Survey · Marketing
Mystery shopper survey template
Written for the shopper to fill in straight after a visit, with questions that ask what happened rather than how it felt. In-store visits get a question about the shop's condition that phone and online visits skip, and a missing item prompts a follow-up about what was offered instead. Photos of receipts or displays can be attached as evidence.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
Thanks for completing this visit. Please fill this in as soon as you can, while the details are fresh.
Your details
Which store or branch did you visit?
When did the visit take place?
How did you contact the business?
How did the store look?
How soon were you greeted or answered?
How well could staff answer your questions about the product?
Was the item you asked about available?
What did staff do when it wasn't available?
How smooth was the checkout or next step?
Describe the visit in your own words, sticking to what you saw and heard.
Upload your receipt and any photos you took.
Overall, how close was the visit to the standard you were briefed on?
Ends with
Report received, thank you
The flow
Where each answer leads. Every route here is editable once the form is yours.
Contact info
Short text
Date
Single select
Matrix
Single select
Rating
Yes / No
Single select
Rating
Long text
File upload
Opinion scale
What this template uses
- Contact info
- Short text
- Date
- Single select
- Matrix
- Rating
- Yes / No
- Long text
- File upload
- Opinion scale
- 3 branches
Questions to consider
- What standards were shoppers briefed on, and does each one have a matching question?
- Which store areas belong in the condition grid for your type of business?
- Do you want receipts as proof of visit, and how will you handle any personal details on them?
- Should shoppers name staff, or describe them, given your policies?
How to use the responses
Compare reports across branches and visit times rather than reacting to a single visit, since one bad afternoon is not a pattern. Look at greeting times, stock availability and what staff did when an item was missing, which are the most coachable moments. Share specific, factual observations with store managers, and use the overall score against the brief to track each location over time.
How to customize and share it
- 1Edit the questions so they match your brief exactly, and replace the store-condition rows with your own checklist.
- 2Add the store or branch as a URL parameter in each shopper's link so it arrives prefilled.
- 3Send each shopper their link before the visit, then export reports to CSV to compare branches side by side.
Frequently asked questions
What should a mystery shopper survey include?
Visit details, how quickly the shopper was greeted, store condition, staff knowledge, product availability, the checkout and a factual written account, with space for receipts or photos.
How do I keep mystery shopper reports objective?
Ask what happened, not how it felt: times, actions and what staff said. Rating questions work best when the scale is tied to the standard the shopper was briefed on.
Can mystery shoppers upload receipts and photos?
Yes. This template includes an upload question that accepts images and PDFs, so shoppers can attach proof of visit and any photos they are allowed to take.
Does it work for phone or online mystery shopping?
Yes. Choosing a phone or online visit skips the question about the store's condition, and the rest of the report still applies.