turf analysis playbook
TRANSCRIPT
Survey AnalyticsWe help companies listen
Enterprise Research PlatformFull suite for creating surveys, sending email invitations, and analyzing survey data
Online, mobile, off-line fielding apps, panel, respondents sample, and more
Presenter:Esther LaVielleVP of Client Services
5 Years with Survey Analytics7 Years in Market Research
“When I’m not working I enjoy being in nature, traveling, cooking new recipes, eating and trying out new restaurants and food trucks around Portland, OR and hanging out with my dog, Cooper.”
30 Minute Agenda
*Registrants will receive a copy of our TURF Analysis Guide After presentation
What is TURF & When to
Supplement Research +
Marketing Efforts
How to program TURF Analysis for
Best Results
An Example TURF Analysis Study in
Action
Live Demo and Q & A
What is TURF Analysis?
Total Unduplicated Reach & Frequency• Total: Complete or Absolute• Unduplicated: Unique• Reach: Number of people reached at least once• Frequency: Total number of times a person was reached
Originally devised for analysis of
media campaigns
Market Potential
Optimal Product Line
Product & Services
Thinking about selling new line of products or
services?
Where to place ads to reach your target consumers
within a budget?
Where to spend money on
products within a line to meet
demand?
Do you have any multi-select
question types in your survey?
When To Use TURF
Need to estimate market potential or reach potential, include TURF Analysis! Have a multi-select question type in survey, add TURF Analysis!
How To Program TURF Analysis
3 Steps To Program TURFIdentify what areas of your project you want
to run a TURF on
Create multi-select questions based on areas for research
Program survey in Survey Analytics
How To Analyze TURF Data2
WAY
SAnalysis - Calculates Unduplicated Reach &
Frequency Offers reach % or market share
Use this option to calculate reach for a set of alternatives
Simulator - Runs through Every Possible CombinationOutput shows the optimal REACH
for a limited set of choices
How To Analyze TURF Data
Pric
e M
odel
ing
• Assign "Cost" or "Price" for each of the options, and also specify a "Budget”
• Simulates every possible combination that falls within the budget. Optimum configurations for the maximum reach Line
Opti
miza
tion • Minimum Reach % that
you need to achieve
• What’s the cheapest way to hit that number? Run this and find out
Add photo here
IT’S FOOTBALL TIME!
TURF ANALYSIS CASE STUDY
TURF In Action – Sports Study
Add photo here
TURF In Action – Sports Study
Add photo here
TURF In Action – Sports Study
Add photo here
TURF In Action – Sports Study
Add photo here
TURF In Action – Live Demo
