Uncover consumers’ real preferences
TURF is a method used to gain insights about market potential and optimal portfolio strategy because it shows the incremental potential of adding a product to the existing portfolio.
When to use TURF analysis
TURF is used for various topics, including flavours, pack sizes, colour options or content options.
Benefits and value provided
TURF analysis answers business questions such as:
- How many products should be in our portfolio
- Which products should we have in the portfolio
- Should we launch these new products on the market?
- Should we remove any products from our portfolio?
More Methods
Discover other options
Conjoint Analysis
Understand what your customers value in your product with Conjoint. Learn how much each feature influences your demand and sales, and estimate what price premium you can charge for improved features.
NLP (Natural Language Processing)
Including open-ended questions in a survey can generate thousands of sentences to make sense of. But this isn’t a problem with Cambri’s proprietary NLP solution. In a matter of seconds, you’ll get an understanding of what consumers are talking about, and whether the sentiment is positive, negative or neutral.
Cluster Analysis
Segmentation helps identify homogeneous segments with unique preferences, as well as understand the interrelationship between needs or drivers. It allows you to uncover the preference of different attributes for a particular segment that may be different from the market as a whole.
MaxDiff
MaxDiff helps identify consumer segments and why certain consumers are attracted to certain products. It uses an indirect questioning technique to ask respondents to choose their favourite from a subset of attributes and uses statistical modelling to estimate the utility respondents assign to each attribute.