Zappi tests ideas, concepts and advertising in a standardised way and compares them with a large norms database. Horizon measures whether consumers actually show purchase or sign-up intent for your final variants.

Discuss the differences To the comparison

Compared

Screening and behavioural testing, two strengths.

Zappi helps find the most promising among many ideas and ads. Horizon tests the final variants on behaviour in the online environment.

Zappi

Horizon

Approach

Standardised concept, packaging and advertising tests on one platform

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

Who responds

Respondents via certified panel providers

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

What is measured

Ratings on scales, for example on purchase potential, plus diagnostics

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

Basis for comparison

Norms from a very large number of tested ideas and ads

Benchmarks from previous Horizon tests

Speed

Results often within hours

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

Typical use

Screening ideas, testing concepts, packaging, prices and advertising

Testing the final variants before budget is committed

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

Context

Where the approaches differ.

Volume

Standardised tests compare many ideas and ads with norms. A behavioural test examines up to six final variants.

Signal

The survey measures ratings on scales. The behavioural test measures the click on buy or sign up.

Advertising

Testing advertising before launch is a field of its own. Horizon tests offers, not advertising.

Combination

Combining both approaches.

Step 1

Screening

Screen many ideas and select the strongest.

Step 2

Build variants

Prepare the up to six finalists as offers.

Step 3

Horizon

Test the variants on purchase or sign-up behaviour.

Step 4

Decision

With screening results and behavioural evidence.

More comparisons

Horizon compared with other providers.

Provider

Horizon and Appinio

Surveys via an app panel and a behavioural test in the online environment.

To the comparison

Provider

Horizon and quantilope

Automated survey methods 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 concept tests

A rating in a survey or measured purchase intent in the online environment.

To the comparison

Method

Pretotyping and surveys

Stated willingness to buy or measured purchase intent.

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 concept screening?

No. Screening narrows down many ideas, Horizon tests up to six final variants on behaviour.

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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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