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How much of an incentive should I provide?
How much of an incentive should I provide?

Average incentives for Consumers and Professional audiences

Updated over a week ago

When determining the appropriate incentive for your test, take the following factors into consideration:

  • Your target audience

  • The joy of testing your product vs complexity/difficulty

  • Time required to test

Your Target Audience

Your target audience plays a large role in instructing what reward you should provide for your test. Think about your target audience and what type of incentive might be required to motivate them to participate fully given your test requirements.

In general, the following characteristics will require higher rewards than baseline:

The joy of testing your product vs. complexity/difficulty

Products that are generally fun and exciting to use require lower incentives than those that are difficult or complex to test. Testing a game will require lower incentives than a B2B product.

In general, the following will require higher rewards than baseline:

  • Business products

  • Asking users invite other people (friends / family / etc) or post to social media

  • Asking users to connect other tools / integrations

  • Testing on a specific date/time

  • Tests with difficult or complex instructions or requirements

Targeting Consumer Audiences - Average Rewards

The following are baseline rewards when targeting consumer audiences. Your situation may require higher rewards depending on the factors mentioned above (targeting audience, joy of testing vs complexity/difficulty, etc)

15 Minute Test

Average Reward

Market Research

$7

Product Usage + Survey

$7

Bug Hunt

$7

Moderated Interview

$40

Usability Video

$25

30 Minute Test

Average Reward

Market Research

$15

Product Usage + Survey

$15

Bug Hunt

$15

Moderated Interview

$50

Usability Video

$50

60 Minute Test

Average Reward

Market Research

$30

Product Usage + Survey

$30

Bug Hunt

$30

Moderated Interview

$75

Multi-Day Test

$25-$45 per hour * Hours per week * Number of weeks

Examples below:

Multi-Day Test Examples

Average Reward

30 minutes over 3 days

$20-$30

15 minutes per day for 1 week

$50

1 hour per week for 2 weeks

$40-$70

3 hours per week for 4 weeks

$300-$540

Targeting Professionals for B2B Products - Average Rewards

As a rough rule-of-thumb, any test for a B2B product where you are targeting professionals to test your product (e.g. product managers, teachers, developers, etc) will typically require an incentive that is 50%-100% higher than consumer products / audience.

Professional audiences have unique and valuable knowledge about within their industry and are generally busy people, with higher income. Usually B2B products are also more difficult and less fun to test. To encourage your audience to take time out of their day, you'll need to motivate them with a higher incentive.

Note: These averages are baselines, and your situation may require higher rewards depending on the factors mentioned above (specific target audience, joy of testing vs complexity/difficulty, etc). For example, if you're targeting a very niche job function (like programmers or lawyers) you will likely need to offer even higher incentives to fulfill your recruiting.

15 Minute Test (Professionals)

Average Reward

Market Research

$25

Product Usage + Survey

$45

Bug Hunt

$45

Moderated Interview

$75

Usability Video

$45

30 Minute Test (Professionals)

Average Reward

Market Research

$40

Product Usage + Survey

$50

Bug Hunt

$50

Moderated Interview

$75

Usability Video

$75

60 Minute Test (Professionals)

Average Reward

Market Research

$75

Product Usage + Survey

$100

Bug Hunt

$100

Moderated Interview

$125

Multi-Day Test for Professional Audiences

$100-$200 per hour * Hours per week * Number of weeks

Examples below:

Multi-Day Test Examples

Average Reward

30 minutes over 3 days

$50

15 minutes per day for 1 week

$175

1 hour per week for 2 weeks

$200

3 hours per week for 4 weeks

$1,200


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