Field Agent (company)

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Field Agent, Inc.
IndustryRetail, market research
Founded2010 (2010)
FounderRick West, Henry Ho, Kelly Miller
Area served
United States, Canada, Mexico, Australia, South Africa, United Kingdom
ProductsRetail audits, shopper insights, mystery shopping
Number of employees
60+ [1]

Field Agent, a firm headquartered in Fayetteville, Arkansas,[2] crowdsources shoppers’ smartphones to furnish consumer packaged goods, retailers, and agencies with in-store photos and video, retail information, and shopper insights.[3][4]

Through Field Agent's mobile app, “agents,” as the company calls its app-users,[5] search for and complete relatively basic tasks inside stores and other locations.[6][7] These tasks, which generally pay agents between $2–12 per completion,[7][8] include in-store display audits, price checks, out-of-stock audits, competitive assessments, mystery shops, and other jobs that commonly include photo requests and survey questions.[4][1][3] The Field Agent crowdsourcing platform also powers the firm's retail-specific search engine, Jicco, which supplies businesses on-demand photos and information from inside stores.[9]

Launched in 2010,[4] Field Agent's mobile app has been downloaded approximately one million times in the United States alone.[9] Field Agent also maintains operations in several other markets, including Canada, Mexico, Australia, South Africa, and the United Kingdom.[10][11]


Field Agent was conceived in 2009 when founders Rick West, Henry Ho, and Kelly Miller began considering how the smartphone, specifically the iPhone 3, could change the way companies gather location-specific, retail information.[1] West was quoted as saying, “We began to see how the average consumer armed with an iPhone could penetrate certain barricades that had gone up in the retail world.”[1]

On April 17, 2010, Field Agent's mobile app launched on the App Store, generating 3,000 downloads in the first 20 minutes.[1] In 2013, Field Agent received $2.5 million in Series A funding, with a $2 million follow-on investment, from Kansas City-based Five Elms Capital.[2][1] The firm refused an offer of $10 million in venture capital to relocate to Silicon Valley, preferring instead to remain part of the Walmart supplier community in northwest Arkansas.[2]


  1. ^ a b c d e f "Field Agent, a mobile market research startup, to go global". Retrieved 22 June 2018.
  2. ^ a b c "Rick West". Arkansas Life. Retrieved 22 June 2018.
  3. ^ a b Dash, Raj. "iPhone App Lets You Be a Paid, Crowdsourced Field Agent". AdWeek. Retrieved 22 June 2018.
  4. ^ a b c "Company Overview of Field Agent, LLC". Bloomberg. Retrieved 22 June 2018.
  5. ^ Badger, Emily. "How Walmart–Yes, Walmart–Created A Cottage Industry Of Small-Town Retail Innovators". Fast Company. Retrieved 22 June 2018.
  6. ^ Coomes, Kailla. "The best money-making apps". Retrieved 22 June 2018.
  7. ^ a b "2Test: Field Agent App". Retrieved 22 June 2018.
  8. ^ Komando, Kim. "3 legitimate ways you can make money online". Retrieved 22 June 2018.
  9. ^ a b Springer, Jon. "Mobile app to launch search engine for retail". Retrieved 22 June 2018.
  10. ^ McLaughlin, Ross. "Turn your smartphone into a money making machine". Retrieved 22 June 2018.
  11. ^ Shain, Susan. "5 Apps That Will Help You Make Money While Traveling". Retrieved 25 June 2018.