Our market research approach

Structured market research to support concrete decisions.

At Incidence, market research is about more than collecting data.
We design every project around a clear decision-making question: what works, what could work better and which actions should take priority?

Our approach is built on three principles:

Robust methodology

Excellence starts with a solid framework: variables are isolated, biases are neutralised.

Structured analysis

We move past description: we detect the faintest signals and turn them into tomorrow’s decisions.

Proportionate research tools

Efficient research strikes the right balance: rigorous enough for solid insights, pragmatic enough to be workable.

The objective is to identify the elements that are truly decisive for your organization and to transform information into clear decisions.

Robust methodology tailored to your question

That is why we build every market research project around a clear framework:

A strategic decision calls for reliable data and a method that fits your context.

01 A clear definition of the problem

We clearly define the key issues and KPIs.

02 Selection of the right method: quantitative, qualitative or hybrid

Selection between quantitative, qualitative, or hybrid approaches depending on the nature of the problem.

03 Purpose-built research tools

Development of proprietary questionnaires and interview guides, tailored to your sector.

04 Systematic quality controls

Continuous quality checks ensuring the robustness of the generated results.

05 Statistical validation

Application of calibration models and significance tests for maximum reliability.

At Incidence, we don’t believe in overkill.

We adapt the method to:

The level of risk

We evaluate potential exposure in order to tailor the intensity and accuracy of the investigative framework.

Fieldwork constraints

We take the full operational context into account: accessibility, timing, source sensitivity and local specificities.

The available budget

We optimize resources to guarantee a high-quality analysis, tailored to your actual means.

The result is a robust analysis without unnecessary complexity.

Quality checks and transparency

01

Validating the questionnaire or discussion guide before the fieldwork starts

Triple-review and pre-testing to eliminate any cognitive bias or semantic ambiguity before launch.

02

Checking the consistency of the collected data

Cross-checking of responses to identify random answering patterns.

03

Monitoring quotas and sampling criteria

Strict monitoring of sampling to ensure perfect representativeness of the targets.

04

Data cleaning and statistical checks of the dataset

Application of “flatliner” and “speeder” filters to isolate corrupted data.

05

Traceability of data processing and calculations

Secure archiving of every process step for permanent auditability.

We clearly explain the methodological choices and limitations, if any, of the selected approach.

Transparency is not an extra, it’s how we work.

Strategic interpretation of results

Numbers alone are usually not enough. That is why we go beyond reporting the results. Our structured analysis allows us to:

Identify the key drivers behind results

Identify the levers that truly influence behaviors and outcomes.

Distinguish priority actions from secondary actions

Formulate clear, operational recommendations

Clear analysis prevents false conclusions, hasty decisions and unnecessary investments.

An independent agency with hands-on senior involvement

Incidence is an independent market research agency. We operate independently, without commercial ties to tools, media companies, or industry players.

Our methodological approach and strategic reporting are developed and overseen with direct involvement from senior management. Throughout every stage of the research process, we work closely with our clients.

Methodological consistency

Scientific rigour at every stage, ensuring reliable data

Objective analysis

We translate complex issues into clear strategic and operational insights

Results that can be put to use quickly

We deliver outputs and reports that can be immediately integrated into your decision-making process

Understand in depth.
Decide with clarity.
Invest with confidence.

Structured approach

Clearly defined objectives and a methodology tailored to each market research project.

Smart use of budget

Tools tailored to your question, risk level and budget.

Decision-oriented analysis

Clear priorities and recommendations you can act on.

Hands-on senior involvement, objective perspective

Senior involvement from start to finish, with no conflict of interest.