TURF AnalysisTotal Unduplicated

Reach & Frequency

What is TURF?

TURF is an acronym for "total unduplicatedreach and frequency" and it is a type ofstatistical analysis used for estimatingmarket potential.

Essentially, TURF Analysis allows you to assess which combination ofproducts and services appeals to the greatest number of people.

For example, if a company was going to launch a new product, butwanted to find out which one would be the most popular, they couldconduct a TURF Analysis first to better understand its potential.

Sometimes decisions based on simplepercentages alone can be deceiving. TURF Analysis allows you to take into accountcomplex combinations of choices that peoplemake when selecting products or services.

Why do you need TURF Analysis?

TURF Analysis might be right for you or yourcompany if you have ever asked yourself thesequestions:

What combination of products and serviceswould sell the best?How can I tell which marketing campaign isdriving customers?Where should we place these ads to reach thewidest possible audience?How much market share will we gain if we adda new product line to our mix?

For example, say a company wanted to know which features customerswere interested in learning more about. This is an example of what a TURFAnalysis would look like. Here they are calculating unduplicated reach.

How do I conduct TURF Analysis?

There are a few different ways to conduct TURF Analysis, depending onwhat you would like to achieve.

Analysis - Choose the options (answers) that you would like to calculatethe reach for and click on "Calculate Unduplicated Reach". This will giveyou the percentage reach or market share for those options.

Simulator - If you would like the TURF Simulator to run through everypossible combination and present you with the optimal reach for alimited set of choices, click on "Simulator".

Price Modeling - With this option, you can assign a "cost", a "price", orspecify a "budget" for each of the options. The Price Modeling simulatorwill simulate every possible combination that falls within the budget andgive you optimum configurations for the maximum reach.

Line Optimization - With this option, you can find out the cheapestalternatives if you have a minimum reach that you are trying to achieve.

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