TURF Analysis（Total Unduplicated Reach and Frequency）

  • After a concept test and sort, a beverage company looking to introduce a new line of flavored waters has developed recipes for ten different trending flavor varieties. The company conducts a TURF analysis that gives results indicating the top five flavors that contribute to 83 percent of targeted consumer reach. The results indicate that these five varieties in the product line launch would optimize purchase and minimize cannibalization of other flavors and help direct the product manager to continue development of these top flavors that appeal to the largest number of customers with the highest repeat purchase intent. To summarize the value of multivariate analysis to product innovation decision-making: multivariate techniques, although somewhat complex to apply, do provide a useful approach to understanding the consumer and the market:
  • What opportunities are out there? Multivariate techniques are useful in understanding relationships among product attributes and current product offerings, and identifying gaps in that market.
  • What do consumers need? Multivariate techniques provide the opportunity to identify unrecognized or unarticulated needs and get to the subconscious of the customer. Techniques ask for information indirectly rather than directly, e.g., through product similarity or substitutability comparison.
  1. beverage，n.饮料
  2. varieties，n.种类
  3. cannibalization，n.同类产品
  4. somewhat，adv.有点
  5. multivariate，adj. [数][统计] 多元的
  6. unarticulated，a.口齿不清的、未言明的
  7. subconscious，n.潜意识
  8. substitutability，n.可替代性
  9. comparison，n.比照


翻译：

  • 经过概念测试和分类后，一家打算推出新口味水系列的饮料公司已经为十种不同的流行口味品种开发了配方。该公司进行了一项TURF分析，结果表明，前五种口味贡献了83%的目标消费者。结果表明，这5个品种在产品线推出时，将优化购买，最大限度地减少其他口味的同类产品，并有助于指导产品经理继续开发这些最畅销的口味，以吸引最多的顾客，并具有最高的重复购买意愿。总结多元分析对产品创新决策的价值:多元技术，虽然应用起来有些复杂，但确实提供了一个了解消费者和市场的有用方法:
  • 市场上有什么机会?多元技术在理解产品属性和当前产品之间的关系，以及识别市场上的差距方面很有用。
  • 消费者需要什么?多元技术提供了机会，以识别未识别或未明确的需求，并了解客户的潜意识。技术要求信息是间接的，而不是直接的，例如，通过产品相似性或可替换性比较。


实例：

手机CMF项目的挑战，我们应用了TURF分析完美解决。TURF是累计不重复到达率和频次分析（Total Unduplicated Reach and Frequency）的简称。其目的就是用尽可能少的资源取得最大的回报。TURF最初被应用于传媒领域，研究媒体渠道的最优组合。现在，TURF已经产品组合研究的利器。客户反馈上市后半年，新手机不同颜色的销量排序和我们建议的颜色组合排序高度一致。