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 and make relevant product decisions. Although both simulate scenarios based on inputs, there are important differences to be considered.
| Preference share simulator | TURF 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 |
| Examples of research questions addressed | - What is the optimal combination of variants/claims/features that maximises my market volume and revenue? - What is the distribution of preferences for different products in a competitive market? - How will market volume and revenue perform after re-pricing an existing product? - What would be the impact of changing a feature/claim in my product on preference share and revenue projections? | -What are the combinations of variants/claims/features that appeal to the largest number of potential customers? -What is the individual performance of different variants/claims/features at reaching the largest number of potential customers? -Which variants/claims/features are the most incremental in terms of reach? -Are there any variants/claims/features that are always preferred when they are shown together? |
| When to use/ where is it available? | - Generic Conjoint - Brand Specific Conjoint - Claims test - Product Variant Selector - Brand Price Trade-Off - MaxDiff utilities (it may overestimate preference shares for the top most preferred options) | - Generic Conjoint - Brand Specific Conjoint - Claims test - Product Variant Selector - Standard question types (multiple choice, star ratings, constant sum) - Upload custom data set (.csv) |