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What is a hotspot analysis question?

A hotspot analysis question, also known as hotspot image testing, is used in the surveys to collect survey feedback on images. It consists of a picture where respondents need to choose whether they like or dislike a specific area in it. There are no correct or incorrect answers to the hotspot analysis question. Researchers use the hotspot question to know what part of the image is most popular among the respondents and appealing to them.

Hotspot survey

Example of a hotspot question

Consider a consumer goods company that wants to launch a new product in the market. A media agency creates some billboard ads and distributes its images internally to gather the feedback of respondents. They can ask them which ad they like most and why. They can also use a hotspot quiz to determine whether they want specific elements in the images.

Hotspot questions

Hotspot questions in surveys

A hotspot question in a survey shows one or more selected regions to respondents. On clicking that area, respondents will be able to share their views both graphically and textually. A pop-up box appears over the questionnaire with a 'thumbs up' and 'thumbs down' button for 'like' and 'dislike.'

Respondents can also leave their comments in the text box. It gives researchers more insights about what they think of the image. The hotspot quiz offers options to either force respondents to answer the question or request a response. You can also customize the border color of the area selected, which needs participants' feedback.

Data analysis of hotspot questions

Once you collect the responses, QuestionPro offers many ways to analyze your data. You can create a Hotspot analysis report from the Analytics tab.

Hotspot report gives below insights to the market researchers.

Uses of hotspot testing in online surveys

Advantages of hotspot image testing

How to create a hotspot question for your surveys?

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

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