GLOBAL ADVISORY COMMITTEE

The purpose of the MSPA Global Advisory Committee is for MSPA to have a common platform for discussion and collaboration. All regions as well as the founders are represented on the committee which allows for an equitable exchange of ideas that span the globe. The committee is then able to make recommendations back to a specific region and/or all regions on various topics in order to keep our industry strong and united.

Richard Bradley

Richard Bradley

Chairman - MSPA Americas
ath Power Consulting - USA

Mr. Bradley is the COO of ath Power Consulting... Read more

Yvonne Kinzel

Yvonne Kinzel

Vice Chairman - MSPA Europe
Multi Value Germany GmbH - Germany

Yvonne is General Manager (D, A, CH) at Multi-Value GmbH Germany, a company that helps companies to improve their customer experience. Read more

M. Saidul Haq

M. Saidul Haq

MSPA Asia Pacific
SRG Bangladesh Limited - Bangladesh

Mr. M. Saidul Haq is the President/CEO of SRG Bangladesh Limited (SRGB)... Read more

Jim Chong

Jim Chong

MSPA Asia Pacific
Cardas Research & Consulting Sdn Bhd - Malaysia

Jim's  involvement in Mystery Shopping started in 2005 and joined MSPA in 2007... Read more

Mike Mershimer

Mike Mershimer

MSPA Americas
HS Brands International

Mike Mershimer is the founding principal of The Mershimer Group, and President & COO of HS Brands International... Read more

Jill Spencer

Jill Spencer

MSPA Europe
React Surveys - United Kingdom

Jill is a Director at React UK... Read more

Veronica Boxberg Karlsson

Veronica Boxberg Karlsson

MSPA-EU Founder
Better Business World Wide - Sweden

Founder of MSPA Europe (2001) and Better Business World Wide (1995)... Read more

Mike Bare

Mike Bare

MSPA Co-Founder
BARE International - USA

Michael Bare is a modern day pioneer of the Mystery Shopping Industry... Read more

Mark Michelson

Mark Michelson

MSPA Co-Founder
Mobile Marketing Research Association
Aftab Anwar

Aftab Anwar

MSPA-AP Founder
Startex Marketing - Pakistan
Richard Bradley

Richard Bradley

Chairman - MSPA Americas
ath Power Consulting - USA

Rich Bradley, COO at ath Power Consulting, has a 25 year history as a senior corporate executive leading new launches, turn-arounds and other business opportunities to optimal success in various industries, particularly in Sports, Entertainment and Customer Experience. He has held executive positions with 5 television networks, 4 professional sports teams and several other businesses while working directly at times with American billionaires H. Wayne Huizenga, Charles Dolan, John Henry, Bud Paxson and John Rigas. Rich first learned of mystery shopping while reading an article in Smart Money in 1996 while traveling on business as SVP/GM of FOX Sports Florida. After completing and submitting his first shop (on time!), he had no idea that nearly 15 years later he would enter the customer experience industry full-time and serve on the MSPA Board, first as Legislative Chair, then Treasurer and now as MSPA-NA President. Rich holds a Bachelor of Arts degree in Radio-TV-Film and a Juris Doctor, both from Temple University and serves on several non-profit boards in the Orlando area, including Big Brothers and Big Sisters of Central Florida, where he is the current Chair.

Yvonne Kinzel

Yvonne Kinzel

Vice Chairman - MSPA Europe
Multi Value Germany GmbH - Germany

Yvonne is General Manager (D, A, CH) at Multi-Value GmbH Germany, a company that helps companies to improve their customer experience.

Yvonne has over 25 years of experience in Market Research. After her studies in sociology, she made detours in Online Research and as a trainer for Statistical Analysis.

Since 2002 her work focusses in the area of mystery shopping and she has held management positions at leading mystery shopping providers since then.

Yvonne acquired special expertise in the management of international mystery shopping projects and conducted projects in more than 60 countries globally by now.

She has presented key note speeches entitled “Cultural differences in Sales” and “Direct onsite coaching” at MSPA Conferences in Singapore, Manila and Bucharest.

M. Saidul Haq

M. Saidul Haq

MSPA Asia Pacific
SRG Bangladesh Limited - Bangladesh

Mr. M. Saidul Haq is a certified management consultant (CMC) from Australia and a well-recognized research and consulting professional globally. Mr. Haq advises senior management on corporate strategy and planning; investment feasibility studies; regional economic development; market assessment; organizational reviews; project planning and implementation; and assists at board level with facilitation, pricing and negotiation. He conducted hundreds of research and studies on various business, social and development issues during last about 30 years for various international organizations, including UN organizations, World Bank group, Asian Development Bank (ADB), European Union (EU), USAID, DFID and many international NGOs and multi-national business enterprises in Bangladesh and other countries of the World. Mr. Haq is the founder and President/CEO of SRG Bangladesh Limited (SRGB), a leading multi-sector and full service research and management consulting firm of Bangladesh.

Mr. Haq is actively involved with many professional, business and socio-cultural organizations and societies of Bangladesh and abroad. Presently, Mr. Haq is the Chairman of the Global Advisory Board of Mystery Shopping Providers Association (MSPA) and President of MSPA Asia-Pacific. He is also a Council Member of the Asian Network for Public Opinion Research (ANPOR) and a Trustee of the International Council of Management Consulting Institutes (ICMCI). Mr. Haq is the Founder of the Institute of Management Consultants Bangladesh (IMCB).

Mr. Haq also is the Founder/Secretary General of Nurjahan-Salam Foundation (a charitable organization providing support to the rural Poor for self-sustaining and income generating activities) and Founder & Chairman, Solmaid Community School Foundation, Dhaka (a charitable organization providing support to the street children for primary education for self-sustaining and income generating activities).

 

Jim Chong

Jim Chong

MSPA Asia Pacific
Cardas Research & Consulting Sdn Bhd - Malaysia

Jim's  involvement in Mystery Shopping started in 2005 and joined MSPA in 2007.  Jim was invited to the MSPA-AP board in 2009 and has been actively involved in promoting Mystery Shopping and best practice in the Southeast Asia countries.  He is also an active member of ESOMAR and a founding member of Marketing Research Society of Malaysia.

Jim began his career in market research with a regional market research agency in Malaysia.  Prior to establishing Cardas Research in 2001, Jim was working with an international manufacturing and retail company based in the Netherlands in charge of market research, corporate planning, and retail planning / development in Malaysia and Singapore.

Mike Mershimer

Mike Mershimer

MSPA Americas
HS Brands International

Over the past 25 years, Mike Mershimer, the founding principal of The Mershimer Group, and President & COO of HS Brands International has designed, managed, and consulted on loss prevention programs for worldwide food service, franchise and retail brands including Bob’s Stores, Baskin-Robbins, Arby’s, GNC, Dunkin’ Donuts, American Greetings, Friendly’s Ice Cream, Bath and Body Works, Mrs. Fields Famous Brands, and many others. Mershimer’s proactive programs are meant to promote Brand Integrity, and reduce inventory shrinkage and other losses suffered by retailers and restaurant chains. Further, the company provides retail security guidance and solutions to franchise and independently owned retail and restaurant owners in an effort to promote business owner wealth through improvement of store level profitability. 

Mike is a Massachusetts licensed Private Investigator, and holds a degree in Criminal Justice. He was recently elected to the Mystery Shopper Providers Association (MSPA) Board of Directors, where he is the Vice President, and has been a member of the National Restaurant Association’s Audit and Loss Prevention Executive Study Groups, where he served as past chairman of both groups, the Association of Certified Fraud Examiners and the National Food Service Security Council, where Mike is a past Board Member. 

Mike has appeared in Nations Restaurant News, QSR Magazine, NBC Nightly News, ABC News Online, and Money with Melissa Francis on the Fox Business Chanel.

The Mershimer Group is a wholly owned subsidiary of HS Brands International, a global loss prevention, mystery shopping and franchise support organization with offices in Boston, Las Vegas, India, Turkey, France, and Argentina.

Jill Spencer

Jill Spencer

MSPA Europe
React Surveys - United Kingdom

Jill is Director, at React UK.  She has worked as a mystery shopping service provider at senior level since 2000, having previously earned a strong reputation for expertise in the Customer Experience arena whilst working in varied and challenging roles for blue chip retailers. 

Over the past 20 years, Jill’s core objective has been to raise the profile of customer service in business. It is a testament to her passion and commitment for the subject that the companies Jill has worked for, and in partnership with, now place customer service at the very top of their boardroom agenda.

Her more recent work focused largely on the engagement and education of frontline workers.  By raising the level of understanding that the frontline has – and providing clear leadership and direction relating to individual and team goals – a more engaged work force has evolved, as well as a clear movement from a ‘task focused’ to ‘customer centric’ work ethic. Of specific interest at board level, the work also identified clear correlations between higher engagement levels and stronger sales performance across the client organisations that Jill worked with during this study.

Jill has written a series of case studies on the value of mystery shopping, including some high profile return on investment work, and has had several articles published on this subject.  She has also spoken at conferences throughout the world on the topic of Customer Experience.  Jill has worked as a board member of MSPA Europe since 2012, and was appointed Vice President in 2015.

Away from work, Jill has a passion for sports and travel, and her Fantasy Football prowess is legendary!

Veronica Boxberg Karlsson

Veronica Boxberg Karlsson

MSPA-EU Founder
Better Business World Wide - Sweden

Founder of MSPA Europe (2001) and Better Business World Wide (1995). Veronica has been the President for MSPA Europe 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.     

Mike Bare

Mike Bare

MSPA Co-Founder
BARE International - USA
Michael Bare is a modern day pioneer of the Mystery Shopping Industry. 
It began in 1987 when he and his wife (Dale) founded Restaurant & Hotel Services, now known as Bare International (www.bareinternational.com)
 
Today BARE is one of the largest global organizations specializing in Mystery Customer Research, Audits and Customer Service Measurement, for all industry segments. 
 
BARE has its corporate office in Fairfax, VA, USA with other business offices in Antwerp – Belgium (2001), Mumbai – India (2004), Shanghai – China (2005), Sao Paulo - Brazil (2006) Santiago Chile (2008), Budapest (2010) and Singapore (2012).  From these offices, services are provided in over 137 countries, with a staff of over 250, speaking 32 different languages.   
 
In 1997, Mike co-founded the Mystery Shopping Providers Association, (www.mystery shop.org) now a global association (US, Europe, Asia and LA) of similar companies committed to the consistency and quality of the industry deliverable.  Mike served on the global board and in 2013 was elected as the Global Association Chairman.  
 
Mike is also a member of the prestigious ISHC, (International Society of Hospitality Consultants (www.ISHC.org).  In 2008 BARE was recognized as one of the top 10 Global Hospitality Consultants.  
 
Always looking at new opportunities, as well ways to revolutionize customer service training, in 2001 Mike founded Video Eyes LLC, a firm specializing in the use of hidden video for the staff self-training.  
 
In 2009, he co-founded Optimum Audits, specializing in retail center audits for developers.
 
Bare International was listed as one of the Inc 5000 fastest growing US firms in 2007, 2008 and 2009.
 
With passions of service evaluation and travel, it's only logical Mike has provided numerous presentations for business and industry worldwide. Speaking engagements include:
 
1) Multiple client conferences (retail clients, non-profit organizations, health & fitness clubs, hotels, Chamber of Commerce, travel & tourism)
2) NRA – National Retail Association
3) MRA – Market Research Association
4) ISHC – International Society of Hospitality Consultants
5) IACC – International Association of Conference Centers
 
Mike has also had many articles published in numerous trade periodicals and newspapers. 
 
Prior to 1987, Mike was active in the Hospitality Industry, as a chain Regional Director, Owner, and Operations Director. Married for 30 years he is father of one son, Jason, who works in Business Development for BARE US.
Mark Michelson

Mark Michelson

MSPA Co-Founder
Mobile Marketing Research Association
Aftab Anwar

Aftab Anwar

MSPA-AP Founder
Startex Marketing - Pakistan