As mystery shoppers, we do not offer our opinions unless specifically asked. Instead, we document the objective story of what happened. Think of yourself as a journalist. Your job is not to affect the outcome or to give your opinion, but just to report the facts.
Here are a few things to keep in mind when writing reports to keep them objective.
Watch out for lots of “I” sentences. If you frequently insert yourself into the report you may also be inserting your opinions.
Do not tell them what to do. Instead of saying, “The display cases needed to be cleaned,” describe what you saw. For example, “The glass surface of the jewelry display case had many smudges and fingerprints, and it was covered with a fine layer of dust.”
Avoid vague and unnecessary words. Words such as very, about, a lot, kind of, really, and other vague terms do not give a true picture. Be specific. Instead of, “I had to wait a very long time,” write, “There were four customers in line ahead of me. I waited eight minutes to reach the cashier.”
Describe what happened, not how it made you feel. We have probably all been guilty of this one. Have you ever written something along the lines of, “Sally was polite and friendly.”? The next time you are tempted to put something like that in a report, think about what Sally did to make you feel she was polite and friendly. Then, write that instead. For example, “Sally smiled and made eye contact as she greeted me.”
If you make the few changes described above, your reports will instantly improve.