What is Market Reach?
Market Reach uses TURF (Total Unduplicated Reach and Frequency) analysis to identify the optimal combination of products, features, or messages that appeal to the greatest number of unique customers.
Instead of simply selecting the most popular individual options, TURF analysis finds the mix that maximises total audience coverage while minimising overlap.
The analysis provides three key metrics:
Total reach: Percentage of your audience who choose at least one selected option
Unduplicated reach: Number of unique individuals who choose at least one selected option
Frequency: Average number of options each respondent finds appealing
When to Use Market Reach
Product launch optimisation – Decide which product variants to launch when your budget limits how many you can release
Feature prioritisation – Select which features to build when resources are tight
Portfolio management – Optimise your product line to maximise market coverage
Why It Matters
Maximises market reach – Appeal to the largest possible customer base
Reduces redundancy – Avoid selecting options that appeal to the same audience
Optimises resources – Make data-driven decisions when budgets or bandwidth are limited
Increases ROI – Focus on combinations that deliver the strongest overall return
How Ideally Helps
Simple setup – Run Market Reach analysis with a single multi-response question
Automated calculations – Instantly find the optimal combination from thousands of possibilities
Interactive visualisation – Explore different portfolio sizes with clear reach and frequency charts
Segment analysis – See how combinations perform across different customer groups
Setting Up Market Reach
Market Reach can be added to your existing Innovation Test or run as a standalone test.
As an add-on to an Innovation Test
Minimum of 3 ideas required
Optionally limit how many answers each respondent can select
As a standalone test
Add answer options via the Add question modal
You can also set maximum answer choices here