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This is the first of a four-case series (804-065-1 to 804-068-1). Steve Jolliffe and his twin brother David started a ''mystery shopping'' market research company in 1987, with zero financial resources, advising major UK retailers of their shop ''performance''. By 1993 they had achieved a £3 million turnover, with a 10% net profit margin, with most UK retail and financial blue chip companies as clients (Case A). The business was sold three years later for £6 million to NOP, the UK market research leader (Case B). There is a video ''804-065-3'' and a video on CD-ROM ''804-067-3'' available to accompany this case series.