TURF Reports

TURF analysis is a statistical procedure to estimate market share or potential based on simple survey data. TURF analysis stands for Total Unduplicated Reach and Frequency analysis. It is a powerful tool for any business or organization looking to achieve the furthest reach with their products.

Sure…but what exactly does a TURF report do?

Surveying your customers about their preferences is always a good thing. Once you get that data, however, the method you use to analyze it is equally as important as the act of surveying itself. SurveyGizmo’s TURF reports allow you to analyze your survey data in order to choose a configuration that will reach the widest possible group of customers or stakeholders.

It’s best illustrated with an example.

Let’s say you own a t-shirt store, and you want to bring in more customers to your shop by expanding your product line from 10 to 15 items. Which colors should you offer to have the widest appeal to customers?

You might offer a survey to your target market, asking them what are their 5 favorite t-shirt colors to wear. Then you could choose the top 5 colors and add them to your product line.

The problem is, certain customers may prefer duplicate items in the top 5 overall products. This means that by selecting the top 5 overall colors, you’ll not be appealing to the potential widest selection of your target market. The analysis described above takes into account frequency – but what you need is unduplicated frequency.

Doing TURF analysis, however, will allow you to choose a selection which will appeal to the largest proportion of your target market. The SurveyGizmo TURF report will tell you which selection of products will allow you to reach the most customers.

What are some uses of TURF Analysis?

TURF analysis is useful almost any time you want to appeal to a wider range of stakeholders. Here are a few examples:

• An ice cream shop deciding which flavors to add to its selection.
• A college wanting to choose courses to increase enrollment in their Continuing Education department.
• A survey software company determining which new features to add.
• A conference organizer trying to decide which breakout sessions to include in the lineup.

Any time you need to allocate limited resources, chances are, TURF analysis can help.

Articles about using TURF Reports and SurveyGizmo

• Expert Article: New Feature: TURF Reports
• Tutorial: Creating a TURF Report