TURF Analysis

A Simple Introduction to TURF Analysis (2016)

17 Jun 2016 - 253 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 - 167 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

ACA Technical Paper (2007)

01 Sep 2007 - 321 hits

Adaptive Conjoint Analysis (ACA) is software for conjoint (trade-off) analysis. The term "adaptive" refers to the fact that the computer-administered interview is customized for each respondent. Data ... Read More