SMILING REPORT

The Smiling Report is an annual worldwide survey performed by MSPA members, highly appreciated by media and clients worldwide!

Check out the Smiling Report 2025 - PRESS RELEASE 

The 2025 Smiling Report draws insights from a vast sample of 663,768 mystery shopping evaluations conducted in 27 countries. It examines the crucial aspects of Smile, Greeting, and Add-on Sales, highlighting the trends and performance levels across industries and regions.

Become Part of the Smiling Report Today!

MSPA Members - Start preparing now!

Prepare to join by TAGGING your clients/projects to an INDUSTRY (automotive, banks, hospitality) and the questions in all your survey forms that are related to the following categories:

• SMILE (YES)
• GREETING (YES)
• ADD-ON-SALES (YES)

Then it will be easy for you to pull the data immediately after the end of the year. Please talk to your IT-company already now and you will be able to participate in the NEW Smiling Report in an efficient way.

No separate surveys are required, the providers submit aggregated data from all visits already performed during the past year. No individual companies are identified, only total figures per industry and per country.

• Download instructions how to join and share your data - Smiling-info.pdf
• To read the press release Smiling Report 2024 please click here!
• Meanwhile if you have any questions, please contact Bernarda Blazek (Board Director MSPA) - bernarda.blazek@newtonresearch.eu

How to provide your data 

Very simple - fill out a simple report from for your market: 

SHARE YOU DATA FOR 2025 - data can be submitted in January 2026 !

That's all you need to do!

• Deadline for 2025 data submission is January 31st, 2026!
• After that, we process the data and prepare a report for you that you can use for your own needs.
• You can use the materials for PR or as additional useful information to your clients. In any case, insight into the results of global research is always interesting and can be used in many different ways.
• It is up to you to decide whether to use the Smiling Report for multi-channel PR, additional information to clients or something else, depending on your needs.
• Participating companies receive access to the new dashboard to have access to the full survey details!.

Smiling Report Dashboard

In addition to the reports that we will prepare for you, Smiling Report is available in a refreshed and brand new, improved edition. In the new visualization format, historical and new results are available, it is possible to cross results and show them  individually for all markets that were included in this research.

The new dashboard provides insight into statistics dating back to the start of project implementation to the present day. It is very simple and user friendly, so it is very easy to export interesting data for both clients and the media.

The Dashboard is hosted by the company Insight Now as partner of the Smiling Report initiative.

Anyone can use the data from The Smiling Report in any publication, digital or printed, provided they include a reference that the report is managed by MSPA Europe/Africa, created by Better Business Sweden and powered by Insight Now.

MSPA Members - How to join

You only need to tag all questions you have during 2025 that are about Smiling, Greeting, and Add-on Sales. And in January/February of each year, pull the number of questions and the number of YES responses, per industry and per country. It is very easy to tag questions and if you need support, please talk to your software provider already now so you are prepared. 

If you have mystery shopping data from several countries, please submit one form per country.

You don’t need to do any additional surveys to participate, and you will not disclose any client names, nor any other personal data.

Join one of the largest surveys in the world about smiling, greeting and add-on sales!