Know which concept wins. Before you develop.
Test new products, services and ideas before development and the business case are committed: each concept appears as a realistic offer, and purchase or sign-up intent is measured per concept. Measuring what gets chosen, not what gets liked.
Freshly cooked food, precisely portioned.
€2.90 per day
The fresh food box achieves the highest purchase intent.
Customers decide in their familiar online environment
Concept test and behavioural test
Classic concept tests measure approval. Horizon measures purchase intent.
Classic concept tests show a concept and ask about liking and purchase intent. That is fast and good for initial screening. For a go or no-go decision, the moment where customers actually commit is missing.
01
Read, not decided.
In a concept test, respondents read a concept carefully because they are asked to. In the market, the decision comes from a brief look at an ad and an offer, among alternatives and with a price.
02
Said is not done.
Stated purchase intent is a weaker indicator of actual purchases for new products than for established ones. That is why concept test scores are discounted. Horizon measures purchase intent through behaviour: who actually clicks buy in a realistic purchase situation.
03
Comparable across all ideas.
Every concept goes through the same purchase situation and is benchmarked against comparable tests. That turns “looks good” into a ranking based on real behaviour.
Many ideas
Concept test, focus group or AI pre-selection
The final two to six
Horizon: measured purchase or sign-up intent
One concept
Development and business case
Source for 02: Morwitz, Steckel and Gupta (2007), “When do purchase intentions predict sales?”, International Journal of Forecasting.
One yardstick for every idea
Stop early whatever falls below the benchmark.
Every concept is measured against the same yardstick and benchmarked against comparable tests. That lets you decide go or no-go based on measured purchase and sign-up intent instead of gut feeling.
Benchmark 2.2%
Fresh food box
3.4%
Snack box
2.6%
Dry food subscription
1.9%
BARF pack
1.5%
Illustration with sample values.
Case · Energy
Six new products for existing customers. Four move forward.
Yello wanted to know which products its own existing customers would actually order in a new customer shop, before the range and launch budget were set.
3,024
existing customers
7 days
in field
6
products
Tested products and test prices
E-scooterBenchmark
Xiaomi Electric Scooter 4
€29 / month
Wallbox
Heidelberg Energy Control
€22 / month
Coffee machine
Siemens EQ.900
€49 / month
TrendBox
Sustainable trend products
€28 / month
E-bike
by subscription
€69 / month
Electric car
by subscription
€99 / month
Six offers under the Yello brand, delivered to existing customers via Facebook and Instagram ads. The e-scooter served as the benchmark.
Typical questions
Which concept question do you face?
For innovation and product development: when budget is allocated for the next stage.
01
Enough demand?
Does the idea hold up before development and the business case are committed?
02
Which concept?
Which of several ideas do customers choose?
03
For whom?
Which target group buys or signs up first?
04
Which model?
Purchase, subscription or rental: which business model fits?
05
Which promise?
Which benefit makes the concept convincing?
06
Go or no-go?
Continue, adjust or stop?
How a test works
A robust decision in four weeks.
Your effort: a briefing, product images and four short meetings. The Horizon team takes care of the rest.
Week 1
Question and variants
You bring your variants, we sharpen the question and define up to six variants.
Week 2
Ads and offer pages
Horizon builds realistic ads and offer pages, with your brand or a brand developed specifically for the test.
Week 3
7 days in field
Your target group sees the offer in their familiar online environment and decides. You follow everything live.
Week 4
Result and data analysis
Purchase or sign-up intent per variant, statistically robust, as a data analysis for your decision.
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.
To take away
What your result looks like.
This is what a Horizon results report looks like: question, variants, purchase or sign-up intent and data analysis on just a few pages.
Concept test pet food
napfwerk · Example
+79%
B vs. A
2 of 3
above benchmark
The fresh food box achieves the highest purchase intent.
Example values
FAQ
Frequently asked questions.
How do I find out which concept customers would choose?
By running up to six concepts against each other under the same conditions. Each appears with a price on a realistic offer page in a familiar online environment, and visitors arrive through Google and Meta ads. What is measured is the last binding click before the reveal: purchase intent, not approval. After around four weeks you see which concept leads and by how much.
How is this different from a classic concept test?
A concept test asks how much people like a concept, and respondents know they are evaluating. In a painted door test, people see the concept as an offer and decide as they would when shopping; the reveal follows right after the click. When the question is which concept to develop, the choice counts, not the rating.
Can we test concepts that do not exist yet?
Yes. The concept is shown as a realistic offer. Nothing is actually sold.
How many concepts are possible?
Up to six per test. For larger portfolios, we split the question across several tests.
Can the test run without our brand?
Yes. You test with your brand or a brand developed specifically for the test, so you do not reveal a new idea too early.
How does this fit with our market research?
Surveys show what people say and why. For an investment, what counts is what they do when price and alternatives come into play. That is what Horizon measures, before launch and without selling anything.
Let's talk about your next decision.
You bring your concepts, we sketch a possible test design. No preparation needed on your side.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more