Discovering which product will appeal to the greatest number of customers can be a challenge for any company.
Enter TURF analysis, the Total Unduplicated Reach and Frequency method, which can help businesses identify the ideal product portfolio or marketing mix that will reach the broadest target group. This powerful market research tool provides valuable insights that enable companies to make data-driven decisions and maximize their reach and impact in the market.
In this article, we'll dive into the ins and outs of TURF analysis and show you how to apply it to your business strategy.
TURF Analysis is a powerful way to analyse existing data, originally developed in media research to determine the reach of advertising campaigns.
Using TURF, researchers can identify the optimal combination of channels to reach each person in the target audience at least once (Unduplicated Reach) and how frequently they are exposed to the product or campaign (Frequency).
Initially, the focus of TURF analysis was to increase the efficiency of campaigns without increasing the budget.
However, this method can now be applied to many other areas beyond media planning, such as assortment planning, product portfolio development, and optimisation.
By analysing the metrics of reach and frequency for an entire portfolio, TURF analysis helps answer two critical questions:
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The TURF Analysis, originally used for media research and planning, is now applied to various fields such as product planning, claim testing, and advertising placement.
This is because the TURF components of Total Unduplicated Reach and Frequency are critical in these areas.
Additionally, TURF considers limiting factors such as budget and limited space, such as on supermarket shelves or packaging.
TURF Analysis is a versatile tool that can answer a range of questions, including:
With applications in assortment management, marketing, activation, category management, and advertisement and media planning, TURF Analysis can identify potential and optimise resources for maximum efficiency.
Conducting a TURF Analysis is a simple process that can be integrated into various survey types, including Multiple Choice or Matrix questions in a conjoint or MaxDiff analysis.
There is no need for special question or survey methodology to conduct a TURF Analysis.
More information on the different question types can be found in our survey guide.
To illustrate the TURF Analysis, let's consider an example of fruit juices.
The goal is to expand the product range and attract new customers while ensuring cost coverage.
To achieve this, it's essential to identify the flavours that provide the highest added value.
A Multiple Choice question can be used to identify the most popular flavours among consumers. All available flavours are listed and ranked in order of popularity for evaluation.
The Multiple Choice results for the fruit juice example may seem clear, as the flavours of orange, apple, peach, and passion fruit were identified as the most popular choices.
However, since participants can choose multiple options, there could be overlap between groups. For instance, the 64% of participants who prefer orange juice may also prefer the other three flavours. Thus, offering these four flavours alone may only reach 64% of the target group.
To expand the target group, it may be necessary to add a less popular flavour to the range.
This is where the TURF Analysis comes in handy, as it can determine which flavour combination can reach the most customers.
By using the TURF method, it is possible to identify which product portfolio combination has the highest unduplicated reach and frequency, thus maximising the efficiency of the product portfolio.
After conducting a TURF analysis, the results are presented in a waterfall diagram which illustrates the percentage of customers that can be reached with additional products.
In the case of the fruit juice example, the analysis showed that offering four different flavours would reach 91% of all customers, with each customer on average liking 2.3 of the varieties offered.
However, the optimal portfolio size must take into account the costs associated with launching a new product.
Adding a fifth variety may only reach an additional 2% of customers, but may not be economically viable as it would not generate enough revenue to cover for the product launch costs.
Now that the optimal portfolio size has been determined, which flavours should be offered?
These tables show the optimal variety combination depending on the portfolio size.
In the case of the fruit juice example, the recommended combination is orange, apple, grapefruit and mango (highlighted in blue on the table).
The table also includes the values for Reach and Frequency.
With this portfolio, 91% of all customers can be reached. Of these, on average everyone likes 2.3 of the varieties offered (Frequency) and will most likely buy several.
TURF Analysis has many advantages that make it a popular method for determining sales potential.
While TURF analysis can be a useful tool for identifying the optimal combination of products or services to reach a target audience, there are several limitations to consider:
By using TURF Analysis, businesses can obtain valuable and granular insights into the preferences of their target customers, which can inform decisions regarding the optimal product portfolio, colour combinations, media mix, and sales locations.
The method's flexibility is a major advantage, as it can be applied in conjunction with different types of surveys, including MaxDiff and conjoint analysis, as long as a multiple-choice question is included.
This makes TURF Analysis an effective and efficient tool for businesses looking to expand their offerings and reach new customers while maintaining cost-effectiveness.
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