TURF

Total Unduplicated Reach and Frequency (TURF) is a technique for maximizing purchases and minimizing product overlap. TURF analysis is used to determine what characteristics motivate consumers to buy a certain product. Using this analysis, we can determine which items should or should not be offered in a product line.  Chamberlain uses TURF to optimize product portfolios, placement, and mix.

Successful design decisions strike a balance: too few features and you get a bare bones, stripped-down product. Too many features and you get a confusing and expensive product or one that comes late to market. In fact, research shows that too many choices can discourage shoppers from purchasing. And too many features in technology products cause user dissatisfaction. The same logic applies to the design of services or communications. Too much can be as bad as too little.

You wouldn’t wear a belt and suspenders at the same time, since they serve the same purpose. They also look remarkably un-cool together. Unfortunately, belt-and suspenders mistakes in design and assortment are harder to spot and more costly. TURF analysis is a way to find and eliminate duplication in meeting customer requirements.

Contact Chamberlain for more assistance on how TURF can help your business.