What is Incidence Rate?

Incidence rate is the estimated likelihood of finding a particular respondent you want to include in your project. Generally, the more specific the type of person you are screening for, the lower the incidence rate.

The default incidence rate on Methodify is set to 70% for Gen Pop Audiences (ages 18-65). When you add additional screening criteria or custom quotas to a project the system will remind you to update your IR.

For example: if your project requires that all respondents must have shopped for a particular category in the past 3 months which represents 20% of the market. Then the true incidence is (.70 * .20) = 14%. You would then enter 14% as the incidence rate for the project.