Know what customers will pay more for. Before you develop.
Test features and specifications before development and production are fixed: variants differ only in the feature or the surcharge, and purchase intent is measured per variant.
Vacuums and mops, empties itself.
€549 incl. VAT
The self-emptying station achieves the highest purchase intent, ahead of the mop lift.
Consumers decide in their familiar online environment
Conjoint and behavioural test
See which feature earns its premium.
Conjoint and MaxDiff show how customers weight features. Whether a feature earns its higher price only shows in measured purchase intent: the same product with and without the feature, at different prices. This shows you what belongs in the standard version, what belongs in the premium variant, and what you can cut.
Purchase intent per feature set and price
Without self-empty station
With self-empty station
€449
3.1%
Purchase intent
4.0%
Purchase intent
€549
1.9%
−39% at the higher price
3.6%
only −10% at the higher price
With the station, the higher price barely loses purchase intent, without it, almost 40%. The station earns its premium.
Case · Home appliances
New colours. The strongest with almost three times the demand.
Bosch wanted to know which new colour variant could extend the product line of an existing product. Same ad, same offer page, only the colour changes.
1,674
consumers
7 days
in field
2.8x
Demand, strongest versus weakest
Purchase intent per colour (add to basket)
Strongest new colour
15.4%
Weakest new colour
5.5%
Basis for the decision to extend the product line.
Typical questions
Which feature question is on your agenda?
For product management and development: before the roadmap and production are fixed.
01
Which feature counts?
What triggers the purchase decision?
02
Basic or premium?
What belongs in which feature set?
03
What can it cost?
Which premium does a feature earn?
04
What can go?
Which feature does nobody miss?
05
In which order?
What goes on the roadmap first?
06
Per market?
Do features differ by country?
Methods compared
MaxDiff, conjoint or behavioural test?
Every method has its strength. For the final decision, measured behaviour is what counts.
MaxDiff / Kano
Conjoint
Horizon
Basis
Prioritisation in a survey
Choice between profiles
Measured purchase or sign-up intent in an online environment
Strength
Many features, fast
Trade-offs between attributes
Real behaviour with few variants
Best for
Shortening the longlist
Attribute weighting
The final feature decision
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.
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.
Feature test robot vacuum
kleenzo · Example
+77%
B versus A
€549
tested price
The station achieves the highest purchase intent.
Example values
FAQ
Frequently asked questions.
How do I test whether customers will pay more for a feature?
You show the same product with and without the feature, or with the feature at different surcharges, and keep everything else identical. Measured purchase intent per variant shows whether the feature lifts demand and which surcharge holds. Renderings are enough; the product does not have to exist yet.
Which feature belongs in the base version and which in the premium version?
Both line-ups run as separate variants, each with its own price. Measured purchase intent shows whether a feature brings more demand in the base version or carries the higher price in the premium version.
How many features can be tested?
Up to six variants per test. We shorten a long feature list with you beforehand, or with existing research.
Can we test products that do not exist yet?
Yes. Renderings are enough. Nothing is actually sold.
Can the test run without our brand?
Yes. You test with your brand or with a brand developed specifically for the test.
How does this fit with conjoint or MaxDiff?
Conjoint and MaxDiff show how respondents weight many features. For the decision, what counts is which variant gets chosen when price and alternatives come into play. Horizon measures that on the variants that are up for choice at the end.
Let's talk about your next decision.
You bring your feature question, we sketch a possible test design. No preparation needed on your side.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more