Mystery Shopper Mission Brief

Use this brief to capture the full scope of an upcoming mystery shopper visit so the shopper arrives prepared and the client gets the insights they need.

Section 1 — Mission Identification

Mission ID:

Client / brand name:

Target store name:

Store location / address:

Section 2 — Visit Schedule

Visit window — earliest date:

Visit window — latest date:

Preferred visit time:

Reporting deadline:

Submit report by:

Section 3 — Visit Type

Scenarios the shopper should perform on this mission:

• In-store purchase
• Browse only — no purchase required
• Customer service inquiry at counter
• Phone inquiry
• Online order — pick up in store

Section 4 — Evaluation Focus Areas

Areas the shopper should pay extra attention to:

• Greeting on entry
• Product knowledge
• Store cleanliness
• Wait time / queue management
• Upselling and cross-selling
• Complaint handling
• Checkout experience

Section 5 — Required Purchases & Roleplay

Items to be purchased (be specific — SKU, category, or item name):

Budget cap for purchases:

Special scenarios or roleplay script (e.g., complaint about a previous purchase, request a refund, ask for product not in stock):

Section 6 — Shopper Acknowledgment

I have read this brief and understand the scenarios and reporting deadline.

I will keep my shopper identity confidential.

Shopper signature:

Signed on:

Stay incognito and have fun on your visit — happy shopping!