TURF Analysis

TURF analysis, an acronym for "total unduplicated reach and frequency", is a type of statistical analysis model used for providing estimates of media or market potential and devising optimal communication and placement strategies given limited resources. TURF analysis identifies the number of users reached by a communication, and how often they are reached.

TURF is a statistical model that can be used to answer questions like,

• Where should we place ads to reach the widest possible audience?
• What kind of market-share will we gain if we add a new line to our model?

It was originally devised for analysis of media campaigns, and has been expanded to apply to product, line, and distribution analysis. The TURF simulator calculates Optimal configurations for maximizing reach. Reach or coverage is defined as the proportion of the audience (target group) that chooses a particular option.

With QuestionPro you can run TURF analysis on any multiple choice checkbox type question as well as matrix questions.

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Let's consider an example of an ice cream shop launching flavors of ice cream. With QuestionPro we can collect feedback asking people about the ice cream flavors they like. Once data is collected, we can find answers to questions like:

• What will be the market share if certain ice cream flavours are launced
• Where should we promote these flavors to maximize reach

To run TURF analysis, go to: My Surveys (Select Survey) » Analytics

Click on TURF Analysis under the Analysis drop down

Select the question to analyze. Only supported questions will be available here.

Top/Down reach shows you how many potential clients you would reach if you focused on any one particular item.

In this example, with the chocolate flavor, you would reach 56.25% of the total population. Please note that this is based on the number of people surveyed. You will need to be sure that your sample size is large enough to be able to make inferences about the total population you are studying.

Unduplicated reach lets you mix and match up options to determine what kind of reach you would have if you focused on those particular combinations. To use this, check the boxes next to the options you want to include in the calculation.

The simulator lets you choose how many items you want to focus on, then simulates the reach, cost, and count (based on the number of responses to your survey) for every combination of choices possible.

In this example, respondents had 10 choices. We ran an analysis on every combination of up to three choices to determine the best possible mix of items to focus on for the maximum reach.

Select the simulation count and click Run Simulation.

When running simulator, you can hold or prohibit certain options and run simulation.

Hold: Options selected under hold will be set as constant and TURF will be implemented across available options.

Prohibit: Options selected under prohibit will not be included in the simulation.

We have the following limits for running simulations online. If the number of options exceed for the simulation count, only the maximum options allowed will be picked based on their unduplicated reach and other options with lower reach will be prohibited automatically.

To reduce the number of options to get within the limit for running the simulation online, you can add the options under Prohibit

Price modeling is just as it sounds. You enter the budget you are willing to spend overall and the tolerance you have (wiggle room) within that budget. For our example, we said we had a budget of 2500 USD and a tolerance of 10%. You can also assign weights rather than prices. Click Simulate Price Modeling to calculate the every possible option group based on the budget desired, starting with the lowest budget threshold (budget – % tolerance) and working up to the highest budget amount. Note: If you go back to the simulator, you will find that the option sets here are now calculated with pricing.

Line Optimization calculates the group of items that will meet your minimum reach desired at the lowest cost. To use this, simply input your minimum reach desired, adjust pricing if desired (if prices were assigned in Price Modeling, they will carry over to this tab), and click Simulate Line Optimization.

Yes. TURF analysis can be run with data filters. Select the filters to apply from the top right corner.