Good ideas are not enough. They have to be bought.
elaboratum and Horizon: developing products with behavioural science and testing them on purchase behaviour.
elaboratum develops products with behavioural science, Horizon tests them on real purchase behaviour. In this webinar both show how the combination produces reliable business cases, using an insurance example.
What it is about
Many products miss the customer.
New products are often built from an expert view with little real customer focus. The result: products customers do not fully understand, and sales that has to be propped up by marketing.
elaboratum therefore starts in development: behavioural knowledge, personas and examples from other industries lead to product vignettes and concepts. Horizon then puts these concepts into a real buying situation.
How does a good product idea become a reliable business case before one to two years of development start?
Philipp Spreer
Managing Partner, elaboratum
Daniel Putsche
Founder and CEO, Horizon
What you take away
Four points from the recording.
Two building blocks
Behavioural science in development and behavioural data in validation. Only both together cut the risk significantly.
Two fields of use
Early: test several concepts against each other without your own brand. Late: check price and brand shortly before launch.
Insurance example
An insurer tests whether a partnership with a brand partner lifts demand, with a multi-step journey for stronger signals.
Unit economics
Cost per qualified purchase intent goes straight into the business case as a reliable assumption.
Chapters
Jump to the right moment.
After the form, the timestamps jump straight to that point in the recording.
00:00 Welcome
01:14 Introducing elaboratum and Horizon
03:09 Why products get built past the customer
05:33 What behavioural science adds to product development
07:49 Behavioural product design: the process
09:53 From product vignette to concept
11:38 Why concepts need a real buying situation
13:42 How a painted door test works
15:35 Two fields of use: early and shortly before launch
16:51 Example: insurance with a partner
21:16 Unit economics for the business case
22:29 What you take away
25:14 Questions from the audience
Read the case
The case behind it.
More webinars
From practice, recorded.
Next step
Test your next concept.
In a conversation we clarify which decision is coming up and what a test for it looks like.