TURF Analysis

TURF is an acronym for "Total Unduplicated Reach and Frequency". It was originally based on the needs of media schedulers to maximize reach and frequency of media spending across different vehicles (print, broadcast, etc.). In a research context, TURF provides estimates of market potential (i.e., number of users reached and/or their frequency of usage) – typically in the context of a line configuration problem. For example, there may be 10 possible flavors for a new yogurt, but the retail trade will only take three. The TURF algorithm identifies the optimal product line to maximize the total number of consumers who will purchase at least one SKU and, at the same time, minimize consumer overlap across all the flavors. TURF provides marketing managers with answers to three questions:

• How many consumers will use each offering (reach) in the product line?
• What is the volume (frequency) of usage for each offering in the product line?
• What is the nature of consumers’ usage overlap (duplication) among offerings in the product line?

There is no question that TURF is a valuable line optimization tool, and is easily integrated into traditional concept testing studies. However, there are two aspects of TURF analysis that users should keep in mind:

1. TURF makes no assumptions about a respondent’s heaviness of category use. That is, someone who eats three Budget Gourmet frozen entrees per day is treated the same as someone who eats one a month. Since this may potentially misrepresent the optimal volumetric potential of the line, weighting by category consumption (or anticipated frequency of use) is strongly recommended and should be the preferred approach to TURF.

2. For cost reasons, TURF is almost always conducted at the conceptual level, rather than at the product-prototype level. In cases where actual experience is key (i.e., food products), results may not be highly sensitive to small variations in product formulation. Multiple paired comparison testing is recommended in these cases. Performing TURF analysis with pilot plant product, while a smart follow-up to concept-only results, should be verified with subsequent product performance testing. TURF is typically conducted as part of concept testing or product testing studies.

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