Attention is not purchase intent yet.
Orchard and Horizon: combining engagement signals and purchase simulation in one picture.
Orchard measures which message gets attention on social media. Horizon measures whether that turns into purchase intent. In this webinar both show how the two signals together back product, pricing and messaging decisions.
What it is about
Two signals, one decision.
Consumers are harder to predict than ever. Classic surveys put them in a rational test mindset that has little to do with the real buying moment. AI only helps if it works with real behavioural data.
Social media offers both in real time: attention in a full feed and the step towards a buying decision. Orchard tests many creatives there for resonance, Horizon tests demand, price and offer up to the last step before purchase.
Which message gets attention, and which offer turns it into purchase intent?
Rashed Chowdhury
CEO, Orchard
Daniel Putsche
Founder and CEO, Horizon
What you take away
Four points from the recording.
Measure attention
Instead of single statements in a survey, many emotional creatives can be tested directly in the feed and ranked by resonance.
Measure demand
Several price points or offers on identically built pages show where demand tips and which price pays off.
Strengthen the signal
The more steps before the reveal, the more reliable the signal. An insurance example shows how.
Reveal clearly
At the end of the journey participants learn that the product is not available yet. Clear communication keeps the risk of negative reactions low.
Chapters
Jump to the right moment.
After the form, the timestamps jump straight to that point in the recording.
00:00 Welcome and agenda
01:24 The say-do gap and why it is growing
04:06 AI needs real behavioural data
05:01 Social media as a test environment
05:55 Attention and demand in one approach
07:41 Case: which creative carries a new espresso machine?
11:32 Case: which price carries a new home appliance?
14:42 Case: partnership and demand at an insurer
19:21 Pretotyping as a repeatable system
22:32 Questions: timing, reactions, limits of the method
Read the case
The case behind it.
More webinars
From practice, recorded.
Next step
Back your next decision.
In a conversation we clarify which decision is coming up and what a test for it looks like.