TURF Analysis

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TURF Analysis, acronymous for "Total Unduplicated Reach and Frequency", is a type of statistical analysis used for providing estimates of media or market potential and devising optimal ways how to use it given the limited resources.

This was originally used by media schedulers to maximize reach and frequency of media spending across different items (print, broadcast, etc.), T.U.R.F. is now used to determine what drivers motivate consumers to purchase a certain product. This in turn can help companies determine which products / services to offer, and just as importantly, what products not to make.

In a research context, TURF analysis provides estimates of market potential. TURF analysis identifies the number of users reached and/or their frequency of usage of a particular product configured in a certain way.

For example, say you want to market 10 new flavors of yogurt. There may be ten possible flavors for a new yogurt, but in actuality the market will only purchase three. The TURF algorithm identifies the optimal product line to maximize the total number of consumers who will purchase at least one SKU (Stock Keeping Unit) and, at the same time, minimize consumer overlap across all the flavors.

TURF analysis provides marketing managers with answers to the following questions:

How many consumers will use each offering (reach) in the product line? What is the volume (frequency) of usage for each offering in the product line? What is the nature of consumer's usage among offerings in the product line?

[edit] External links

• Description at crm survey. Retrieved 23 January 2007.
• P-STAT, a software for TURF Analysis. Retrieved 23 January 2007.