TURF Simulator Export

TURF stands for “Total Unduplicated Reach and Frequency”, which is a type of analysis commonly used in product line research. The primary objective of a TURF analysis is to identify the set, or combination, of products that appeals to the widest audience. TURF assumes that the product line should be developed with the goal of providing at least one product for as many consumers as possible.

Important: For a TURF analysis to yield quality results, all respondents must evaluate all available items. The objective of TURF is to understand how to reach the largest portion of a given audience, and thus an evaluation of reach must exist for every item for every individual. For this reason, TURF is not recommended when there are more items than any respondent can reasonably evaluate in a survey environment.

The most common use case is product-related optimization, often called Line Optimization Test(ing) or LOT. Examples include:

• Identifying the optimal set of flavors for your ice cream line
• Identifying the best mix of razor products for your shave brand
• Identifying the best set of colors to offer your mobile phone or laptop in

TURF may also be used in marketing testing such as identifying a set of marketing messages that reaches the largest part of the audience.

The TURF Analyses drop-down allows you to select a specific question that holds the reach criteria and export a simulator. This is a common methodology for Line Optimization Tests (LOTs).

There are two main outputs in TURF analysis, as hinted at by the name:

(Unduplicated) Reach: Percent of the audience for which there is at least one item in the set. What defines reach must be specified in a way that ultimately gets to a binary Yes-Reached / No-Not Reached result for each item. This is commonly Top Box or Top 2 Box on a 5-point scale of purchase intent/interest, appeal, or similar metric; less commonly TURF can be used on other interest/appealing-measuring methodologies such as MaxDiff.

Frequency: Average number of items in a set that reach an individual. A common way to think about Frequency is how many items an individual would consider when making a purchase, or number of messages that would resonate with an individual from a marketing campaign. Note: Frequency should not be interpreted as purchase frequency or volumetric purchase interest.

 When you are working on a stats page you can export the TURF simulator for a specific eligible question.

1. Click on the export icon and select the question from the drop-down box. 
2. Select the question you want to export.
3. click on the down arrow icon to export the TURF simulator for the selected question.

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.

1. Select the question from the TURF drop-down
2. Click on the down arrow icon to export the simulator.

1. Select the chosen MaxDiff question from the TURF drop-down in the Export menu. 
   
2. Select your preference: Average Based Preference Likelihood (50% bl), Preference Likelihood x/screen, Weighted by probability, Weighted by probability 4/Screen, and First Choice. 
   
3. Click Export.
   

Note: If Average-Based PL (50% bl) or Preference Likelihood x/screen  is chosen, a slider will appear, allowing the user to control the threshold. Click and drag the slider to choose one of the specific stopping points: 20%, 25%, 33.3%, 50%, 60%, 70%, or 80%.

When you export TURF for any question the simulator will be the default tab shown. The simulator provides a clean interface for a you to make custom combinations that  - 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).

 Note: cost and total available budget are not required to use the simulator.

1. The top 3 choices will be highlighted in the simulator as shown above. This showcases the top 3 individual performers.
2. 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.
3. View the percentage of respondents who preferred your choices separately or combined.
4. Click on the All Combinations tab of the Excel simulator to see details on all combinations.