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Direct Observation
Mystery Shopper
Anonymous evaluators act as typical customers, performing tasks such as making purchases or asking questions. They then provide detailed reports or feedback based on their firsthand experiences and observations.
When This Method Fits
Typical duration
Hours – Days
Typical cost
Low – Medium
Fidelity level
Live Full
Stage
Implementation
Hypothesis type
Execution
Goal type
Deepen product-market fit, Maximize societal impact, Drive corporate innovation / R&D, Improve operational efficiency
Randomization
N/A
Study design
Individual case report
Minimum units needed
3
1Best Fit When
Best when you need firsthand, realistic evidence of how a customer-facing service or process actually performs in practice.