Identify combinations of packs / features that maximise unduplicated reach and frequency.
1. Paste your respondent × item data
Format: first column is an ID (or can be any label). Remaining columns are items (packs, variants, features).
Use 0/1 or any numeric values – non-zero is treated as a "hit". Header row is required.
Tip: Copy data from Excel as comma-separated values. Each row is a respondent; each item column is 0 = not chosen, 1 = chosen (or >0 = chosen).
Max combination size (set size)
TURF quickly becomes heavy if you have many items and large set sizes. As a rule of thumb, keep items ≤ 20 if using 4–5 item sets.
Hits definition
Any value > 0 in an item column is treated as a "hit" (respondent is reached by that item). 0 or blank = not reached.
Reach % = % of respondents with at least one hit in the combination. Frequency = average number of hits per respondent.
2. Overall summary
Sample, items and search space.
Respondents (n)
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Items analysed
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Max set size
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Combos evaluated
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The tool evaluates all combinations from size 1 up to the selected max set size. If the search space becomes too large, it will ask you to reduce the number of items or max size.
3. Visual view of best combinations
Top combinations by Reach % (bar charts, top 5 per set size).
Use this view to quickly show stakeholders how reach builds as you move from 1-pack to multi-pack line-ups, and which combinations dominate within each set size.
4. Best combinations by set size
Top combinations ranked by Reach %, then Frequency.
Definitions: Reach % = % of respondents with ≥1 item in the set. Frequency (total) = average number of items chosen in the set per respondent.
Frequency (among reached) = average number of items among only those reached.
5. Quick interpretation
Plain-language reading of your TURF results.
Suggested use: Pick the set size that your business can realistically support (e.g., 2 or 3 packs), then use the corresponding "best combination"
as your recommended line-up for maximum reach with reasonable choice depth.
