TURF Market Research

TURF Market Research, SIS International

What is TURF Market Research?

TURF analysis is a method used in statistics research. It stands for Total Unduplicated Reach and Frequency Analysis, and it allows users to assess market research potential. TURF analysis is possible for many products and services. It uses a ranking system. For example, it may rank a mix of products based on how many people like that blend.

“Reach” (the R in TURF) describes how many people you contact. The “frequency” means how often you call these people.

TURF provides a method used to achieve max product sales. It uses a TURF algorithm tool, which looks at all possible combinations. Consumers must respond to a multiple-choice survey. The analyst then assesses the answer options from this survey. In the end, a TURF analysis provides choices that the user did not consider.

Despite its benefits, TURF analysis has some limits. For example, it does not consider the value of consumers. Thus, it is not best to use from a value sales perspective.

Why is TURF Analysis important?

TURF is a potent tool that is crucial in many business contexts. It helps optimize product and service offers. Also, it helps fine-tune how effective a communication strategy is.

Another feature of TURF analysis is that it helps researchers understand the effect of removing or including a product offering. To add, it makes the most of the market strategy used.

TURF works better than using simple totals or percentages for decisions. It considers complex product combinations.

Key Job Titles

Based on the nature of TURF, the job titles below are the most relevant:

– Statisticians

– Marketing manager

– Marketing specialist

– Product Developer

Why Businesses Need TURF Market Research

This method provides high valued insights to companies. Thus, it is helpful for those who wish to expand product portfolios. Its ability to spot the potential and reach of products is crucial. A TURF analysis can suggest products that will further improve market reach.

It allows a business to devise an ideal product and service marketing strategy. This strategy is essential for brands.

TURF helps businesses to find:

– Potential market share when launching new products

– Optimal product line that a brand can offer

– What features a product should have

– Best message components to mix to reach consumers

– Best channels to reach new consumers

– Key selling points for campaigns

Its best used when a business wants to develop something new or penetrate the market. Furthermore, it provides good insights for companies on a tight budget. In this way, a business can choose the best way to spend its marketing budget.

Key Success Factors

A TURF analysis makes many assumptions that may limit its accuracy. Yet, one can make up for this. To do so, the questions in the survey must identify how frequently the respondent uses the product.

Before conducting the analysis, the user must provide accurate descriptions. For example, one must define what makes up a “reach.” A reach occurs when a person wants at least one product in each blend of products.

About TURF Market Research

Quantitative, qualitative, and strategy research are helpful for market research. These methods may take the form of interviews, surveys, or focus groups. TURF Analysis is another tool that aids market research.

Its ability to predict market trends makes it ideal. It’s also a boon when a business wants to penetrate the market. Thus, it is crucial for a company that deals with a product or service.

Analysts can mix TURF with other market research strategies. In this way, they can get a complete picture. Thus, the user will have more significant insights into consumer preference and market potential.