It’s human nature to act differently when we know we’re being observed. We immediately become more aware of small details we otherwise don’t think about that make our business stand out. This leads to us presenting a more calculated and polished version of ourselves.

But a better baseline is who we are when we aren’t being observed - or at least don’t know that we are. This is the basic principle behind secret shopping. Secret shoppers engage with our business under the guide of being an everyday customer while in fact observing targeted aspects of our operations and experience.