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Reach Your Full Market Potential With TURF Analysis
Who is SurveyAnalytics?•Started in 2002 in Seattle, WA•#172 on Inc. 500 Fastest Growing PrivateCompanies•#12 on Puget Sound Journals Top 100 inWashington•Over 6K+ clients and growing!•QuestionPro, SurveyAnalytics, IdeaScale, MicroPoll•Esther LaVielleChief Education Director
Speaker: Andrew Jeavons • SurveyAnalytics Executive Vice President • Andrew has over 20 years in the market research industry. He is a frequent writer and speaker for various publications and events around the country. He has a background in psychology and statistics, and currently focuses on innovation within survey research. 20 years + experience working with companies in a marketing, sales and strategic development capacity.
Webinar Agenda 1. What is TURF Analysis? 2. When to use TURF Analysis 3. Ice Cream Example: How to count # of consumers who will use each item within product line (Reach) 4. TURF Summary 5. Example TURF Analysis Project & Tools to get started 6. Best Practices, Q& A, & Conclusion
#1: What is TURF Analysis?"Total Unduplicated Reach and Frequency”-Reach is a term derived from media research, it means how manypeople you contact.-Frequency means how often you are in contact with the people youreach.-TURF is about working out how to maximize your sales by working outthe maximum number of people you will appeal to with a product orservice combination.
#2: When to Use TURF AnalysisIf you have ever asked:-Which combination of products or services would sell the best?-How to determine which marketing and placement campaigns aredriving consumers to you?-Are you working with a limited budget and what to research whatsthe best way to spend your marketing dollars?Then its time to run a TURF Analysis
Ice Cream ExampleSo here is an example…Three possible ice cream flavors available. “Top two box” measuringintent to purchase are as follows:Flavor A 50%Flavor B 45%Flavor C 25%Obvious result is to make flavor A and B ?TURF reveals a different result…. ERL
Ice Cream ExampleFlavor A was chosen by 50%.Flavor B was chosen by 45%30% also chose A15% chose B exclusivelyFlavor C was chosen by 25%5% also chose A15% also chose B5% chose C exclusivelyIf we analyze this pair wise we get: ERL
Example of TURF Analysis: Ice Cream65 percent would definitely/probably buy A or B.50 percent A and 15 percent who chose B, exclusively.70 percent would definitely/probably buy A or C.50 percent A and 20 percent who chose C but not A.55 percent would definitely/probably buy B or C.45 percent B and 10 percent who chose C but not B. The *combination* of choices are the key. ERL
SummaryTURF analysis allows you to see the effect of the combinations ofanswers that people make that you do not see in simple percentagechoices.Making decisions based on simple percentage choice can be wrong.TURF analysis allows you to take into account the complexcombinations of choices that people make when selecting products orservices.Just simple totals may miss underlying patterns of choices. ERL
TURF AlgorithmTurf algorithm reviews possible combinations – which can be verylarge.Have to be be careful not to have too many products/servicesIt may bring out combinations you probably have not consideredbefore.Can be useful to evaluate the effect of droppingOr adding an alternative product or service. ERL
Example of TURF Analysis. A bank is looking to offer credit cards to customers Wants to find out which credit card brands to offer: Visa MasterCard American Express Discover ERL
Set Up Multiple Choice or Matrix Table Question: ERL/APJ
Real Time Summary Results: MasterCard Most Used ERL/APJ
TURF: Top/Down Reach Top/Down Reach: Calculate the Reach for either Entire dataset or For segmented data Allows you to review count & percentage of Credit card used ERL/APJ
TURF: Top/Down Reach Start Reach: Respondents who started the survey Completed Reach: Respondent who completed survey Respondent Reach: All who answered this exact Q#. Count: Exact # of times selected Can choose to weight count if needed ERL/APJ
TURF: Run AnalysisPick 1 or more options to calculate unduplicated reach Example: If the bank only selected Visa and MasterCard what would the Unduplicated reach be? ERL/APJ
TURF: Run AnalysisReview Results: Market Share based on 2 OptionsIf you had Visa and MasterCard as the only 2 choices ofcredit card brands you would get a 54% reach.(231 out of 428) ERL/APJ
TURF: Run Analysis – 2nd ExamplePick 3 options to calculate unduplicated reach Example: If the bank only selected Visa and MasterCard , American Express What is the unduplicated reach? ERL/APJ
TURF: SimulatorThe Simulator tool allows you to review all possibleoptions under a specific simulator count.For our example we will look at the entire dataset and asimulator count of 2! ERL/APJ
TURF: SimulatorSimulator Options ordered from highest to lowest marketshare combination ERL/APJ
TURF: Price ModelingWith your limited budget you simulate which options willbest fit within your budgetary guidelines ERL/APJ
TURF: Price ModelingMasterCard is the best option, but close behind is theAMEX! ERL/APJ
TURF: Price Modeling 2nd ExampleUsing a budget of $150 ERL/APJ
TURF: Line OptimizationAllows you to find your minimum reachGoal is a 50% minimum reach……. ERL/APJ
TURF: Line OptimizationTo Reach 50% minimum you have to give customers 2options: MasterCard and American Express ERL/APJ
TURF: Line Optimization 2nd ExampleWhat 3 Credit card combinations will I need to have atleast an 80% min reach? ERL/APJ