Home Features Heatmap analysis

What is a heatmap?

A heatmap is a visual method of representing which areas get the most attention in a color-coded chart.

Heat maps give an instant idea of an area by grouping places into sections and displaying their density. The darker the color is, the higher is the density.

Types of heatmaps:

Example of heatmap analysis in surveys

Consider a restaurant that wants to include new dishes on its menu. So, they can show an image of various sample dishes and ask customers about which they find most tempting.

Heatmap analysis question

Below image shows what part of the image was most clicked or dragged by the respondents. The heatmap analysis displays the density visually with different gradients of colors.

Heatmap click analysis report

Heatmap analysis in surveys

Heatmap drag and drop analysis report

Heatmap analysis report in surveys

Heatmap analysis question in surveys

The more detailed and specific you get before sending your survey, the better insights you'll be able to discover from the results. Heatmaps can be used in primary research to get an overview of high-level information about user behavior or the choices of the respondents.

You can perform heatmap research in surveys by uploading images as the answer options and asking respondents to click their preferred areas.
With QuestionPro, you can configure the below settings for your heatmap question.

Type of heatmap analysis: You can choose which action of the respondent should be recorded to log the data. Below two options are available in the settings tab.
On click: The answer will be logged when the respondents click on the image.
Drag and drop: The answer will be logged when the respondents select an area by dragging and dropping mouse cursor.

Learn more: Heatmap analysis settings

Validation in heatmap analysis question Analyzing heatmaps

The heatmap analytics tool uses color-coding to represent the area that was dragged most often by the respondents in dark red. The lesser number of times a section is pulled, the fainter red color it would be highlighted in. The dragged areas that do not overlap with the responses of other participants are highlighted in blue.

With such a graphical representation of data, market researchers can quickly identify the respondents' interests or the area of focus by just viewing the image. You can also download the heatmap report in the form of a PDF file.

Use of heatmap analysis

Advantages of heatmap analysis in surveys

How to set up a heatmap - image testing question in your surveys?

Learn how to set up and use this feature with our help file on the Heatmap Analysis question.