General TURF Tool Available from Sawtooth Software
One of the more common optimization approaches in market research is TURF analysis. TURF stands for Total Unduplicated Reach and Frequency. It is a technique for finding the optimal bundle of items (messages, flavors, brands, magazines, etc.) that “reach” respondents. TURF has been available for MaxDiff problems using our Online MaxDiff Analyzer tool. But, we’ve now made that same tool handle general data other than MaxDiff including Likert scale, ratings, magazine readership (yes/no), brand within consideration set (yes/no), etc.