Step into a café in the center of Warsaw on a weekday morning. You order a cappuccino, ask about plant-based milk, and casually test whether the staff can recommend a pastry. To them, you look like any customer. In reality, you’re a mystery shopper, quietly noting the service details that will later appear in a manager’s report.
That kind of scenario is no longer unusual. In 2025, mystery shopping in Poland is not a novelty. It’s a core part of how brands measure and improve service. What used to be occasional retail audits has become a structured element of market research in Poland, spanning industries from finance to healthcare.
Why 2025 Matters
The last few years have transformed the market. During the pandemic, the sector declined significantly, but today it’s expanding faster than ever. Analysts expect the Polish mystery shopping industry to grow to 50-60 million PLN in value over the next five years, doubling its pre-pandemic footprint.
Several trends explain this growth:
- Warsaw leads the market: International brands test their strategies in the capital first, making mystery shopping in Warsaw a key reference point.
- Wider industry adoption: Beyond retail, banks, automotive dealers, hotels, and clinics increasingly commission secret shopper studies.
- European benchmarking: Reports like the Smiling Report compare service levels across countries, allowing Polish businesses to see how they stack up against peers in Germany, Czechia, or Hungary.
- Omnichannel evaluations: Customers interact in stores, online, and via call centers. Mystery shopping now reflects that reality with a mix of in-person visits, phone audits, and digital “mystery shopping Europe” programs.
Market Research Poland: Why Mystery Shopping Stands Out
Traditional market research methodologies such as surveys, focus groups or analytics capture what customers say. Mystery shopping captures what they experience.
Numbers might tell you “90% were satisfied,” but a secret shopper shows that the smile felt forced, the upsell attempt was clumsy, or the wait was longer than promised.
At Stratega, we use mystery shopping alongside other methods in our Market Research Services for CEE. The combination gives our clients both measurable data and human-level insight – something no dashboard can fully deliver.
Key Trends Defining Mystery Shopping Poland in 2025
Regular Programs Instead of One-Off Checks
Brands once hired mystery shoppers only occasionally. Now, quarterly or even monthly audits are common. Insights flow directly into staff training and performance reviews.
Integration With Technology
AI tools help analyze mystery shopper notes, detect patterns, and visualize sentiment across regions. But the heart of the research remains human, with the real shopper experience.
Expansion Across Sectors
- Finance: Mystery shoppers open accounts or apply for loans to check compliance and transparency.
- Healthcare: “Mystery patients” test how clinics handle empathy, clarity, and waiting times.
- Hospitality: Hotels and restaurants measure warmth, consistency, and upselling.
- Fuel & Automotive: Audits check not just friendliness, but also safety and compliance.
Benchmarking Across Europe
For multinational brands, mystery shopping in Poland feeds into larger mystery shopping Europe projects. Warsaw’s results can be compared with Berlin or Prague, creating clear benchmarks.
Digital Mystery Shopping
E-commerce in Poland is booming. Companies commission e-mystery shopping to test how easy it is to browse, buy, and return items. Customer service chats and hotline calls are also part of the evaluation.
A Warsaw Story: How Small Changes Made a Big Impact
Last year, our client – a small restaurant in Warsaw’s Praga district, hired mystery shoppers during evening service. The reports revealed staff rushing foreign customers and skipping menu explanations. Instead of ignoring the feedback, the restaurant invested in language workshops and redesigned menus with English translations.
Six months later, reviews highlighted “exceptional service” and a “welcoming atmosphere for tourists.” Sales grew. A few discreet mystery shopping visits had triggered a transformation.
Why Brands Can’t Ignore Secret Shopping in Poland
Here’s why mystery shopping matters more than ever in 2025:
- Customer expectations keep rising: A single poor interaction can trigger viral reviews.
- Competition is strong: Whether in Warsaw’s retail scene or Kraków’s tech sector, customers have a great deal of choices.
- Dashboards miss the human element: Mystery shopping brings stories to the data.
- Cultural differences count: What works in Gdańsk may not in Wrocław. Local shoppers catch these nuances.
- European comparisons demand it: Brands want to know how their Polish outlets compare with their European peers.
How to Design a Mystery Shopping Program in Poland
- Set clear goals – Decide whether you’re measuring compliance, warmth, or upselling.
- Recruit diverse shoppers – Reflect your real customer base: students, parents, seniors, expats.
- Audit multiple channels – Visits, calls, chats, and websites should all be tested.
- Repeat regularly – One snapshot shows little; ongoing audits reveal trends.
- Act on insights – Feed reports into training and process design.
- Stay compliant – Respect privacy, labor law, and GDPR at every step.
Mystery Shopping as Part of Market Research in Poland
Mystery shopping works best when it supports a broader strategy. Combining it with surveys, focus groups, and ethnography builds a full picture:
- Surveys give scale.
- Focus groups explain motivations.
- Ethnography adds cultural depth.
- Mystery shopping brings in-the-moment reality.
That mix makes market research in Poland both data-driven and human.
Looking Ahead
By 2025, mystery shopping in Poland has moved from side project to strategy. It helps brands see through their customers’ eyes, uncover hidden issues, and act on them before they damage reputation.
With AI tools, omnichannel methods, and European benchmarks, the role of the secret shopper will only grow. In Polish market, it’s not about catching mistakes anymore – it’s about building a culture where service excellence becomes second nature.
So next time you sit down in a Warsaw café or call a hotline in Kraków, remember: someone might be taking notes. Not to criticize, but to help shape a better customer experience for tomorrow.
Want Local Insight You Can Trust?
If you’re planning market research in CEE, don’t rely on assumptions. Rely on a team that knows the markets firsthand. At Stratega CEE, our approach is personal, precise, and proven.
👉 Learn more about our Market Research Services CEE and let’s explore how we can support your growth in the region.
See You at ESOMAR Congress 2025
We’re excited to share our expertise at the upcoming ESOMAR Congress 2025, taking place at the Prague Congress Centre from 28 September to 1 October 2025. If you’re attending, let’s connect and talk about how local insight can drive better decisions in the CEE region and beyond.
