The Theme!  "Help us...SPREAD THE WORD” - Extend Reach, Increase Relevance and Improve Return for clients, members and colleagues with MSPA! A chance to Connect, Learn and Share with MSPA, celebrating how much we can learn from each other, the importance of being up to date and above all, how we need to keep evolving to stay current and relevant.

Our MSPA focus for 2025 recognises the three main opportunities and challenges for us all:

• How do we extend the REACH of our services to partner with other techniques and technologies that help our clients…
• Where do we focus to increase the RELEVANCE of the services we provide…
• and finally what proof can we provide that demonstrates a meaningful RETURN on investment

We have seen our industry move from economic boom to recession, the impact and utilisation of the online, web and social media explosion, our global focus and obsession with Customer Experience and the increasing importance of Colleague Engagement, Product Presentation and Safety.  We have seen the importance and relevance of Privacy for customer and employees backed by legislation all around the world, and a pandemic of massive health, social and commercial impact. A rise in cost of living, international conflict, and mixed levels of growth. Now we see technology as our safety line with AI to help us generate more content quickly and accurately and to help translate, convert, process and validate our data!

So with all (and we mean all!) this in mind it is now more important than ever that we:

SPREAD THE WORD as we Connect, Learn and Share together.

The Numbers! Over 190 delegates from 45 countries, coming from over 100 companies, gathered for 2,5 days at the 26th MSPA Europe/Africa conference in Tallinn, Estonia on 20-22 May – the largest Mystery Shopping event worldwide and our 26th Annual AGM!

The Speakers!  A big thank you to the speakers coming from Estonia, United Kingdom, South Africa, Italy, France, India, Sweden, Croatia, Hungary, Ukraine, Australia and the Czech Republic who shared their case studies & experience over 2 fully interactive days.

The People!  Mystery Shopping experts and professional providers from all over the world gathered in Tallinn - discussing vital areas of interest to clients, providers, employees and shoppers. Exceptional performance as again recognised in our industry with the Annual Elite Awards.

Vaclav Šojdel, President of MSPA EA, presented the new board for 2025/2026 to the membership. Vaclav Šojdel, Andy Firth, Monica Luciani, Bernarda Blazek, Stefaan Vandroogenbroeck, Istvan Mozes, Ronelle Janse Van Rensburg, Livia Gervasoni, Kerli Soosaar and Abdel Wahab Chaoui continue in their positions and this year 2 board openings were available as the board term of 2 directors ended by rotation, some of which had chosen to apply for re-election, alongside other new applicants wishing to join the board.

As a result of membership advisory voting on all candidates the MSPA EA Board are pleased to welcome back Jill Spencer (Proinsight Mystery Shopping, United Kingdom) as she is re-elected for a new term. In addition, the board are pleased to welcome David Butruille (Qualimetrie, France) as new director. The board say good-bye with special thanks to Luis Duarte. Luis was applauded by the board and the membership for his time spent, energy given and outstanding work for the association. The board is happy to share Luis will stay connected to the MSPA Board as a non-voting team member of the Marketing team.

Andrew Firth (Ipsos, United Kingdom) is welcomed as the new President of MSPA Europe/Africa for 2025-2027, supported by Monica Luciani (Mebius, Italy) as Vice-President.

A Big Thank You! To all for traveling to Tallinn, making the event again "the place to be" for everyone in the Mystery Shopping industry every year!

See you all next year in Alicante, Spain (19-21 May 2026) or even sooner at one of the other MSPA events!

(Presentations are available in the secure members area of the MSPA EA webiste, as well all participants received an email to download them in case they do not have access to the members area.)

Thank you for the support of our sponsors:

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