What it does
Strategy gets sharper when you stop ranking items and start picking sets. TURF answers the harder question: out of every claim, feature, or menu item you’ve tested, which combination reaches the most people without overlap? It picks the set — so the cut decision lands on the data, not on the loudest voice in the room.
When to use it
Reach for it when you have more candidates than available slots:
- A campaign needs its top three claims out of fifteen tested.
- The menu has to lose four items and gain two.
- The roadmap can keep N features, and N is smaller than the wish list.
What you get
Three things to act on:
- An adaptive set explorer — adjust size, must-keeps, no-gos. The recommendation updates live, the reasoning always there.
- A best-set analysis at every size — not just one answer, but the answer when the requirements shift. Keep two. Keep five. The best set recalculates every time.
- Reach with frequency — depth alongside breadth, so a set that reaches without moving many gets flagged.
How it holds up
The statistical space gets large, but the answer doesn’t have to feel that way. You’ll always have the full context — every combination scored, every alternative ranked, every cut explained. Quiet underneath. Defensible on the surface.
What to keep. What to cut. What to defer.