Exponentially compared with Horizon

Exponentially vs Horizon

Specialist painted-door testing, or a system for deciding which bets to fund?

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The difference is scope.

Both companies help teams test demand before committing to development. Horizon focuses on a defined behavioural-research workflow: create landing-page and ad variants, source consumer traffic, measure actions, and compare purchase intent.

Exponentially works across the wider decision system. Its consultants help teams select and frame the right ideas, define evidence thresholds, choose from multiple pretotyping methods, run experiments with real customers, make fund, pivot, or stop decisions, and leave behind a repeatable cadence in Rapidly.

Decision factor	Exponentially	Horizon	Bottom line
Primary model	Consulting-led operating model supported by Pretotyping and Rapidly software	Software-led market-success prediction with optional testing services	Choose organisational capability or a specialist testing workflow.
Best fit	Innovation, product, R&D, and transformation teams managing competing bets	Product, innovation, and consumer-insights teams running purchase-intent studies	Exponentially is designed around the wider portfolio decision system.
Core test approach	Multiple pretotyping methods selected for the riskiest assumption and operating context	Multivariate landing-page and ad-based painted-door tests	Horizon is particularly strong when this exact method fits the question.
Evidence	Behavioural data, explicit thresholds, experiment learnings, and portfolio decisions	Funnel behaviour, conversions, acquisition metrics, benchmarks, and Customer Demand Score	Both value behaviour over opinion, but structure the evidence differently.
Human support	Training, hands-on sprints, leadership showcases, coaching, and operating-model engagements	Research consultants for strategy, stimulus design, setup, monitoring, and analysis	Both offer services; Exponentially emphasises capability transfer and cadence.
Software role	Rapidly stores ideas, hypotheses, experiments, results, decisions, ROI, and velocity	Horizon connects landing pages and ads, automates evaluation, and centralises analytics	Rapidly manages the portfolio trail; Horizon manages a specific research workflow.
Enterprise embedding	Internal champions, governance, repeatable cadence, and cross-functional adoption	Repeatable consumer-demand research with enterprise purchasing and GDPR support	Exponentially fits when changing investment decisions is part of the brief.
Complex B2B decisions	Methods can be designed around enterprise context, governance, and buyer behaviour	Horizon says painted-door tests can fall short for long, multi-stakeholder B2B buying	Exponentially offers more flexibility when a painted door isn't the right fit.
Pricing	Custom, shaped by the decision, number of ideas, speed, and capability required	Custom proposal based on the use case and needs	Both require a conversation for precise pricing.

Where Horizon is strongest

A focused platform for consumer-facing purchase-intent studies.

Specialised painted-door workflow

Landing-page variants, ad campaigns, behavioural tracking, and dashboard analysis sit in one system for purchase-intent research.
Consumer test analytics

The Customer Demand Score condenses funnel and conversion metrics for product, price, feature, brand, and target-group decisions.
Incognito testing

Horizon can provide legal and data infrastructure when a company doesn't want its brand associated with the test stimulus.
Consumer pricing evidence

Horizon reports that Bosch identified a 20% price-uplift opportunity through a one-month pretotyping study.

Where Exponentially is different

A consulting-led system for turning a portfolio of ideas into evidence-backed investment decisions.

The portfolio is the unit of work

Teams decide which ideas across a portfolio deserve investment instead of treating each test as an isolated research project.
Human judgment leads

Consultants frame hypotheses, choose the method, set thresholds, interpret ambiguous signals, and make the decision defensible.
More than one method

Fake Door is one option alongside Mechanical Turk, Pinocchio, Imposter, Infiltrator, and other low-cost experiments.
Capability stays behind

Training, practical sprints, governance, internal champions, and Rapidly create a cadence the organisation can keep running.
Evidence remains visible

Rapidly captures the idea, hypothesis, method, result, learning, decision, ROI, and experiment velocity in one trail.

Enterprise-scale proof

What an operating model looks like in practice

At Tabcorp, Exponentially helped teams build a repeatable experimentation capability across product, design, legal, risk, and leadership.

Read the Tabcorp case study →

Real-world experiments: 130+
Idea to experiment: 8 days
Avoided costs: $12M
Revenue generated: $7.3M

Method depth matters when the question changes

A landing-page test can be highly effective when the key question is whether a defined consumer segment will click, convert, or express purchase intent for a proposed offer. Horizon is built around that problem.

Horizon’s own guidance says painted-door tests can produce incomplete or misleading evidence for complex B2B buying processes, high-investment products, and categories constrained by digital-ad policies. Exponentially’s broader toolkit gives teams more ways to test the riskiest assumption without forcing every idea through one acquisition funnel.

Read Horizon’s stated limitations ↗

Operating model versus research project

Horizon’s Testing-as-a-Service can support a research project from strategy through analysis, and says a consumer-validated product decision can be reached in about one month.

Exponentially moves from the initial decision to a repeatable capability. Teams learn the method, run live experiments, review evidence with leaders, and keep the portfolio, decisions, and ROI trail in Rapidly.

See how Exponentially works →

Which one should you choose?

Choose Horizon when

The central need is a specialised platform for multivariate landing-page and ad-based painted-door tests with consumer purchase-intent analytics, particularly for pricing, feature, brand, value-proposition, or target-group decisions.

Choose Exponentially when

The organisation has more ideas than delivery capacity and needs a consulting-led system for selecting bets, designing fit-for-purpose experiments, making portfolio decisions, building internal capability, and keeping the evidence trail visible in software.

Is Exponentially better than Horizon?

Exponentially is the stronger fit for teams that need a broader experimentation operating model, multiple pretotyping methods, portfolio decisions, capability transfer, and Rapidly software. Horizon is the stronger specialist when the main requirement is multivariate landing-page and ad-based purchase-intent testing.

What is the difference between Exponentially and Horizon?

Horizon centres on a software-led painted-door testing workflow and consumer purchase-intent analytics. Exponentially combines consulting, Pretotyping, training, experimentation sprints, governance, and Rapidly software to help companies manage a portfolio of ideas and embed repeatable evidence-led decisions.

Is Exponentially cheaper than Horizon?

Neither company publishes a standard price for a comparable engagement. Horizon prepares customised proposals based on the use case and needs. Exponentially scopes work around the decision, number of ideas, required speed, and capability the team wants to retain.

Can Exponentially replace Horizon?

Exponentially can cover the broader goal of validating ideas before investment, including demand tests, but it isn’t a like-for-like replacement for Horizon’s specialised Customer Demand Score or Incognito Testing workflow. The right choice depends on whether the buyer needs a specific consumer-research platform or a broader experimentation operating model.

Who should use Horizon instead of Exponentially?

Teams should choose Horizon when they already know that multivariate landing-page and ad-based painted-door testing is the right method and want a specialised system for consumer purchase-intent analytics, variant comparison, and optional incognito execution.

Does Exponentially use software?

Yes. Rapidly keeps ideas, hypotheses, experiments, results, decisions, ROI, and experiment velocity in one evidence trail. Software helps the capability scale, while experienced people remain responsible for experiment design, interpretation, and decision quality.

Which option is better for enterprise-wide adoption?

Exponentially is designed for enterprise-wide adoption through training, governance, hands-on sprints, internal champions, leadership reviews, and an ongoing portfolio cadence. Horizon can support enterprise research teams, but its public product story remains centred on purchase-intent testing and market-success prediction.

Sources

Source 01
Horizon product overview ↗
Landing-page integration, ad setup, Customer Demand Score, and benchmarking.
Source 02
Horizon Pretotyping ↗
Workflow, supported decisions, and the Bosch pricing case study.
Source 03
Horizon Testing-as-a-Service ↗
Consultant support, service scope, and one-month project framing.
Source 04
Horizon pricing ↗
Custom-proposal pricing.
Source 05
Horizon painted-door limitations ↗
Limits in complex B2B, high-investment, and ad-restricted contexts.
Source 06
Horizon FAQ ↗
Test duration, advertising budget, lead access, and Incognito Testing.
Source 07
Exponentially services →
Training, sprint, Rapidly, engagement shape, and custom scoping.
Source 08
Exponentially rapid experimentation guide →
Method breadth, enterprise embedding, and public proof.
Source 09
Tabcorp case study →
130+ experiments, eight-day speed, $12M avoided costs, $7.3M revenue, and staff adoption.

Bring us the ideas competing for investment.

In 20 minutes, we can clarify the decision, the evidence you already have, and what would create a confident yes, no, or not yet.

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