What is the Incidence

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What is the Incidence

Dear Market Research Professionals,

The ESOMAR glossary defines Incidence Rate (IR) as “The proportion of respondents contacted in a survey who qualify for the survey”.   Incidence is one of those things that can be polarizing. 

  • When a client is unsure of incidence panels are asked to bid at several levels: 10%, 20% , 30%, 40% , 50%, etc
  • Some clients define it as “well, you know your panel”.
  • Others define it as “depends on what you can target”
  • And others still  define it as  “100% if you can target that exactly”

In a perfect world we could target on every possible profile point in which researchers are interested.  The good news is that to date panel companies have only been able to profile on a few thousand data points. At EMI we pride ourselves in delivering the correct sample for each project, and often times that means knowing which panel has the most direct targeting in order to increase the incidence and therefore lower the CPI.

We understand that, more often than not, the incidence rate is unknown. That is often a big reason the research is even being conducted in the first place! In those situations we are happy to provide several options for feasibility and pricing based on varied incidence rates. Unfortunately not all projects have the luxury of being budgeted based on a wide cost range.

In order to more accurately bid on projects EMI is able run incidence checks on behalf of our clients:

  • Quick – get hundreds of responses in a day or two
  • Free – yes, they cost zero dollars
  • Global – available in most countries worldwide
  • Valuable – be confident in your budget and feasibility

To have a little fun with this service we decided to run a few different checks this week and the results are below:

What is your favorite holiday from the list below? (choose one)

  • Thanksgiving – 52%
  • Valentine’s Day – 4%
  • Independence Day (4th of July) – 15%
  • New Year’s Eve – 12%
  • St. Patrick’s Day – 2%
  • Halloween – 15%

What is your favorite state to travel to on vacation?

  • California – 17%
  • Texas – 4%
  • Florida – 25%
  • New York – 10%
  • Michigan – 3%
  • Colorado – 5%
  • Arizona – 4%
  • South Carolina – 5%
  • Other – 27%

If you HAD to give up one of your senses, which would it be?

  • Hearing – 9%
  • Seeing – 3%
  • Feeling / Touch – 13%
  • Smelling – 55%
  • Tasting – 20%

So the next time you are in the dark about the incidence on a study you are bidding, let EMI help shed some light!



The EMI Team