Interpreting TURF analysis results – Alida Help Center

Overview

To view your TURF analysis, click the TURF Analysis tab within a Multiple Choice or MaxDiff question tile.

The topmost section includes the following summary information:

The date and time when the TURF analysis was generated.
The combination size.
The options that were always included in combinations.
The options that were excluded from combinations by being listed under Always Exclude All Of These.

Change or refresh your TURF analysis view:

Click the dropdown menu and select Table or Graph to switch views.
Click Regenerate Analysis to refresh your view and display up-to-date data.
Note: If you make changes to the filter criteria applied to the report, you must click Regenerate Analysis to update the analysis results.
To re-configure your TURF analysis, click the options menu in the top right corner of the Multiple Choice or MaxDiff question tile and select Tile Settings.
You'll go through the same workflow as before.

The table view contains detailed information about optimal combinations at every combination size.

Read the table from the top row to the bottom row, left to right.
In the initial table view, the total number of rows in the table is equal to the combination size you specified. For example, if you set the combination size to 4, there are four rows.
Each row represents the optimal combination of a certain size. The first row represents the one-option combination that has the greatest reach, the second row represents the two-option combination that has the greatest reach, the third row represents the three-option combination that has the greatest reach, and so on.
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.
If you selected Include Alternatives in your TURF analysis settings, the table displays additional rows with alternate combinations. These alternate combinations come closest to the optimal combinations in terms of reach and frequency. Click Show Alternatives to view them.

The following information is displayed in each combination row.

Column	Description
Combination Size	Selected: The options in the current combination. Added: Compared to the row above, the options that were added to generate the current combination. Kept: Compared to the row above, the options that were kept in order to generate the current combination. If you have options that are always included, they will appear here. Dropped: Compared to the row above, the options that were dropped to generate the optimal combination. You must select Allow Dropping Options for anything to appear here. Show Alternatives: Click this link to view additional rows that show alternative combinations of the same size, with similar reach and frequency values. You must select Include Alternatives to see this option.
Reach (count)	The number of responses that selected at least one of the offerings in a given combination.
Reach (percentage)	The number of responses that selected at least one of the offerings in a given combination, divided by the number of overall responses.
Frequency (count)	The number of times one of the offerings in a given combination was selected.
Frequency (percentage)	The number of times one of the offerings in a given combination was selected, divided by the number of times any offering was selected.

The graph view plots each combination into lines that illustrate unduplicated reach and frequency.

Read the graph from left to right.
The X-axis represents the combination size (# of Products).
The Y-axis represents the reach and frequency percentages.
The dark blue line represents reach.
The light blue line represents frequency.
As you move from left to right and hover over each plot point with your cursor, you can view details about what's in the combination and the modifications made to reach that combination.
As you move from left to right, notice how the graph lines start off with large reach/frequency percentage increases between plot points. For example, in the screenshot above, the increased reach and frequency moving from 1 product to 2 products is quite dramatic. This means adding another option will increase your customer base significantly.
However, as you move further to the right, notice how the graph lines begin to flatten. At 6-8 products, there are smaller increases in reach and frequency percentage with each additional option. This means there are diminishing returns with these combinations. When you evaluate these plot points, consider the cost of adding new options compared to the incremental benefits.