Incidence rate
The percentage of people screened who qualify for a study. Low incidence makes fieldwork slow and expensive.
Incidence drives cost more than almost anything else in survey research. An audience with one percent incidence costs far more to reach than one with fifty percent.
It is also where synthetic respondents are most tempting and most risky. The hard-to-reach audience is the one a model knows least about.
Related terms
Part of the insights engineer definition hub.