Want to see TURF in action? Watch our TURF Analysis Overview video in Numerator University to learn more.

About TURF Analysis

What is TURF Analysis?

TURF stands for Total Unduplicated Reach and Frequency. It is a technique used in market research to help determine the optimal combination of items that will reach the largest number of consumers with minimal overlap.

When to Use TURF Analysis

TURF is best suited for projects where you need to identify a limited number of options that collectively reach the most people.

Example use cases include:

Narrowing down a long list of potential product flavors, features, or concepts.
Determining the combination of messages or claims that maximizes consumer reach.
Maximizing consumer coverage without offering every possible option.

About the Verified Voices In-Platform TURF Analysis Survey

To use TURF analysis in the Verified Voices platform, you must select the TURF Analysis survey type and include at least one TURF question in your questionnaire.

Key Details

In-Platform TURF questions are exclusive to the TURF survey type and use a multi-select design.
- If you’d like to apply TURF analysis to a different question type, please contact your Numerator Research Consultant/point of contact to discuss Custom Research options.
TURF Analysis survey results include:
- Cumulative Reach Chart: a stepwise visual showing how each additional item increases total reach.
- Data Table: Displays key metrics such as Reach Percent and Average Items Reached to support Reach and Frequency analysis.
- Best Sets Export: A downloadable spreadsheet that identifies up to 10,000 combinations for a selected set size, allowing you to compare and evaluate optimal combinations.
TURF Analysis surveys cost an additional +1 survey credit (300 completes) per survey due to the advanced analysis.

Launching a TURF Analysis Survey

Step 1: Select Sample

Select your panelists using the main prompt, just as you would for any In-Platform Survey. Learn more HERE.

Example: Panelists who have purchased from a Limited Service Restaurant (LSR) Sandwich/Deli shop in the past six months.

Step 2: Create Questionnaire

The next step is to create your questionnaire. When setting up your questionnaire, include at least one TURF question.

TURF Question Builder:

TURF Question Details

A TURF question appears to respondents as a standard multi-select question. TURF analysis is performed on the collected results.
You can include up to 30 answer options per TURF question.
Answer option randomization is strongly recommended to avoid primacy bias.
While you have the option to "limit to top N", it is recommended to avoid using that unless the constraint reflects a real limit in your use case.

Step 3: Review Results

Once your survey is complete, you can access your results in the platform by clicking on My Workspace → My Surveys. Then, click on Tab 2 to see Survey Results.

For TURF questions, you can toggle between the Standard or TURF analysis.
- Standard View: Displays responses as a typical multi-select question. Learn more HERE.
- TURF View: Displays cumulative reach and other key metrics.

You can also download Best Sets, choosing between 3-7 items per set. The downloaded spreadsheet will reflect any filters applied to the results in the platform

Analyzing TURF Results

Cumulative Reach Chart

The chart displays stepwise cumulative reach. This means that the best single item by reach is listed first, then the best second item given the first, then the third given the first two and so on.

This view helps visualize the point of diminishing returns as additional items are added.

Data Table

The Data Table can be found beneath the chart and shows key metrics like Reach Percent and Average Items Reached. These metrics give insight into the depth of engagement with how many options each person tends to pick, helping to support Reach and Frequency analysis.

Average Items Reached: The average number of items from the combination selected by each reached respondent.
- Calculation: Frequency Count / Reach Count
  - Example: If 120 people collectively selected 260 items, the Average Items Reached is 2.17

Best Sets Export

You can download the Best Sets spreadsheet to see optimal combinations of 3-7 items that achieve the highest total reach.

TURF Analysis Key Terms

Term	Definition	Example
Reach Count	The number of unique respondents who selected at least one item in the given combination. This reflects how many people are reached by the selected set	if 120 people out of 200 chose at least one item in a 5-item combination, the Reach Count is 120
Frequency Count	The total number of selections made across the entire combination set by all respondents. This captures how many times the selected items were chosen in total. Frequency helps gauge overlap, so the lower the frequency shows more unique reach.	If those 120 people selected a total of 260 items for the 5-item combination, the Frequency Count is 260.
Total Respondents	The total number of survey respondents included in the analysis. This is used as the denominator for calculating reach percent and other metrics.	If 200 people completed the relevant question, Total Respondents is 200.
Reach Percent	The percentage of unique respondents reached by the combination. Reach Percent is typically the primary metric used to evaluate TURF combinations; the larger the reach, the more people reached, meaning the better the combination. Calculation: (Reach Count / Total Respondents) x 100.	If Reach Count is 120 and Total Respondents is 200, then Reach Percent = 60
Average Items Reached	The average number of items from the combination selected by each reached respondent. It gives insight into depth of engagement (i.e., how many of the options each person tends to pick). Calculation: Frequency Count / Reach Count	if 120 people collectively selected 260 items, the Average Items Reached is 2.17.
Stepwise Reach	The results show a Stepwise reach, meaning the best single item by reach, then the best second item given the first, then the third given the first two and so on.	Step 1: 53% of respondents selected Club in their answer options. Step 2: 72.9% of respondents selected Club or Philly Cheesesteak in their answer options. Step 3: 84.4% of respondents selected Club, Philly Cheesesteak or Turkey in their answer options
Best Sets	An exhaustive search across all item combinations, returns the true maximum reach for that set	NA

TURF Analysis Watchouts

TURF is designed to maximize incremental reach rather than identify the most popular items. As a result, high-performing combinations may include less popular options that broaden overall coverage. A set with greater reach may also have lower frequency, indicating a more unique audience
In-Platform TURF questions are exclusive to the TURF survey type and use a multi-select design.
- If you’d like to apply TURF analysis to a different question type, please contact your Numerator Research Consultant/point of contact to discuss Custom Research options
TURF Analysis surveys cost an additional +1 survey credit (300 completes) per survey for the advanced analysis.
The TURF question will appear as a normal multi select question to panelists taking the survey. The TURF analysis is applied to the results post-fielding.

In-Platform Survey Types: About TURF