Field Agent Canada is celebrating its 14th anniversary as a trailblazer in the nation’s retail insights industry. Founded in 2011, the Calgary-based company has redefined how brands and retailers access real-time, in-store intelligence through its mobile crowdsourcing platform. Over the past 14 years, Field Agent Canada has paid out more than $13 million to its growing community of agents across the country, who provide photos, prices, and shopper feedback from stores nationwide.
“When I first heard about Field Agent I knew it would be the perfect fit for Canada, with its spread-out population and high cost of retail coverage,” said Jeff Doucette, General Manager of Field Agent Canada. “Over the past 14 years, my team and I have built a responsive national network of ‘eyes and ears’ that help our hundreds of clients from retail, CPG and foodservice get the insights they need to better manage their businesses. All at a lower cost than traditional methods and much faster as well.”
Since its founding, Field Agent Canada has become a trusted partner to hundreds of brands and retailers, combining technology, scale, and human insight to help businesses make informed decisions in real time.
A Growing Community of Canadian “Agents”
At the heart of Field Agent Canada’s success is its expanding community of app users who conduct microtasks in stores and online. The Field Agent mobile app recently surpassed 320,000 users, forming one of the country’s largest crowdsourced retail networks. These users, or “agents,” complete tasks such as photographing product displays, checking prices, and conducting mystery shops.
Each completed task provides actionable data that helps brands evaluate their execution, measure compliance, and understand consumer sentiment. Agents typically earn between $2 and $20 per task, which can range from simple in-store photos to “buy and try” product evaluations. This unique structure has created both an income opportunity for Canadians and a reliable, on-demand workforce for retailers seeking fast, authentic feedback.
To date, Field Agent Canada has paid out over $13 million to its users, reflecting the continued demand for crowd-powered insights in the retail, CPG, and foodservice industries.
Technology-Driven Insights with the Marketplace Platform
In 2025, Field Agent Canada introduced the Field Agent Marketplace, a major milestone in the company’s evolution. The Marketplace allows businesses of all sizes to access retail insights on-demand, eliminating the traditional barriers of cost, time, and complexity often associated with market research.
Through the platform, users can launch store audits, collect shopper opinions, or generate verified product reviews in a matter of minutes. The self-serve interface is designed for speed and accessibility, enabling even small or emerging brands to gain immediate visibility into how their products are performing at retail.
This advancement shows Field Agent Canada’s ongoing commitment to democratizing access to retail intelligence. Whether for a multinational manufacturer or an independent brand, the Marketplace offers a direct line to real-world shopper data and in-store visibility.
Supporting Smarter Retail Decisions
Field Agent Canada’s services also include retail audits, execution checks, shopper research, and ratings and reviews programs that connect brands with genuine consumer experiences. Each component is powered by the company’s mobile technology, ensuring speed and accuracy while reducing costs compared to conventional market research methods.
These capabilities enable clients to verify planogram compliance, confirm promotional setups, and identify execution gaps across thousands of retail locations nationwide. By turning every smartphone into a data collection tool, Field Agent Canada empowers companies to see their stores through the eyes of actual shoppers.
The company’s data-driven approach also provides a competitive advantage for brands seeking agility in an era where retail conditions change rapidly. With Field Agent Canada’s insights, decision-makers can respond to real-time challenges, optimize product placement, and enhance customer experience strategies.
Leadership and Operations
Field Agent Canada operates under the leadership of Jeff Doucette, who has overseen the company’s expansion and adaptation to the evolving retail landscape. Supporting him are Brenda Gouin, Director of Strategic Partnerships, and Ralph Chiarot, Director of Business Development; along with the rest of the Field Agent Canada team. Together, the team has built a robust infrastructure for managing nationwide operations while maintaining a human touch in client relationships.
Based in Calgary, the company leverages the powerful mobile app and back end systems developed by Field Agent Inc., which first introduced mobile crowdsourced retail audits in 2010. While Field Agent is global in reach with operations in the US, UK, Australia, Mexico, Spain, Ecuador and South Africa; the Canadian operation has since become a leader in its own right, recognized for its localized expertise and its ability to deliver scalable, cost-effective insights tailored to Canadian market realities.
A Milestone Year for Field Agent Canada
The 14th anniversary marks a year of both reflection and forward momentum for Field Agent Canada. In addition to launching its self-serve Marketplace, the company continues to expand its services into new retail channels and digital touchpoints. Its platform now supports data collection from over 320,000 smartphones, providing valuable analytics that reveal store conditions, promotional execution, and emerging shopper trends.
For many brands, this level of visibility is increasingly vital as they navigate shifting consumer behaviours, inflationary pressures, and supply chain disruptions. Field Agent Canada’s role as a bridge between brands and consumers has positioned it as an indispensable resource for understanding the retail environment in real time.
