Run TURF analysis on Multiple Choice question data

Generate TURF analysis results that allow you to discover the optimal combination of brands, products, or services to appeal to the largest possible number of customers.

Note:

• TURF analysis is available for Multiple Choice and MaxDiff questions in modern reporting.
• After MaxDiff analysis completes, you can run TURF analysis on MaxDiff question tiles. For more information, see Analyze and report on MaxDiff questions in modern reports.
• If your survey allows multiple responses, duplicate responses from some participants may occur. These duplicate responses may interfere with determining unduplicated reach and frequency accurately. In these cases, we recommend using a wave-based or date-based filter to exclude data before you run your TURF analysis.
• Do not include the Multiple Choice question used in the TURF analysis in the report filter criteria. Use the Exclude These Options From Analysis option in the TURF Analysis tab if you want to exclude specific options from the analysis.
• If you make any changes to the report filter after running the TURF analysis, you need to refresh the report data and then click Regenerate Analysis at the top of the TURF Analysis tab to update the results.

1. In the top right corner of a Multiple Choice question tile, click the options menu and select Tile Settings.
   
2. Click the TURF Analysis tab.
3. Turn on the Show TURF Analysis toggle.
   The TURF analysis settings appear.

4. Configure your TURF analysis settings.
   1. Under Exclude These Options From Analysis, select the options you want to omit entirely from TURF analysis.
      Important: To ensure the most accurate TURF analysis results you must exclude Did not answer responses.

      You can exclude any other options you want. For example, you may want to exclude Other - specify answer options.

      When you use this setting to exclude options, the TURF analysis treats the excluded options as though they do not exist. They are not included in the overall tabulation of selected responses. They are not considered in frequency calculations. Use this setting to exclude any answer options that may skew TURF analysis if they are included. That way, they aren't considered alongside the options you want to evaluate.
   2. Set the Combination Size.
      This setting determines the maximum number of options included in a solution. For example, if you set it to 4, the resulting TURF analysis will show you possible combinations in four different sizes: the best combination featuring one option, the best combination featuring two options, the best combination featuring three options, and the best combination featuring four options.
      Combination size can range from 0 to 20.
   3. Optional: Drag and drop Available Options for Analysis into the Always Include All Of These column.

      This setting determines the options that will always be included in a combination.

      Note that if you have options that will always be included, you may have empty rows in your results table. For example, if you have three options that are always included, there will be no best combination featuring one option or best combination featuring two options because, at minimum, the combination must have the three options you specified.

   4. Optional: Drag and drop Available Options for Analysis into the Always Exclude All Of These column.
      This setting determines the options that will be included when TURF analysis runs, but excluded from the resulting combinations. For example, let's say you have issues with a vendor who supplies two of the options you're evaluating. You can still include both options in the TURF analysis and consider them relative to other options, but you don't want the combinations to feature either of them.
   5. Select or clear Allow Dropping Options.
      Selecting this option allows the TURF analysis to swap options in and out to find the most optimal combinations at every combination size. We recommend selecting this option.
   6. Select or clear Include Alternatives.
      Selecting this option allows the TURF analysis table view to display alternative combinations at every combination size that come close to the best of combination in terms of reach and frequency. If you select this option, type the number of alternatives to include.
5. Click Apply.
6. When the analysis finishes, you can interpret the results in the table and graph.

Related information

• TURF analysis