TURF Analysis

Total Unduplicated Reach and Frequency (TURF) analysis has been used for many years primarily in product and media research. The simplest way to understand it is by means of an example.

Imaging the preferences of three flavors of ice cream to be 70% (vanilla), 60% (strawberry) and 25% (mint chocolate). If a store could offer only two flavors which combination should they offer? The answer is not necessarily vanilla and strawberry. TURF analysis would provide information on the amount of preference overlap between the various flavors. It could well be that vanilla and mint chocolate is the best combination to offer in order to reach the maximum number of people.

Register for TRC's latest research seminar - Tuesday, Oct 5th in the Yale Club of New York.

Research 2.0: Innovative choice and Social Networks Methods. This one-day event will feature speakers from Columbia and Rice Universities, in addition to our very own Rajan Sambandam and Pankaj Kumar.

The event will highlight new and interesting developments in choice techniques, text mining, and "Research 2.0". To learn more and register, click here.

TRC's White Paper Library offers, among others, various choice-related articles.

Featured Choice-Related White Papers:

Product Configurator

How to improve your segmentation with Max-Diff

Conjoint Analysis vs. Self-explicated

Understanding choice in banking: Use of Discrete choice analysis

Resources

Philadelphia Chapter of AMA

Philadelphia Marketing Directory

Connect with us !

The Brand Insulation Effect.

Toyota Customers Remain Loyal in the Face of a Recall.

An article authored by Rajan Sambandam, Vikas Mittal and Paul Dholakia, in the latest issue of the Marketing Research Magazine.

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