How using TURF Analysis can save your marriage (and your product launch)

Picture this: a team with 10 new product ideas, only 3 budget slots, and a meeting full of conflicting opinions thicker than Thanksgiving gravy. How do they decide which combination will reach the most customers, with the fewest resources and the least internal drama?

Enter: TURF Analysis—short for Total Unduplicated Reach and Frequency. It’s not just a fancy acronym; it’s a powerful statistical model that helps market researchers and product teams find the best combination of items—be it features, messages, or products—that collectively reach the largest number of unique customers without overlap.

In simpler terms: TURF helps you do more with less.

So, how does TURF analysis actually work?

Imagine a U.S. beverage company preparing to launch a new sparkling water line. They’ve brainstormed 10 flavor options—ranging from safe bets like Lemon and Lime to trendier choices like Yuzu or Cucumber Mint. But here’s the catch: there’s only room for 4 flavors in the initial launch.

Using QuestionPro Audience, they run a survey asking 1,000 consumers which flavors they’d actually purchase. Instead of guessing or relying on the most popular choice, they use TURF Analysis to identify the optimal mix that delivers the highest unduplicated reach, meaning the largest number of total unique buyers.

The results are eye-opening:

• Lime is a top favorite, but many Lime lovers also love Grapefruit.

• Yuzu is less popular overall but uniquely attracts a new segment.

• Cucumber Mint overlaps heavily with other choices.

With TURF, the team sees that Lime, Yuzu, Black Cherry, and Grapefruit will collectively bring in the most distinct customers. That’s more impact with fewer SKUs—and way fewer debates in product meetings.

Common use cases of TURF analysis

Some common use cases of TURF analysis include:

• Product managers prioritizing features or SKUs

• Marketing teams selecting ad or message combinations

• Retailers optimizing shelf space with maximum consumer reach

• UX teams bundling services or plans strategically

• Even couples choosing the top 3 pizza toppings—TURF keeps the peace

Why does TURF analysis matter?

Built into the QuestionPro platform, TURF Analysis requires no manual modeling or advanced stats degrees. With top/down reach and unduplicated reach insights visualized clearly, researchers can act fast and make confident, data-backed decisions.

Whether you’re launching a CPG product, rolling out a new SaaS feature bundle, or fine-tuning your messaging strategy, TURF gives you the clarity to stop guessing and start maximizing.

In short: TURF Analysis is the decision-making superhero your research team didn’t know it needed. And if it can prevent a product flop and a pizza night argument, that’s a win-win.

To get started with TURF analysis, create a free account with QuestionPro and see your insights come to life!

CREATE A FREE TRIAL