..... and it is said that with an incense, it doubles the power of luring a rare Pokemon.
Are you constantly moving? They work better if you stay there for a while.
That is completely wrong. Incense works completely different, and works best when moving.
For lure modules, it makes absolutely no difference if you move or not as long as you are in range.
Lure modules will spawn new pokemon under them, around one every 5 minutes, these are new spawns that every player in range gets. The spawns are related to the pokemon that normally spawn in the area. When the next one spawns, the last one despawns (unless you caught it or it ran away). It is most effective to have 3 or 4 pokestops with lure models in range, and a larger number of players so that only a few people need to use a lure occasionally to keep it going.
Incense attracts nearby pokemon, only you get them, noone else, they have smoke around them. These spawn a pokemon every 5 minutes or every 200 meters, so using incense while not moving gives you the absolute minimum in effectivity, on a bike at the right speed you can get a lot out of it, like one pokemon every 2 minutes.
In short:
So lures are good for hanging out at pokestops with a group, everyone gets the benefits. Incense is good for moving around alone. Noone else gets the benefits, they only work properly when you move.