Referral Incentive Design Design the reward structure of a customer refer-a-friend program. No canonical named framework exists for this discipline - referral is one letter inside measurement funnels like AARRR, not a design method. What exists is four decision variables, each with its own evidence base, worked through in order because each shapes the next: 1. Sidedness - reward the referrer, the friend, or both (the Reward-Me / Reward-You / Reward-Both taxonomy, Ryu & Feick, Journal of Marketing 2007). 2. Reward type - cash, account credit, discount, product value, status, or donation. 3. Re…