Margolis: Low incentives like $20 gift cards cause research no-shows
Michael Margolis · Identify your bullseye customer in one day | Michael Margolis (UX Research Partner at GV) · Dec 1, 2024 · at 54:38
Michael Margolis, UX Research Partner at GV, explains why he pays interviewees $125 per hour instead of token gift cards for user research sprints.
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“You have to make sure they show up, make sure you're compensating them sufficiently. This is something where I'm not giving 20 dollar Starbucks cards because somebody's gonna blow you off. Like when I have those five sessions and the whole team queued up to watch, I want people to show up.”
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