The acronym TURF stands for Total Unduplicated Reach & Frequency. Reach or coverage is defined as the proportion of the customer target group that chooses a particular option, such as flavor. The “unduplicated” component of the analysis is important, because the value of a potential customer choosing “Butter Pecan”, that would have chosen Vanilla (if Butter Pecan was unavailable) is not nearly as great as the value of another customer choosing “Butter Pecan” that would not have chosen any other of the available flavors.
MWI has developed our own customized algorithms for providing clients robust TURF analysis results. Clients will be able to clearly observe the proportion of the target group reached for each combination of options (flavors) at different cutoff points of allowable options (flavors). For example, our analysis can provide the proportion of the target group reached for each three flavor combination, four flavor combination, five flavor combination, on up to however many flavors in combinations would be reasonable to consider, and practical from a business standpoint. This analytic output is not standardized, but instead is customizable to the needs of our clients.
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