“I’m the founder and president of Web Mystery Shoppers Inc, we are based in Edmonton, Alberta and the company was founded in 2001. At the time, I was living in Toronto, I had 2 young children, I didn’t have a car, and I thought it would be great if I could buy their stuff online.

And then I started trying to do it and I found it’s just so much more difficult than it would be to even hop on the subway and go to a store. And I thought, that can’t continue, this has to be fixed.

My goal was to create something really neat that helps people. So what we’ve done is we’ve assembled a panel of about 50,000 mystery shoppers throughout North America, and a few in Europe and elsewhere.

And we will send a large group of these people to a client’s website to give them detailed feedback every step of the way about what they’re experiencing. What frustrations they were hitting as they try and shop at that web site.

Canada was the second country in the world to connect to the Internet.

Originally I had thought it was going to be for small businesses. What I discovered right at the beginning was big companies, huge companies needed this help too, and they had budgets to pay for it.

Our clients now include some of the largest banks in the world, as well as many travel organizations and other types of companies.


27% of companies say that they have fired employees for misuse of Internet connections.

The travel industry has just exploded online and financial institutions can save so much money if people will do their transactions online instead of in the branch. So it’s all about usability.

What we’re trying to do is really try and help the owner of the website figure out how to make it easier to use.”