Maximizing Impact with TURF Analysis

Understanding your customers and making data-driven decisions are key to achieving success in today’s competitive market. But how do you determine which products or services resonate most with your audience without wasting time, effort, and money? That’s where TURF (Total Unduplicated Reach and Frequency) analysis comes in.

With TURF, you’ll have confidence in deciding what products to keep and remove, ensuring your lineup is both appealing to customers and beneficial to your bottom line. TURF is a powerful tool for deciding which combination of products in your lineup can maximize customer reach while keeping your offerings streamlined. It’s particularly useful when you want to understand which products best meet customer needs without overwhelming them or wasting resources. 

What is TURF?

Imagine you’re currently offering 5 flavors of gum. Some of your customers would happily choose another flavor if you reduced the number of items in your line. You want to determine the best selection of gum flavors to satisfy the most customers while keeping your lineup manageable and profitable. TURF helps you identify which combination of gum flavors gives you the widest possible audience by avoiding redundancy in your lineup.

TURF allows you to make data-driven decisions. For instance:

• Keep high-impact products: Focus on the products that maximize your audience reach.
• Streamline your lineup: Identify and remove redundant products that have overlapping appeal.
• Discover gaps: See if there’s a group of customers not served by any products and develop a new offering for them.

How is TURF conducted?

1. Survey your customers: Ask your audience which products they would choose or like from your lineup. For example, you might ask, “How likely are you to buy each of these flavors of gum?”
2. Analyze preferences: The responses help determine which products each customer prefers.
3. Run the TURF model: Using statistical software, we simulate all the possible combinations of products and calculate how many unique customers each combination can satisfy. 

How are results presented?

Results are presented in clear, visual formats that help you quickly identify which item(s) will reach the most potential customers. For example:

• If you remove Wintergreen, you lose only 5% of your potential customers while potentially saving significantly on manufacturing costs and slotting fees. 
• But if you remove Cinnamon, you could lose 15% of your customers because that flavor appeals to a unique group who would not want any of the alternatives if Cinnamon were not offered.

  If you needed to reduce your line from 5 items to 4, we would recommend removing Wintergreen, but not Cinnamon

Why TURF is the Best Approach for You

Unlike simpler surveys or sales data alone, TURF gives you a clear, data-backed strategy. It ensures:

• Efficiency: You’re not guessing or overcomplicating your lineup.
• Customer focus: Your decisions are based on real customer preferences.
• Profitability: You save costs and resources by focusing on high-impact products.

TURF analysis is a powerful tool that enables you to make smarter, data-driven decisions for your product lineup or service offerings. By combining the insights of client preferences with Prodege’s robust research capabilities, you can confidently tailor your strategy to maximize impact, efficiency, and profitability. Whether you’re launching a new product, optimizing an existing portfolio, or seeking better customer connections, our solutions provide the clarity and depth you need to succeed. Start leveraging TURF today, and transform the way you understand and engage with your audience!

Written by Victoria Stevens