Václav is a dedicated professional with a strong background in the field of Mystery Shopping and Customer Experience. Originally from the Czech Republic, he graduated from the University of Economics in Prague with a specialisation in international trade and financial accounting.  

His passion for research and analysis began during his university studies, where he worked on large-scale domestic and international projects in telecommunication competitive intelligence for T-Mobile Czech Republic. Václav's expertise in the Mystery Shopping industry started in 2007, and he has since gained extensive knowledge in a wide range of sectors.  

As the Country Manager at Market Vision Czech Republic, a research agency focused on Mystery Shopping, Customer Experience and Competitive Intelligence, Václav plays a crucial role in transforming information into actionable insights for their clients.  

He strongly believes in utilising tools such as audio and video recordings to maximise client satisfaction and enhance employee training and coaching. Václav is constantly exploring new ways to leverage Mystery Shopping for price analysis, competitive intelligence, and benchmarking.  

He frequently publishes articles on customer feedback collection and competition monitoring in specialised periodicals.  

Outside of his professional endeavours, Václav remains active in academia by regularly lecturing in marketing research at the University of Economics in Prague.  

His personal interest lies in exploring the relationship between the economic cycle and the utilisation of customer experience tools. With his wealth of knowledge and expertise, Václav is committed to helping businesses better understand their market, improve customer relationships, and increase sales figures through data-driven insights. 

Václav has been working as part of the MSPA board since 2017. He has always devoted himself mainly to the marketing activities of our association with a focus on social networks. He was elected Vice President in 2021 and our President in 2023. 

Andy Firth, Head of Insights and Analytics, Ipsos Channel Performance UK. Andy started working in the research and mystery shopping industry in 1998 following graduation from the University of Sheffield. Andy spent the first 9 years of his career in the ‘research’ side of the business focussing on a range of methodologies including customer satisfaction, market measurement, U&A and qualitative research, before moving to the mystery shopping division in 2007.  As Head of Insights in Ipsos’s UK Channel Performance Service Line, Andy oversees the Analytics team aimed at ensuring that account facing colleagues deliver true impact to their clients through actionable insights and high-end analytics.

Luis is a graduate in Hotel Management and founded More Results in 1998, having previously worked in Management positions in Hotels & Tourism and in Retail, in Portugal, Germany and England.

His work experience was gained working for Accor, Sheraton and Lidl. Currently Luis heads a team of 25 dedicated professionals that are focused on helping their clients improving their customer experiences.

More Results is a Full Services Agency in Market Research with a relevant focus on Mystery Shopping – and offers various management tools, that are used in line with the client’s specific goals. In the most recent client satisfaction survey More Results achieved a satisfaction rate of 92% and a recommendation rate of 100%.

Luis is very involved with the internal and external clients and one of the areas he is responsible for delivering results is Innovation. In his free time Luis likes to spend time with family & friends and to practice sports, specially Bootcamp, and reading, reading, reading!

Jill is Director of Business Intelligence, at Proinsight in the United Kingdom. Before she was Associate Director, at ReactCX.  She has worked as a mystery shopping service provider at senior level since 2000, having previously earned a strong reputation for expertise in the Customer Experience arena whilst working in varied and challenging roles for blue chip retailers. 

Over the past 25 years, Jill’s core objective has been to raise the profile of customer service in business. It is a testament to her passion and commitment for the subject that the companies Jill has worked for, and in partnership with, now place customer service at the very top of their boardroom agenda.

Her more recent work focused largely on the engagement and education of frontline workers.  By raising the level of understanding that the frontline has – and providing clear leadership and direction relating to individual and team goals – a more engaged work force has evolved, as well as a clear movement from a ‘task focused’ to ‘customer centric’ work ethic. Of specific interest at board level, the work also identified clear correlations between higher engagement levels and stronger sales performance across the client organisations that Jill worked with during this study.

Jill has written a series of case studies on the value of mystery shopping, including some high profile return on investment work, and has had several articles published on this subject.  She has also spoken at conferences throughout the world on the topic of Customer Experience.  Jill has worked as a board member of MSPA Europe since 2012, and was appointed President in 2017.

Away from work, Jill has a passion for sports and travel, and her Fantasy Football prowess is legendary!

Stefaan Vandroogenbroeck is an expert in the field of Mystery Shopping and Customer Service Relations.

During his early career, he successfully created and managed three different contact centers in Belgium and the Netherlands. During the last 8 years he has established himself as an expert in the creation and ongoing management of Mystery Shopping and Market Research projects.  He has also qualified as a trainer/coach during this time.

It was whilst working as a Contact Center Manager that Stefaan discovered the value of using Mystery Shopping techniques. He was so motivated by this experience that he moved across to work for a Belgian Mystery Shopping company.

After three successful years as part of the Mystery Shopping world Stefaan was promoted to the role of Associate Director, and such was his passion for his work that he decided to set up his own company in Lille in early 2010. 

Stefaan's strong background and extensive experience in his field of operation, together with a continuous and infectious enthusiasm, has helped ensure that together with his skillful team, he will continue to drive local and European Mystery Shopping projects to a successful conclusion for his clients.

As a member of the MSPA European Board, Stefaan continues to work with expertise and passion as European Director for Education & Accreditation.

CV will be included shortly

Abdel Wahab is currently founder and associate director of C&O Marketing. He has 20 years of experience in market research and mystery shopping. After completing a Masters in Marketing of Retail at Business School, he worked as a Marketing Senior Consultant with the USAID.

Since 1994, he has worked as associate director of C&O Marketing. Within C&O Marketing, he is in charge of marketing surveys, elaboration of marketing strategy especially in retail and franchises and in mystery shopping activities. He is also responsible for international studies and research throughout Europe, Africa and Middle East.

Abdel used to collaborate with a newspaper as a columnist for 5 years. Regarding, the associative life, Mr.Chaoui has been a representative of ESOMAR in Maghreb for 6 years.

Bernarda currently works as CEO at Newton Research Europe in Croatia. Newton Research Europe is part of Newton Media Group and directly covering 9 European markets in various types of research.

She is graduated economist from the University of Business and Management. In 9 years of experience in the area of market research, she worked on all company functions and gained access to the company's management function from a broad perspective of all operational processes. 

Over the past few years, she has designed and organized hundreds of challenging projects in the field of market research in pharmaceutical, automotive, fashion, retail, hospitality and finance industry.
She is also the author of a series of publications focusing on the topic of market research, new business trends and increasing customer satisfaction and loyalty. She also contributed to a number of other publicly published articles and blogs

Monica is a mystery shopping expert and the founder of Mysteryclient.it. Since 2001, after graduation at Siena University, worked as Quality Auditor for Tuv and discovered the importance of quality audit in retail business so in 2005 decided to start a new venture in Market Research to merge the audit knowledge with the customer experience.

As a Vice President of MysteryClient.it built a new way of understanding and explaining the way to boost the sales. Her main focus is Automotive industry where she helps the Italian branches of the most important automotive brands to understand the insight of their dealers.

Ronelle Janse van Rensburg is joint Managing Director of Helion Research Africa. Ronelle is a qualified NLP coach with over twenty years’ experience in mystery shopping, customer experience research, CRM and improvement.

Ronelle is passionate about customer experience and continuous improvement. With a wealth of practical experience and a coaching approach, Ronelle and her team have been successfully partnering with many global brands, all leaders in their field to build mutually beneficial relationships.

Ronelle is married with 2 children, she enjoys travelling, property design, decor and architecture.

Kerli has an extensive background in Mystery Shopping and Customer Experience. After studying law and gaining initial experience in the legal field, she made a career shift to join Dive in 2003. Since then, she has accumulated valuable knowledge in various capacities — as a shopper, project coordinator, customer relations manager, and country manager. She also led a full-service market research company in Estonia for a few years.

As CEO of Dive for the past eight years, her leadership has been instrumental in the company’s expansion, with Dive now operating in eight Northern European countries. Dive is part of Statco, which also comprises market research and online panel divisions. Kerli believes that outstanding customer service comes from thinking outside the box, adding creativity, and infusing personality into every customer interaction. This mindset drives her passion for training front-line staff, advising management on best practices, and publishing articles on customer service and its trends. Outside of her professional life, Kerli enjoys making jewellery, a hobby that allows her to forget about work and create beautiful accessories for women. She is also fond of meditation, dogs, and good sleep.

Liva is the CEO of KIK., a Company based in Bergamo in Kilometro Rosso Science & Technology Park. KIK. is an independent full-service Market Research Institute with wide-ranging international knowledge and expertise.

Livia’s personal attributes are being an enthusiastic and inquisitive person showing initiative and great passion. As a result of the many years of experience she has she is has in depth knowledge of all areas of research, she always seeks new techniques, with particular reference to mobile and modern research. Her activities ensures she always up to date on all kinds of research as a result of her extensive travelling around the world attending Congress and Meetings.

Founder of MSPA Europe (2001) and Better Business World Wide (1995). Veronica has been the President for MSPA Europe and MSPA Global Board, and is now a member or MSPA Global Advisory Committee.

Better Business World Wide is a specialist in developing and coordinating global mystery shopping projects. Better Business can report from the moment of truth in real time, in local language, worldwide. Better Business unique reports are efficient and concise enabling employees and managers at all levels within the organization to understand them.  

Veronica has written several books about mystery shopping, service and leadership for the industry, for managers, and for the employees that will be evaluated by mystery shoppers. The books are currently available in 20 languages.

Veronica is the founder of SSQ Award, the Scandinavian Service & Quality Award which is a quality program for Hotels and Conference Venues, accredited under the European Hospitality Quality scheme by HOTREC.

Veronica is also the founder of The Smiling Report which annually since 2004 has aggregated mystery shopping data about Smiling, Greeting, and Add-on Sales per country and industry. So far, 69 mystery shopping companies have joined the report.  

Since 2004, Nikky has been associated with MSPA, in the role of independent and external Executive Director of MSPA Europe/Africa. Her role and remit has increased significantly over the past 20 years, and her knowledge and influence have been key to the progress made by the Association during this period of time. 

The level of support and expertise that Nikky is able to provide will be invaluable if the growing ambitions and objectives of MSPA Europe/Africa are to be realised.

Nigel is the Governor of MSPA EA and a Senior Executive with a wealth of experience with leading Mystery Shop and Customer Experience organisations on a global stage. Past President of MSPA Europe 2011/2013 and Chair of the Global Advisory Committee in 2015.

In 2017 appointed by the MSPA Europe board as external Strategy Consultant.

His passion is simple, people make the difference in business - their engagement as an employee and experience as a consumer are what makes a brand powerful and successful. With extensive knowledge in the fields of Customer Experience, Customer Insight, Customer Loyalty and Employee Engagement he has a broad and unique 

Having been involved in market research and the mystery shopping industry almost all his working life, he has extensive experience of advising clients how Insight and measurement tools can work together to maximise their ROI. 

His particularly formative experiences included setting up and managing the expansion of operations in UK, Germany, France, Spain, USA and APAC.

Nigel has focused his expertise on the areas of balanced scorecard implementation, standards measurement, training, incentive and reward tools.

Regardless of the nature of project work being undertaken, Nigel will always focus on delivering best value to his clients, by ensuring that there is a continuous emphasis on speed, accuracy and technology to make information more accessible, actionable and reliable.