The MSPA is an association of professional companies whose goal is to improve and stimulate the acceptance, performance, reputation and use of mystery shopping and associated services. 

The Value of Mystery Shopping

Mystery shopping gives business owners, operators and executives insights into the extent that a company is delivering on its brand promises at the point of interaction with the customer.  Through the use of unbiased third-parties who objectively record their experiences, Mystery Shopping providers help their clients understand what their genuine customers are experiencing, which staff behaviors should be acknowledged and rewarded and areas of customer service and customer interaction that can be improved.
Helion Research