Liebherr THE LAB! prioritises four fridge features by customer behaviour.
Liebherr THE LAB! explored several technical approaches to protect refrigerators from harmful germs and bacteria, and had to pick one. With Horizon, the team measured how customers responded to four antibacterial features, before any product existed and before significant development investments were made.
Starting question
THE LAB! had several technical approaches to protect refrigerators from germs and bacteria: an antibacterial handle, antibacterial fog, UV light and an antibacterial drawer. The team had to pick one. The question: which antibacterial refrigeration function drives the highest consumer demand?
Variants
Four offer pages, one for each feature. Consumers reached them through ads on Facebook and Instagram.
The test measured real customer behaviour, such as clicks and sign-ups, before any product existed.
Result
Actual customer behaviour provided evidence of which features generate genuine customer interest. This made it possible to assess the potential of the concepts before committing significant resources.
Decision
On this basis, THE LAB! prioritised the best solution: ideas validated fast, uncertainty reduced, and the focus on what customers really want.
Their decision science framework helped us filter out noise and focus on genuine interest to confidently prioritize the best solution.
Danilo Randazzo, Innovation Management Lead, Liebherr THE LAB!
The test, told from both sides.
0:00 The question from the lab
0:15 What Horizon measures
0:32 How the test ran
0:48 The collaboration
1:20 The result
With Daniel Putsche, Founder & CEO of Horizon, and the team of Liebherr THE LAB!
A solution prioritised by customer behaviour.
Tested before any product existed.
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Which feature will your customers buy?
Bring your feature options. We will sketch a possible test design with you.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes