MSPA Africa Event 2017

MSPA Africa Event 2017

MSPA Europe is organising its second meeting in Africa

15 February, 2017 - The Maslow Hotel, Johannesburg, South Africa. 


Start Your Registration

Do you have business in Africa or are you looking for business opportunities / business partners in Africa? Do you want to know more about the association, the members or become a member?

This is a great networking opportunity, and the perfect opportunity to keep up-to-date with the newest trends in the market.

An informal dinner is planned for the evening of 14th February, to be followed by half a day of mystery shopping presentations, case studies and discussion panel on 15th february.

MSPA is the trade association representing the customer experience industry. With its focus on mystery shopping, MSPA was founded in 1998 in the USA. The MSPA Europe chapter was founded in 2000. With over 450 members worldwide, the association is dedicated to promoting the best practices in the industry, connecting its members and fostering better business opportunities.

It has a strong educational background, which is based on the principle that if members share their experiences, the whole market will benefit.

There are a limited number of places available, so please secure your place early to avoid disappointment. 

Besides the MSPA African Event, the official launch of the African Market Research Association (AMRA) will take place on 16 & 17 February in Johannesburg. For more information of the AMRA African Forum 2017.

We hope to see you at one or both events in Johannesburg!


"Mystery Shopping - The industry and the association"

Veronica Boxberg Karlsson - Better Business World Wide Founder of MSPA Europe

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.

"Measuring Quick Service Restaurant drivers "

"Measuring QR drivers which are driven by staff behaviours and the challenges with developing a mystery shopping programme without bias."

Jill Barnes De Azevedo - Consumer Insights Director at Yum Africa

Jill is currently the Consumer Insights Director at Yum Africa. Previously she was responsible for Global Strategic Insights at Johnson & Johnson, she was also the MEA Director: Insights and Commercial Capability at Cadbury, and Group Head: Consumer Insights at Tiger Brands. Jill has an MA Psychology degree.


"Multi-country mystery shopping in Africa: a petroleum case study"

"How a major petroleum multinational uses mystery shopping in Africa to enhance its goal of delivering better service to its customers"

Ian Jeffrey - Managing Director and founder of Helion Research in Africa

Ian Jeffrey is the managing director and one of the founders of Helion Market Research in Africa, and Board member of MSPA Europe. Established in 2009, Helion has rapidly grown to become one of the world's leading Mystery Shopping agencies, with a strong focus on Customer Experience Measurement, Sales Channel Effectiveness & Business Intelligence.

"Oversights to the Sub Sahara African markets "

Grant Lindhorst - Managing Director REACT Customer Research

With over 20 years’ marketing research experience, Grant has worked for some of the larger research agencies within local and international markets covering a large sector of industries as well as research disciplines. He took over the leadership of REACT Customer Research in 2011. By combining his mystery shopping and customer service research experience, which spans over 11, Grant runs a successful Mystery Shopping & Customer Service research business.




February 14th, 2017

19:30 - 21:30

Welcome Dinner at The Maslow Hotel

February 15th, 2017

9:30 - 10:00

Registration / Welcome Coffee & Networking

10:00 - 10:10

Opening & Welcome

10:10 - 10:40

Mystery Shopping - The industry and the association

Veronica Boxberg Karlsson - Founder Better Business World Wide & Founder MSPA Europe

10:40 - 11:10

Client Case Study

Jill Barnes - Consumer Insights Director at Yum Africa

11:10 - 11:30

Providers Case Study

Ian Jeffrey - Managing Director at Helion Research, South Africa

11:30 - 11:50

Providers Case Study

Grant Lindhorst - General Manager at React Customer Service, South Africa

11:50 - 12:30

Panel discussion & Q&A: 

Challenges and Opportunities for Mystery Shopping in Africa?

12:30 - 14:00

Network Lunch



Registrations received LATEST January 10th, 2017    
Registration fee  175,-
MSPA member - participants 125,-
Welcome Dinner (February 14th, 2017) 60,-
Registrations received AFTER January 10th, 2017    
Registration fee  225,-
MSPA member - participants 175,-
Welcome Dinner (February 14th, 2017) 60,-
  • The above fees are per person.
  • Until January 10th you can include the discount code "EARLY" to receive a reduction of Euro 50 to the registration fees of € 175 (Non-members) and € 225 (members registration)

  • The registration fees are including attendance of the meeting on February 15th, 2017, coffee/tea breaks & lunches during the meeting on February 15th, 2017 and conference materials.

  • The fee for tickets for the Welcomes Dinner on February 14th, 2017 are per person. These tickets can only be reserved as and addition to a full registration for the meeting.

Start Your Registration

Make your registration now, as places are limited!


The event will take place at The Maslow Hotel, Johannesburg.

The Maslow Hotel
Corner Grayston Drive & Rivonia Road
2031, Sandton
South Africa

Please be advised that if your require hotel reservations you need to arrange this directly to The Maslow hotel, Johannesburg, it’s NOT included in the registration fee.

  • The Maslow Hotel, Johannesburg offers a special room rate of ZAR 2.107 (+/- € 142 / USD 149) per night, including breakfast, single use and excluding City tax. Double room ZAR 2.302 (+/- € 155 / USD 163).
  • Reserve your hotel room in time; only a limited number of rooms are available for this special fee, rooms due to availibility and only confirmed after receiving a confirmation form the hotel.


The MSPA Africa Event 2017 will be organized at The Maslow Hotel in Johannesburg, South Africa.

The Maslow Hotel
Corner Grayston Drive & Rivonia Road
2031, Sandton
South Africa

The airport to travel to is OR Tambo International Airport.
Flights are available from most major cities, Amsterdam, Brussels, Berlin, Milan, Moscow, Paris, Rome, Vienna and many more...

Visit the website of South African Airways -

To The Maslow Hotel

There is an good and safe transport infrastructure in Johannesburg from the airport to the hotel: this includes a high speed train (; Uber and hotel shuttles. The Maslow Hotel is located in Sandton which is the business district of Johannesburg. Close by is Sandton City and Nelson Mandela Square,, which is one of Africa's leading and most prestigious shopping centres. 

Taxi transfers to the hotel take just 30 minutes and are easy to get in front of the airport.


Most people can travel to South Africa without a visa, but please check to make sure at

Net Happiness Score MSPA Europe