What The Incentive Research Foundation does

The Incentive Research Foundation (IRF) is a 501(c)(3) private non-profit foundation headquartered in McLean, Virginia, that funds independent research and delivers education to advance the science and application of non-cash incentives in business globally. IRF serves three primary audiences: program owners inside Fortune 500 companies that run reward, recognition, and incentive travel programs; suppliers of incentives and rewards products (including merchandise, gift cards, hotels, and destination management); and incentive houses / third-party agencies. Its core outputs are research publications, including the annual Trends Report, the Industry Outlook, the Incentive Travel Index (co-produced with SITE and Oxford Economics), and targeted studies such as the European Top Performers Study and Using Incentives to Drive Pipeline. Complementary offerings include toolkits (Budgeting for Recognition, Incentive Travel), webinars with SHRM/EIC CEU credits, the IRF Accelerate rising-leaders program, and two flagship events — the IRF Invitational (invite-based, qualified to buyers with $3M+ annual spend) and the Leadership Insights Forum.

IRF's underlying "platform" is its research infrastructure: a proprietary database of 8,000+ industry professionals, 75,000+ unique annual users, an annual Industry Outlook survey drawing 400+ responses, and the Incentive Travel Index surveying 2,700+ professionals across 85 countries. Research is delivered at no cost to recipients, which is enabled by an ecosystem of co-development partners (SITE, Oxford Economics, Explori) and academic partners (Wharton, NYU, USC, London Business School, University of Massachusetts, University of Missouri, University of Southern Florida, University of Waterloo). The organization explicitly positions itself as a foundation rather than an association and does not maintain membership, distinguishing it from bodies like SITE or ISPI.

Revenue is generated through tiered corporate sponsorships (Platinum, Gold, Silver, Bronze), event partnerships, and research advocacy support rather than membership dues, paid research subscriptions, or equity investment. Notable 2026 sponsors include Brightspot Incentives & Events (Platinum Partner), Maritz (Research Advocacy Partner), and 2025 Incentive Travel Index Champion Sponsors Bishop-McCann, Destination Canada, and Hilton. IRF is governed by a Board of Trustees (2026 chair: Chris Johnson) and operates with a small staff (1-10 employees) led by President Stephanie Harris, with two VPs (Content & Communications; Partnerships), a Director of Events, and CXO-equivalent advisors (Chief Academic Advisor Allan Schweyer; Chief Research Advisor Megg Withinton).

Name

The Incentive Research Foundation

Legal name

Incentive Research Foundation

Website

https://theirf.org

Company type

Private

Founded year

1999

Operating status

Operating

Headcount range

1–10 employees

Short description

The Incentive Research Foundation is a 501(c)(3) non-profit foundation that funds independent research and delivers education on non-cash incentive programs globally. It serves Fortune 500 program owners, incentive product suppliers, and incentive houses through complimentary research reports, toolkits, events, and professional development programs.

Ownership category

akta.pro rank

Product category

Industry Research and Education Services

NAICS

Grantmaking Foundations (813211), Research and Development in the Social Sciences and Humanities (54172)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Program Design & Strategy (Incentive Concepting, Qualification Criteria, Budgeting) (THAHANAA)

akta.pro secondary industry

Private Foundations (BPAGAKAA)

Keywords

• Incentive research foundation
• Non-cash incentive research
• Motivation industry education
• Reward program benchmarks
• Incentive travel analysis

Headquarters

HQ city

Mclean

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Sponsorship and Partnership Revenue: IRF generates revenue through corporate sponsorships at various tiers (Platinum, Gold, Silver, Bronze) and event partnerships. Partners support IRF research, education, and events in exchange for recognition and access to incentive industry thought leaders.

Distribution channels4 records

Marketing channels6 records

Core offering

The Incentive Research Foundation is a private not-for-profit foundation that funds research and delivers education to advance the science and enhance the appropriate application of non-cash incentives in business and industry globally. It produces annual research reports, industry outlook studies, specialized research on incentive travel and channel incentives, practical toolkits, professional development programs, and hosts flagship industry events for incentive, reward, and recognition program owners, suppliers, and incentive houses.

Product overview

The Incentive Research Foundation (IRF) is a private not-for-profit foundation that funds research and delivers education to advance the science of non-cash incentives in business and industry globally. The IRF's portfolio consists primarily of research publications (including annual trend reports, industry outlook studies, and specialized research on topics like incentive travel effectiveness and channel incentives), educational toolkits, professional development programs (including the Accelerate rising leaders program and webinars with CEU credits), and industry events (the IRF Invitational and Leadership Insights Forum). The organization does not offer a unified software product but rather provides complimentary research and educational resources to strengthen the incentives industry.

Differentiator

Problem solved

Functional benefit

Products and services

• IRF 2026 Trends Report Annual comprehensive research report analyzing trends in the incentive industry, covering budget pressures, AI adoption, geopolitical factors, and strategic cost management for incentive programs. Targeted at incentive program owners and industry suppliers.
• Industry Outlook for 2026: Merchandise, Gift Cards, and Event Gifting Annual outlook report providing benchmarks and spending analysis for non-cash rewards across North America and Europe, covering gift cards, merchandise, and event gifting. Based on 400+ responses to the 2026 Industry Outlook survey.
• Incentive Travel Index Joint research initiative with SITE and Oxford Economics providing global analysis of incentive travel trends, budgets, and program design based on thousands of industry professionals.
• European Top Performers Study Research study examining how leading European companies design, implement, and manage incentive travel programs that drive measurable business outcomes.
• Using Incentives to Drive Pipeline Research report exploring channel incentive program design, measurement, and ROI estimation for distributors, resellers, and retailers.
• Measuring Incentive Travel Program Effectiveness Study examining how incentive program owners measure the effectiveness and business impact of incentive travel programs, identifying gaps and best practices.
• IRF Budgeting for Recognition Toolkit Calculator, templates, guides, and resources to help organizations budget for recognition programs with wide reach for motivating employee behaviors.
• IRF Incentive Travel Toolkit Forms, templates, guides, tips, and resources for planning, designing, and implementing incentive travel programs successfully.
• IRF Accelerate Program Year-long rising leaders initiative developing mid-level incentive professionals through mentorship, education, and senior-level volunteer opportunities, including committee placement and attendance at the IRF Invitational.
• IRF Invitational Signature annual education event featuring breakout sessions, networking, and professional development for incentives industry professionals, with invited participation requiring $3M+ annual incentive program spend.
• IRF Leadership Insights Forum Executive-level forum for third-party and end-user decision-makers focused on incentive and motivation programs, held annually.
• Webinars and Recorded Content On-demand educational webinars and recorded sessions covering industry trends, best practices, and research findings with CEU credits available through SHRM and EIC's CMP.
• Academic Research in Action Analysis and summaries of academic research relevant to the incentives industry, covering topics like cognitive biases, incentive fatigue, recognition design, and AI applications.

Quantifiable outcome

• Over 90% of respondents in both North America and Europe expressed a positive economic outlook for 2026
• +2 more outcomes

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

22 partnerships are on record, tiered core, minor, featured, platinum, research advocacy partner and champion sponsor.

• SITE (Society for Incentive Travel Excellence)coreStrategic or Co-development PartnerJoint initiative for the Incentive Travel Index (ITI) - a global study surveying 2,700+ professionals across 85 countries. Also partners on the Future of Incentives Workforce program to promote awareness of incentives as a career path.
• Oxford EconomicscoreStrategic or Co-development PartnerResearch partner for the Incentive Travel Index, providing economic analysis and forecasting for the global incentive travel industry.
• Aspect Marketing IntelligenceminorStrategic or Co-development PartnerEducation and networking partner contributing to IRF's mission.
• University of MassachusettsminorStrategic or Co-development PartnerAcademic research partner providing educational expertise.
• New York UniversityminorStrategic or Co-development PartnerAcademic research partner providing educational expertise.
• University of Southern CaliforniaminorStrategic or Co-development PartnerAcademic research partner providing educational expertise.
• University of MissouriminorStrategic or Co-development PartnerAcademic research partner providing educational expertise.
• University of Southern FloridaminorStrategic or Co-development PartnerAcademic research partner providing educational expertise.
• University of WaterloominorStrategic or Co-development PartnerAcademic research partner providing educational expertise.
• The Wharton SchoolminorStrategic or Co-development PartnerAcademic research partner providing educational expertise.
• London Business SchoolminorStrategic or Co-development PartnerAcademic research partner providing educational expertise.
• Aberdeen Research GroupminorStrategic or Co-development PartnerResearch partner providing benchmarking and analytics expertise.
• American Productivity and Quality Center (APQC)minorStrategic or Co-development PartnerResearch partner providing productivity and quality measurement expertise.
• International Society for Performance Improvement (ISPI)minorStrategic or Co-development PartnerProfessional association partner supporting performance improvement research.
• DMC NetworkfeaturedGTM or Marketing PartnerFeatured partner providing destination management company network access across 100+ destinations worldwide for incentive travel programs.
• ExploricoreStrategic or Co-development PartnerIndependent research agency conducting surveys and qualitative interviews for IRF research studies including the Measuring Incentive Travel Program Effectiveness study.
• Brightspot Incentives & EventsplatinumGTM or Marketing Partner2026 Platinum Partner - provides incentive and events services to the industry.
• Maritzresearch advocacy partnerGTM or Marketing PartnerResearch Advocacy Partner contributing to IRF research studies on motivation and incentives.
• Brightspotresearch advocacy partnerGTM or Marketing PartnerResearch Advocacy Partner for the 2026 Trends Report.
• Bishop-McCannchampion sponsorGTM or Marketing PartnerChampion sponsor of the 2025 Incentive Travel Index.
• Destination Canadachampion sponsorGTM or Marketing PartnerChampion sponsor of the 2025 Incentive Travel Index.
• Hiltonchampion sponsorGTM or Marketing PartnerChampion sponsor of the 2025 Incentive Travel Index.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat5 records

Key risks5 records

Customer concentration

• Xx.com/theirforg

Revenue estimate

Valuation estimate

Number of profiles

Profiles10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about The Incentive Research Foundation