# TURF analysis

TURF analysis detects which products should have maximum reach in supermarket shelves for example. Available in Excel using the XLSTAT statistical software.

## What is 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:

• the enumeration method will test all the combinations but may be time consuming;
• the greedy algorithm is very fast but can stop on a local optimum
• the fast search algorithm is close from the enumeration method but it is faster and does not guarantee the optimal solution.

## 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.

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