Appinio delivers fast surveys through an app panel in many markets. Horizon measures whether consumers outside a panel actually show purchase or sign-up intent for your final variants.

Discuss the differences To the comparison

Compared

Surveys and behaviour, two strengths.

Both help to back up product decisions. The difference lies in what is measured: a statement in a survey or behaviour in a buying situation.

Appinio

Horizon

Approach

Online survey, as self-service, with consulting or as full service

Painted door test with test design, implementation and data analysis by Horizon

Who responds

Members of a survey panel who are rewarded for taking part

Consumers in their familiar online environment, reached through Google and Meta ads, with no panel and no incentive

What is measured

Statements on preference, willingness to buy and willingness to pay

Purchase or sign-up intent as behaviour: a click on buy or sign up, email and confirmation

Situation

Respondents know they are taking part in a study

Familiar online environment: ad, offer page and competition for attention

Speed

Results often within hours

Around four weeks from question to data analysis, plus ad budget

Typical use

Surveying concepts, prices and advertising, understanding target groups, tracking brands

Testing the final variants before budget is committed

Information on Appinio is based on the provider's publicly available information. We are happy to include corrections.

Context

Where the approaches differ.

Speed

A survey delivers answers within hours. A behavioural test shows within a few weeks how people decide in a realistic offer situation.

Signal

The survey shows what people state. The behavioural test shows what they do when they come across the offer in everyday life.

Use

Surveys cover many questions and target groups broadly. A behavioural test decides between a few final variants.

Combination

Combining both approaches.

Step 1

Survey

Explore ideas, needs and target groups.

Step 2

Build variants

Select up to six of the strongest variants.

Step 3

Horizon

Test the variants on purchase or sign-up behaviour.

Step 4

Decision

With survey results and behavioural evidence.

More comparisons

Horizon compared with other providers.

Provider

Horizon and quantilope

Automated survey methods and a behavioural test.

To the comparison

Provider

Horizon and Zappi

Standardised concept and ad tests and a behavioural test.

To the comparison

Provider

Horizon and Veylinx

An auction within the study flow and a behavioural test in the buying situation.

To the comparison

Provider

Horizon and Prelaunch

Reservations with a deposit and a behavioural test without payment.

To the comparison

Methods

Pretotyping compared with other methods.

Method

Pretotyping and surveys

Stated willingness to buy or measured purchase intent.

To the comparison

Method

Pretotyping and Van Westendorp and Gabor-Granger

Stated willingness to pay or prices compared on behaviour.

To the comparison

Method

Pretotyping and synthetic respondents

Simulated answers or the behaviour of real people.

To the comparison

All comparisons

FAQ

Frequently asked questions.

Does Horizon replace a survey?

No. A survey answers many questions broadly, a behavioural test decides between a few final variants. Both can be used one after the other.

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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.

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Is anything sold with Horizon?

No. No contract is concluded and no payment is taken. Anyone who chooses an offer is then told transparently that the offer is not yet available.

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How long does a test take?

Around four weeks from question to data analysis, depending on the target group and the number of variants.

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