaterials are needed you will be able to find detailedinformation in the program Guidelines. Please note that unlessotherwise specified in the Guidelines, any materials shipped toyou are the property of GfK and/or our client and thereforemust be returned once the shop is completed. Failure to returnitems that are the property of GfK and/or our client may resultin deactivation of your shopper profile or legal action. Thisstatement is also included in the Independent ContractorsAgreement.

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ShopReporting

All shop reports must be submitted online within 12

hours of shop completion. We will not accept reportsover the telephone, fax or email. If you are unable to


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access the internet from your home computer to enteryour shop report, we suggest finding alternatemethods to connect to the shopper website as weexpect to receive your report within the specifieddeadline. In the event that GfK is experiencing

website issues, late reports will be accepted and yourshopper profile and rating will not be affected.

Occasionally some shops will require report entrysooner than 12 hours. In these instances, the shopGuidelines will describe the time parameters in whichreports must be entered. Reports submitted past thereporting deadline may result in your report beingmarked invalid and denied payment.

The majority of our shops require an image fileupload when submitting your shop report (scanned

image or digital picture.) This could be receipts,pictures, or a verification form that is used to validateyour shop. You will be prompted to upload yourimage after you submit all of your answers in youronline survey. Shops may be marked invalid if thecorrect images are not uploaded with your shopreport.

ReportClarification

Occasionally our clients will need your assistance inclarifying some of the information you provided in

your shop report. In these situations, we will send youa Report Clarification email with a few additionalquestions about your shop. Report Clarificationsrequire your prompt attention so be sure to respond tothe emails within 24 hours. Failure to respond mayresult in non-payment and in being banned fromcompleting future shops for that program or for allGfK programs.

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HelpfulTips

Left vs. Right locations

We will ask you to state in your shop report what stores and streets are adjacent onthe left and the right of the location. These details should be noted while you are

facing the location from the outside. You must be as specific as possible with the leftand right as we use this information to verify that you have visited the correct


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location.

Objective vs. SubjectiveComments

As a mystery shopper, you will be asked to provide objective rather than subjectivefeedback in your shop report. Objective feedback will ensure that all reports have thesame reporting standard, regardless of who is visiting the location. Objectivefeedback describes specifically what happened during your shop and will excludeany personal bias or opinions. For example, rather than report the store was messy,you would report the reasons why the store appeared messy, there were three piles ofclothes on the floor.

Open vs. ClosedQuestions

We categorize offers of assistance from sales staff under two headings, open andclosed. An open question is one that cannot be answered with Yes or No and willencourage conversation with customers. On the contrary, closed questions can easily

be answered with either a Yes or No answer. To determine if a question is open orclosed try saying it out loud and see if you could politely answer yes or not to thequestion.

Features vs. Benefits

Sometimes you will be asked to report on how effectively sales staff promote thefeatures and benefits of a product in order to encourage customers to make the

purchase.

A feature is a distinctive or characteristic part of a product.

A benefit is an advantage of that feature.

A good salesperson will suggest a product that closely matches your requirements.They would then draw attention to the features of the product and how the benefitsfit your specific needs.

Shop Instructions

Be sure to check the address of the location and its hours of operation beforeconducting your mystery shop. If you have a question about where a shop is located

please contact GfK for clarification. When you arrive at the location, note the exacttime and note the appearance of the exterior of the building.

Get into the habit of looking at staff name badges. In most cases we will ask you toobtain the names of all associates you interact with. If the associate is not wearing aname badge please ask for his/her name. It is common for a customer to ask an

associate for his/her name in order to offer thanks for his/her assistance. In addition,make a mental note of how to describe the associate if they are not wearing a badgeor if the name is obscured.

Do not lead or offer additional information to the associate. You need to give themevery opportunity to provide you with the appropriate information, up-sell a productor make an offer.

If you are asked to make a purchase as part of the shop, for instance food, drink, oran item of clothing, please ensure you have the appropriate means of payment. Also,always keep the receipt as we may use it to help validate the shop.

Most of all, we recommend that you always act as you would if you were an actual

customer, because as far as the staff is concerned, you are. If you are ever asked ifyou are the Mystery Shopper, which is unlikely, ask 'what's that?'.


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ShopPayment

Mystery Shopping has selected PayPal an eBay companyto process all shopper payments. At this time we only payshoppers using PayPal you must have a valid PayPalaccount in order to conduct shops for GfK. A PayPalaccount must be set up prior to your first shop to ensure

payment. If you do not have a PayPal account you canopen one for FREE by visiting www.PayPal.comPlease note the email address on your profile must be theemail address listed in your PayPal account.

Payments are made approximately two to three weeksafter your shop report is completely entered on theshopper website. After a payment is deposited into yourPayPal account, you will receive an automated email withthe total payment amount. You will not be charged toreceive your payment from GfK. If you have anyquestions regarding collecting funds from a PayPalaccount visit www.PayPal.com

For shops that require Report Clarifications, payment willnot be approved until we receive your reply to ourinquiries.

For some of our shops we will provide you with prizes todistribute to store employees. For these kinds of shops,we require that any unused prizes are returned to usimmediately after completing the shop. Payment will not

be processed until all outstanding prizes have been

returned to GfK. If we only receive some of the prizesdue back to GfK, we will deduct the difference from yourtotal shop fee.

For shoppers in the US who earn $600 or more during 1year GfK is required to file a 1099 form with the IRS.1099 forms are sent to shoppers who meet this criterion

by the end of January each year.

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Communication

The GfK Field Team is happy to answer any questions or

concerns you might have. There are several ways to get intouch with us through the shopper website as well as a FieldHelpline.

Emails can be directed to [email protected]. We respond to all inquiries within one

business day of receiving. Likewise, we expect ourshoppers to be responsive if we have any questionsconcerning a scheduled or completed shop. Please be sureto check your email for messages from GfK and respond ina timely manner. Emails may contain important updatesregarding upcoming shops or clarification on completedshops. In some situations, payment for a completed shopwill be delayed or denied if we are unable to reach you withfollow-up questions.

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mailto:[email protected]:[email protected]:[email protected]:[email protected]

gfk mystery shopping

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