IR, or incidence rate, is the number of respondents that qualify for a study after demographic and standard targeting is completed in the Cint Exchange/Marketplace pre-screener.
IR = (completes) / (completes + non-targetable terms)
Ask yourself if there is a standard qualification that aligns with your target audience prior to calculating.
Example: Female dog owners. Use standard qualifications for gender and pet owner and expect 100% IR.
Example: Female dog owners that use Purina. Use standard qualifications for gender and pet owner, then estimate market share for Purina as your IR after targeting.