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Know which variant consumers will buy.
Test flavours, packs, claims and prices before production and listings are fixed. With purchase decisions, as a complement to product and taste tests.
Fresh water, filters arrive automatically.
€16.90 / month
Subscribe nowVariant B achieves the highest purchase intent despite the higher price.
Consumers decide in their familiar online environment
Why the highest purchase intent can mislead
The highest purchase intent is not always the best price.
A pet food manufacturer tested four entry prices. The most purchase decisions came at €14.99. Offset against the manufacturer's unit costs, however, €18.99 delivered the highest contribution margin. Horizon measures the purchase intent per price, the costs come from you. Only the two together show the right price.
Purchase intent from the test, assignment of the lower values and profit line illustrative.
Case · Consumer goods
Four flavours, one clear number one.
Andros wanted to know which new flavour consumers would actually order. One offer page, and after clicking "Order now" the choice of flavour.
3,138
consumers
7 days
in field
40.3%
chose Stracciatella
Share of flavour choice
Stracciatella
40.3%
Flavour B
24.5%
Flavour C
22.4%
Flavour D
12.8%
Andros launched Stracciatella as its next flavour.
Use cases
Where consumer goods manufacturers decide with Horizon.
Wherever production, listings and media budget are committed before consumers buy.
01
Flavours and variants
Which flavour or variant do consumers buy first?
02
Claims
Which claim leads to a purchase, and which only to attention?
03
Pack
Size, format, refill pack: what do consumers choose?
04
Price
Which price holds up against the competition?
05
Subscription and D2C
One-off purchase or subscription: which model works?
06
Markets
Which variant fits which country?
How a test works
Around four weeks from question to decision.
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 the question from your department, we sharpen it 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 validated, 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 a variant test for consumer goods looks like.
This is what a Horizon results report looks like: question, variants, purchase intent and data analysis on just a few pages. Ready to share with product, marketing and management.
Variant test filter subscription
nordquell · Sample
+54%
B versus A
€16.90
Price of variant B
Variant B achieves the highest purchase intent.
Example values
FAQ
Frequently asked questions.
Does this replace taste or product tests?
No, it complements them. Product tests show whether something convinces. Horizon shows which variant is bought in an offer environment.
Can we test claims and packs?
Yes. Claims, pack designs and formats are typical test variants, each in a realistic offer environment.
Does the test have to run under our brand?
No. You test with your brand or with a brand developed specifically for the test, for example for a new sub-brand.
How quickly are results available?
Around four weeks from question to result, depending on the target group and the number of variants.
Let's talk about your next decision.
You bring your question about flavour, pack, claim or price, we sketch a possible test design. No preparation needed on your side.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more