TURF Analysis

Make Intelligent Business Decisions with TURF Analysis

TURF analysis (Total Unduplicated Reach and Frequency) is a way to optimize service and product lines, or to provide guidance for possible line extensions in service (Cohen 1993). It is just one of a number of statistical models used in market research. Turf analysis software helps market researchers conduct this type of analysis. 

Statistical models are tools to help make decisions—they are not ends in themselves. If you use a tool that fits the problem, you will need to have a good understanding of the decisions that need to be made.  Ultimately, the answers to marketing questions are what you seek—the analysis is the way to get those answers.

Example Marketing Question:  I have 10 new pizza products, but can only offer four. Which four should I offer?

The problem is that consumers who like product A may be the same ones who like product B.  Offering A and B will do little for sales because the same people like both and are only picking one.

TURF analysis will find the combination of products such that the maximum number of consumers will want to buy at least one product in your line. It can also be used to find the incremental value of adding additional products, categories, etc.

Using pizza products as an example, we see that although Sausage is more popular than Chicken or Veggie, it overlaps with Pepperoni and Supreme (shown with dashes).  Offering the less popular Veggie and Chicken pizza products will “reach” more customers.

Using Zoomerang and MarketTools to do TURF Analysis

Zoomerang is part of market research firm, MarketTools, which has one of the leading Advanced Analytics departments in the world. In conjunction with the powerful survey analytics offered with a Zoomerang Premium account, you can rely on the Zoomerang Service Bureau to conduct a TURF analysis for your business. Our team of researchers will help you find the answers to the important questions that will drive your business results. Get a quote today and start working on your TURF analysis project.

Three Other Types of Advanced Market Research Analytics

• Bradley-Terry Analysis:  Analyzes a win-loss matrix to help marketers choose between similar scoring products.  It is widely used in the context of sports to analyze the relative merit of each team based on the total win-losses of each time against each other. 
• Van Westendorp Analysis: Gives an optimal price point and an acceptable range of prices for products based on how consumers answer for questions about a specific product.
• Choice Models: Predicts actual consumer choice based on utility. The two basic types of choice models are conjoint analysis and DCM analysis.
  

Citation:
Cohen, E. 1993. Turf Analysis. Quirk’s Marketing Research Review (July/August): 10-13.