A TURF* Analysis is a technique that allows you to determine which combination of services, benefits, flavors, product features, etc. will allow you to appeal to the greatest number of customers. A TURF Analysis is an efficient tool that can be used with a variety of different scenarios. Which product features should be communicated on our packaging? Which of our services should be highlighted in our upcoming marketing campaign to reach the most people?
For example: if you want to know which 5 flavors to launch your new yogurt brand with, vanilla will give you a certain % of the marketplace, strawberry another %, etc. A TURF Analysis will tell you what % of new, unduplicated people you would get by adding blueberry vs. strawberry.
*TURF stands for “Total Unduplicated Reach & Frequency