[Sigia-l] Test Subjects: Compensation for a non-profit site study?

[Jeff Lash]

Regarding this message...
>> I'm looking for experience and opinions on how to compensate high-net
>> worth usability test subjects for a study looking at a non-profit
>> (charity) web site.

... Listera wrote:
> OK, I'm stumped. An otherwise reluctant multimillionaire is swayed by "$25 -
> 50 gift certificate to Amazon.com"?

You'd be surprised what the typical "multimillionaire" is like. I highly 
recommend "The Millionaire Next Door: The Surprising Secrets of America's 
Wealthy" by Thomas Stanley and William Danko
--> @ Amazon: http://tinyurl.com/tlr9
And, if you're really interested, Stanley's follow-up, "The Millionaire Mind" 
--> @ Amazon: http://tinyurl.com/tlst

It is a very interesting look at behaviors and philosophies of "high net 
worth" individuals and would be beneficial for anyone looking to market 
towards, recruit, or in any way interact with HNW individuals.

Common (mis)perception of a HNW person is something like this: powerful 
businessman, drives a luxury car, huge mansion, private schools for the kids, 
plays polo and golf, dines only at 5 star restaurants, etc.

As the book details, an actual HNW person is more like this: small business 
owner, drives an average domestic car, nice house in an upper-middle class 
neighborhood, sends the kids to public school, eats at McDonalds, bargain 
shops, spends leisure time with family, etc. Thus, the typical "millionaire 
next door."

There's a big difference between "high income" and "high net worth" 
individuals. "High income" doesn't necessarily mean HNW, especially for high-
profile people (doctors, lawyers, politicians) who have to maintain their 
upscale image. In many cases, HNW individuals are compulsive savers and 
bargain shoppers; they have enough money to buy a car worth $100k but only 
spend $20k, they do their own grocery shopping and clip coupons. They 
got "rich" not by earning extraordinary incomes, but by watching what they 
spend and getting there little by little. So, to them, yes, a gift 
certificate to Amazon may be a worthwhile incentive.

Jeff
--
http://jefflash.com