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Shopper research

At AQ Rate, we take a comprehensive approach to shopper research and customer experience, analysing the customer decision journey through in-store research, mystery shopping, and loyalty programme evaluation. These insights make it possible to understand behaviours at each touchpoint, identify friction points and opportunities, and optimise the overall customer experience to drive satisfaction, loyalty, and performance across all sectors.


You will find examples of studies here.

Why it's important

Shopper research and customer experience research are important because they provide a clear and end-to-end understanding of the customer decision journey. By analysing in-store behaviours, evaluating service quality through mystery shopping, and assessing loyalty programme performance, brands can identify key touchpoints, friction points, and drivers of satisfaction. These insights support data-driven improvements to the shopping experience, strengthen customer relationships, and ultimately drive conversion, loyalty, and long-term business performance.


To sum up in 3 points :

Understanding the customer journey

Identifies behaviours, expectations, and pain points at each stage of the decision journey.

Improving in-store and service performance

Evaluates execution, service quality, and customer experience through in-store research and mystery shopping.

Driving loyalty and performance

Supports actions that enhance satisfaction, engagement, and long-term customer value.

What insights can be found in shopper research?

At the end of the study, AQ Rate delivers a set of structured and directly usable insights, including:

  • Customer decision journey: key stages, touchpoints, and decision drivers from awareness to purchase and loyalty.

  • In-store behaviours and experience: navigation, interactions, service quality, and execution at point of sale.

  • Service and compliance evaluation: results from mystery shopping, including strengths and gaps versus standards.

  • Customer experience drivers: factors influencing satisfaction, conversion, and repeat purchase.

  • Loyalty programme performance: awareness, usage, perceived value, and impact on loyalty.

  • Actionable insights and recommendations: clear priorities to optimise the customer experience and drive performance.

Interested ? Would you like to learn more about Shopper research & Customer experience ? 

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Partners and references

Because we deliver proven expertise and reliable insights, leading partners consistently trust us to support their strategic decisions.

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