Expanding the Pricing Research Toolbox with the Application of a Turf Analysis
- For a company offering multiple variants in its product line (e.g. ice-cream flavors, perfume scents, paint colours, business/health care online forms), its business objective may go beyond estimating preference shares at specific price points. As well, it may want to understand how to best capture the widest customer base given its entire product portfolio.
- To address this additional objective, the “Reach” portion from TURF (i.e. Total Unduplicated Reach & Frequency) is used in tandem with a conjoint analysis.
- This article describes a pricing and value research project that Pricing Solutions Ltd. conducted in this area.
| Business Implications|