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 350,000+ 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.

The UK Team

“Our vision is to become the first-choice provider in mystery shopping services. 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.”

Our Company Values

In 2020, we ran a company offsite strategy session with all of our team members in the UK and Bulgaria Office; as part of this, we asked everyone to write down words and behaviours they associated with MSL and these words became the company’s values.

These values are really important to us all, and you will see them in how we treat our clients, our shoppers and each other.


Clients’ objectives are treated as if they are our own. The team ensure they understand the client’s business and the industry to fulfil their improvement goals.


Each client has a dedicated team to ensure that everyone working on the programme has a full understanding of the objectives and a desire to achieve the best.


We are committed to best practice and ethical research and are company partners of the Market Research Society and the Mystery Shopping Professionals Association.


We gain a full understanding of our clients’ objectives and design programmes with actionable results to drive improvement – we love seeing our clients succeed.


Believing anything is possible with enough planning, we use industry leading technology and an in-house development team to help clients stay ahead.


Our quality standards are high and every element of a programme, from its design through to delivery, is checked against our high-quality standards.

Continuous Improvement

Programmes are regularly adapted to changing objectives. We invest heavily in training to ensure teams are setup for success.


We provide honest and open communication and strongly believe it’s important to deliver what is promised.

Our Team Members

Sophie Grafton

Managing Director

Matt Pepperell

Director of Client Services

Steven Harris

Business Development Director

Karen Hemmings

Head of Rail Insights

John Slater

Director of Partnerships

trusted by
Scroll to Top