The Advanced MaxDiff HB comes with the ability to have TURF Analysis included on top. TURF stands for Total Unduplicated Reach and Frequency Analysis. The main objective is to provide detailed statistics on how having multiple items "enabled" at the same time affects their total overall appeal. The appeal in many cases is used as a proxy for the market share, thus enabling various conclusions to be drawn on how certain set of items/features/products/descriptions would perform in a real market environment.
Example study questions could be:
- What will be the market share that can be obtained if we launch product X to a market with competitor products already in it?
- Where should we promote this product to maximize our reach in the industry?
- In how many distribution channels would a respondent be exposed to the product, on average?
Once the Maxdiff HB analysis is complete, the individual utility scores for the items become available. TURF makes use of the coefficients to produce output. In order to convert the utility scores into "reached" and "not reached" statuses for a given combination of items for a given respondent, AYTM employs three different industry-standard approaches:
- First-Choice (only one the most preferred item is considered "reached")
- Threshold x% (items with Purchase Likelihood greater than the threshold value will be "reached")
- Weighted by Probability (items with higher Purchase Likelihood get more reach)
If you don't know which method to choose, we recommend starting the exploratory analysis with the Preference Share Threshold 60% method. For each respondent the system marks items that were perceived as relatively attractive as being "reached". Since items that were not liked nor disliked would have the preference share around 50%, setting the threshold to 60% would exclude those items that seemed neutral, while also allowing for situations when several items were deemed moderately but not extremely attractive.
The analysis takes the form of an Excel simulator and has two views: summary and all combinations. In the summary view, you can activate or disable certain items to see how it affects the summary statistics. Additionally, you can enter total budget and item-wise cost to see additional statistics of how well certain selection fits the budget.
The all combination view lists all possible combination of activated items and allows in-depth filtering to suit particular needs. For instance you may be interested in the best combination of 3 items, excluding one particular item. With default Excel filters this can be achieved in no time.