Differences between preference share and TURF simulator


Preference share simulator and TURF simulator are tools that will help you estimate the performance of your products when they are launched. These tools allow you to answer important questions to make relevant decisions on your products. Although both simulate scenarios based on inputs, there are important differences to be considered.

Preference share simulatorTURF simulator
Input- Partworth utilities
- Market scenarios
- Partworth utilities
- Activated product by respondent
Method of calculation- Share of preference model (low-risk products)
- First-choice model (high-risk products)
- Reach
- Frequency
Outputs- Preference shares for specific market scenarios
- Revenue projections assuming 1000 units offered for specific market scenarios
- Price elasticity of demand
- Top combination
- Prioritized sequence of combinations (ladder)
- Simulate scenarios
- Raw data
- Correlations among items
- Table of reach by item
- Preference of each item separately
InterpretationIt answers the question “What % of time would a particular option be chosen given x scenario?”It answers the question “How many respondents are activated by an item?”
When to use/
where is it available?
- Generic Conjoint
- Brand Specific Conjoint
- Brand Price Trade-Off
- Claims test
- Product Variant Selector
- MaxDiff utilities (it may overestimate preference shares for the top most preferred options)
- Generic Conjoint
- Brand Specific Conjoint
- Claims test
- Product Varian Selector
- Standard question types (multiple choice, star ratings, constant sum)
- Upload custom data set (.csv)