This technique is generally used to determine Optimal product portfolio and Optimal combination of features in a product.
HOW DOES IT WORK
Imagine a subscription to a sports TV package. It can have various options, e.g. cricket, football, tennis, etc. Not every person who subscribes is interested in all, some may be essential (avid cricket fans!), some nice to have (occasionally watch tennis), some even undesirable (hate football!). So each person has a different number of reasons to buy the product.
Each person gets to rate the importance of an option. We then simulate
Reach (how many people would be interested)
Number of reasons to buy (frequency)
The trick is to determine the product that has at least one good reason for each person to buy it, rather than multiple reasons for one person and none for others!
ADVANTAGES OF COMMISSIONING REACH-FREQUENCY ANALYSIS WITH FLY
Unique technique developed in-house – it is slightly different to those on the market and hence unique
Directly measures importance on a 0-100 scale
No price needed – just how important each option is to the respondent
Very rich data – not just scores but combinations of scores
Simulation capability for removing single components and combinations
Can handle overlapping components/different dimensions (e.g. "HD video" as well as "European Football")
Cost - in-house technique so costs are affordable compared to other solutions on the market
Reach-Frequency Simulator that allows to model all possible combinations.