• Averages
• Average by Category
• Average Trend
• Chi Square Test
• Comments Viewer
• Cross-Tab Analysis
• Cross-Tab Means
• Customer Satisfaction Index
• Driver Analysis
• Frequency Distribution
• Frequency Trend
• Histograms
• Instant Poll Trend
• Net Promoter Score
• Question Score
• Summary Statistics
• t-Test
• TURF Analysis
• Weighted Average Index
• Weighted Frequencies

TURF analysis, also known as Total Unduplicated Reach and Frequency is an analysis technique that is used to calculate the unduplicated reach of a product line or a range of products. It is a very common technique that is used in market research to assess the combination of products that will ensure maximum reach, frequency of purchase and therefore revenues, when launched.

Benefits of TURF Analysis

A TURF analysis helps in identifying the proportion of customers who are likely to try out the new variant. It helps in identifying maximum reach for the entire product line in a realistic manner since the technique exposes the audience to all the variants that are likely to be in the market. This is therefore a technique that can also minimize the number of SKU's while ensuring that the revenue is not compromised.

An Example

Frequency simply represents the number of respondents that chose that city. Increment, is the number of percentage points that a city adds after all previous ones. For example, although 33% marked Chicago as a city they would go, only 18.5% marked Chicago, but not San Francisco. Reach is simply the cumulative sum of Increment. This organization can now compute if having another event say in Milwaukee is worth it. In other words, is the small 2% increment worth the cost of adding another event? When there are big overlaps between two cities or products A and B; a combination of A and C would get the company better returns.