GfK Mystery Shopping forges alliance with disability panel

GfK Mystery Shopping and Butler New Media have formed a joint venture to create the ‘first’ nationwide US mystery shopping panel for the disabled.

The collaboration gives GfK access to Butler’s panel of disabled consumers, who will be sent undercover in stores to assess salesmanship, service and presentation – offering client’s insight into how their employees communicate with disabled shoppers.

Cornelius Butler, co-founder of Butler New Media, said: “Although most businesses try to treat individuals with disabilities with respect and dignity, many, unfortunately, get it wrong.

“Addressing the needs of individuals with disabilities should no longer be viewed as an obligation but a smart business decision as this group represents more than 50 million Americans.”