Home/Industries/ Home appliances
Know which
features customers will buy.
Test concepts, features and prices with measured purchase intent from real consumers, before engineering capacity, tooling and supply chain are committed.
Vacuums and mops, empties itself.
€549 incl. VAT
Add to basketThe self-emptying station achieves the highest purchase intent, ahead of the mop lift.
Consumers decide in their familiar online environment
Much is technically feasible
The most requested feature is not the one consumers pay for.
Technical feasibility is rarely the bottleneck, acceptance risk is. In surveys, every new feature looks attractive. At the moment of purchase, what counts is whether the benefit justifies the price. Horizon shows this in advance development, before prototypes are built and development budgets are allocated.
Illustration with example values.
Case · Major appliances
Four technologies for the fridge. One wins at purchase.
Liebherr THE LAB! had four antibacterial functions in advance development, but budget for one. Horizon measured which ones consumers actually added to the basket, before a product existed.
4
technologies tested
0
prototypes needed
1
clear number one
Result
The fridge with antibacterial mist achieved the lowest cost per basket, well ahead of the handle.
Play video · 1:30Video · 1:30 · English with subtitles
0:00
The question from the lab
0:15
What Horizon measures
0:32
How the test ran
0:48
The collaboration
1:20
The result
With Daniel Putsche, founder & CEO of Horizon, and the team at Liebherr THE LAB!
Use cases
Where appliance makers decide with Horizon.
Wherever development budget, engineering capacity and tooling are committed before consumers buy. For major and small appliances, each with its own focus.
Major appliances
Washing, cooling, dishwashing, cooking
01
Development portfolio
Which concepts from advance development trigger purchases, before prototypes are built?
02
Feature decisions
Does a camera, sensor or new programme change the purchase, or does it just sound good?
03
Premium for new features
What price premium can a new function carry, before costing is fixed?
04
Cost-optimised variants
Do customers buy a technically simplified version just as often?
05
Lead market
In which country does the innovation work first?
06
Evidence for the gate
Behavioural data for your committee instead of survey scores.
Small appliances
Kitchen, coffee, cleaning, personal care
07
Concept selection
Several ideas against each other, filtered early, before tooling costs arise.
08
New categories
Is demand enough for your internal revenue threshold?
09
Price point
Which price holds, even against strong competitors?
10
Feature bundles
Which element of a bundle drives the purchase?
11
Value proposition
Which message leads to a purchase, which only to a click?
Talk · IFA Berlin
How Miele tests new ideas against real purchase intent.
Dr. Ina Nordsiek
Director Intrapreneurship
Miele
Daniel Putsche
Founder & CEO
Horizon
The full slides of the talk as a PDF: how Miele tests product ideas against real purchase intent, how a test runs and what the teams take away from it.
From the talk
01
More effort into the right question than into the test itself.
02
A simple interface that lets every team start without prior knowledge.
03
Every test feeds your own benchmark database and makes results comparable.
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.
With Horizon, we are able to de-risk significant investments, understand the demand for real market innovations, and shape the offerings pre-launch.
To take away
This is what a feature test for home appliances looks like.
Example brand, example values, real structure. You see which feature triggers purchase decisions and which price fits.
Feature test robot vacuum
kleenzo · example
+77%
B versus A
€549
tested price
The station achieves the highest purchase intent.
Example brand and values
FAQ
Frequently asked questions.
Does this work in advance development, without a prototype?
Yes. Consumers see a realistic offer with renderings or concept images, no physical prototype is needed. Nothing is sold and no payment is taken.
How many variants are possible?
Up to six variants per test. This keeps the difference between variants clearly measurable.
Does the test have to run under our brand?
No. You test with your brand or a brand developed specifically for the test, for example to check a new category without revealing it early.
Does this work in several countries?
Yes. Tests can run in several markets in parallel. You see the differences between markets before you prioritise.
Let's talk about your next decision.
30 minutes, your product question, a possible test design. No preparation needed on your side.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more