By Marguerite Turner, Operations Manager at BARE International
Every year, ShopperFest brings together mystery shoppers, MSPA member companies, and industry professionals from across the country. It’s an opportunity to learn, network, and celebrate the work that often happens behind the scenes to improve customer experiences.
This year’s event in Las Vegas served as a reminder that our industry is about far more than evaluations and reports. It’s about people.
Why ShopperFest Matters to the Mystery Shopping Industry
Throughout the weekend, more than 120 attendees visited the BARE International table, and one thing became immediately clear: relationships matter. Conversations weren’t limited to questions about upcoming assignments or how to register for new opportunities. They became opportunities to reconnect with evaluators who have partnered with BARE for years, meet shoppers who were curious about our programs, and hear firsthand about the experiences they’ve had working with our team.
Some of the most memorable moments came from hearing evaluators recognize individual members of our staff by name. One shopper enthusiastically shared how helpful two of our Project Managers had been throughout their experience with BARE. Those conversations are meaningful because they reinforce something that can’t always be measured in a report: the impact our people have on the evaluator experience.
Connecting with the Evaluator Community
ShopperFest also provided an opportunity to showcase how BARE continues to evolve. Visitors stopped to learn more about our growing video shopping programs, explore opportunities in locations that are traditionally more difficult to fill, and pick up a little BARE swag along the way. By the end of the evening, every T-shirt, towel, pen, and giveaway had found a new home.
Just as valuable were the conversations happening beyond our booth.
Innovation and the Future of Customer Experience
Meeting with other MSPA member companies offered an opportunity to exchange ideas, discuss where the industry is heading, and better understand how organizations are adapting to changing client expectations. Customer experience continues to evolve rapidly, particularly as technology and artificial intelligence reshape how insights are gathered and analyzed. Those discussions reinforced BARE’s commitment to continuing to innovate while keeping people at the center of every program we deliver.
One of the most inspiring parts of the weekend was discovering the diverse backgrounds represented within the mystery shopping community. Many evaluators balance mystery shopping alongside accomplished careers in aviation, operations, healthcare, retail, and countless other industries. Their professional expertise brings valuable perspective to every evaluation they complete and strengthens the quality of the insights they provide.
A Commitment to Continuous Learning
Another highlight of ShopperFest was seeing so many evaluators invest in expanding their knowledge through the MSPA certification courses offered during the conference. Attendees had the opportunity to participate in specialized sessions covering topics such as airport concession evaluations, casino and hotel mystery shopping, and video mystery shopping.
Choosing to add these certifications to an already full conference schedule speaks volumes about the dedication within this community. It reflects a genuine commitment to sharpening skills, embracing new opportunities, and delivering the highest quality evaluations possible.
To everyone who chose to earn one or more certifications throughout the weekend, congratulations. Your willingness to continue learning not only strengthens your own expertise but also helps elevate the mystery shopping industry as a whole.
What Makes the MSPA Shopper’s Choice Award So Meaningful?
The weekend concluded with an honor that made every conversation even more meaningful.
BARE International was recognized with the 2026 MSPA Americas Shopper’s Choice Award, marking our 10th consecutive year receiving this recognition.
What makes this award particularly special is that it reflects the voices of the evaluator community. It is a recognition earned through consistent communication, professionalism, and the relationships built over time.
Looking Ahead: Continuing to Raise the Standard
Awards are certainly worth celebrating, but the greatest takeaway from ShopperFest wasn’t bringing home a certificate. It was the opportunity to listen, learn, and spend time with the people who make this industry possible every day.
To every evaluator who stopped by our table, shared a story, asked a question, or simply introduced themselves—thank you.
Here’s to another year of partnership, continuous improvement, and raising the standard for customer experience together.
At BARE International, we pride ourselves on helping businesses decode customer behaviors. Whether it’s uncovering hidden trends or designing feedback loops for continuous improvement, our research empowers brands to stay ahead of the curve.
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