What is the difference between preference share simulations and TURF?


Preference share simulator allows you to simulate shares of preference for different market offerings. Meanwhile, TURF simulator allows you to simulate the reach of the product you are testing. Reach is the percentage of respondents for whom at least one of the claims in a particular combination is their most preferred claim. That is, it is a measure of how many respondents can be “activated” by a combination of claims (or products with certain claims).

Both can simulate different scenarios based on the configuration added, but the outputs differ among shares or revenue for preference share simulator and reach in TURF simulator.