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TURF Analysis
  • TURF is an acronym that stands for Total Unduplicated Reach and Frequency. This research technique originated in advertising and media research as a tool to maximize the number of people (i.e., Reach) who would be exposed to an advertisement per unit of cost. By analyzing the overlap between mailing or subscription lists, those lists with the lowest percent of overlap are identified. By comparing the number of non-duplicated people (i.e., Total Unduplicated) to the list costs, the most economical method of reaching the largest number of people can be calculated.
  • TURF Analysis is very useful for market research as well, especially when used to optimize potential product or promotional offerings. Instead of examining duplication across lists or other media sources, purchase intent scores are analyzed for a series of promotional offers or product elements (flavors, sizes, etc). By optimizing the unduplicated purchase intent of potential products or line extensions, the largest number of consumers can be appealed to with the fewest number of products or offers. TURF Analysis can also take into account different cost structures to produce the products, and help to optimize the profitability of a line extension or brand family.

  • To contrast TURF Analysis with typical methods, consider an example with three possible flavors (A, B and C) of a product, where the "best" two flavors will be brought to market. A typical analysis might look at the % Top Two Box purchase intent for each flavor and conclude that the best two flavors to market are the ones with the two highest scores. If flavors A, B, and C receive % Top Two Box scores if 80%, 75%, and 40% respectively, you could conclude that A and B are the best two flavors. But if the vast majority of people who would buy flavor B would also buy A, the incremental gain by offering B is small. If the overlap between A and C is fairly small, even though C appeals to the fewest people in total, the combination of marketing flavors A and C will appeal to more people than the combination of A and B
2002 Woelfel Research, Inc. All rights reserved