Automated Total Unduplicated Reach and Frequency (TURF)

TURF stands for Total Unduplicated Reach and Frequency, a market research tool that finds the optimal mix of products, features, or media placements to maximize audience reach while minimizing overlap.

MaxDiff measures the relative importance of individual attributes or features, while TURF identifies which combination of products or features reaches the most consumers without duplicating efforts (i.e., reaching the same consumers). 

TURF creates a matrix of all possible product combinations, calculates the unduplicated reach and frequency for each, then identifies which combination provides the highest total reach. Like all advanced methods on quantilope's platform, this calculation is entirely automated. 

Use TURF (Total Unduplicated Reach and Frequency) analysis when you need to select the optimal "portfolio" of products or messages that will reach the largest possible number of unique customers. It is most effective when you have limited resources — like shelf space or an advertising budget — and want to avoid redundancy by not targeting the same people twice with similar offerings.

TURF analysis typically produces reach curves (showing how each added item increases the total percentage of the audience reached) and optimal bundle tables that rank various combinations of products by their efficiency. It also frequently uses bar charts to compare the "incremental reach" contributed by each specific item in a set.

Think of TURF analysis in the context of a wedding playlist. If you just pick the 10 most popular songs in the country, you might end up with all pop songs. While those are popular, the same group of "pop song lovers" will dance to all 10, while the jazz, country, and rock fans sit at their tables the whole night. TURF analysis will make sure you have an optimal mix that appeals to a broader audience — catering to the maximum number of people with at least one song.