Heatmap question type
About the Heatmap question type
With the "Heatmap" question type, respondents can mark one or more spots on an image. These marks are stored as coordinates and can be analyzed visually later — for example, via aggregated point clouds (heatmaps).
Typical use cases are:
- Packaging tests: Where do consumers look on product packaging for specific information (e.g. best-before date)?
- User interfaces: Which buttons or areas of an app or website draw attention?
- Ads or posters: Which elements are noticed first?
- Print products: Which spots on a flyer catch the eye?
- Orientation: Which areas of a site plan or city map are seen as especially relevant?
- and much more
Settings of the Heatmap question type
This question type has two simple but important settings:
- Maximum Clicks / marks
Specify how many points may be placed at most. Entering "1" corresponds to a simple single selection on the image; higher numbers allow multiple marks. Respondents can also reposition the points afterward via drag & drop. - Select Image
Upload the image on which marks are to be made. Alternatively, you can select an image from the media library. The image can be replaced with another one at any time, without having to recreate the question.
Example of a heatmap question
To help you picture how it works, here's a typical example below:
In the preview, respondents can click directly on the image to place points. The maximum number of marks has been limited to five here. This example shows in practical terms how intuitive the heatmap question is to use in real studies.