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When to use:

To determine the optimal combination of features, products or brand positionings to impact the largest part of the market.  It takes into account the preferences of subsets.

This type of research is best used prior to launch. It is ideal to assist with determining which product elements to emphasize in marketing efforts.

TURF stands for TOTAL UNDUPLICATED REACH and FREQUENCY, and generates the OPTIMAL bundle of features, products or brand positionings that will maximize your market share. 



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