REGISTRATION IS OPEN, discounted fees until March 30th, 2018!

REGISTRATION IS OPEN, discounted fees until March 30th, 2018!


In 2018 we will travel to the Grande Real Santa Eulalia Hotel in AlbufeiraAlgarve - Portugal for our 19th annual conference - 29-31 May 2018.

The theme of this year’s conference is:  

Connect, Learn & Share

The Relevance of Professional Mystery Shopping


  • Over 200 delegates from Europe, Africa and the rest of the World
  • Major keynote speakers, on topics relevant to our industry are coming, break out sessions & dynamic discussions covering topics of National and International interest in which to participate
  • Sightseeing tour of the area again included in the conference program!
  • Vendor show providing you with interesting insight into the latest industry technologies and services.
  • Plenty of time for networking, socialising and relaxing is built into the conference programme. 
  • A full social programme is planned, using the facilities of an excellent hotel. 
  • This year MSPA arranged again that for all conference delegates the dinners on Tuesday and Wednesday are included in the conference fees when you register for the full 2 days of conference.
  • An outstanding location for our closing dinner EVENT on Thursday evening; pre-registration is required.

The Algarve is the beautiful southern coastline of Portugal. It is a region blessed with stunning beaches, picturesque fishing towns and a glorious climate, all of which combine to create the perfect destination. There are many videos to present you this fabulous destination, togther with the tourist agence Algarve we selected two: video 1 / video 2

Mark your agenda; we hope to see you all again this year in the Algarve!

Jill Spencer

Jill Spencer

President MSPA Europe/Africa, Director ReactCX

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Chris Brindley

Chris Brindley

A leading business figure in the UK, Chris is more practitioner than theorist.

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Nigel Cover

Nigel Cover

Past President MSPA Europe/Africa, Founder Cover Consulting

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Monica Beau

Monica Beau

European Large Contract Director of Bureau Veritas

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Ricardo Oliveira

Ricardo Oliveira

World Shopper founder, Head of 2025 Automotive 360º Vision, CEO at Jotoliveira

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Rita Dória

Rita Dória

Director– After Sales Division – Toyota Portugal

Read more

May 29th, 2018 - Tuesday

17:45 - 18:45

New Members / First time attendants Workshop (By invitation only) 

New Members / First time attendants Workshop (By invitation only) 

19:00 - 21:30

Welcome Reception & Dinner

This event is included in the conference package, however pre-registration is required 

May 30th, 2018 - Wednesday

09:00 - 09:30

Registration / Welcome Coffee & Networking 

09:30 - 09:45

Kick-off and Welcome by MSPA Europe

Jill Spencer

09:45 - 10:15

Rose, Thorn, BUD 2.0;The Relevance of Mystery Shopping

Nigel Cover
  • How does our garden grow?
  • What have we done and what do we need to do to improve professional mystery shopping.
  • What have we done so far?  
  • Where are the focus points?  
  • Rose, Thorn, BUD 2.0; GDPR, education/Training
  • Call to action – Write & post your questions – we will cover as many as possible tomorrow!

10:15 - 10:45

“Toyota - Focus on the Customer Experience”

Rita Dória, Toyota

Client Case Study by MORE Results & Toyota

10:45 - 11:30

Coffee Break & Networking

11:30 - 12:30

Break-out sessions

12:30 - 14:00


14:00 - 14:25

Client Case Study by Intercampus & El Corte Ingles Portugal

14:25 - 15:10

Key note session - Chris Brindley

Chris Brindley

15:10 - 15:45

Vendor Show & Networking

16:00 - 19:00

Sightseeing tour Algarve & wine tasting

Are you joining us to explore the ALGARVE!

On request of many we included a breathtaking sightseeing tour again this year to visiting the ALGARVE. The conference program will end before the sightseeing tour starts, leaving by busses towards Silves, former Moorish capital of the Algarve, crowned by its old Castle and Cathedral. Continue to Odelouca where we will visit a wine cellar which has been providing wine to some of the best restaurants in the region and has won international prizes, followed by a wine tasting. English speaking guides will join you for the tour, a nice glass of wine & canapes are served and around 19.00 hrs (7pm) the busses will arrive back to the hotel! A fantastic experience which we hope most delegates will attend!

20:00 - 22:00

Informal Dinner at Grande Real Santa Eulalia hotel

After a whole day of activities you might want to relax by not having to search the city looking for a restaurant... Considering that, and also because we know you want to make the most of network opportunities, we have organized an informal dinner buffet right here at the Grande Real Santa Eulalia hotel between 20.00-22.00 hrs This event is included in the 2-days full conference package, however pre-registration is required and extra tickets for guests need to be pre-booked during registration.


May 31st, 2018 - Thursday

09:00 - 09:30

Registration / Welcome Coffee & Networking

09:30 - 09:40

Welcome & opening 2nd Day

Jill Spencer

09.30 - 11.00

RTB 2.0 & GDPR are we ready?

Monica Beau, Bureau Veritas
  • GDPR are we ready? What have the MSPA done for you?  
  • what to look out for?  How to turn a problem into an opportunity?  
  • Hoe to make GDPR an advantage? Q&A - ask your questions to Bureau Veritas & MSPA representatives

11:00 - 11:40

Coffee Break & Networking

11:40 - 12:40

Break-out sessions Thursday

12:40 - 14:00


14:00 - 14:30

Trends in mystery shopping & the automotive sector - 2025

Ricardo Oliveira, Jotoliveira Ltd

14:30 - 15:00

Panel Group - rapid fire discussion

15:00 - 15:30

Where is MSPA heading to & conference wrap up

Jill Spencer

15:30 - 16:15

Vendor Show & Networking

19:00 - 23:00

Official DINNER Event 

Dinner with an amazing view - pre registration is required.

This you do not want to miss!!! Excellent food, wines and network possibilities in an informal atmosphere. Dinner and a limited number of drinks are included to the dinner fee. We will depart from the Hotel at 19.00 hrs and at 22.30/23.00 hrs the dinner will end.

... in case you’re not quite ready to end your evening yet, you are most welcome to join us at one of the clubs that is located nearby. Going back to the hotel is easy as it is a 3 minute walk!


MSPA member - 1st participant from your company  € 450,-
MSPA member - 2nd participant from your company  € 395,-
MSPA member - 3rd participant from your company  € 385,-
NON MSPA member - full conference  € 725,-
NON MSPA member - ONE day registration  € 625,-
Client - full conference  € 450,-
1-day conference registration fee (members/clients)*  € 375,-
Dinner Event – Thursday May 31st  € 125,-
LATE registration supplement, after March 30th, 2018  € 125,-




REGISTRATION IS OPEN, discounted fees until March 30th, 2018!


  • The above fees are per person, in EURO and excluding VAT. Dutch VAT will be applied to all customers located in The Netherlands. The reversed charged principle will be applied for European customers that provide us with a valid VAT number. All customers outside of the European Union are exempt from VAT.
  • The FULL two-day conference fees are including attendance of the conference, Welcome reception & Dinner on Tuesday May 29th, informal dinner on Wednesday May 30th, coffee/tea breaks & lunches during the 2 main conference days and all conference materials.
  • The ONE-day conference fee is excluding the Welcomes reception/dinner and including the informal dinner on May 30th. Of course you can register separately for the Welcomes reception.

The conference location as well as official conference hotel is the Grand Real Santa Eulalia Hotel (5*) in Algarve (Albufeira), Portugal.

They provided absolutely outstanding room rates and many options in types of rooms; a limited number of rooms are blocked for MSPA guests until March 30th, 2018! 

After this dates rooms are only available on request and the special MSPA rate is not guaranteed anymore! 

Single Room : €140 per night - Double/Twin Room : €150 per night

These rates include breakfast buffet, taxes, WIFI internet and are well under half the standard room rates. Why not extend your stay for a few days before or after the conference? Rates will be available only to conference delegates.



In case you cannot make your reservation via the hotel reservation tool - - or you have a question, feel free to email the reservations department at or +351 289 598 010 and they will assist you.

Grand Real Santa Eulalia Hotel.

The Grande Real Santa Eulalia Hotel is a resort hotel in the Algarve, Albufeira, across from Santa Eulália beach. More than any other five star hotel, this is a destination where you can live a great experience in just the one location.

With a total of 344 rooms throughout the Resort and a large conference area with over 18 meeting rooms, the Grande Real Santa Eulalia offers numerous facilities like 5 restaurants where the cuisine strives for quality, 5 bars, 2 tennis courts, disco 1 and 18 rooms prepared for social and business events. In Real Spa Thalasso find a relaxed and relaxing atmosphere that invites you to a unique sensory experience.

The nearest airport is Faro Airport (FAO).

Direct flights are available from major European cities, Amsterdam, Brussels, Berlin, Milan, Moscow, Paris, Rome, Vienna and many more...

However Lisbon Airport is only a 2 hour drive away as well.

Google “Direct flights Faro” or visit the website of TAP Portugal -

Transfer from and to the Airport

Taxi stand is available right in front of the airport. 

As well a transfer can be pre-ordered via We checked it out and it works really easy and good, and saves you some money! A two-way transfer, a private taxi, from the airport to the hotel and back is about Euro 75,- and for maximum 4 persons. They also offer a shuttle service (+/- Euro 17,- per person) available that drives from the airport to the different hotels and resorts.


PARTNER sponsor      





We thank all sponsors for their support.

Jill Spencer

Jill Spencer

President MSPA Europe/Africa, Director ReactCX

Jill is 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 20 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!

Chris Brindley

Chris Brindley

A leading business figure in the UK, Chris is more practitioner than theorist.

We welcome back Chris Brindley, the former Managing Director of Metro Bank and Chairman of GreaterSport and holds the titles of non-executive Director of The Rugby Football League and the Chairperson of Total Swimming. He authority on sales management, sports leadership, customer experience, employee engagement, and organisational change, breathing life into these areas as a keynote speaker.

Nigel Cover

Nigel Cover

Past President MSPA Europe/Africa, Founder Cover Consulting

Nigel is 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.

Monica Beau

Monica Beau

European Large Contract Director of Bureau Veritas Certification

Monica Beau is European Large Contract Director of Bureau Veritas Certification and a member of the BV GDPR working group . Monica has 25+ years experience in certification, including management of multiple worlwide global certification programs with Fortune 500 clients. 

Ricardo Oliveira

Ricardo Oliveira

World Shopper founder, Head of 2025 Automotive 360º Vision, CEO at Jotoliveira

Customer obsessed. Innovative mindset. Automotive expert.

Founder and CEO of the unique company in the world strictly specialized in automotive Mystery Shopping. Since 1993 creating innovative MS concepts for almost all car makers and for many car dealers. Unique experience in analyzing every area of interaction between automotive and Customers through MS. 

Founder and mentor of World Shopper® (, a structure designed to research, share and provide innovation in car business.

Head of "2025 Automotive 360º Vision", a tool for automotive professionals and investors to better understand the disruption and to identify opportunities in the new world of mobility. 

Active collaborator in R&D projects, trainer, speaker and professional blogger.

Rita Dória

Rita Dória

Director– After Sales Division – Toyota Portugal

After Sales Director at Toyota Portugal (importer of Toyota for Portugal), with 24 years experience in the automotive business and retail area, with good ability to adapt to multicultural environments, gained through work experience in Toyota Europe, Brussels and Japan. Rita is very kaizen, and Customer centric oriented and has been working in all the areas of the business, Sales, After Sales (Service, Parts, Accessories), Marketing, Network and Business Development, Operations, from the last years. In 1994 she implemented the first Mystery Shopping action in the Toyota Dealer Network in Portugal. Was and is responsible for the implementation of the main projects related to the Customer Experience/Recommendation in all the Value Chain of the business, in Portugal and Europe. 

GfK Mystery Shopping