TURF analysis

TURF analysis is used by market researchers to assess market potential and devise optimal strategies for product position and communication. Such analysis helps them estimate the chances of success given limited resources.

The ultimate aim of TURF analysis is to identify the most efficient product portfolio. It is achieved by determining the products that have the greatest reach in the market.

It can answer questions like:

• Where should we place ads to reach the broadest possible audience?.

• What kind of market-share will we gain if we add a new line to our model?

• It was initially devised for analysis of media campaigns and has been expanded to apply to a product, line, and distribution analysis.

With QuestionPro surveys, you can perform TURF analysis for any Multiple Choice/Multiple Answer question or Matrix question.

Example of TURF analysis

Consider a restaurant that wants to launch new flavors of ice-cream. However, they want to find out the best combination that will reach the most people. So, it asks its customers to select a one from the choices - Strawberry, Vanilla, and Butterscotch. TURF analysis will analyze responses and come up with the best combination of flavors that a restaurant should include in their menu.

Or consider a retail company that sells to its customers through multiple channels. They can survey their existing customers to optimize their existing functions.

A leading fintech company surveyed their respondents to learn their credit card usage. Below is the chart based on the sample responses received.

You can view the start reach, completed reach, respondent reach, and count in the TURF analysis software.

Advantages of TURF analysis

• Test new ideas: You can test new ideas and find out which combination of various options will be the most successful in the market. You can calculate the chances of your success and estimated cost.

• Product optimization: You can optimize your product lines by removing products with less ROI and adding new products that have the potential to reach the maximum number of unduplicated customers.

How to perform TURF analysis in your surveys?

Learn how to set up and use this feature with our help file on the TURF Analysis.