Market research conquers the TV world
On 10 February 2026 the popular start-up show "2 Minuten 2 Millionen" on PULS 4 will enter a new era. The show, which has brought founders and investors together for years, has established a firm place in the Austrian television landscape. But this year everything will be different!
The voice of the people will be heard
For the first time in the show's history, viewer opinion will be incorporated into the decision-making process through a representative market survey by Marketagent. The renowned online research institute from Baden has set itself the task of providing an objective data basis to counterbalance the investors' subjective assessments.
- Understandability: Wird das Produkt von den Konsumenten verstanden?
- Interest: Weckt es das Interesse der potenziellen Käufer?
- Trust: Vertrauen die Menschen dem Produkt?
- Innovativeness: Wie innovativ wird die Idee wahrgenommen?
- Purchase intent: Sind die Menschen bereit, das Produkt zu kaufen?
A look behind the scenes
Marketagent surveyed 500 representatively selected Austrians about the ideas presented. This survey gives founders valuable feedback and provides investors with an additional basis for decision-making. "We bring the toughest currency to the show: the opinion of the market," explained Thomas Schwabl, founder and CEO of Marketagent.
Why is market research so important?
In the early stages of product development, concept tests are essential to minimise risks and make well-founded decisions. While founders are often convinced of their idea, it is only an external perspective that shows whether a product actually solves a relevant problem and generates demand.
Representative market research makes innovation processes measurable and helps identify missteps early. Investments can thus be used more efficiently, which is of enormous importance especially for start-ups.
The power of numbers
The study results presented on the show offer additional orientation: for investors when making investment decisions, for start-ups as valuable feedback from the market, and for the audience as an objective assessment of the ideas presented.
"For founders this means more transparency, for investors more security and for the audience a new, more realistic picture of how success is created in the market," Schwabl continued.
The future of "2 Minuten 2 Millionen"
With this innovation, Marketagent and PULS 4 are setting new standards in linking entertainment, entrepreneurship and evidence-based decision-making. The format impressively demonstrates how relevant sound market research already is in the earliest phase of a business idea.
The 13th season of the start-up show begins on Tuesday, 10 February, at 20:15 on PULS 4 and free to stream on JOYN. This time the round of business angels consists of Katharina Schneider, Eveline Steinberger, Christian Jäger, Mathias Muther, Alexander Schütz and Erich Falkensteiner.
A comparison with other formats
Compared to other start-up shows in the German-speaking region, "2 Minuten 2 Millionen" clearly stands out with this innovation. While "Die Höhle der Löwen" in Germany continues to rely on the investors' subjective assessment, the Austrian show adds an innovative component that makes the entire decision-making process more transparent and comprehensible.
What does this mean for viewers?
For the audience, this development means they now receive a well-founded assessment of how the presented ideas are actually perceived on the market. This could lead to a stronger identification with the products and further increase the entertainment value of the show.
A look into the future
The integration of market research into TV formats could become a trend. In a time when data is the new gold, the demand for evidence-based decisions is growing. Companies and consumers alike benefit from the transparency created by such measures.
It remains to be seen whether other formats will follow this example. But one thing is certain: the combination of entertaining TV format and scientifically sound market research has the potential to change the way we consume television in the long term.
Conclusion
The integration of Marketagent into "2 Minuten 2 Millionen" is a bold step with the potential to revolutionise the TV landscape. The market speaks — louder than ever. Viewers can look forward to which exciting innovations the new season will bring and how the opinions of Austrians will influence investors' decision-making processes.
