Home/Roles/ Product, proposition & pricing
Features and prices customers choose.
Decide on features, plan tiers and prices based on customer behaviour. Before the price list and roadmap are fixed.
Purchase intent per price. Illustration with sample values.
Your core question
Which features and which price maximise demand without giving away margin?
Why surveys mislead on price
Stated willingness to pay is off, in both directions.
On average, respondents overestimate what they would pay. In the premium segment, they underestimate it. You cannot know in advance which way your figure is off. Measured customer behaviour shows it.
Stated above behaviour
+20%
On average, respondents state a willingness to pay around 20% higher than what they actually pay.
Schmidt & Bijmolt 2020 · Meta-analysis, 100+ studies
Stated below behaviour
−28%
In the premium segment, stated willingness to pay is up to 28% below actual willingness to pay.
Ebert, Winzer & Müller 2025
Use cases
Where product and pricing teams use Horizon.
For decisions that directly affect the roadmap, price list and margin.
01
Price points and increases
Does demand hold when the price goes up?
02
Feature set
What belongs in the basic version, what in premium?
03
Tiers and bundles
Good, Better, Best or modules: which structure do customers choose?
04
Line extension
Which variant extends the line, which cannibalises it?
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!
How a test works
A robust decision in four weeks.
Your effort: prices or feature sets, product images and four short meetings. The Horizon team takes care of the rest.
Week 1
Question and variants
You bring your prices and feature sets, we sharpen the question 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 robust, as a data analysis for your decision.
During the test
Results in real time.
During the field phase, you see live how your target group decides. All metrics per variant, from ad click to purchase or sign-up intent.
Cost per click, click-through rate and visitors per variant
Purchase or sign-up intent with statistical confidence
Benchmarking against comparable tests
After the test
What your result looks like.
This is what a Horizon results report looks like: question, variants, purchase or sign-up intent and data analysis on just a few pages.
Price test coffee subscription
bohnwerk · Example
+8%
Revenue potential B vs. A
−5%
Demand B vs. A
€16.90 has the highest revenue potential.
Example values
Case · Home appliances
A price increase, validated before the switch.
Bosch wanted to know whether a higher price for the SmartGrow would cost demand. Three prices, each seen by a separate group from the target audience.
2,417
consumers
7 days
in field
+11%
Price
New price
€179
→€199
The higher prices were at least as much in demand as the current one.
Bosch raised the price without demand falling.
Working with Horizon was not only a remarkable customer experience but also enabled Bosch to make insightful strategic pricing decisions.
FAQ
Frequently asked questions.
How many price points are possible?
Up to six per test.
Is anything actually sold?
No. No contract is concluded and no payment is taken. Anyone who chooses an offer is informed transparently afterwards.
Does this also work for price increases?
Yes. Comparable groups from your target group see the offer at either the current or the new price. You see how much demand the increase actually costs before it reaches the market.
Can the test run without our brand?
Yes. You test with your brand or a brand created just for the test. Horizon provides the imprint and privacy policy.
Let's talk about your next decision.
Bring your product or pricing question and we will outline a possible test design. No preparation needed on your side.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more