{"id":104905,"date":"2020-06-11T05:23:58","date_gmt":"2020-06-11T12:23:58","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=104905"},"modified":"2024-09-24T03:50:16","modified_gmt":"2024-09-24T10:50:16","slug":"research-webinar-series-heatmap-hotspot-testing","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/research-webinar-series-heatmap-hotspot-testing\/","title":{"rendered":"See what your audience sees, through Heatmap & HotSpot testing"},"content":{"rendered":"

As researchers, we sometimes struggle with diving deep into your audience\u2019s perceptions of any imagery or visual creative. Even when you get those insights, the steps to getting there are timely, and the ability to break down the \u2018sums\u2019 or \u2018parts\u2019 of an entire image can be challenging, and many require asking your audience additional questions.<\/span><\/p>\n

Fortunately, Heat Map and HotSpot testing are two great exercises that offer you a high-level understanding through graphical representation of what gets your audience\u2019s attention. It also helps you to understand what they like, what they dislike, and even perhaps what your audience ignores or doesn\u2019t care for in your creatives. Both exercises offer quick ways for respondents to provide feedback on images, creative visuals, or other media content. They can be particularly useful with visual storytelling when language or wording itself is a barrier between you and your audience.<\/span><\/p>\n

Gather research insights<\/strong><\/a><\/p>\n

What is the heatmap analysis question?<\/strong><\/h2>\n

A heatmap is a visual storytelling exercise in which survey respondents can drag-and-drop, or click, certain areas of an image or visual creative to reflect what they liked (or at least what got their attention), and what they disliked. Think of this as a graphical representation of data. Respondents\u2019 values are contained within a matrix, and the data is represented in a warm to cool color spectrum. When doing the analysis, you have an instant feel for your audience\u2019s behaviors or values by visually understanding what got their attention in an image. The richer the color of specific areas are, the more your audience likes, or dislikes, that particular part of the creative image (depending on the question you are explicitly asking).<\/span><\/p>\n

Heat map exercises are conducted in four different ways:<\/span><\/p>\n