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Introduction to TURF

Taught by William J. Russ and Dr. Daniel Ennis



In this webinar, we will introduce “Total Unduplicated Reach and Frequency” (TURF) analysis. This technique can be used to solve a wide variety of problems in portfolio and product line optimization, marketing coverage, and product development. We will begin with a brief history of the technique and its applications before delving into more recent advances. Modern computational methods have largely eliminated previous limitations of TURF analysis, while greatly increasing the flexibility of questions that can be addressed. Attendees at this webinar will gain familiarity with the types of problems appropriate for TURF analysis and how to approach them by working through examples based on real-world datasets.

This webinar is intended for a general audience of sensory professionals, market researchers, and product developers. No detailed technical knowledge is assumed.

A digital recording of this webinar is available for purchase ($289). 


Attendance ($269)

Digital Recording ($289)

Attendance + Digital Recording ($359)

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