Home/Roles/ Consumer & Market Insights
The measure that shows what customers choose.
Horizon measures purchase intent through the behaviour of your target group in their familiar online environment. Your surveys explain the why, Horizon delivers the behavioural measure for the decision.
Said and done compared. Illustration with sample values.
Your core question
How do I bring behaviour into decisions that rest on surveys today?
What surveys do not show
Surveys explain. Behaviour shows what gets bought.
In many B2C categories, stated purchase intent is far higher than what people actually do in the test, and the ranking of variants can flip. Horizon delivers measured purchase intent, so business units decide on behaviour.
Illustration with sample values.
Use cases
How insights teams use Horizon.
Your team owns the research question. Horizon delivers purchase intent from real behaviour: a separate campaign per variant, clear target metrics, benchmarking against comparable tests.
01
Validate surveys
Do customers confirm through their behaviour what they say in the survey?
02
Back pricing decisions
Measured purchase intent per price for the final pricing decision.
03
Measure concepts by decisions
From liking in a concept test to measured purchase intent.
04
Build benchmarks
Every test makes future results easier to benchmark.
How a test works
A robust decision in four weeks.
Your team owns the research question and gives approval. Horizon handles setup, delivery and analysis.
Week 1
Question and variants
You bring your research question, 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 robust, as a data analysis for your decision.
During the test
Results in real time.
During the field phase, you see live how your target group decides. All metrics per variant, from ad click to purchase or sign-up intent.
Cost per click, click-through rate and visitors per variant
Purchase or sign-up intent, statistically robust
Benchmarking against comparable tests
After the test
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.
Feature test robot vacuum
kleenzo · Example
+77%
B versus A
€549
tested price
The station achieves the highest purchase intent.
Example values
Case · Consumer goods
Four flavours, one clear number one.
Andros wanted to know which new flavour consumers would actually order. One offer page, with the choice of flavour after clicking “Order now”.
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.
It is remarkable to see how everything comes together when real customer actions come into the Horizon dashboard in real time. That is customer centricity on the next level.
FAQ
Frequently asked questions.
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.
Why is stated willingness to buy not enough?
Statements in surveys can be well above later behaviour, especially for new and higher-priced products. A behavioural test measures behaviour directly.
Is anything actually sold?
No. No contract is concluded and no payment is taken. Anyone who chooses an offer is informed transparently afterwards.
What do you need from our side?
Your decision question and the variants. Horizon takes care of pages, ads, target group and analysis.
Let's talk about your next decision.
Bring your methodology questions and we will sketch a possible test design. No preparation needed on your side.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more