Second To None

A customer experience research firm helping brands measure and improve their service quality through mystery shopping and customer feedback programs.

About Second To None

Second To None is a customer experience measurement company based in Ann Arbor, Michigan. Founded in 1989, the company has built a reputation for combining mystery shopping with broader customer research methodologies. They work with national brands across retail, food service, automotive, and financial services.

The company emphasizes actionable insights — their programs are designed not just to measure the customer experience, but to provide specific recommendations that help businesses improve. For mystery shoppers, this means assignments tend to be well-structured with clear evaluation criteria.

Types of Assignments

National retail chain evaluations
Restaurant and food service shops
Automotive dealership assessments
Financial institution visits
Customer service phone evaluations
Brand compliance audits

How to Apply

Second To None recruits mystery shoppers through their website. Registration is free and involves completing a profile with your location, availability, and any relevant experience. Once approved, you can browse available assignments and apply for those that match your profile and location. Some clients may require specific demographics or experience levels.

Pay and Reimbursements

Compensation varies by assignment type and complexity. Typical in-person evaluations pay between $15 and $40, with some specialized assignments paying more. Restaurant evaluations usually include meal reimbursement plus a flat fee. Phone evaluations tend to pay less but can be completed quickly from home. Payment schedules vary by assignment.

What to Expect

Second To None assignments come with detailed instructions and evaluation forms. Shoppers are expected to behave as natural customers while observing specific criteria. Reports should be thorough, objective, and submitted on time. The company provides support for new shoppers and offers ongoing training opportunities. Reliable shoppers with high-quality reports are invited to participate in premium programs.