Virtual Surveys Offers Online TURF Analysis

UK online research specialist Virtual Surveys has introduced VirtualTURF, a new product designed to help clients maximise the potential of their product range. It uses the power of the Internet to enhance the classic Total Unduplicated Reach and Frequency (TURF) technique.

The Excel-based VirtualTURF tool helps companies to assess how many people their product range will reach, which range of products will reach the largest number of customers, and which range will sell the most units.

The new tool goes further than simply asking respondents what their favourite products are. Top-scoring products may not represent the best range for the company if, for example, they all appeal to the same group of customers.

Instead, VirtualTURF uses an iterative approach to find the best array of products to launch, taking into account different sub-groups, profit margins, and frequency of product use among other factors. The data is collected online, with the ability to show visual stimuli, to rotate concepts and products, and to filter responses.

The agency is online at www.virtualsurveys.com

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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