TURF Analysis

Understanding Item Contribution in TURF Analysis (2025)

25 Apr 2025 - 131 hits

When performing a TURF (Total Unduplicated Reach and Frequency) analysis, clients often ask: How much does each item contribute to the success of the portfolio of items? For example, in a portfolio ... Read More

A Simple Introduction to TURF Analysis (2016)

17 Jun 2016 - 8979 hits

TURF stands for "Total Unduplicated Reach and Frequency" and is an optimization search routine for finding optimal sets of items (brands, claims, attributes) that motivate (reach) respondents. This ... Read More

Stepwise TURF + Swaps (2012)

17 Aug 2012 - 5869 hits

Traditional TURF optimization uses an exhaustive search approach, examining all possible portfolios (sets of items) of a specific size en route to discovering the optimal portfolio(s). However, ... Read More