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Pretotyping and concept tests: when each method fits.
A concept test presents respondents with a product idea and asks for a rating and willingness to buy. Pretotyping shows a concrete offer in a familiar online environment and measures whether people choose it. Horizon runs pretotyping as a painted-door test.
Compared
Two methods, two strengths.
Both test product ideas. The difference lies in the situation: a rating given with full attention or a decision in a familiar online environment.
Context
Where the methods differ.
Attention
In a concept test, respondents read attentively. With pretotyping, the offer competes for attention as it does in everyday life.
Environment
In a concept test, respondents know they are taking part in a study. With pretotyping, they come across the offer in their familiar online environment.
Volume
A concept test pre-screens many ideas. Pretotyping tests up to six final variants.
Combination
Combining both methods.
Concept test
Pre-screen many ideas early.
Build variants
Develop up to six of the strongest concepts.
Pretotyping
Test the variants on purchase or sign-up behaviour.
Decision
With concept ratings and behavioural evidence.
More comparisons
Pretotyping compared with other methods.
Method
Pretotyping and conjoint
Weighting features in a survey or testing variants on behaviour.
To the comparisonMethod
Pretotyping and surveys
Stated willingness to buy or measured purchase intent.
To the comparisonMethod
Pretotyping and Van Westendorp and Gabor-Granger
Stated willingness to pay or prices compared on behaviour.
To the comparisonMethod
Pretotyping and A/B tests in the shop
Optimising what is live or deciding before investing.
To the comparisonMethod
Pretotyping and synthetic respondents
Simulated answers or the behaviour of real people.
To the comparisonProvider
Horizon compared with providers.
Provider
Horizon and Appinio
Surveys via an app panel and a behavioural test in the online environment.
To the comparisonFAQ
Frequently asked questions.
Does pretotyping replace the concept test?
No. A concept test pre-screens early, pretotyping tests the final variants on behaviour.
How developed does a concept need to be for pretotyping?
Developed enough to come across as a credible offer: with an image, a value proposition and a price. Horizon creates the ads and offer pages for it.
Is anything sold with pretotyping?
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.
How long does a test with Horizon take?
Around four weeks from question to data analysis, depending on the target group and the number of variants.
Which method fits your question?
Bring your decision question and we will show you which method fits and how the two work together. Your insights team is welcome to join.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more