TURF (Total Unduplicated Reach and Frequency) analysis is a powerful market research technique that allows for the assessment of potential products, services, or messaging to determine where the best opportunities exists for revenue. While other methods, like conjoint exercises, may identify the optimal combination of products and services, TURF will go a step further and identify which ones consumers are likely to purchase the most. For example, if a MaxDiff exercise were to test a list of amenities to include in a luxury hotel room (and that list could be very long), the outcome of the MaxDiff exercise would be knowing the order of importance of that list to consumers. TURF analysis could then be used to determine which of these items on the list will move the needle in revenue and attract the most customers. The targets not only the product offering, but helps project increased profits from it.
How is Turf Analysis used in market research?
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About the Author: chanttel
Chanttel is the team “glue,” a.k.a. The Olinger Group’s Managing Director and Integrator. She presents with a big smile and a ready laugh, but she drives with a razor-sharp business mind and a strong vision.Since joining The Olinger Group more than 20 years ago, Chanttel has focused on developing a strong team and a collaborative work environment where everyone is encouraged to embrace “figure-out-ability.”