Know whether customers will buy. Before you invest.
Horizon shows whether customers would buy or sign up before your offer is in the market. For new products, plans, prices and messages, as a complement to your market research.
Example brands and values
Fresh water, filters arrive automatically.
€16.90 / month
Subscribe nowVariant B achieves the highest decision rate despite the higher price.
Consumers decide in their familiar online environment
Dental cover without high out-of-pocket costs.
€17.90 / month
Sign up nowComfort achieves the highest sign-up intent.
Customers sign up in their familiar online environment
More interest, available daily.
3.1% p.a. bonus rate
Open accountThe bonus rate with reward achieves the highest sign-up intent.
Customers decide in their familiar online environment
Electricity at market prices, with a safety net.
€9.90 Standing charge / month
Choose tariffThe dynamic tariff with price cap achieves the highest sign-up intent.
Customers decide in their familiar online environment
Unlimited data, stay flexible.
€29.99 / month
Get the planThe flexible plan achieves the highest booking intent.
Customers decide in their familiar online environment
Trail performance jacket, in three colours.
€149 incl. VAT
Add to basketGrey / neon achieves the highest purchase intent.
Consumers decide in their familiar online environment
A selection of our clients in insurance, energy, telco, retail and consumer goods
The say-do gap
97% see the say-do gap. Only 1 in 7 acts on it.
When product, pricing and positioning decisions rest on what consumers say, the risk stays hidden until launch: the wrong product, the wrong price, sunk development costs. We surveyed 32 senior insights and innovation leaders. The gap between knowing and acting was clear.
From awareness to action
Only ≈ 1 in 7 of those who see the gap close it with behavioural data.
Horizon Pulse Check · IIEX Europe 2025 · n = 32 senior insights & innovation leaders
Until now
Invest and hope customers buy.
Sign-off based on opinions. The answer comes after launch.
With Horizon
Customers decide. Then you invest.
Sign-off based on decisions, before budget is committed.
How it works
Validate every offer decision, step by step.
01 · Design
Set up the offer and variants
Up to six variants of product, price, plan or message. With your brand or a brand created just for the test, aligned with your teams.
02 · Let them decide
Consumers decide
Your target group meets the offer in their familiar online environment and decides as they would in everyday life. Nothing is sold.
Variant B wins
above the category benchmark
03 · Sign off
Decide with evidence
Which variant wins, benchmarked, as a data analysis for your committee sign-off.
On-demand demo
See a complete test in four minutes.
From test design and offer pages to the result, explained with a real decision. No sign-up required.
What you can validate
The decisions that move revenue.
Concepts & new products
Which concept gets the next budget, and which one is stopped?
Learn more →Pricing
Which price do customers accept, and will a price increase hold?
Learn more →Plans & offer models
Contract term, subscription, add-ons or bundle: which model gets chosen?
Learn more →Value proposition & brand
Which message convinces before the campaign commits budget?
Learn more →Features & product variants
Which feature justifies development and a price premium?
Learn more →Markets & target groups
Which market and which target group first?
Learn more →Your industry
For the decisions your industry is making right now.
Example · Supplementary dental insurance
Which tier do customers sign up for, and at what premium?
Three tiers, identical sign-up path. You see which tier customers choose and how much the premium shifts the decision.
Example from the sample report
Basic
€9.90 / mo.
60% reimbursement for dentures
Comfort
€17.90 / mo.
80% reimbursement, prophylaxis included
Premium
€27.90 / mo.
100% reimbursement, no waiting period
Example · New energy product
Which new offer has demand before it is developed?
Three concepts, identical sign-up path. You see which concept customers want before systems and sales are built.
Example from the sample report
Concept A
Tenant electricity
Solar power from your own roof
Concept B
Energy sharing
Share electricity with neighbours
Concept C
Solar subscription
Rent the system instead of buying
Example · Robot vacuum
Which feature decides the purchase?
Three features, same price, identical purchase path. You see which feature consumers actually buy before it goes into production.
Example from the sample report
Variant A
Self-emptying station
Weeks without emptying
Variant B
Mopping function
Vacuum and mop in one
Variant C
AI camera
Detects cables and socks
Example · Value proposition
Which promise sells the new product?
Three claims, identical product page. You see which promise gets consumers to buy before packaging and campaign are final.
Example from the sample report
Claim A
Less sugar
30% less sugar
Claim B
More protein
15 g protein per serving
Claim C
Local
Locally sourced ingredients
Example · Product variants
Which colour do consumers order before stock is ordered?
Three variants, identical online shop. You see which variant gets ordered before quantities and range are set.
Example from the sample report
Variant A
Black
Performance jacket, classic
Variant B
Grey / neon
With signal colour
Variant C
Sand
Muted natural tone
Insurance
Test plans and add-ons before pricing
Banks & financial services
Shape savings, rate and account models
Energy & utilities
Test new tariffs before systems and sales
Home appliances
Validate features, price tiers and subscriptions
Consumer goods
Choose line extensions, claims and prices
Retail & brands
Test variants, colours and range
Sample reports by industry →Evidence
Teams decide with evidence.
€199
Price raised from €179 to €199 without demand dropping.
40.3%
of consumers chose stracciatella. Andros launched the flavour with the highest demand.
€22.90
Found the optimal entry price for a new cancer insurance product before market entry.
2 of 6
Six new product ideas tested on customer behaviour. Four made it, two were stopped before development.
52x
ROI from avoided failed developments, additional revenue and faster market entry.
3x
demand for the strongest line extension compared with the weakest (15.4% vs 5.5%).
What our clients say
Working with Horizon was not only a remarkable customer experience but also enabled Bosch to make insightful strategic pricing decisions.
E-Lin Tan
Former Global Head Smart Indoor Gardening, Bosch
We were looking for a way to test our ideas pre-prototype based on data, and we have now found it. Horizon ultimately ensures that we increase our profitability.
Maximilian Seidel
Senior Innovation Expert, cosnova
Horizon has allowed us to test many behavioural economic theories in an impactful way tailored to our offering.
Simon Vingoe
Former Marketing Director, Virgin Pure
A complement to your research
The missing behavioural layer in your insights stack.
Surveys, conjoint and synthetic personas deliver opinions, trade-offs and hypotheses. Horizon adds real behaviour before your offer is in the market.
Personas & digital twins
Generate needs, hypotheses and concepts
Surveys & conjoint
Show what people say and weigh up
Measures how customers actually behave, before you invest
Live A/B tests
Optimise what is already in the market
For your role
One decision, many stakeholders. One shared foundation.
Share internally
A link to this page or your industry's sample report as a PDF.
From first test to standard
The Behavioural Gate for product, pricing and market decisions.
Validate one decision
Start with a specific question: up to six variants, around four weeks to a result. As part of a licence or as a single test.
Roll out to more teams
More categories, markets and decision areas use the same method and comparable metrics.
A fixed stage in the process
No product, pricing or market decision without behavioural evidence.
Recognised by venture client units, innovation labs and trade media
Pioniergeist Rhineland-Palatinate, Winner 2024
InsurLab Germany, Collaboration Program 2023
BSH Start/up Kitchen, The Pioneer Award 2023
WirtschaftsWoche, Technology Innovation
marktforschung.de, Winner Startup 2022
Sample reports
What a result looks like in your industry.
Dental insurance tiers: which tier do customers sign up for?
Insurance
Which tier gets chosen?
Open report →Dynamic electricity tariff: which model convinces?
Energy
Which dynamic tariff convinces?
Open report →New feature: which price tier supports the premium?
Home appliances
Which price tier supports the new feature?
Open report →First call
Know whether customers will buy. Before you invest.
30 minutes, your decision question, a possible test design. No preparation needed on your side.