Carry out TURF analysis quickly, easily and cost-effectively with market research software from QuestionPro

Use the integrated TURF analysis in QuestionPro to determine the reach of your media campaign and the optimal product range

What is a TURF analysis?

TURF Analysis – Definition

The acronym TURF stands for “Total Unduplicated Reach and Frequency”. The TURF analysis was originally used as an analytical procedure in the field of communication and advertising effectiveness research to optimize reach. To put it simply: How many people (Total) did I reach at least once (Unduplicated) with my campaign (Reach) and how many people reacted in some way (Frequency).

The TURF analysis as a standard procedure for determining optimal product and range portfolios

TURF analysis is now very popular as an established standard procedure for determining optimal product and range portfolios in so-called line optimization (which products/which range do I offer my customers). The process is also used to determine the best possible, most salable combination of properties that a product should have in order to achieve the greatest possible sales.

We would like to explain the last two areas of application of the TURF analysis, which can also be carried out with software support using the QuestionPro survey software, in a little more simplified form!

The TURF analysis is one of the standard applications within the QuestionPro survey and analysis platform. With just a few mouse clicks you can access the TURF analysis.

TURF analysis in determination
the best possible product properties

Find the “optimal product” with the TURF analysis

In the TURF analysis, similar to the conjoint analysis, the test subjects are presented with different combinations of features of products in all possible variants, whereby the preferred combinations, for example consisting of color, price, packaging, consistency, product design and material, are to be selected by the test subjects . In the end, the selection of the most popular combinations results in a ranking of the preferred product features, which then – in simple terms – result in the “optimal” product.

If you carry out your TURF analysis or conjoint analysis with QuestionPro, you have the option of using images and videos instead of terms or descriptions when presenting product features. For example, you can depict colors, packaging or product design very concretely so that the test subjects do not create their own visual abstractions in their heads unless you carry out the test on site and without sample examples.

There are no creative limits to the graphic design of your TURF or conjoint analyses, as the following example shows.

The initial question in this example: Which of the three designer gift packaging for Piccolo champagne bottles shown here would you most likely buy?

The product features described in the images are shown in different combinations as part of the conjoint and TURF analysis. For example, the blue product packaging in the next presentation on the screen would not be made of cardboard, but rather made of wood with a smooth instead of grooved surface and perhaps at a completely different price.

“QuestionPro is great software for conducting online surveys. The system allows us to ask complex questions easily. In addition, customer service is available 24/7”

Travis Bouck
Executive Director Marketing

TURF analysis as part of product range optimization

Determine the best possible product range with the TURF analysis

Another challenge that TURF analysis overcomes is selecting the best possible product range. This is particularly important in times of high product diversity and a not inexhaustible shelf space in retail. Imagine that you had to choose from 10 different types of honey the 3 types that promise you the highest possible sales, i.e. are the most popular with your customers.

Similar to the example described above of combining the best possible product properties, the TURF analysis also asks the test subjects about their purchasing intentions as part of line optimization. This can be done either with a simple yes/no question:

I would buy / I wouldn't buy

or scaled, for example

I would buy / I would probably buy / I probably wouldn't buy / I wouldn't buy.

Of course, you can also use the TURF analysis to determine the possible sales quantities by additionally asking the test subjects how often and in what quantities they would probably buy the corresponding types of honey that they like and which alternative they would buy if they preferred it Product is not available.

Not only the answer to the question of whether someone would buy a product or not and if so: how many of them and why, make TURF analysis a valuable statistical procedure in the area of ​​line optimization. You also receive important information about who buys your products and who doesn't, because you also collect all the socio-demographic data of your test subjects and can combine this with the data from their response behavior.

1:1 live online demo: Perform TURF analysis with QuestionPro

We would be happy to show you in a 1:1 live online demo how you can carry out TURF analyses quickly, easily and cost-effectively using market research software from QuestionPro. Arrange a personal appointment with one of our market research specialists.

Create and carry out TURF analysis with QuestionPro

Try the software for creating a TURF analysis for 10 days free of charge

If you came across this article because you would like to carry out a conjoint or TURF analysis using software, then please feel free to contact us! We will show you what options you have when using QuestionPro as a survey and analysis platform. You can also test QuestionPro for 10 days free of charge and create a TURF analysis yourself.

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