TURF Analysis or Total Unduplicated Research Frequency is a technique used in market research to maximize the unduplicated reach of a product line while minimizing the product line’s depth. It is generally used for Line Optimization Testing (LOT) to answer the following questions:
- How many products should this line include?
- Which products should be in the line?
- What’s the incremental value to the full line contributed by the addition of each possible product?
Other business use of TURF is to select the version(s) for line extensions. For example, TURF may be used to select the initial line for new brands or brand extensions or “pruning” a line (i.e. modifying an existing product line). |
