How to test market interest reliably, with Pretotyping

Understanding the market interest for your product is a key factor to making the strategic decision on whether that product should be developed.

The problem is it’s currently more of an art than a science. You are talking to consumers about what your product is and asking if they would buy it and they are saying: 

‘oh yeh sure I would make that purchase, sounds great’

But are they being rational, unbiased humans at that point? No.

They might think they are and trying to give you an honest answer, but when it comes down to you putting a product in front of them and getting them to actually buying it for the price they said they would, then a lot of those same people will end up not making that purchase.

So when you are conducting your market analysis you are having to take everything with a grain of salt, making a few assumptions from what consumers have said. It’s not exactly reliable though.

But there is a way to get rational, unbiased market interest data, and you’re reading the right blog if you want to find out how to get that.

What is Pretotyping and does it work

First off, let’s talk about what Pretotyping is.

Pretotyping is a testing methodology that gathers unbiased behavioural data through the use of fake door landing pages. This is done by sending targeted consumers to landing pages that advertise the product you are testing, like it is a real and live product. These consumers then put skin-in-the-game to access your product, they believe they are signing up or purchasing it, but then get a message such as ‘Sorry we’ve just run out of stock’. This data is then collected and you can see the exact conversion rate from a visitor to wanting to purchase your product.

Within more detailed Pretotyping tests you can see the entire flow of a user from seeing an advert to single conversion and double opt-in.

Here is a run through of all the data you should expect from Pretotyping and how that relates to your tests.

Learn how Bosch uncovered a 20% price increase opportunity with Horizon

How Pretotyping get reliable consumer insights

Pretotyping is able to gain reliable data because it is run as if you are selling the product you are testing. This removes a lot of potential biases because the consumer doesn’t know that they are participating in a test.

Instead of asking if they will participate in your tests and asking them questions about a product, you are getting in front of them in a way they are used to, through the use of social media advertising, and directing them to a live landing page that acts as a sales page.

This is as close to a real life purchasing experience as you can get without having a product to purchase or sign up for. That’s the main reason why you can get such reliable insights into the market with Pretotyping.

How you test for market interest with Pretotyping

We know now that our tests are close to real life purchasing experiences, but how does this help us to gain data on the market interest or market demand for our product?

Through the use of tracking behaviour on your landing page you can see the exact conversion rate from clicking on the ad to confirming their details (double opt-in). 

The amazing benefits of this, and the reason Pretotyping data is so reliable, are that you now have direct data based on behaviour that shows how many consumers actually wanted to buy your product. 

It’s not how many said they would buy it, it’s how many actually did go to buy it.

This is why you can rely on the data gained from Pretotyping.

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Learn how Bosch uncovered a 20% price increase opportunity with Horizon

Written by
Steven Titchener
An experienced growth marketer now helping Horizon and it's customers create successful products. Always looking to expand his ideas and take on unique and interesting takes on the world of marketing and product development processes.
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