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Decisions

Which decision is coming up?

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Concepts & new productsGo or no-go before developmentPricingWillingness to pay from purchase behaviourPlans & offer modelsTiers, subscriptions and bundlesValue proposition & brandWhich promise convincesFeatures & product variantsWhich variant winsMarkets & target groupsWhere and with whom demand lies
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Cover: The 2026 Consumer-Centricity Reset
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The Consumer-Centricity Reset 2026Download the report →
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Industries

Examples and reports by industry

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InsurancePlans and add-ons before pricingBanks & financial servicesSavings, rate and account modelsEnergy & utilitiesNew tariffs before systems and salesHome appliancesFeatures, price tiers and subscriptionsConsumer goodsLine extensions, claims and pricesRetail & brandsVariants, colours and range
All industries →
Sample reportResults, method and conclusions
Sample reportsWhat a result looks like in your industryView the reports →
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Roles

What Horizon does for your role

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Innovation & new businessGo or no-go with evidenceProduct, proposition & pricingFind the variant and the priceMarketing & brandTest messages before the campaignConsumer & market insightsAdd behaviour to your researchStrategy & managementApprove budget with evidence
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€199
Case · PricingBosch: price raised from €179 to €199Read the case →
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Resources

Evidence, reports and knowledge

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CasesDecisions our clients madeSample reportsWhat a result looks likeMethodsHow Horizon measures behaviourComparisonsHorizon and traditional researchGlossaryTerms from A to ZInsightsArticles, guides and methods
Webinars
Recorded, from practice
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Demo · VideoHorizon at a glanceWatch the demo →
Decisions›Industries›Roles›Resources›Pricing
Cover: The 2026 Consumer-Centricity Reset
NEWReport
The Consumer-Centricity Reset 2026Download the report →
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Home/ Resources

Knowledge for better decisions.

Report, sample reports, guides and background on pretotyping, behavioural data and customer-centric decisions.

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Report

The Consumer-Centricity Reset.

Why customer centricity needs evidence, and how companies base decisions on behaviour instead of stated intent.

Download the reportMore about the report →
Cover: The 2026 Consumer-Centricity Reset

Guides

The basics, clearly explained.

Guide

Pretotyping

What pretotyping is, when it fits and how a test is set up.

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Smoke tests in market research

How smoke tests measure demand through ads and landing pages.

Read Guide

Fake door testing

How fake door tests work and where their limits are.

Read Guide

Innovation validation

How companies validate innovations before development.

Read

Webinars

From practice, recorded.

Clients, partners and researchers show how decisions on price, concept and variant are made on purchase behaviour.

All webinars →
Horizon
Client case · Pricing · Home appliances
Pricier. And still more demand.
How BSH decided price and colour of the Bosch SmartGrow on purchase behaviour.
35 minutes
English
View webinar →
bosch-smartgrow-price-colour
Horizon
Client case · Concepts · Bathroom
Green light after seven days.
How the hansgrohe Innovation Lab tested a new product idea before development.
32 minutes
English
View webinar →
hansgrohe-innovation-lab-product-idea
Horizon
Partner session · Concepts · Home appliances
Design first. Then prove it.
Phoenix Design and Horizon: from design to proven market fit in home appliances.
30 minutes
English
View webinar →
phoenix-design-proven-market-fit
Horizon
Partner session · Concepts · Insurance
Good ideas are not enough. They have to be bought.
elaboratum and Horizon: developing products with behavioural science and testing them on purchase behaviour.
30 minutes
English
View webinar →
elaboratum-behavioural-product-design
Horizon
Partner session · Concepts · Pricing
Attention is not purchase intent yet.
Orchard and Horizon: combining engagement signals and purchase simulation in one picture.
30 minutes
English
View webinar →
orchard-attention-purchase-intent
Horizon
Research · Method
How good are painted door tests really?
Prof. Dr. Jochen Eckert assesses the method on five criteria, from data quality to sample.
32 minutes
English
View webinar →
painted-door-tests-scientific-evaluation
Horizon
Client case · Concepts · Beauty
Filter ideas before they cost money.
How the cosnova Innovation Lab (essence, Catrice) tests new concepts on customer behaviour.
32 minutes
English
View webinar →
cosnova-innovation-lab-concepts

Explore more

More resources.

Sample reports

What a result looks like in your industry.

Learn more

Insights

Articles on behavioural data, pricing and synthetic respondents.

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Glossary

Terms from pretotyping to revealed preference.

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Let's talk about your next decision.

Bring your decision question and we will sketch a possible test design. No preparation needed on your side.

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Daniel Putsche

You will speak with Daniel Putsche
Founder & CEO, 30 minutes

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Overview
All decisions
Pricing, concepts, offers, features and markets at a glance.
industries, partners
→
Industries
All industries
How Horizon is used in insurance, energy, retail and more.
home-appliances, decisions, partners
→
Decision
Features & product variants
Which features customers pay for, before the roadmap is set.
consumer-goods, retail, pricing-decisions, offer-model-decisions, product-pricing, consumer-insights
→
Method
How it works
From ad click to decision, in four steps.
decisions, industries, validity, working-with-us, about, partners
→
Decision
Pricing decisions
Find the price customers actually buy at, before launch.
home-appliances, insurance, financial-services, energy, consumer-goods, retail, offer-model-decisions, value-proposition-decisions, feature-decisions, market-decisions, product-pricing, consumer-insights, glossary
→
Horizon
How we work together
From contract to first test, step by step.
how-it-works
→
Decision
Concepts
Which idea customers choose, before budget is committed.
value-proposition-decisions, innovation, marketing-brand, management
→
Resource
Horizon and conjoint
When conjoint fits and when a behavioural test does.
how-it-works, validity
→
Decision
Offer models
Tiers, contract term or subscription: which model customers sign up for.
pricing-decisions, feature-decisions, product-pricing
→
Insights
Surveys and behaviour
Why purchase intent and purchase fall apart.
validity, resources
→
Decision
Value proposition
The promise that leads to a purchase, not just a click.
concept-decisions, market-decisions, marketing-brand
→
Insights
Painted door test
How the test works and where its limits are.
resources
→
Decision
Markets
Where customers buy, before market entry and budget are fixed.
concept-decisions, innovation, management
→
Insights
Testing a price increase
How to check a price increase before the rollout.
resources
→
Industry
Home appliances
Know which features customers will buy, before tooling is committed.
→
Insights
All articles
Method, practice and decisions at a glance.
resources
→
Resource
Sample reports
See what a Horizon report looks like, per industry.
home-appliances, pricing-decisions, insurance, financial-services, energy, consumer-goods, retail, offer-model-decisions, product-pricing, consumer-insights, pretotyping-vs-conjoint, pretotyping-vs-surveys, pretotyping-vs-price-surveys, pretotyping-vs-concept-testing, pretotyping-vs-ab-testing, pretotyping-vs-synthetic-respondents, comparisons, glossary, decisions, industries, how-it-works, about
→
Resource
Cases
How companies decided based on customer behaviour.
home-appliances, insurance, financial-services, energy, consumer-goods, retail, concept-decisions, value-proposition-decisions, feature-decisions, market-decisions, innovation, marketing-brand, management, pretotyping-vs-conjoint, pretotyping-vs-surveys, pretotyping-vs-price-surveys, pretotyping-vs-concept-testing, pretotyping-vs-ab-testing, pretotyping-vs-synthetic-respondents, comparisons, glossary, decisions, industries, validity, working-with-us, about, partners
→
Horizon
Pricing
One contract for the decisions on your roadmap.
home-appliances, insurance, financial-services, energy, consumer-goods, retail, pretotyping-vs-conjoint, pretotyping-vs-surveys, pretotyping-vs-price-surveys, pretotyping-vs-concept-testing, pretotyping-vs-ab-testing, pretotyping-vs-synthetic-respondents, comparisons, glossary, working-with-us
→
Role
Innovation & new business
Go or no-go with evidence that convinces internally.
management, consumer-centricity-reset
→
Role
Management
Decide on investments with evidence of real demand.
home-appliances, market-decisions, innovation, consumer-centricity-reset
→
Role
Consumer & market insights
Add measured purchase intent to your surveys.
marketing-brand, consumer-centricity-reset
→
Role
Product & pricing
Prioritise features and prices by what customers buy.
home-appliances, pricing-decisions, offer-model-decisions, feature-decisions
→
Role
Marketing & brand
Test messages and positioning before the campaign.
home-appliances, value-proposition-decisions
→

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Demo · Video

A complete test, from design to data analysis

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Chapters: test design · offer pages · live data · result

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SAMPLE REPORTExample

Sample report: insurance

Data analysis · Test design · Metrics · Methodology

Sample report

Sample report: insurance

A complete results report with example values: research question, test design, purchase intent per variant and the data analysis.

12 pages, as a PDF to share internally
Free, download right after a short form
Download PDFView online
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