Content Type:

Glossary

Share Print

Incidence Definition

Any figure referring to the percentage of people in a category. Examples: incidence of users, incidence of people qualifying for a study.

Incidence refers to the percentage of people in a given population who meet the specific criteria to qualify for a research study. It indicates how common or rare a target group is within the general or screened population.

What are the key aspects of incidence as it pertains to marketing research?

• Expressed as a percentage or ratio (e.g., one in 10 or 10%).
• Used during feasibility assessments.
• Impacts cost, timeline and sample size.
• Low incidence means harder-to-reach audiences.
• Calculated based on screeners or prior research data.

Why is incidence important in market research?

Understanding incidence is critical for planning successful research projects. It helps determine how many people need to be contacted to achieve the desired sample size and influences budgeting, fieldwork duration and recruitment strategy.

Who relies on incidence in marketing research?

• Sample providers and recruiters.
• Project managers and fieldwork coordinators.
• Research consultants and strategists.
• Survey designers and panel managers.
• Clients seeking niche audience insights.

How do market researchers use incidence?

Researchers use incidence rates to estimate recruitment difficulty, set appropriate quotas and assess study feasibility. They often conduct pre-tests or soft launches to verify incidence before fully launching a study. This helps avoid delays and ensures realistic planning.