TURF Analysis Simulator

How to access the TURF Analysis Simulator

Method 1: Access the tool using data from your experiment

Certain outputs in Conjointly experiments will allow you to go to the TURF analysis tool with the data from that experiment preloaded. Look for the Run TURF button on the top right corner of the output panel. Conjointly outputs that can be used to run TURF include:

• Generic Conjoint: levels per attribute
• Brand-Specific Conjoint: levels by attribute by brand
• Claims Test: Preference scores (if fewer than 51 claims tested)
• Product Variant Selector: Preference scores (if fewer than 51 variants tested)
• Survey questions: multiple choice, star ratings, and constant sum

It is not available for Brand-Price Trade-Off preference scores.

Method 2: Upload your own dataset

When you open the TURF analysis tool, you will see three preloaded example datasets. To upload a custom dataset into the app, click on the Upload a new dataset button:

The dataset should be in a .csv file where each row represents a respondent and each column represents an item ( Example dataset).

If you want to use weighting for your dataset, ensure that one of the columns is called weights and all its values are between 0 and 1.

TURF analysis simulator settings

You can adjust the number of items to include in combinations tested by moving the slider:

As different data sources will have different representation of how respondents show preference, the TURF analysis tool allows you to choose how respondents are determined to be activated by combinations of items. You can specify how activated respondents are chosen using the Reach method drop down. TURF analysis tool supports these Reach methods:

• Among top options for a person: respondents are activated by items if the score for that item is in the top N items by score. The number of top options can be set by changing the threshold value. This reach method can be used where higher scores indicate stronger preference for a particular item. For most applications, we recommend using this method, setting N = 1.
• Among bottom options for a person: respondents are activated by items if the score for those items is among the bottom N items by score. The number of bottom options can be set by changing the threshold value. This reach method should be used with data where lower scores represent higher preferences.
• Greater than: respondents are activated by items if the score for that item is greater than the threshold value. This reach method can be used with data where scores above a certain value indicate preference.
• Greater than or equal to: respondents are activated by an item if the score for that item is greater or equal to than the threshold value. This reach method can be used with data where scores above a certain value indicate preference.
• Equal to: respondents are activated by an item if the score for that item is equal to the threshold value. This reach method is best used when scores of a specific value represents activation, such as data from a multiple choice question.
• Less than: respondents are activated by items if the score for that item is less than the threshold value. This reach method can be used with data where scores below a certain value indicate preference.
• Less than or equal: respondents are activated by items if the score for that item is less than or equal to the threshold. This reach method can be used with data where scores below a certain value indicate preference.
• Utils: Utils calculates the average probability an item in a combination will reach the respondent if placed among a set of other combinations. This reach method is better at considering strong secondary preferences and is best used for utility scores from conjoints and MaxDiffs. It can also be used for any data where the scores are mean centred (the mean is 0). There no frequency value when using the “Utils” method.

You can also modify options such as the threshold the app uses for each of these reach methods by changing the threshold value, force inclusion of certain options or force the exclusion of certain options.

• Changing the threshold value: This option is only available for certain reach types that uses a threshold value (see section on reach methods). In general, changing this value will affect how many options are activated for each respondent
• Ensure each combination has at least one high-ranking item: This option will filter combinations so that they always will contain at least one of the top N rated items. You can change how many top items are included in the top items by adjusting the option labelled Specifically, at least one item that is among top
• Always include all of these: Items selected in this option will always be included in combinations in the output. Use this option when looking for combinations that always include certain items. For example, if an item has already been released and therefore must be included
• Always exclude all of these: Items selected in this option will never appear in combinations tested in the output. Use this option when looking for combinations that will never include certain options. For example, if an item has been determined to be underperforming