back to listings SME Profile: Mystery Shoppers Ltd.

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

T:  01409 377030     |     E:     |     W:



About Us

The company was set up in 1991 by Paul Grafton, a certified Management Consultant and former British Airways Inflight Product and Cabin Crew Training Manager.

After successfully growing the business over 25 years, Paul stepped up in 2016 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.

Our headquarters are in Devon, but we have offices in London and Bulgaria as well as Franchises in Kenya, Botswana and Myanmar.

We have one of the largest mystery shopper panels with 330,000+ people all over the world 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 without it costing them a fortune.

We specialise in mystery shopping (the name says it all!), but we also understand the importance of listening to what customers are saying, to what employees are saying and also to finding out what is happening in the wider market too, so we have developed a range of market insight, employee engagement and customer feedback tools for our clients to utilise too.

We are passionate about providing a high-quality service using innovative research techniques and industry leading technology. Our flexible and adaptable approach means we are able to work with our clients to integrate into their systems and ways of working for truly seamless performance management and insight.

We don't just supply data or tick-boxing exercises; our clients trust us to deliver interpretable and actionable results and we work with them to continuously improve.




Mystery Shoppers are specialists in mystery shopping, customer satisfaction and employee engagement research.  

Our huge global database of shoppers (330,000 and growing) means we can match your typical customer profile, delivering an accurate picture of the customer experience.

Mystery Shopping answers a lot of questions. You might be: a retailer who needs to know how well your outlets conform with your policies; a franchisor wishing to ensure your franchisees are upholding your brand values;  an insurer who wants to know what premiums your competitors are charging; a financial services company ensuring advisors comply with regulations; a local authority wanting to know how quickly email enquirers get a response; a business wanting to know how your competitors respond to enquiries; spending too much on employee engagement tools and still unsure what to do; looking for help monitoring stock levels, asset quality or product pricing

You can use mystery shopping as the basis for Continuous Improvement Programmes and staff performance management - you won’t just find out what needs fixing, you'll have a tool which will change behaviour and actions.

We can run workshops for your teams and you can take advantage of our off-the-shelf and bespoke training programmes that include eLearning and key skills assessments.

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Client Portfolio

We’ve pretended to be betting shops, scientists, installation engineers, bikers, students, foreign doctors, hairdressers, plumbers, dentists, caravanners, pregnant women, bankrupt, hard-of-hearing, teenagers looking for contraception, pensioners buying insurance and trainee teachers.

We’ve recruited Chinese gamblers, housing tenants, disabled mystery shoppers and males to take the last dance at a lap-dancing club (to ensure nothing is occurring which contravenes the licence).

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 systems) and gone on timeshare holidays. We’ve parked bicycles to see how quickly they get stolen (quickest was 75 minutes – in Croydon). We even have our own dummy businesses with websites.

But all that aside, our case studies demonstrate that a programme set up in accordance with our advice WILL show clear and positive change.




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.



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