TURF analysis

TURF analysis is part of:

  • 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.
  • Accessible - Available in many languages
    Accessible - Available in many languages We have ensured XLSTAT is accessible to everyone by making the program available in many languages, including Chinese, English, French, German, Italian, Japanese, Polish, Portuguese and Spanish.
  • 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.

Why do we use TURF analysis

The TURF (Total Unduplicated Reach and Frequency) method is used in marketing to highlight a line of products from a complete range of products in order to have the highest market share. From all the products of a brand, we can obtain a subset, which should be the line of products with the maximum reach.

For example, let’s consider an ice cream manufacturer producing 30 different flavors and who wants to put forward a line of six flavors that will reach as many consumers as possible. Thus, he submitted a questionnaire to a panel of 500 consumers who scored each flavor on a scale from 1 to 10. The manufacturer believes that the consumer will be satisfied and inclined to choose the flavor if he gives a score above 8. TURF analysis will look for the combination of 6 flavors with greatest reach and frequency.

Principles of TURF analysis

This method is a simple statistical method. It is based on a questionnaire (with scores on a fixed scale). The analysis runs through every possible combination of products and records for each combination (1) the percentage of those that desire at least 1 product in the given combination (i.e. reach), and (2) the total number of times products are desired in the given combination (i.e. frequency).

XLSTAT algorithms for TURF analysis

XLSTAT offers a variety of techniques to find the best combination of products:

Results of TURF analysis in XLSTAT

Frequencies by product

This table displays the frequency with which the objective has been reached for each product.

Product lines obtained with the TURF analysis

This table displays for each selected combination: the Reach, the frequency and the name of each product.

Product lines obtained with the TURF analysis (%)

This table displays for each selected combination: the percentage of observations for which the objective has been reached, the frequency in percentage, and the frequency in percentage for each product in each combination.

Tutorials

Screenshots