Market research takes the TV world by storm
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 been bringing founders and investors together for years, has earned 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, viewers' opinions will be incorporated into the decision-making through a representative market survey by Marketagent. The renowned online research institute from Baden has taken it upon itself to provide an objective data basis to counterbalance the investors' subjective assessments.
- Understandability: Will the product be understood by consumers?
- Interest: Does it generate interest among potential buyers?
- Trust: Do people trust the product?
- Level of innovation: How innovative is the idea perceived?
- Purchase intent: Are people willing to buy the product?
A look behind the scenes
Marketagent surveyed 500 representative Austrians about the ideas presented. This survey gives founders valuable feedback and provides investors with an additional basis for decision-making. "We bring the hardest currency into 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 minimize risks and make informed decisions. While founders are often convinced of their idea, it is only an outside perspective that reveals whether a product actually solves a relevant problem and creates demand.
Representative market research makes innovation processes measurable and helps to identify missteps early on. Investments can thus be allocated more efficiently, which is particularly important for start-ups.
The power of numbers
The study results presented on the show provide additional guidance: for investors in their investment decisions, for start-ups as valuable market feedback, and for the audience as an objective assessment of the ideas presented.
"For founders, this means more transparency, for investors greater certainty, and for the audience a new, more realistic picture of how success is achieved in the market," Schwabl continued.
The future of "2 Minuten 2 Millionen"
With this innovation, Marketagent and PULS 4 are setting new standards in combining entertainment, entrepreneurship, and evidence-based decision-making. The format strikingly demonstrates how relevant robust market research already is in the earliest phase of a business idea.
The 13th season of the start-up show begins on Tuesday, February 10, at 8:15 PM on PULS 4 and is also available to stream for free on JOYN. The panel of business angels this time is made up of Katharina Schneider, Eveline Steinberger, Christian Jäger, Mathias Muther, Alexander Schütz and Erich Falkensteiner.
A comparison with other formats
Compared with 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 assessments, the Austrian show introduces 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 connection with the products and further increase the show's entertainment value.
A glimpse into the future
The integration of market research into TV formats could set a precedent. 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 suit. But one thing is certain: the combination of an entertaining TV format and scientifically grounded market research has the potential to fundamentally change the way we consume television.
Conclusion
The involvement of Marketagent in „2 Minuten 2 Millionen“ is a bold step that has the potential to revolutionize the TV landscape. The market is speaking — louder than ever. Viewers can look forward to seeing which exciting innovations the new season will bring and how the opinions of Austrians will influence the investors' decision-making processes.
