Case Study Consumer Electronics Manufacturer Uses Mystery Shopping to Understand Customer Experience PHASE 1 A consumer electronics manufacturer came to TrendSource with a specific research question: How could they better understand the increasing segmentation of their personal computer (PC) category and its impact on the in-store buying experience? Based on a consultative approach, we identified that the client’s primary goal was to understand how (and how well) retailers presented form factor (i.e. laptop, tablet, convertible, etc.), operating system (Windows, Chrome, iOS, etc.), and brand options to customers through displays and sales rep interactions. Specifically, the client wanted to know: 1. How are products segmented and displayed? a. Where are PC products dis

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