Mystery Shopping Research for OLX
IPSOS
The Challenge:
The online classified ad markets were booming and a sudden influx of competition was urging marketers to understand customer needs and experiences. In order to get an insight from the perspective of a seller (ad poster), a competition analysis for the top classified ad sites in India was initiated.
Work:
The methodology chosen for the competition analysis was a mystery audit survey to be conducted at a pan India level. I was responsible for developing an action plan and creating a detailed questionnaires for the same. Furthermore, I was also managing and collecting reports from researchers across India. Once the reports were collected, I conducted a quant analysis for the questionnaires filled by researcher in various states. Finally, actionable insights from the quantitative analysis were deduced. To add a qualitative insight regarding the experience of selling, I conducted interviews with researchers and used techniques like text mining.
The Outcome:
Based on the mystery shopping actionable insights for the following: ​
Touch Point: Detailed comparative reviews of each touch point on the site that a seller needs to go through in order to post an advertisement.
Response Rate: Comparison of the response rate of buyers for various categories of goods across the sites. A detailed outlook about advertisement quality was also provided.