What is TURF Analysis? | Media and Product Research

TURF analysis is a commonly used market research technique that helps organizations understand how to reach the greatest number of customers with a limited number of offerings. TURF stands for Total Unduplicated Reach and Frequency. TURF analysis is frequently used in product, media, and general consumer market research.

In general, it’s not feasible for a business to offer every product, service, and feature that their customers want. Knowing this is a limitation, organizations need to carefully pick and choose which products, services, or features to offer to customers. TURF analysis provides valuable insights for businesses looking to optimize and/or expand product portfolios by identifying the market reach and potential for each combination of products they might offer.

What is TURF Analysis? | Media and Product Research

TURF analysis can determine what products will improve market reach.

TURF Analysis Example

Let’s pretend you own café that plans to offer smoothies. Within the restaurant there is limited space and resources, allowing you to only offer 2 smoothie flavors. You conduct a survey with your customers to ask which flavors they prefer. While the typical frequency data chart shows you that ‘Strawberry’ and ‘Strawberry-Banana’ are the most popular flavors, TURF analysis provides you with a different picture.

The TURF analysis shows that offering ‘Strawberry’ and ‘Blueberry’ will provide the greatest reach among your customers. This would likely be because ‘Strawberry’ and ‘Strawberry-Banana’ are preferred by the same types of customers, while ‘Blueberry’ would open the door for a whole separate audience. TURF analysis takes into account these overlaps in preference and calculates the unduplicated reach percentage for every combination of flavors tested in the survey.

How is TURF Analysis conducted?

TURF analysis is conducted using data from standard multiple choice questions in a market research survey. The data is analyzed using statistical software, which calculates a reach for every combination included in the survey. The survey data can be analyzed for a variety of different scenarios.

For example, an organization might want to determine how to optimize market reach for a portfolio of 3, 4, and 5 products. This would allow the organization to determine how many products they want to offer, and what those products would be.

How else can TURF analysis help my organization?

In addition to the smoothie example, TURF Analysis can help tackle a variety of other business objectives, such as:

  • What products/services should be offered?
  • What features should a product have?
  • How can a product line be expanded to reach more customers?
  • What marketing channels provide the greatest reach?
  • What selling points should be featured in marketing campaigns?

Other Considerations and Limitations for TURF Analysis

While TURF analysis provides valuable insights on how an organization can reach the greatest number of customers, it is important to take other relevant factors into consideration. For example, if you’re offering a product/service, you’ll want to know how important variety is to customers. You will also want to know if customers plan to buy certain types of products more than others. From an operational standpoint, it’s also important to take into consideration profit margins and the resources required for each offering.

The bottom line is incorporating TURF analysis findings with other market research and operational insights is an excellent way to make research more comprehensive and provide a complete picture of audience preference and market potential.

Contact Drive Research

Drive Research is a consumer research company that works with organizations across the world to improve products, services, and marketing campaigns.

Interest in learning more about how TURF analysis can help your organization? Email us at [email protected] or give us a call at 315-303-2040.

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