History

2010 – A common marketing strategy for Servicemind and Telemind is developed and a common IT-backend enabling the customer to see the results of Mystery Shopping, telephone measurement, surveys, exit polls, etc., is under construction. House of minds is active in 42 countries.

2009 – With the ambition of even faster growth, Søren Lybye initiates negotiations with Denmark’s leading provider and competitor of Mystery Shopping. Late in 2009 CEO of Servicemind and Søren Lybye founded the company House of minds. This new international research house is thereby the new owner of one of the largest Mystery Shopping companies in Scandinavia and telephone related activities in Telemind.

2007 – One of the two owners sets out for new challenges and Tele Consult and TestShopping is put up for sale. At the time, the companies have 7 full time employees, 10 freelance phone employees and 175 freelance mystery shoppers. At the end of the year Søren Lybye buys the two companies and becomes the new CEO.

2006 – New customers like TDC, Expert/2tal and Telia make the wheels turn fast and Tele Consult decides to set up a separate company for Mystery Shopping called Analysefirmaet TestShopping. During the year the strategy for the two companies is developed. The mission is to expand the company to 4-5 times its size within the next 6 years.

2005 – The first significant customers sign contracts – Femilet and IKEA, among others – and the concept of Mystery Shopping is in constant development.

2004 – Tele Consult decides to put greater effort into the business of Mystery Shopping. A new analysis and report concept is developed, and the company starts the implementation of a larger IT system for this purpose.

2001 – The company becomes a public company and a holding structure is established. The typical customers are large private or public companies – one of them is DSB. This year DSB asks Analysefirmaet Tele Consult, whether it is possible to transfer the concept of telephone service measurement to “physical reality” to test the service and sales performance at DSB stations across the nation. The result is a pilot project consisting of Mystery Shopping at the stations in Høje-Taastrup and Hellerup.

2000 – Tele Consult becomes a private limited company and “Analysefirmaet” is associated with the name.

1997 – Telephone service measurement has become the most important business for Tele Consult. The concept is constantly developed to match the needs and wishes from customers. The owners of Tele Consult, Eva L. Hansen, Kasper T. Møller and Jens Christian Jensen make a partnership agreement.

1995 – Tele Consult decides to focus exclusively on telephone service measurement. The newsletter InfoAsia and the marketing of other activities are put aside.

1994 – Measuring of telephone service becomes the center of attention. Tele Danmark, formerly Jysk Telefon, plans a large-scale marketing and development of the measuring of telephone service. They are convinced about a hitherto undiscovered market. Tele Consult agrees and sees the opportunity to expand the business of telephone service measurement. Tele Danmark and Tele Consult negotiate for a continued relation of subcontracting, but Tele Consult decides to break with Tele Danmark and do all the marketing, measuring and analysis on their own. The marketing is launched in spring 1994 and the first customer is Falck.

1993 – Tele Consult is still hunting new and different kinds of business and finds a niche where they are almost on their own and without significant competition from other companies. Tele Consult starts to publish the newsletter InfoAsis twice a month. The content is interviews with experts in the Far East and summaries of South East Asian newspapers and business magazines.

1991 – Tele Consult becomes a subcontractor for Jysk Telefon. The subcontracting is to conduct Mystery Calling to selected customers. In every call different aspects of the service is observed (i.e. waiting time on the phone). Jysk Telefon receives the data for analysis and provides the customers with a written report.

1989 – Tele Consult is founded by students at Aarhus Business School. The first customer is Dansk Automobil Børs. Two years later the small company attracts two new customers with a great impact on the company’s turnover. The new customers are Aarhus Business School and Finans Invest, where Tele Consult is hired to seek advertisers.