Our history and our employees
Our background
We are proud to be the company that founded the trade organization in Europe and participated in defining the criteria and ethical standards for Mystery shopping in Europe/Africa. We have completed assignments in more than 55 countries with real-time reporting in several different languages. Veronica Boxberg Karlsson founded the company in 1995. A hotel chain commissioned Veronica to test units in Sweden as a Mystery shopper. When Veronica had slept in all their 55 hotels in Sweden, they wanted the same Mystery shopping program in Denmark, Norway, Finland, Estonia, Belgium and the Netherlands. When the customer finally wanted to carry out visits in all seven countries at the same time, Veronica needed to hire a number of employees, it was the beginning of the bank with mystery shoppers which is now more than 20,000 people.
Meet our team

Lina Schölin
CEO
+46 8 5118 5119

Charlotte Granström
Operations manager
+46 8 5118 5123

Sophie Österberg
Project Manager
+46 8 5118 5127

Sofia Benedictsson
Project Manager
+46 8 5118 5117

Martina Lindström
Project Manager
+46 8 5118 5124

Helena Laks
Project Manager
+46 8 5118 5129

Johan Rönninger
Project Manager
+46 8 5118 5105

Caroline Esenius
Project Coordinator
+46 76 644 67 22

Jennie Viitanen
Recruitment Coordinator
+ 46 8 5118 5122

Angela Holmberg
Recruitment Coordinator
+ 46 8 5118 5128

Josefine Blomkvist
Recruitment Coordinator
+46 8 5118 5106

Caroline Banestig
Recruitment Coordinator
+46 8 5118 5103

Tobias
Björling
Recruitment Coordinator
+46 766 44 64 10

Veronica Boxberg Karlsson
Grundare och Ledamot
Ägare av Better Business moderbolag AB Bättre Affärer. Grundare av branschorganisationen MSPA Europe/Africa samt författare till böcker om Mystery Shopping.

Pernilla Ekstedt
Head of Communication
+46 8 5118 5126

Elisabeth Melberg
Head of Finance
+46 8 5118 5121

Louise Nicolin
Ordförande
Entreprenör och konsult, med lång erfarenhet av kvalitetssäkring i regulatoriskt styrd industri, life science. Styrelseledamot i VBG Group (Mid Cap) och Dellner Couplers AB.
Contact us today!