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Decisions

Which decision is coming up?

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Concepts & new productsGo or no-go before development
Pricing
Willingness to pay from behaviour
Plans & offer modelsTiers, subscriptions and bundlesValue proposition & brandWhich promise convincesFeatures & product variantsWhich variant winsMarkets & target groupsWhere and with whom demand lies
Volumes & quantities
Volume scenarios before launch
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Cover: The 2026 Consumer-Centricity Reset
NEWReport
The Consumer-Centricity Reset 2026
Download the report →
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Industries

Examples and reports by industry

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InsurancePlans and add-ons before pricingBanks & financial servicesSavings, rate and account modelsEnergy & utilitiesNew tariffs before systems and salesHome appliancesFeatures, price tiers and subscriptionsConsumer goodsLine extensions, claims and pricesRetail & brandsVariants, colours and rangeTelcoPlans, bundles and prices
All industries →
Sample reportResults, method and conclusions
Sample reportsWhat a result looks like in your industryView the reports →
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Roles

What Horizon does for your role

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Innovation & new businessGo or no-go with evidenceProduct, proposition & pricingFind the variant and the priceMarketing & brandTest messages before the campaignConsumer & market insightsMeasure behaviour before the spendStrategy & managementApprove budget with evidence
Demand planning
Plan launch volumes precisely
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Case · PricingBosch: price raised from €179 to €199Read the case →
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Resources

Evidence, reports and knowledge

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CasesDecisions our clients madeSample reportsWhat a result looks likeMethodsHow Horizon measures behaviourComparisonsHorizon and traditional researchGlossaryTerms from A to ZInsightsArticles, guides and methods
Webinars
Recorded, from practice
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Decisions›Industries›Roles›Resources›Pricing
Cover: The 2026 Consumer-Centricity Reset
NEWReport
The Consumer-Centricity Reset 2026
Download the report →
Book a call

Home/Resources/Comparisons

Horizon compared.

How a behavioural test with measured purchase intent differs from other methods and providers, and when which approach is the stronger basis.

Discuss the differencesTo the comparisons

methods

Pretotyping and other methods.

Which question a method answers, what it measures and when pretotyping is the better basis.

Method

Pretotyping and conjoint

Weighting features in a survey or testing variants on behaviour.

To the comparison

Method

Pretotyping and surveys

Stated willingness to buy or measured purchase intent.

To the comparison

Method

Pretotyping and Van Westendorp and Gabor-Granger

Stated willingness to pay or prices compared on behaviour.

To the comparison

Method

Pretotyping and concept tests

A rating in a survey or measured purchase intent in the online environment.

To the comparison

Method

Pretotyping and A/B tests in the shop

Optimising what is live or deciding before investing.

To the comparison

Method

Pretotyping and synthetic respondents

Simulated answers or the behaviour of real people.

To the comparison

providers

Horizon and other providers.

What other providers measure, what Horizon measures, and which of it carries a decision.

provider

Horizon and Appinio

Surveys via an app panel and a behavioural test in the online environment.

To the comparison

provider

Horizon and quantilope

Automated survey methods and a behavioural test.

To the comparison

provider

Horizon and Zappi

Standardised concept and ad tests and a behavioural test.

To the comparison

provider

Horizon and Veylinx

An auction within the study flow and a behavioural test in the buying situation.

To the comparison

provider

Horizon and Prelaunch

Reservations with a deposit and a behavioural test without payment.

To the comparison

Which method fits your question?

Bring your decision question and we will show you which method fits and how the two work together. Your insights team is welcome to join.

Discuss the differencesHow pretotyping works
Daniel Putsche

You will speak with Daniel Putsche
Founder & CEO, 30 minutes

Read more

Overview
All decisions
Pricing, concepts, offers, features and markets at a glance.
industries, partners
→
Industries
All industries
How Horizon is used in insurance, energy, retail and more.
home-appliances, decisions, partners
→
Decision
Features & product variants
Which features customers pay for, before the roadmap is set.
consumer-goods, retail, pricing-decisions, offer-model-decisions, product-pricing, consumer-insights
→
Method
How it works
From ad click to decision, in four steps.
decisions, industries, validity, working-with-us, about, partners
→
Decision
Pricing decisions
Find the price with the strongest purchase intent, before launch.
home-appliances, insurance, financial-services, energy, telco, consumer-goods, retail, offer-model-decisions, value-proposition-decisions, feature-decisions, market-decisions, product-pricing, consumer-insights, glossary, volume-decisions, demand-planning
→
Horizon
How we work together
From contract to first test, step by step.
how-it-works
→
Decision
Concepts
Which idea customers choose, before budget is committed.
value-proposition-decisions, innovation, marketing-brand, management
→
Resource
Horizon and conjoint
When conjoint fits and when a behavioural test does.
how-it-works, validity
→
Decision
Offer models
Tiers, contract term or subscription: which model customers sign up for.
pricing-decisions, feature-decisions, product-pricing
→
Insights
Surveys and behaviour
Why purchase intent and purchase fall apart.
validity, resources
→
Decision
Value proposition
The promise that leads to a purchase, not just a click.
concept-decisions, market-decisions, marketing-brand
→
Insights
Painted door test
How the test works and where its limits are.
resources
→
Decision
Markets
Where customers buy, before market entry and budget are fixed.
concept-decisions, innovation, management, volume-decisions
→
Insights
Testing a price increase
How to check a price increase before the rollout.
resources
→
Industry
Home appliances
Know which features customers will buy, before tooling is committed.
→
Insights
All articles
Method, practice and decisions at a glance.
resources
→
Decision
Volumes
How a test becomes volume scenarios for your plan.
demand-planning, management
→
Resource
Sample reports
See what a Horizon report looks like, per industry.
home-appliances, pricing-decisions, insurance, financial-services, energy, telco, consumer-goods, retail, offer-model-decisions, product-pricing, consumer-insights, pretotyping-vs-conjoint, pretotyping-vs-surveys, pretotyping-vs-price-surveys, pretotyping-vs-concept-testing, pretotyping-vs-ab-testing, pretotyping-vs-synthetic-respondents, comparisons, glossary, decisions, industries, how-it-works, about, demand-planning
→
Resource
Cases
How companies decided based on customer behaviour.
home-appliances, insurance, financial-services, energy, telco, consumer-goods, retail, concept-decisions, value-proposition-decisions, feature-decisions, market-decisions, innovation, marketing-brand, management, pretotyping-vs-conjoint, pretotyping-vs-surveys, pretotyping-vs-price-surveys, pretotyping-vs-concept-testing, pretotyping-vs-ab-testing, pretotyping-vs-synthetic-respondents, comparisons, glossary, decisions, industries, validity, working-with-us, about, partners
→
Horizon
Pricing
One contract for the decisions on your roadmap.
home-appliances, insurance, financial-services, energy, telco, consumer-goods, retail, pretotyping-vs-conjoint, pretotyping-vs-surveys, pretotyping-vs-price-surveys, pretotyping-vs-concept-testing, pretotyping-vs-ab-testing, pretotyping-vs-synthetic-respondents, comparisons, glossary, working-with-us
→
Role
Innovation & new business
Go or no-go with evidence that convinces internally.
management, consumer-centricity-reset
→
Role
Management
Decide on investments with evidence of real demand.
home-appliances, market-decisions, innovation, consumer-centricity-reset, volume-decisions, demand-planning
→
Role
Consumer & market insights
Measured purchase intent as the basis for the decision.
marketing-brand, consumer-centricity-reset
→
Role
Demand planning & controlling
Plan launch volumes on measured demand.
volume-decisions, management
→
Role
Product & pricing
Prioritise features and prices by what customers buy.
home-appliances, pricing-decisions, offer-model-decisions, feature-decisions
→
Role
Marketing & brand
Test messages and positioning before the campaign.
home-appliances, value-proposition-decisions
→

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Demo · Video

A complete test, from design to data analysis

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Chapters: test design · offer pages · live data · result

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30 minutes, your decision question, a possible test design. No preparation needed on your side.

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SAMPLE REPORTExample

Sample report: insurance

Data analysis · Test design · Metrics · Methodology

Sample report

Sample report: insurance

A complete results report with example values: research question, test design, purchase intent per variant and the data analysis.

12 pages, as a PDF to share internally
Free, download right after a short form
Download PDFView online
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