This webinar discussed how to conduct a TURF (Total Unduplicated Reach and Frequency) analysis to determine the optimal combination of products or services to offer customers. TURF analysis examines all possible combinations to understand which ones will reach the largest number of unique customers. The webinar provided an example using ice cream flavors to demonstrate how TURF can reveal insights not seen when just looking at individual item preferences. Tools for running TURF simulations and optimizations within SurveyAnalytics were also overviewed.

1. Reach Your Full Market Potential
With
TURF Analysis

2. Who is SurveyAnalytics?
•Started in 2002 in Seattle, WA
•#172 on Inc. 500 Fastest Growing Private
Companies
•#12 on Puget Sound Journal's Top 100 in
Washington
•Over 6K+ clients and growing!
•QuestionPro, SurveyAnalytics, IdeaScale, MicroPoll
•Esther LaVielle
Chief Education Director

3. Speaker: Andrew Jeavons
• SurveyAnalytics Executive Vice President
• Andrew has over 20 years in the market research industry.
He is a frequent writer and speaker for various publications and events around the country. He
has a background in psychology and statistics, and currently focuses on innovation within
survey research.
20 years + experience working with companies in a marketing, sales and strategic development
capacity.

4. Webinar Agenda
1. What is TURF Analysis?
2. When to use TURF Analysis
3. Ice Cream Example: How to count # of consumers who will use each
item within product line (Reach)
4. TURF Summary
5. Example TURF Analysis Project & Tools to get started
6. Best Practices, Q& A, & Conclusion

5. #1: What is TURF Analysis?
"Total Unduplicated Reach and Frequency”
-Reach is a term derived from media research, it means how many
people you contact.
-Frequency means how often you are in contact with the people you
reach.
-TURF is about working out how to maximize your sales by working out
the maximum number of people you will appeal to with a product or
service combination.

6. #2: When to Use TURF Analysis
If you have ever asked:
-Which combination of products or services would sell the best?
-How to determine which marketing and placement campaigns are
driving consumers to you?
-Are you working with a limited budget and what to research what's
the best way to spend your marketing dollars?
Then it's time to run a TURF Analysis

7. Ice Cream Example
So here is an example…
Three possible ice cream flavors available. “Top two box” measuring
intent to purchase are as follows:
Flavor A 50%
Flavor B 45%
Flavor C 25%
Obvious result is to make flavor A and B ?
TURF reveals a different result….
ERL

8. Ice Cream Example
Flavor A was chosen by 50%.
Flavor B was chosen by 45%
30% also chose A
15% chose B exclusively
Flavor C was chosen by 25%
5% also chose A
15% also chose B
5% chose C exclusively
If we analyze this pair wise we get:
ERL

9. Example of TURF Analysis: Ice Cream
65 percent would definitely/probably buy A or B.
50 percent A and 15 percent who chose B, exclusively.
70 percent would definitely/probably buy A or C.
50 percent A and 20 percent who chose C but not A.
55 percent would definitely/probably buy B or C.
45 percent B and 10 percent who chose C but not B.
The *combination* of choices are the key.
ERL

10. Summary
TURF analysis allows you to see the effect of the combinations of
answers that people make that you do not see in simple percentage
choices.
Making decisions based on simple percentage choice can be wrong.
TURF analysis allows you to take into account the complex
combinations of choices that people make when selecting products or
services.
Just simple totals may miss underlying patterns of choices.
ERL

11. TURF Algorithm
Turf algorithm reviews possible combinations – which can be very
large.
Have to be be careful not to have too many products/services
It may bring out combinations you probably have not considered
before.
Can be useful to evaluate the effect of dropping
Or adding an alternative product or service.
ERL

12. Example of TURF Analysis
.
A bank is looking to offer credit cards to customers
Wants to find out which credit card brands
to offer:
Visa
MasterCard
American Express
Discover
ERL

13. Set Up Multiple Choice or Matrix Table Question:
ERL/APJ

14. Real Time Summary Results: MasterCard Most Used
ERL/APJ

15. TURF: Run Analysis
ERL/APJ

16. TURF: Top/Down Reach
Top/Down Reach:
Calculate the
Reach for either
Entire dataset or
For segmented data
Allows you to review
count & percentage of
Credit card used
ERL/APJ

17. TURF: Top/Down Reach
Start Reach: Respondents who started the survey
Completed Reach: Respondent who completed survey
Respondent Reach: All who answered this exact Q#.
Count: Exact # of times selected
Can choose to weight count if needed
ERL/APJ

18. TURF: Run Analysis
Pick 1 or more options to calculate unduplicated reach
Example: If the bank only selected
Visa and MasterCard what would the
Unduplicated reach be?
ERL/APJ

19. TURF: Run Analysis
Review Results: Market Share based on 2 Options
If you had Visa and MasterCard as the only 2 choices of
credit card brands you would get a 54% reach.
(231 out of 428)
ERL/APJ

20. TURF: Run Analysis – 2nd Example
Pick 3 options to calculate unduplicated reach
Example: If the bank only selected
Visa and MasterCard , American Express
What is the unduplicated reach?
ERL/APJ

21. TURF: Simulator
The Simulator tool allows you to review all possible
options under a specific simulator count.
For our example we will look at the entire dataset and a
simulator count of 2!
ERL/APJ

22. TURF: Simulator
Simulator Options ordered from highest to lowest market
share combination
ERL/APJ

23. TURF: Price Modeling
With your limited budget you simulate which options will
best fit within your budgetary guidelines
ERL/APJ

24. TURF: Price Modeling
MasterCard is the best option, but close behind is the
AMEX!
ERL/APJ

25. TURF: Price Modeling 2nd Example
Using a budget of $150
ERL/APJ

26. TURF: Line Optimization
Allows you to find your minimum reach
Goal is a 50% minimum reach…….
ERL/APJ

27. TURF: Line Optimization
To Reach 50% minimum you have to give customers 2
options: MasterCard and American Express
ERL/APJ

28. TURF: Line Optimization 2nd Example
What 3 Credit card combinations will I need to have at
least an 80% min reach?
ERL/APJ

29. Questions? Conclusion
Esther LaVielle
http://www.surveyanalytics.com
esther.rmah@surveyanalytics.com
Andrew Jeavons
Andrew.jeavons@surveyanalytics.com