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TURF Analysis

TURF analysis is basically a tool that is designed to minimize the repetition between respondent’s variable preferences. This analysis was earlier used for analyzing advertising channels. Now it has many applications in market research as it enhances your market research capabilities to a great extent. Total Unduplicated Reach and Frequency i.e. TURF Analysis is the standard method to determine optimal product combinations. TURF Analysis can deliver results in the optimization of product mix and size of the portfolio, in the detection of optimal product combination with which the biggest possible number of consumers can be reached. It can also help us understand which product mix will generate the highest revenue as well as it helps in avoiding sales loss by taking into account out-of-stock situations.

Research Objective:

digitGaps objective in catering TURF Analysis is to identify product portfolio which is efficient in order to maximize the number of unduplicated consumers so that they can find their favorite items in the product line, also to minimize the product line mix for maintaining maximum unduplicated consumer reach contributed by each additional possible product.

Most often the data input for a TURF Analysis is a set of product preference questions asked for respondents. Purchase Intent Likelihood, Desirability Scale, and Ordered list are some common types of formats that are used for TURF Analysis.

Limitations and Merits:

Even if TURF Analysis a commonly used tool, we need to keep some points in mind while using it. One of the demerits of TURF Analysis is that it makes an assumption about customer satisfaction of a particular product. As per the assumption if consumers are satisfied with a particular product they will no longer want variety in that product category. Also, it doesn’t make any assumptions about frequency and amount of use.

At digitGaps, we provide you with the report/results that are easy to interpret.