The Smiling Report is an annual worldwide survey performed by MSPA members, highly appreciated by media and clients worldwide!

Covering 69 countries have submitted data from more than 20 million evaluations of whether the mystery shopper received a smile, a greeting or an add-on sales suggestion.

Press Release Smiling Report 2021 - dd 15th June 2021

To read the press release please click here!

MSPA Members - Start preparing now!

Prepare to join by tagging your projects to an industry, and the questions in all your checklists that are related to the categories, smile, greeting and add-on sales. Then it will be easy for you to pull the data immediately after the end of the year. Please talk to your IT-company already now and you will be able to participate in the Smiling Report in an efficient way.

No separate surveys are required, the providers submit aggregated data from all visits already performed during the past year. No individual companies are identified, only total figures per industry and per country.

Download instructions how to join and share your data - Smiling-info.pdf

Download the Smiling Report Brochure.pdf

How to provide your data 

Submit your data in the form at - details how to provide your data 2021 will be available soon!

The goal is to have all data 2021 entered in Q1 of 2022 so that we can show members some interesting data, and share ideas on how to present this to their clients.

MSPA Members - How to join

Tag all your questions about smiling, greeting, and add-on sales. After the end of the year, pull the 2021 data per category (smiling, greeting and add-on sales) showing how many questions totally that your shoppers evaluated, and how many of them they answered with a YES. For more information please click here

If you have mystery shopping data from several countries, please submit one form per country.

Join one of the largest surveys in the world about smiling, greeting and add-on sales!

Check out the below video to learn more