Maximize Coverage, Minimize Overlap
TURF (Total Unduplicated Reach and Frequency) analysis determines the optimal combination of products, features, or communications that reaches the maximum number of target customers with minimal redundancy.
Total Unduplicated Reach
Measures the total percentage of the target market that would be appealed to by at least one product in the portfolio combination.
Frequency Distribution
Analyzes how many products appeal to each customer segment, revealing overlap patterns and potential cannibalization effects.
Where TURF Analysis Drives Results
TURF analysis provides strategic insights across multiple business contexts, from product line optimization to feature selection and communication strategy.
Product Portfolio
Optimize product lines by identifying the ideal combination of offerings that maximizes market coverage without excessive overlap.
Feature Selection
Determine optimal feature combinations that appeal to the broadest customer base while avoiding redundant functionality.
Media Planning
Optimize media mix and communication strategies to reach maximum audience with minimal message overlap and wasted impressions.
Market Segmentation
Identify optimal customer segments to target with specific offerings, maximizing market penetration across diverse customer groups.
Channel Strategy
Optimize distribution and sales channel combinations to reach maximum customers while minimizing channel conflict and redundancy.
Pricing Strategy
Develop pricing architectures and tier strategies that capture maximum market value across different customer segments.
Systematic TURF Optimization
Our structured approach ensures accurate measurement of reach and frequency patterns, delivering optimal portfolio combinations that maximize efficiency and market impact.
Portfolio Definition
Define the universe of potential products, features, or elements to be evaluated and optimized within the portfolio framework.
Appeal Measurement
Measure customer appeal and preference for each portfolio element across target market segments using rigorous research methods.
Optimization Analysis
Apply TURF algorithms to identify optimal combinations that maximize reach while minimizing overlap and resource inefficiencies, along with a TURF Optimizer tool to run scenarios.
Ready to Optimize Your Portfolio?
Partner with PROOF Insights to leverage TURF analysis methodology that maximizes market reach, minimizes redundancy, and delivers optimal portfolio performance across your business.