TURF research that shows which combination of features or offers reaches the most people.
This methodology is designed for portfolio questions. It helps teams decide which set of items, features, or messages creates the widest unduplicated reach instead of just optimizing each element in isolation.
Portfolio logic
The method identifies which set of items works best together, not just which one tests best alone.
Unduplicated audience
The core output shows how much new audience each added item contributes.
How we do it
How we structure TURF studies.
TURF is built for selection problems where the business cannot launch everything. The question is not which single feature looks strongest, but which portfolio reaches the broadest audience with the least duplication.
Result: the client gets a clearer portfolio recommendation showing which items expand total reach and which mostly repeat the same audience.
We define the candidate item set.
These could be features, messages, offers, or concepts, but each item needs a clear yes-or-no relevance meaning.
We collect respondent relevance signals.
The study captures whether each item reaches a respondent, creating the basis for reach and overlap analysis.
We model combinations and duplication.
The analysis compares possible portfolios to identify which combinations create the highest unduplicated reach.
We recommend the strongest portfolio.
The final output highlights which items add genuine incremental value and which mostly duplicate the same audience.
What the work reveals
What TURF usually reveals
The key signal is incremental reach, because not every additional item adds new audience efficiently.
Reach expansion
Duplication control
Portfolio efficiency
Combination pressure
Best for
Menu optimization, concept selection, bundle design, feature portfolios, message combinations, and any decision where a limited set of items must cover the widest audience possible.
It is most useful when the client needs to choose a combination, not just rank isolated options.
Typical outputs
Reach map
A clear view of audience overlap and how much each item adds to total coverage.
Portfolio recommendation
A ranked set of combinations that shows which portfolio is strongest under the chosen size constraint.
Incremental contribution view
Visibility into which items genuinely expand reach and which mostly duplicate it.
Use cases
Where TURF is applied.
These are common portfolio decisions where broad unduplicated reach is more valuable than individual item popularity alone.
Offer set optimization
When the business can launch only a limited number of offers or concepts.
TURF identifies which combination creates the broadest total reach rather than overvaluing similar items that appeal to the same people.
Message portfolio design
When marketing needs a compact message set with maximum audience coverage.
The analysis helps choose the right set of claims or creatives by balancing total reach against duplication.