1. TURF Analysis, A Line Optimization Tool
What is it, and why would I use it?
May 2016

2. Why would I need to do TURF Analysis?
Traditional concept testing has limits:
– Each item is evaluated on its individual appeal, identifying the best
concept but providing no guidance on an effective portfolio
Add TURF Analysis to your concept testing when you need to
optimize a line of product offerings:
– Satisfy the most consumers with the fewest products
– Items on a menu, SKUs on the shelf, flavors in the freezer, etc.
2© Jacob Ratner & Global Research Partners, 2016
Please do not circulate without attribution

3. What is TURF Analysis?
• TURF stands for Total Un-duplicated Reach & Frequency
– Not a lawn care product
• It is a powerful tool for optimizing an efficient line of
product offering, to ensure that the most consumer
demand is met with as few items as possible
• On the surface, TURF is a simple survey technique that
asks respondents to evaluate the appeal of every
selection under consideration (like a typical concept test)
• After data collection the analysis is applied to determine
for each item it’s incremental improvement to the total
product line
• The end result is an efficient & prioritized list of products,
each of which will work the hardest to expand the total
reach of the product line
3© Jacob Ratner & Global Research Partners, 2016
Please do not circulate without attribution

4. TURF Analysis Sample Output
Please note: Examples include actual output
from actual studies; Results modified &
categories/brands masked to protect client
proprietary insights

5. In this example, 10 product concepts have been evaluated.
There are clear preferences for some items over others.
8%
19%
21%
26%
32%
31%
29%
31%
22%
48%
30%
22%
31%
34%
33%
35%
38%
38%
49%
30%
38%
41%
52%
59%
64%
67%
67%
69%
71%
79%
Tofu
Mixed Veggies
Ground Turkey
Tilapia
Salmon
Turkey
Pork Loin
Ground Beef
Steak
Chicken
Purchase Intent of Product Offerings
% Definitely % Probably
But what combination of items would sell best? What if only three could be offered?
Chicken, steak & ground beef have the top three scores, but would they be the best
selections to satisfy the most consumers? What combination maximizes appeal?
© Jacob Ratner & Global Research Partners, 2016
Please do not circulate without attribution

6. Once a TURF Analysis is applied priorities become
clear for any number of product offerings
48%
62%
69%
74%
77% 78% 78%
40%
45%
50%
55%
60%
65%
70%
75%
80%
Chicken Ground Beef Salmon Mixed Veggies Steak Pork Tilapia
TURF Results, Consumers Reached
6
+14%
+7%
+5%
+3%
+1% No Increase
For Additional
Items
• In this example, our first three offerings would be chicken, ground beef & salmon
• If there were room to add a fourth item it would be mixed veggies
• Steak (the 2nd highest appeal score) appears fifth in line; because steak acceptors largely
overlap with chicken & ground beef fans, so most of them have been “reached” already
• Note the diminishing returns of each additional item until the cumulative appeal flattens out
© Jacob Ratner & Global Research Partners, 2016
Please do not circulate without attribution

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214-893-8486
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