Latest US poll: 63% say gas prices are affecting their household budget a great deal or a moderate amount
See the pollTURF analysis
TURF (total unduplicated reach and frequency) finds the small set of flavors, products or features that appeals to the largest number of different people. It helps you build a range that covers different tastes instead of repeating one.
reach=people who would buy at least one
The problem
Pick the top five by popularity and you can end up with five similar items, loved by the same people. TURF counts people, not votes. It asks how many different people find at least one item they would buy, and which item brings in the most new people when it joins the line-up.
Top five by popularity
The five flavors most people would definitely buy
53%of buyers reached
Best five by reach
The five that reach the most different people
60%of buyers reached
Play with the model
Vanilla and Chocolate, the two best-sellers, are locked in. Tick flavors to add them: each one shows how many new people it would bring in.
Tick flavors: the number on each is the reach it would add
Best reach at each size, and where your line-up sits
Reach counts people who would buy at least one flavor in the line-up. Change the rule and every number moves.
Drawn on the worked example further down: Example: six ice cream flavors from twenty
Reach counts people, not volume or revenue. Read it next to what you know about sales.
Line-ups a point or two apart are not really different, so you see the leading few, not one winner.
The rule for what counts as reached changes the result, so it is fixed up front.
In CatalyseAI today
The questions TURF runs on are live in CatalyseAI today: multiple choice with an exclusive “None of these”, rating scales and matrix questions, with up to five audience groups compared.
How the model works
TURF runs on answers to a question you would ask anyway: which items people would buy (select all that apply, with a 'None of these' option), a purchase-likelihood rating for each item, or MaxDiff scores.
Question 4 of 9
Which of these flavors would you buy?
Vanilla
Strawberry
Salted caramel
Mango sorbet
None of these
For example, 'definitely would buy', or the top two answers on the scale. The rule changes the result, so it is fixed up front and printed on every chart.
What counts as reached
Top box only, or the top two answers: fixed before the analysis and printed on every chart
For each line-up size, the combinations are compared and ranked by reach. Items you must keep can be locked in, and items you cannot make can be left out.
Line-ups of six, ranked by reach
Vanilla and Chocolate locked in; 3,060 line-ups compared
Tick items in a simulator to see the reach, and how much each item you have not picked would add.
Your line-up reaches 50%
The deliverables
Every CatalyseAI report downloads in these formats.
The best reach at each line-up size, so you can see where one more item stops paying.
Several top combinations for your chosen size, not one winner, because many land within a point or two of each other.
How many new people each item brings in, in the order it joins.
Build and compare your own line-ups.
The terms, in plain words
Worked example
A frozen dessert brand can stock six pint flavors in a new store chain and has twenty candidates. US adults who bought ice cream in the past month say how likely they would be to buy each flavor. TURF finds the six-flavor line-up that reaches the most buyers with the two best-sellers locked in, and shows which new flavor brings in the most people the best-sellers do not already reach.
FAQ
No. A 'select all you would buy' question or a purchase-likelihood rating for each item works. MaxDiff helps when the list is long and you also want a ranking.
Not always. TURF counts people, not volume or revenue. A line-up with slightly lower reach can sell more if its buyers buy more often. Read reach next to what you know about sales.
At normal sample sizes, line-ups a point or two apart are not really different. Seeing the leading options lets you choose between them on cost, supply or fit with the brand.
Related
Tell us how many items you can carry and which ones must stay. We will suggest the question to ask and how to define reach.
Nearest office: Orlando, FL (corporate office)