Thank you all for attending the 27th annual MSPA EA conference

June 01, 2026

Almost 200 delegates from 45 countries, coming from almost 100 companies, gathered for 2,5 days at the 27th MSPA Europe/Africa conference in Alicante, Spain on 19-21 May – again in 2026 the largest Mystery Shopping event worldwide!

The Theme! " ELEVATE YOUR BUSINESS - Step Up and Lead the Way” – Extend the conversation beyond CX, take the lead and demonstrate pride. A chance to Connect, Learn and Share with MSPA, celebrating the 25th anniversary of the association and 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 2026 recognises the three main opportunities and challenges for us all:

Extend the conversation beyond CX to recognise product, placement, promotion, price, premises, people, prevention…
…and take the lead with our services supporting Operational Excellence in all its forms for our clients…
…and finally demonstrate pride in the best examples of our work.

These opportunities demonstrate an ever increasing and divergent use of Professional Mystery Shopping and Auditing – with more and more focus on speed, connectivity, accuracy, cost efficiency and the measurement and motivation of the issues that matter most to our clients, as they strive for Operational Excellence and Commercial Impact.

The list of issues gets ever longer, we help identify and improve everything from a great customer experience to the price and availability of products, the compliance with legislation to the promotion of brand in a competitive marketplace.

All MSPA Members have a tale to tell, to connect, learn and share from our collective experiences – Step up and Lead the Way!

The Numbers! 200 delegates from 45 countries, coming from almost 100 companies, gathered for 2,5 days at the 27th MSPA Europe/Africa conference in Alicante, Spain on 19-21 May – the largest Mystery Shopping event worldwide and our 27th Annual AGM!

The Speakers! A big thank you to the speakers coming from United Kingdom, Ireland, Spain, Romania, Itali, Vietnam, Portugal, Turkey, Belgium and France 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.

Andy Firth, President of MSPA EA, presented the new board for 2026/2027 to the membership. Andy Firth, Monica Luciani, Vaclav Šojdel, Istvan Mozes, Jill Spencer, Livia Gervasoni, Kerli Soosaar, Abdel Wahab Chaoui and David Butruille continue in their positions and this year 3 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 Bernarda Blazek (Newton Research Europe, Croatia), Stefaan Vandroogenbroeck (Multi-Value, Belgium) as they are re-elected for a new term. In addition, the board are pleased to welcome Juliana Goranova (Client X, Bulgaria) as new director. The board say good-bye with special thanks to Ronelle Janse Van Rensburg (Helion Research, South Africa). Ronelle was applauded by the board and the membership for her time spent, energy given and outstanding work for the association. The board is happy to share Ronelle will stay connected to the MSPA Board as a non-voting team member.

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

See you all next year in Thessaloniki, Greece (18-20 May 2027) or even sooner at one of the other MSPA events!

(Presentations will be available in the secure members area of the MSPA EA website in the next week, as well all participants receive an email to download them in case they do not have access to the members area.)

Thank you for the support of our sponsors:

PATRON sponsor