The Smiling Report is compiled from Mystery Shopping evaluations world wide. The Smiling Report 2011 consists of data from over 1.2 million evaluations in 2010, measuring weather the Mystery Shopper during his/her visit received a smile, a greeting and an add-on sales suggestion. Media and professional Mystery Shopping providers world wide participating in the Smiling Report are allowed to use the compiled data for benchmarking and in communication with clients and media, free of charge provided that they refer to the source.