What is TURF?

TURF stands for Total Unduplicated Reach and Frequency. It’s a research methodology used to optimize reach among a target audience, and commonly used for product line-ups. 

For example, you are launching a new yogurt product and have 20 possible flavors options, but only want to launch with 10. In this case, TURF could be used to find which combination of 10 flavors would appeal to the widest range of customers.

 Use aytm’s TURF to:

Optimize a product line-up (e.g., ice cream flavors; often called Line Optimization Test or LOT), a single feature (e.g., color options for a smartphone), key messages, and beyond.

Aytm’s TURF output:

The TURF Analyses option/drop-down allows you to select a specific question (direct question across various question types or a custom virtual question) that holds the reach criteria and export a simulator. This is a common methodology for Line Optimization Tests (LOTs).

The main output is Unduplicated Reach, commonly referred to simply as Reach, which represents the percentage of the target audience reached or served by at least one option. The other output is Frequency which represents the average number of options that reach or serve the target audience; this does not represent purchase frequency or purchase volume.

How to access TURF

 When you are working on a stats page you can export the TURF simulator for a specific eligible question. Click on the export icon and select the question from the drop-down box. 

Note: the TURF export will show as available for *any* eligible question type, you can select from the drop-down which question fits your TURF analysis.

Once you have selected the question you want to export click on the down arrow icon to export the TURF simulator for the selected question.

Checkbox Q type

Select the question from the TURF drop-down and then click on the down arrow icon to export the simulator.

Matrix, Stars or Smiley Q types

If the question type is a Matrix Slider, Progressive Matrix, Star or Smiley rating you will need to select between Top 1 or Top 2 box before exporting the simulator.  .

The reason there are two sets of Top Box and Top 2 Box options is because people set up grids differently - sometimes the options move from most positive to least positive, others from least positive to most positive. So regardless of how you orient your scale, you can pick the right version of Top Box or Top 2 Box

MaxDiff HB + TURF

Exporting MaxDiff HB + TURF has the same options as before it’s just now located in the Research Analyses section of the Export section.

 Note: if you are looking for MaxDiff utility scores you can export them directly under the question chart.

TURF Simulator Export 

When you export TURF for any question the simulator will be the default tab shown. The simulator provides a clean interface for a client to play around with combinations that makes sense for them - whether it be they will always include product X regardless of performance because it's a brand standard or they would never introduce both product A and B because they're too similar, or some other reason(s).

If we were to only give them just what we call traditional output (sheet of all or top combinations, basically the second tab of our platform export) that might include a lot of scenarios the client doesn't care about or would never introduce to the market for a variety of business reasons. The simulator allows clients to choose their line-up and/or combinations of items tested. Note: cost and total available budget are not required to use the simulator it's an optional setting.

The top 3 choices will be highlighted in the simulator as shown above. This showcases the top 3 individual performers. Click on the Yes/No in the Include column for each item to switch from Yes/No to include or remove a product from the calculation.

View the percentage of respondents who preferred your choices separately or combined.

Click on the “All Combinations” tab of the simulator to see details on all combinations.


If you have any additional questions please reach out to
support@aytm.com or click the chat bubble at the bottom right to start a conversation. We look forward to hearing from you! 

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