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TURF
Analysis
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- TURF
is an acronym that stands for Total Unduplicated Reach
and Frequency. This research technique originated
in advertising and media research as a tool to maximize
the number of people (i.e., Reach) who would be exposed
to an advertisement per unit of cost. By analyzing
the overlap between mailing or subscription lists,
those lists with the lowest percent of overlap are
identified. By comparing the number of non-duplicated
people (i.e., Total Unduplicated) to the list costs,
the most economical method of reaching the largest
number of people can be calculated.
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- TURF
Analysis is very useful for market research as well,
especially when used to optimize potential product
or promotional offerings. Instead of examining duplication
across lists or other media sources, purchase intent
scores are analyzed for a series of promotional offers
or product elements (flavors, sizes, etc). By optimizing
the unduplicated purchase intent of potential products
or line extensions, the largest number of consumers
can be appealed to with the fewest number of products
or offers. TURF Analysis can also take into account
different cost structures to produce the products,
and help to optimize the profitability of a line extension
or brand family.
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- To
contrast TURF Analysis with typical methods, consider
an example with three possible flavors (A, B and C)
of a product, where the "best" two flavors
will be brought to market. A typical analysis might
look at the % Top Two Box purchase intent for each
flavor and conclude that the best two flavors to market
are the ones with the two highest scores. If flavors
A, B, and C receive % Top Two Box scores if 80%, 75%,
and 40% respectively, you could conclude that A and
B are the best two flavors. But if the vast majority
of people who would buy flavor B would also buy A,
the incremental gain by offering B is small. If the
overlap between A and C is fairly small, even though
C appeals to the fewest people in total, the combination
of marketing flavors A and C will appeal to more people
than the combination of A and B
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