TURF Analysis Software – Choosing the Best Software for Your Needs

TURF stands for Total Unduplicated Reach and Frequency and is a method for working out which portfolio of alternatives will maximize reach (i.e. market penetration). Q is the only choice to do TURF easily and accurately.

How does TURF work?

A TURF analysis involves a set of alternatives which represent products. Under these alternatives are different subsets of alternatives which are selected to construct portfolios.

Let’s look at an example – consider a confectionery company that is looking to narrow down a list of 20 different bubblegum options to the five that will reach the most number of consumers. A market researcher will ask a panel of consumers to score each bubblegum option (portfolio) on a fixed scale of 1 to 10. Given that any score over 8 means that the consumer will select that option, TURF analysis looks for the combination of 5 bubblegum options with greatest reach and frequency.

TURF in Q

In Q, alternatives are selected from variables in Pick Any or Pick Any – Grid questions. The analysis runs through each combination of products (portfolios) and records the reach (the percentage of those that want at least one product in the given combination) and frequency (the total number of times products are desired in the given combination.

Q aims to find the portfolios with the highest reach. If two portfolios have the same reach, than Q assigns the one with a higher frequency a higher ranking. The analysis will return the top portfolios within the specified range of portfolio sizes you want.