Range optimiser from MMR

MMR's newest method is now ready to help you determine the best way forward for your product ranges.

Traditional methods such as TURF (Total Unduplicated Reach and Frequency) are good at providing a quick and cost effective way of understanding the interaction between products in a range and have always proved useful in a decision support capacity. However, the approach has limitations, most notably the fact that it's pretty much impossible to link back TURF outputs to traditional marketing measures such as Penetration and Frequency.

By contrast, our new SURF tool (Steal-based Unduplicated Reach and Frequency) provides a far more flexible set of outputs, including predicted changes in range sales, penetration and frequency - ensuring the outputs are more familiar and actionable for all concerned. Despite providing major advantages over TURF, the process only requires a slightly longer interview, using a variety of adaptive and interactive data collection techniques to keep things as logical and simple as possible for respondents. All this means it's very cost effective, and doesn't require any major changes to the existing concept testing process.

We'd be happy to talk you through this in more detail. Just contact us here if you'd like more information.

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