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Decisions

Which decision is coming up?

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Concepts & new productsGo or no-go before developmentPricingWillingness to pay from purchase behaviourPlans & offer modelsTiers, subscriptions and bundlesValue proposition & brandWhich promise convincesFeatures & product variantsWhich variant winsMarkets & target groupsWhere and with whom demand lies
All decisions →
Cover: The 2026 Consumer-Centricity Reset
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The Consumer-Centricity Reset 2026Download 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 range
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 insightsAdd behaviour to your researchStrategy & managementApprove budget with evidence
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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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Demo · VideoHorizon at a glanceWatch the demo →
Decisions›Industries›Roles›Resources›Pricing
Cover: The 2026 Consumer-Centricity Reset
NEWReport
The Consumer-Centricity Reset 2026Download the report →
Book a call

Home/ Glossary

Terms around behavioural data, explained.

From pretotyping to revealed preference: clear definitions with examples that show what each term means for your product, pricing and market decisions.

Topics

Five topics at a glance.

Topic overview
Say-Do Gap
The gap between what people say and what they do is well documented, but its size depends on category and situation. That is why it is measured for each decision.
To the overview →
Topic overview
Behavioural vs. Survey Data
Surveys explain the why, behaviour shows the whether. The two complement each other.
To the overview →
Topic overview
Pricing Decisions
Prices are tested on behaviour before they reach the market; survey methods provide the range.
To the overview →
Topic overview
Synthetic Research
Synthetic respondents make exploration faster. Whether people choose a new offer is shown by their behaviour.
To the overview →
Topic overview
Evidence in the Innovation Process
Behavioural evidence before the budget, not after the launch.
To the overview →

All terms

66 terms from A to Z, by topic.

Foundations & biases · 11

Acquiescence Bias
→
Anchoring Effect
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Attitude-Behaviour Gap
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Demand Characteristics
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Framing Effect
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Hypothetical Bias
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Intention-Behaviour Gap
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Mere Measurement Effect
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Revealed Preference
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Social Desirability Bias
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Stated Preference
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Methods · 11

A/B Test
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Concept Test
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Conjoint Analysis
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Demand Validation
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Fake Door Test
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MaxDiff
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Painted Door Test
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Pre-launch Testing
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Pre-order Test
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Pretotyping
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Smoke Test
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Pricing · 9

BDM Auction
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Gabor-Granger
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Price Elasticity
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Price Increase Test
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Price Test
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Price Threshold
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Tiered Pricing
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Van Westendorp Price Sensitivity Meter
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Willingness to Pay
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Measurement & metrics · 9

Benchmark
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Ground Truth
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Primary Metric
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Probability to Be Best
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Purchase Intent
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Sample Size
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Sign-up Intent
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Statistical Significance
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Stopping Rule
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Innovation & decisions · 11

Behavioural Gate
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Concept Screening
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Decision Intelligence
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Evidence-based Innovation
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Go/No-Go Decision
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Minimum Viable Product (MVP)
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New Product Failure Rate
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Stage-Gate Process
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Test and Learn
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Testing AI-generated Concepts
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Value Proposition Testing
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AI & synthetic research · 13

AI Concept Screening
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AI in Market Research
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AI Personas
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Algorithmic Fidelity
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Consumer Digital Twin
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Hybrid Research
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Silicon Sampling
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Synthetic Consumers
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Synthetic Data in Market Research
→
Synthetic Respondents
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Synthetic Sample Boosting
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Variance Compression
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WEIRD Bias
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Claims & regulation · 2

Claims Testing
→
Environmental Claims
→

From a term to your own decision.

Bring your decision question and we will sketch a possible test design. No preparation needed on your side.

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Daniel Putsche

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

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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 customers actually buy at, before launch.
home-appliances, insurance, financial-services, energy, consumer-goods, retail, offer-model-decisions, value-proposition-decisions, feature-decisions, market-decisions, product-pricing, consumer-insights, glossary
→
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
→
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
→
Resource
Sample reports
See what a Horizon report looks like, per industry.
home-appliances, pricing-decisions, insurance, financial-services, energy, 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
→
Resource
Cases
How companies decided based on customer behaviour.
home-appliances, insurance, financial-services, energy, 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, 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
→
Role
Consumer & market insights
Add measured purchase intent to your surveys.
marketing-brand, consumer-centricity-reset
→
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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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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