Creating a TURF Report

Available to Enterprise and Dedicated Accounts.

Making important decisions can be hard. That's where a TURF report can come in handy. TURF reports can help you answer burning questions such as:

• What combination of desserts should we add to our menu to reach the most customers?
• Which additional products or services can we offer to gain the most new customers?
• Which new colors should we add this upcoming season?

TURF stands for Total Unduplicated Reach and Frequency. It is a statistical model that estimates market potential with limited resources. It can help you choose the best configuration in order to reach the maximum amount of your target audience

For example, let's suppose that your restaurant chain recently surveyed its customers regarding their favorite desserts. However, you only have the budget to add 2 new desserts to the menu. A TURF report can show you which configuration of 2 desserts would reach and please most customers without overlap.

Step 1: Start with a checkbox question (multiple select).

You will need to use a checkbox (multiple select) question in your survey. We asked our employees, family and friends what type of beer they would like up to put in our kegerator.

Step 2: Collect your data.

You will need to survey your target audience and get a good sample. This is our survey to find out what types of beer our employees, family, and friends would like.

http://demo.turf.sgizmo.com/s3/

We have shared our results on the Thank You page, including both a summary report and a TURF report. The summary report shows the results of the checkbox question in bar chart format, and you can see the 3 most popular beers by overall frequency.

Based on the summary report, we could go out and just buy the top 3 beers: Blue Moon, 90 Shilling, and Fat Tire. But what if most people that chose Blue Moon also chose 90 Shilling and/or Fat Tire? What if the people who like 90 Shilling also like Fat Tire? Are we really getting the most bang for our buck?

That is where the TURF report comes into play.

Step 3: Create a TURF report.

We want our TURF report to tell us which combination of 3 beers will please the most people. The summary report showed us frequency, but what we really want is unduplicated frequency.

When I first create my TURF report, I name my report, choose the appropriate checkbox question, and define the max simulation level. The max simulation level refers to the number of combinations or configurations I want to simulate. Since we only have 3 kegs, our max simulation level is 3.

When you run the TURF report, it will determine all possible configurations of the max number of simulations, the unduplicated frequency (how many of the target audience the combination would reach), and the percent reach of the target audience (what percent of the audience the combination would please).

According to the TURF report, the optimal combination of 3 beers is Breckenridge Vanilla Porter, Blue Moon, and Magic Hat #9. This configuration reaches more survey takers than any other combination (unduplicated frequency), which is 83.33% of the total audience. If we purchased beer based on the top 3 responses in the summary report, we would only be reaching 66.67% of our target audience.

Optional: Filter your TURF report for the target audience.

The above report includes all responses from employees, family, friends, and very jealous people. Since we are mainly concerned with the people this decision would actually affect, we can filter the report by our "And you are" question. This only includes responses from people who chose that they were "An employee", "Family of an employee", or a "Friend of SurveyGizmo", since these are the people most likely to be having a beer with us during any given happy hour.

Step 4: Share your TURF report.

Good data is something you rarely want to keep to yourself. Luckily, SurveyGizmo provides you with many ways to share your reports with the people who matter.

All accounts have the ability to share reports through a report link. Professional accounts and higher can password protect their reports as well as create an embed code to publish their report on their website or blog.

If online reports don't quite meet your needs, you can download your report to Excel, Word, or PDF if you have a Professional level account.

Check out all the ways we can share reports:

• View the report online in your SurveyGizmo account
• Create a link to your online report
• Password protect your online report (Pro and up)
• Embed your report on your website or blog (Pro and up)
• Download your report to Excel (Pro and up)
• Download your report to Word (Pro and up)
• Download your report to PDF (Pro and up)

Step 5: Use the results to make a decision.

Hopefully the TURF report can make your decision making a little bit easier. By knowing which combination of 3 beers will reach the most employees, family and friends, we can make our trip to the liquor store that much easier.

And I'm pretty sure we are out of beer.