• Mystery Shopping your Customer Experience

    • 0
    Shopping basket
    Updated: 14th April, 2025 | Created: 2nd November, 2022
    Proinsight Staff Chloe

    Chloe Kinch

    Director of Client Success | Proinsight Mystery Shopping

    Management Buy-In, Taking Proinsight to New Heights

    Today is a landmark day at Proinsight, as three of our directors have increased their stake in the UK’s fastest-growing mystery shopping business. This management buy-in is part of a strategic play that paves the way for Proinsight’s future growth plans.

    Managing Director, David Hopkins has been the driving force behind the company. David has increased his stake in Proinsight, and he is now the majority shareholder. Business Directors, Chloe Kinch and Hannah Weekes have also bought a stake in the business, and will continue to work closely with David and the rest of the Board to take Proinsight to new heights.

    “Our collective ambition has been to build a team of incredible professionals and for them to share in the ownership of the business”. Says David. “Anybody who knows Hannah and Chloe will know they are those incredible professionals, and collectively we make a formidable team.”

    Proinsight will continue to benefit from the stability and expertise of an experienced board. Jon Stemp will continue to Chair the board, alongside David Hopkins, Mhairi FitzPatrick, Andy Kay, Mike Boyle, and now Chloe Kinch and Hannah Weekes. “Expanding on our organisations stability, we are excited to include Chloe and Hannah as Directors, in readiness for the next phase of our business growth” says Jon Stemp (Chair).

    Founded in 2014, Proinsight has become a leading specialist provider of mystery shopping and consumer insight across a wide variety of sectors including retail, hospitality, automotive and housing. “In the current economic climate, business leaders and owners are even more acutely aware of the importance of putting customer experience at the very heart of their operation and developing better strategies for customer experience. We expect to make more exciting announcements about Proinsight’s growth in the coming weeks, so watch this space.” added David Hopkins

    If you’re interested in measuring customer experience within your business, please call Proinsight today on 0203 0954954 or email [email protected].


    David Hopkins

    David Hopkins

    Managing Director at Proinsight Mystery Shopping

    David has a long history in the business of doing good business. In 2008, he co-founded Proleisure, a leisure consulting company, where he identified a growing need for deeper customer insights across the industry. This led to the launch of Proinsight Mystery Shopping in 2014, with a vision to provide businesses with the valuable data needed to enhance customer experience.

    Now, as we approach our 10th year, Proinsight has become a leading provider of specialist mystery shopping, auditing, and research programs, serving a diverse range of sectors across the UK including real estate, fitness, retail, hospitality, and so many more. We remain committed to helping our clients achieve excellence and drive meaningful improvements in their businesses.

    David is deeply committed to enhancing customer service across all industries. His passion lies in providing valuable mystery shopping insights that empower clients to take actionable steps towards improvement. By delivering these insights directly, David helps businesses create effective strategies to elevate their customer experience and drive meaningful change.


    Chloe Kinch

    Chloe Kinch

    Director of Client Success at Proinsight Mystery Shopping

    Chloe joined Proinsight Mystery Shopping as an Account Manager in 2017. Prior to her role at Proinsight, she served as National Sales Manager at Parkwood Leisure, where she gained extensive experience in exceeding customer expectations and developed a deep understanding of the leisure industry.

    Chloe quickly advanced within Proinsight, progressing from Account Manager in 2017 to Head of Client Success in 2020, and ultimately to Director of Client Success and shareholder in 2022. In her current role, she leads client relationships with prestigious brands such as David Lloyd, Dyson, and Apple. Chloe is responsible for designing bespoke mystery shopping programs tailored to each client's specific needs, aimed at enhancing customer service and optimising sales processes across various industries, including real estate, hospitality, retail, leisure, and more.


    Lucy Winn

    Lucy Winn

    Brand and Communications Manager at Proinsight Mystery Shopping

    After graduating with a degree in Marketing from the University of Westminster, Lucy successfully grew and scaled her own e-commerce womenswear clothing business over a span of four years, expanding into international retail markets including Japan, the US, and France. With extensive expertise in brand development and digital communications, Lucy has driven commercial growth through strategic initiatives like influencer marketing, digital campaign management, and both online and offline retail expansion.

    In July 2024, she joined Proinsight Mystery Shopping as Brand and Communications Manager, where she leads the strategy and management of all digital platforms, including the website and social media, with a focus on driving shopper sign-ups and generating client leads. Additionally, she oversees event management for both internal company days and major external summits like Connect CX. At these events, we emphasise the critical importance of exceptional customer service across various industries, positioning it as a cornerstone of a brand’s overall UX strategy.


    Robert Brocklesby

    Robert Brocklesby

    Senior Client Success Manager

    Robert is a Senior Client Success Manager at Proinsight, bringing over 20 years of consultancy and industry experience in customer service measurement and development. Throughout his career, he has led numerous high-impact projects for well-known clients across the UK, spanning a wide range of sectors. His work has consistently driven significant improvements in customer experience and contributed to sustainable, profitable growth.

    Robert recognises that each client is unique. He designs tailored Mystery Shopping programmes to monitor, enhance, and elevate the customer journey, aligning with each organisation’s specific goals. In addition to his consultancy work, Robert is a qualified teacher and regularly delivers customer service workshops. These sessions focus on identifying key strengths and uncovering areas for development, empowering frontline teams to drive continuous improvement.


    Deborah Jones

    Deborah Jones

    Senior Client Success Manager at Proinsight Mystery Shopping

    Debs has spent the last 25 years working in the health and fitness, hospitality, leisure, and childcare industries, holding senior management and consultancy roles. She has also enjoyed some backpacking and travel adventures along the way! In her spare time, she loves all things health and wellness, spending time with friends and family, and hiking with her lovely dog!