The abbreviation for TURF remains ‘Total Unduplicated Reach and Frequency.’ For any successful company, the parameter of their success— is unmatched strengths compared to rivals. There are many survey methods available that can help a business to decipher the powers it possesses. TURF Analysis helps a business to know its strength regarding appeal and reach.
A survey’s appeal and reach parameter showcases the audience’s willingness to buy products. TURF is a research method shedding light on product portfolios, marketing mix, messaging, and product features. With the help of TURF Analysis, marketers can derive effective strategies to retain or change their product specifications. The same method can help a business to achieve better audience reach.
TURF can act as a single survey or be applied to questions to address audience issues better.
A Detailed Understanding of TURF Analysis
TURF Analysis laid its cornerstone in the media world. It is a tool that can determine the reach of each existing brand ad campaign. In the same way, it can assess the percentage of the target audience the campaign successfully hit.
A TURF method or TURF Analysis is a subtle way using which a desired target group or people can easily be reached— at least once. The process is known as Unduplicated Reach.
The metrics of reach derived by applying a TURF Analysis are not limited to only one campaign. Rather it helps to modify the whole process of developing a portfolio to channeling ads.
The data foundation of a TURF Analysis to be applied is a binary indication of variables that ‘reach’ a respondent.
This method can be used in Maxdiff or Conjoint projects where individuals have preferred product attributes.
What Business Pain Points can TURF Analysis Solve?
- Turf Analysis can derive the best possible marketing and messaging campaigns. The audience-specific campaigns help to derive the best possible market metrics.
- It also sheds light on the best possible product lineup. A chiseled strategy constructed around a compelling product line can give a brand the maximum target audience reach.
- It can help an enterprise to pre-determine market preferences. A pre-determined market preference knowledge helps brands yield the biggest ROI.
- TURF Analysis is known as one of the best marketing channel optimization tools. It allows focusing the best on targeted operations for running ads. Such a targeted ad campaign helps brands to gain maximum visibility.
Methods of Conducting a TURF Analysis
The TURF analysis is conducted many times with the help of Maxdiff and Conjoin Analysis.
Method 1
Firstly, the percentage of the total reached audience is calculated in a TURF Analysis. Calculation happens based on the total number of items/specific features that have reached the audience with the help of message lineups.
The Survey experts who conduct TURF Analysis generally use two sub-methods for these:
- The first sub-method takes place by looping through each product/feature/package combination chosen for the survey to conduct.
- After looping the items, the researcher derives the sample percentage that has hit the targetted audience.
Method 2
This method reverts around the multinominal logit modeling. Logit modeling is based on Maxdiff analysis and helps to derive the utility preference for the same.
It calculates the percentage of items selected as the most preferred, weighed by the item’s preferred share.
A Case Study to Understand the Strength of Turf Analysis
As we have already deciphered, the strength of TURF Analysis remains to identify possible combinations of items. This queue of items can appeal to the maximum audience.
As an example, let us case study a hypothetical ice cream industry operating in India.
Suppose the ice cream industry made both Strawberry and Raspberry flavors yet incurred a loss. To uplift their scenario, they contacted ABC Survey company and took the help of a TURF Analyst.
Step 1
The expert told the ice cream company’s CEO to remove one item and to keep either Strawberry or Raspberry!
Due to the similarity of strawberry and raspberry flavors, the expert stated that the two flavors appeal to the same consumer demographic. Therefore, the company is basically doubling up on product variants. By conducting the TURF Analysis, the expert market researcher could gauge the strong strategic point and ask to remove it.
Step 2
The expert further added that many ice cream lovers enjoy exotic fruit flavors. Thus, the brand would attract more customers by substituting an exotic fruit flavor for a repetitive item. This step is also based on the successful completion of the TURF Analysis.
Step 3
Similarly, the research expert helped the ice cream company’s CEO by convincing them to keep both the Custard Apple and Coconut flavors. The company’s CEO wanted to remove them both.
But with the help of TURF Analysis, the market research expert suggested keeping the two flavors. The flavors can appeal to the audience. Custard Apples and Coconut are appealing and enjoyable to a greater audience in India.
They are exclusive in taste and relatable to Indians. The ABC company’s experts hinted that the brand’s marketing strategy is wrong but not the choice of flavor in the case of Custard Apple and Coconut.
As part of the TURF Analysis, the expert did not consider the consumer’s preferences. Instead, focus on a flavor profile that will appeal to the broadest possible audience. The possibility exists that TURF Analysis will muddle the issue if it is not read properly.
For this example, any inexperienced survey expert would say to keep both Strawberry and Raspberry as they appear tempting. But only with the help of the company’s appointed experts the CEO understood why he should keep only one of these two flavors.
Step 4
With the help of TURF Analysis, the market research expert went into detail. He calculated the total unduplicated audience reach and frequency. For this discussion, the frequency was defined as the proportion of persons who enjoy both flavors.
Yet the average number of pleasant flavors also overlaps for the same frequency range. The TURF Analysis specialist derived the most promising product line configuration for snatching the target market.
The item list, in this case, is Strawberry, Custard Apple, Coconut, and Dragon Fruit.
Step 5
TURF Analysis doesn’t stop here!
The expert drew out a fresh plan for directing advertisements. There was no well-known face behind the brand when it first launched. The advice of specialists was for him to pick one.
Also, the expert prescribed TV, Social Media Channels, and offline marketing strategies. All these strategies helped the owner to hit the maximum of his targetted audience.
The Consolidated Result
- Setting up a chiseled product line, service menu, and communication strategy for the ice cream company resulted in a 40% upliftment in the company’s ROI within 7 months.
- The TURF Analysis helped the ice cream company cut operational costs and warehouse charges and increase the shelf life of items.
To Wrap Up
TURF analysis provides differentiated but detailed information about a target group’s preferences.
It is a great road map to determine in advance the optimal product portfolio, color combination, media mix, and location for a business in the most cost-effective and time-saving manner.
Are you interested to conduct a TURF analysis? Try your hands on SurveyPoint. Create surveys with multiple-choice questions to learn more about customers’ likes and dislikes. Surveypoint provides an array of features that facilitate TURF analysis, including customizable survey templates, real-time analytics, and data visualization capabilities.
