I use incense when I go for a walk in the woods, because otherwise there's hardly any pokemon (or pokestops) there at all. It kind of helps. I think you will get more pokemon if you move, rather than stay still, with incense, although this is hard to test and know for sure.
I don't really use lure modules because there are so many people using them already! After work, around 6pm there's a lure module near every pub! So no need to waste mine