A survey asks whether and how likely people are to buy. Pretotyping measures whether they show purchase intent in a realistic buying situation. Horizon runs pretotyping as a painted-door test.

Discuss the differences To the comparison

Compared

Two methods, two strengths.

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

Surveys

Pretotyping

What is measured

Stated willingness to buy, preferences and attitudes

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

Who responds

Respondents from a panel or from customer lists

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

Situation

Respondents know they are being asked

A realistic offer page in a familiar online environment, close to an everyday buying situation

Result

Shares, scale values and open-ended answers

Purchase or sign-up intent per variant, statistically validated

Speed

Often within days, sometimes hours

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

Typical use

Understanding needs, target groups and reasons

Testing the final variants before budget is committed

Context

Where the methods differ.

Statement and behaviour

A survey shows what people say. Pretotyping shows what they do when they come across the offer in everyday life.

Why

A survey explains reasons and attitudes. Pretotyping shows which variant holds up, not why.

Speed

A survey quickly provides a picture of opinion. Pretotyping provides the measured purchase intent on which an investment can be based.

Combination

Combining both methods.

Step 1

Surveys

Clarify needs, target groups and hypotheses.

Step 2

Build variants

Select up to six of the strongest variants.

Step 3

Pretotyping

Test the variants on purchase or sign-up behaviour.

Step 4

Surveys

Explore the reasons behind the result where needed.

More comparisons

Pretotyping compared with other methods.

Method

Pretotyping and conjoint

Weighting features in a survey or testing variants on behaviour.

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 concept tests

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

To the comparison

Method

Pretotyping and A/B tests in the shop

Optimising what is live or deciding before investing.

To the comparison

Method

Pretotyping and synthetic respondents

Simulated answers or the behaviour of real people.

To the comparison

Provider

Horizon compared with providers.

Provider

Horizon and Appinio

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

To the comparison

Provider

Horizon and Zappi

Standardised concept and ad tests and a behavioural test.

To the comparison

Provider

Horizon and quantilope

Automated survey methods and a behavioural test.

To the comparison

All comparisons

FAQ

Frequently asked questions.

Does pretotyping replace surveys?

No. A survey explains why people want something. Pretotyping shows which variant they actually choose. The two complement each 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 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.

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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.

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