About Us

Field Agent Team
Field Agent crowdsources the smartphones of over one million shoppers in the United States, and over two million around the globe, to collect in-store information and shopper insights—anywhere, anytime. From retail audits to mystery shops, shopper surveys to in-home use tests, Field Agent offers companies of all kinds a fast, affordable, and reliable means for understanding retail conditions and shopper experiences.


Our company was conceived in 2009 by a team of retail veterans and researchers seeking to solve a common business problem: real-time access to in-store conditions and shopper insights. We applied crowdsourcing and mobile technology to conventional data-collection methods, creating a markedly more efficient way to learn what’s happening in stores and among shoppers. And our industry-leading digital and manual QC standards ensure accurate and reliable answers to our clients' pressing business questions. 

Today, across eight countries, thousands of leading brands, retailers, and agencies rely on Field Agent for "instant in-store visibility" and "in-the-moment" shopper insights. Field Agent is committed to the mission of "changing the way the world collects business information and insights."

Meet Our Executive Team

Rick West - Field Agent, Inc.

Rick West, CEO

Rick West is the CEO and Co-Founder of Field Agent and is a self-proclaimed mobile technology evangelist.  He is currently a member of the Mobile Marketing Research Association (MMRA) Board of Directors.

Prior to starting Field Agent, Rick worked 16 years with Procter & Gamble in various assignments in the United States, Hong Kong and Bangkok Thailand. Since leaving P&G, he has been a start-up Entrepreneur for over 13 years. 

Rick has co-founded multiple start-ups, including the Northstar Partnering Group, CORE4 Research, JOYN and most recently Field Agent.

Rick has a BBA in Personnel and Industrial Relations with a minor in Economics from the University of Kentucky.

Henry Ho - Field Agent, Inc.

Henry Ho, Chief Strategy Officer

Henry Ho is the CSO and Co-Founder of Field Agent and currently leads the Business Development effort for the company and our International expansion. Prior to Field Agent, Henry worked 19 years with Procter & Gamble, with a broad array of assignments. Henry was a founding member of P&G’s Walmart Global Customer Team in 1988 and has worked with Walmart for over 25 years. Henry’s international experience includes six years as P&G’s Wal-Mart Asia Team Leader, Category Management/Shopper Insights Leader and also Country Manager of Procter & Gamble Hong Kong.

After leaving P&G Henry has been a part of multiple start-ups, including the Northstar Partnering Group, CORE4 Research and most recently Field Agent. Henry is also a Co-Founder and serves as Chairman of JOYN, LLC a Multiple Bottom Line company located in India.

Henry has a B.S. degree in Computer Science/Business from Furman University.

Kelly Miller - Field Agent, Inc.

Kelly Miller, CTO

Kelly Miller is the CTO and Co-Founder of Field Agent™ where he operates as the design architect for the company.  Prior to Field Agent™ Kelly has acquired over 20 years of experience working for Walmart, Monsanto, Southwestern Bell, MasterCard and National Alliance Insurance.

Kelly is also the owner of Millcreek Software, an agency that writes custom computer software, mobile and web applications.

Kelly has a Computer Systems Engineering Degree from the University Arkansas. 

Marc Yount - Field Agent, Inc.

Marc Yount, COO

Marc Yount is the COO of Field Agent and is also the business owner for new application and vertical expansion. Prior to Field Agent Marc worked for various CPG and Marketing companies calling on Walmart and the Home Channel.

Marc has been a part of various start-ups and most recently helped establish WorkMatters YP, a division of a non-profit organization focused on empowering young professionals in the marketplace.

Marc has a BS degree in Marketing Management for the University of Arkansas.

Jim Smith - Five Elms Capital

Jim Smith, Lead Counsel

Jim Smith has practiced law for over sixteen years focused on Mergers and Acquisitions.  Since 2007, Jim has been recognized in Best Lawyers in America as one of the best Mergers and Acquisitions lawyers in Arkansas and the nation and has been recognized as the 2014 Lawyer of the Year in Fayetteville, Arkansas for Trust and Estates law.

Jim obtained his Masters of Law in Taxation degree (LL.M.) from New York University School of Law in 1995 and has been a licensed Certified Public Accountant (registered inactive) since 1994.  He is a 1994 honor graduate of the University of Arkansas School of Law where he was a member of the Arkansas Law Review.

Fred Coulson - Five Elms Captial

Fred Coulson, Board of Directors

Fred Coulson is the Founder and Managing Partner of Kansas City-based Five Elms Capital, a venture capital and growth-oriented private equity firm that invests in high growth services and technology businesses.

Prior to founding Five Elms, Fred was a senior investment professional with TH Lee Putnam Ventures, a $1.1billion growth-oriented private equity firm. At TH Lee Putnam, he invested in and actively managed a variety of financial services and technology-enabled services businesses.

Prior to TH Lee Putnam, Fred was as an investment banker with Morgan Stanley in its New York headquarters, where he helped media, internet, and cable companies access the public equity and high yield markets, and later advised large corporates as a generalist in the firm’s mergers & acquisitions department.

He holds a B.S. in Business Administration from the University of Kansas, where he currently serves on the Board of Advisors for the School of Business and the Finance Department as well as the Advancement Board for the University of Kansas Hospital and Medical Center.


Ryan Mandl - Five Elms Capital

Ryan Mandl, Board of Directors

Ryan Mandl leads Five Elms Capital's business development efforts, focusing on companies in technology-enabled services, financial services, marketing services, logistics, and software as a service (SaaS).

Prior to joining Five Elms, Ryan was in business development for CDW Corporation, a leading technology products and services distributor based in Chicago.   Before working with CDW, Ryan assisted with the consolidation of two post acquisition warehousing operations.  Ryan is responsible for launching the firm's Flyover 50 award, created to honor the 50 fastest-growing companies in the Central U.S.

Ryan graduated from the University of Kansas with a B.S. in Finance and a concentration in Entrepreneurship.

Awards & Memberships

MRMW Mobile Agency of the Year
Mobile Marketing Research Association
MSPA North America Member
Feedspot Market Blog Award
Bluebook - Marketing Research Services Directory