back to listings SME Profile: Mystery Shoppers Ltd

Dalton House, 60 Windsor Avenue, London, SW19 2RR

T:  01409 377030     |     E:     |     W:



About Us

Mystery Shoppers Ltd (MSL) was started in 1991 by Paul Grafton, a certified Management Consultant and former British Airways Inflight Product and Cabin Crew Training manager.

Paul stepped back in 2017 and is now the company’s Chairman; he has handed over the Managing Director role to his daughter, Sophie Grafton, who has an extensive background in sales, performance and customer experience management and has successfully grown the business over the last 5 years.

Our headquarters are in Devon, but we have offices in London and Bulgaria as well as franchises in Kenya, Botswana and Myanmar. Our two Administration Offices; one in Varna, Bulgaria and one in Holsworthy, UK, work very closely together.

We have 330,000+ mystery shoppers who help us with our mission to improve customer and employee experiences. We work with our clients to grow their businesses through increased customer loyalty and reputation. We are passionate about providing a high-quality service using innovative research techniques and industry leading technology. Our clients trust us to deliver actionable results at competitive prices to help them continuously improve.


We are passionate about providing a high-quality service using innovative research techniques and industry leading technology.

  • We’ve been going for over 30 years!
  • Over 348,000 mystery shoppers on our panel and full UK and Ireland coverage
  • Ability to cover a wide range of demographics to match your typical customer
  • We complete 9,500 assesments monthly including via visits, calls, website, email & social media
  • Bespoke programme design every time
  • Audio, Video and Call recording capabilities
  • We can integrate reporting with internal systems
  • Competitive pricing

We don’t just supply data or tick-boxing exercises; our aim is to provide a programme that drives positive behaviours across teams. We work with you and your team to intepret the results and outline actions to enable your business to continuously improve.


Flexible Solutions

Mystery Shopping is a hugely versatile tool; not only is it an objective way of measuring business performance, it also in itself drives positive behaviours amongst teams.

Mystery shopping provides the insight into the customer experience and is also the solution to improving it.

Not sure if we can help you? We love a challenge! Contact us and we will happily provide a free consultation.



It's Not Just Shopping…

Our customer experience assessments are used across a wide range of industries.

We’ve set up plumbing blockages and car faults; we’ve cheated in exams (to check the invigilators are alert), parked illegally (to test the council’s parking wardens), shoplifted (to check the security) and gone on timeshare holidays. We’ve even parked bicycles to see how quickly they get stolen (quickest was 75 minutes – in Croydon).

Anywhere a customer experience exists, you will find us!



The Plan

You can use mystery shopping as the basis for continuous improvement programmes and performance management.

You won’t just find out what needs fixing; you’ll have a tool which will change behaviour and actions for the better.



Help For Small Businesses

It’s our mission to improve customer experiences everywhere and we work with businesses of all sizes to achieve this.

  • Bespoke programme design
  • Support throughout from experienced Client Services Team
  • Easy to digest insight reporting available
  • Different shoppers for each visit to keep it mysterious!
  • Online reporting portal included as standard
  • No minimum order values
  • Cost effective solutions
  • Ad hoc programmes available



Trusted by...


We are proud to be members of the MRS and MSPA, which means we strictly adhere to their high standards when it comes to service quality.


Supplier Locator Free Text Search Area

To find the relevant supplier by company name, product or service, please use the free text search box provided below:

[ Search tip: Separate words with spaces ]

Facing the Future...find out more