An Overview: TURF Analysis for Range Optimization
Perspectives > Blog Post

An Overview: TURF Analysis for Range Optimization

May 28, 2013

Variety is not always the best option. And before you throw in everything and the kitchen sink (and your budget) into your product portfolio or your marketing mix, consider conducting Range Optimization with TURF analysis.

An Overview: TURF Analysis for Range Optimization

Variety is not always the best option. And before you throw in everything and the kitchen sink (and your budget) into your product portfolio or your marketing mix, consider conducting Range Optimization with TURF (Total Unduplicated Reach and Frequency) Analysis. It’s what marketers turn to to help them assess which combination of products or services appeal to the greatest number of consumers, while measuring the increase in reach across each component.

It’s the smart, strategic tool that helps your budget, and often your shelf space. We use TURF analysis to:

•Maximize the range of consumers that can be reached with a specific line of products or services
•Minimize the number of products/services in your portfolio without cannibalizing your reach and appeal
•Identify the incremental value from every additional product/service in your portfolio and the point of diminishing return for each

This analysis can also be used to answer questions in many contexts:

“A game system can  include a variety of new potential features, but which features will bring in the most incremental customers to the brand?”

“Looking to target a specific  demographic audience, what are the key media outlets to focus marketing tactics?”

“There are several new services to offer in a membership package. Which combination of services will promote the highest membership acquisition and retention?”

Captivated? Check out more of our quantitative research methodologies.

Up Next