Running a TURF analysis with XLSTAT-MX

Dataset for TURF analysis XLS55.5 KB

Tutorial video

  • MX Market research and sensory analysis software

  • System configuration

    • Windows:
      • Versions: 9x/Me/NT/2000/XP/Vista/Win 7
      • Excel: 97 and later
      • Processor: 32 or 64 bits
      • Hard disk: 150 Mb
    • Mac OS X:
      • OS: OS X
      • Excel: X, 2004 and 2011
      • Hard disk: 150Mb.

Benefits

  • Easy and user-friendly
    Easy and user-friendly XLSTAT is flawlessly integrated with Microsoft Excel which is the most popular spreadsheet worldwide. This integration makes it one of the simplest available tools to work with as it utilizes the same philosophy as Microsoft Excel. The program is accessible in a dedicated XLSTAT tab. The analyses are grouped into functional menus. The dialog boxes are user-friendly and setting up an analysis is straightforward.
  • Data and results shared seamlessly
    Data and results shared seamlessly One of the greatest advantages of XLSTAT is the way you can share data and results seamlessly. As the results are stored in Microsoft Excel, anyone can access them. There is no need for the receiver to have an XLSTAT license or any additional viewer which makes your team-work easier and more affordable. In addition, results are easily integrable into other Microsoft Office software such as PowerPoint, so that you can create striking presentation in minutes.
  • Modular
    Modular XLSTAT is a modular product. XLSTAT-Pro is a core statistical module of XLSTAT which includes all the mainstream functionalities in statistics and multivariate analysis. More advanced features contained in add-on modules can be added for specific applications. This way you can adapt the software to your needs making the software more cost-efficient.
  • Didactic
    Didactic The results of XLSTAT are organized by analysis and are easy to navigate. Moreover useful information is provided along with the results to assist you in your interpretation.
  • Affordable
    Affordable XLSTAT is a complete and modular analytical solution that can suit any analytical business needs. It is very reasonably priced so that the return of your investment is almost immediate. Any XLSTAT license comes with top level support and assistance.
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  • Automatable and customizable
    Automatable and customizable Most of the statistical functions available in XLSTAT can be called directly from the Visual Basic window of Microsoft Excel. They can be modified and integrated to more code to fit to the specificity of your domain. Adding tables and plots as well as modifying existing outputs becomes easy. Furthermore, XLSTAT includes some special tools on the dialog boxes to generate automatically the VBA code in order to reproduce your analysis using the VBA editor or to simply load pre-set settings. This effortless automation of routine analysis will be a huge time saver on your part.

Dataset for running a TURF analysis and goal of this tutorial

An Excel spreadsheet containing the data and the results of this example can be downloaded by clicking here.

The data comes from ratings by 185 customers on 27 dishes. Scores are given on a scale of 1 to 5 in response to the question "Would you buy the product?" (1: no, not at all to 5: Yes, quite sure). The goal here is to obtain a product line consisting of 5 dishes that will be sold in some stores. It should be constructed such that the market share of this line is as strong as possible.

We use the TURF method (Total Unduplicated Reach and Frequency), which provides a product line that has the highest penetration. All combinations of 5 products among all products are tested in order maximize the chance that at least one of these products is consumed. 

Setting up a TURF analysis

After opening XLSTAT, select the XLSTAT / XLSTAT-MX / TURF command, or click on the corresponding button of the XLSTAT-MX button (see below).

turf1.gif

Once the button is clicked, the dialog box appears. You can then select the data on the Excel sheet. You must select all products as data.

The Variable labels option is left enabled because the first line of the column of data includes the product name.

The size of the subset is 5. The scale being 1 to 5, we select as a scale 1-5.

turf2.gif

In the options tab, the number of combinations to be displayed is 10.

Thus, the 10 best lines of 5 products will be displayed. Then, you define the goal. In our case, we consider that a consumer will buy the product if he gives a score of 4 or 5. The method used is the enumeration that will necessarily give the optimal result.

turf3.gif

Once you have clicked the OK button, the calculations start, and the results are displayed.

Interpreting the results of a TURF analysis

The first table includes the frequencies at which the objective is achieved for each product separately.

The following table gives the 10 best combinations obtained, each time with the reach and the frequency obtained. The reach is the number of consumers who intend to buy at least one product of the line (it will be worth up to 185), the frequency is the number of times a product line has received a score of 4 or 5 (maximum of 5 * 185 = 925).

turf4.gif

The following table gives the same information as the previous with percentages instead of raw values.

turf5.gif

This brief analysis has allowed us to bring out a product line that will have a very good market share. This line consists of products 14, 15, 16, 23 and 26. It gets a reach of 129, or nearly 70% of the consumers.