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Incidence Rate Definition

The incidence rate in market research refers to the percentage of people in a given population who meet specific criteria for participation in a study. It’s a measure of how commonly a desired target group occurs within the general sample population. For example, if a study seeks smartphone users aged 18–34 and 20 out of every 100 screened respondents qualify, the incidence rate is 20%.

Incidence rate in market research is the percentage of people in a sample who meet a study’s eligibility criteria. For example, if 20 out of 100 screened respondents qualify as smartphone users aged 18–34, the incidence rate is 20%.

Who relies on the incidence rate?

Market researchers, fieldwork managers, project managers, sample providers and recruitment specialists rely on incidence rates to plan studies effectively. Insights teams, clients commissioning research and panel providers also use incidence data to estimate feasibility, costs and timelines.

What are key aspects of the incidence rate in marketing research?

• Sample planning and recruitment.
• Accurate estimations.
• Calculated during a pilot or from historical data and should be regularly revisited.

Why is the incidence rate important in marketing research?

Incidence rate determines how practical it is to reach a target population, affecting everything from sample size and screener design to budget and field time. It’s crucial for estimating study feasibility and aligning client expectations with real-world recruiting conditions.

How do marketing researchers use the incidence rate?

Researchers use incidence rates to design screeners, estimate how many people need to be contacted to reach the desired sample size, determine recruitment timelines and inform pricing models for online surveys, qualitative sessions or in-person intercepts. During fielding, ongoing tracking of actual incidence helps teams to course-correct if projections are off.