PROINSIGHT PROMOTION VANGUARD
MYSTERY SHOPPING FOR SUCCESS
David Hopkins, MD and founder of mystery shopping and research company Proinsight, talks about the company’s future focus and how they’re helping clients turn everyday insights into profits
What’s your background? I’ve worked in sport and leisure for the past 15 years, starting out on the gym floor and rising to senior management positions at leisure chains such as Next Generation, David Lloyd and GLL. In 2008, I became a partner at
Proleisure, which manages high profi le leisure and sport infrastructure projects for clients such as Manchester City FC, Les Mills and the Emirates Stadium. Earlier this year, I headed up the
launch of sister company Proinsight Research, which is leading the way with the latest techniques in consumer insight and research for leisure businesses. Our executive directors are Andy
Kay and Mhairi FitzPatrick, who each have a wealth of experience in the
David Hopkins
industry. Andy and Mhairi founded the corporate wellbeing company, ARK Leisure Management, and they own the prestigious 37° health clubs in London. They’ve backed Proinsight under a new venture, Socius Investing, which invests in leisure businesses and works with the management to accelerate growth.
Why did you launch Proinsight and what services do you offer? I’m a passionate believer in the value of good research. Most organisations use research a little too late in the business cycle. It’s often used simply to validate what’s been done, but when done early, it can fuel new ideas and innovations. We offer a range of services designed to give insight into what’s happening
when a customer interfaces with any part of a client’s business – including mystery shopping, bespoke research projects, National Benchmarking Services, non-user surveys, exits surveys, and so on.
What sets you apart from other mystery shopper specialists? We want our services to deliver a tangible return on investment for clients. For example, when we mystery shop an organisation’s sales process, using our unique process, we expect to see uplift in revenue as a direct result. We also deliver fast results, so clients
can act on those fi ndings and implement valuable changes to their business. We can mystery shop a health club, compile the report, validate the information and deliver the results to our client’s mobile device within 48 hours. If our clients have customer-facing issues they want to fi x them now, not next month.
What are some of your more niche services? We use sophisticated technology to deliver HD visual recordings of the customer experience for some of our clients. Results are compelling. To be able to listen to and watch a service encounter in HD is an incredibly powerful tool and can be a wonderful training vehicle. Video shopping is the next level of mystery shopping for the sector.
58 Read Health Club Management online at
healthclubmanagement.co.uk/digital October 2014 © Cybertrek 2014
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