Abstract:

 

TURF (Total Unduplicated Reach and Frequency) is a market research tool based on the media concepts of “reach” and “frequency” that is used within sensory and consumer science to identify optimal portfolios. While TURF was very popular in the late 1990s and early 2000s, its popularity faded as it became apparent that the original TURF algorithms had difficulty running on large problems in reasonable time.

In this webinar, we will first review TURF as a method before showing how exciting advances in discrete mathematics now allow practical problems to be solved in reasonable time. First we’ll discuss a technique called eTURF (efficient TURF) that made progress towards this goal using a novel algorithm. Then, we’ll introduce a staged approach we call eTURF 2.0 that can handle exceptionally large problem sizes and will demonstrate its use through a series of examples.

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This webinar is intended for a general audience of sensory professionals and graduate students. No detailed technical knowledge is assumed.

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