Concept
See who would respond to a concept, and who would resist, before you build it.
A new product, a new edition, a new idea. Write the alternatives, test them on a synthetic market and discard early what does not deserve the investment. What survives goes to real customers better aimed.
The question you have
Would this concept land?
You have a concept you believe in, or several competing for the same money, and building any of them is expensive. You want to know what deserves to move forward before you commit.
Illustrative example: A pet-food brand considers a natural line and two ways to present it, and wants to see which customer types would respond to each one.
What happens, step by step
From your question to your decision.
- You and Nodi
The question, the audience, the criterion
Nodi frames with you who it is for and what success looks like, and brings what your organization has already learned. Your bet is recorded first.
- You and your Thinkers
The alternatives
Yours, your team’s and the ones the Thinkers suggest, each written so it can be tested.
- Klima
The test
Klima builds the synthetic market and tests each alternative. The credit cost shows first and nothing runs until you approve.
- Ward
The buyer’s side
Ward challenges each alternative: what the buyer would doubt, refuse and never pay for.
- You
The decision, and the real test
The report says what to advance, adjust or discard, and for whom. You decide, and you can plan the test with real people, then record its result beside your bet and the simulation.
The Thinkers involved
Nodi
Runs the decision with you: frames the question, brings what your organization already knows and shows you what needs you.
Klima
Defines the market for your question and builds the synthetic population from the SPM. Then runs the test.
Ward
Speaks for the buyer: what they would doubt, object to and never pay for.
- The alternatives in order, by customer type
- Who responds, who resists and why
- What to discard early, before it costs more
- What to take to a test with real people
A simulation reads perception and attitude, not whether people will actually buy. Genuinely new behaviours and needs people cannot put into words still call for human work in the field.
Results show order and direction, never exact percentages. A person decides.
All plans
The concept test is on every plan. Bringing your own data into the market, with your own Identity Models, needs Horizon Plus.