Using Heatmaps in TolunaInsights

TolunaInsights users now have the ability to add heatmaps to questionnaires! Heatmaps will help you to uncover exactly what captures consumer attention on product packaging, concepts and communications, and this insight empowers you to quickly and easily enhance your content and minimize areas that detract from its appeal.

This new feature makes fine tuning your content a breeze! Respondents will click on your uploaded image(s) to indicate which parts they like, dislike or find confusing. With a simple, color-coded visual output, you can then quickly and easily interpret the points of interest selected by your target audience, as well as any areas that detract from its appeal.

Read below to find out how to easily add heatmaps to your questionnaires!


Adding Heatmaps To A Questionnaire

Once in the Build screen of your questionnaire, click to open the ‘Add Widget’ menu and select Heatmap. Then click and drag the heatmap icon into the build space to add it to your questionnaire. (shown below)

Next, type in your question text that will indicate to respondents what you would like them to do. You may decide to either limit respondents to clicking on the image only once, or ask them to click up to X times on the image to indicate what they like/dislike/find confusing. See the examples below.

Single Choice

When selecting multiple choice, you will need to define a minimum and maximum number of clicks for respondents. For example, if you’d like for respondents to be able to click on up to 8 parts of the image, you will set your minimum to 2 and your maximum to 8 (shown below).

Here is how a respondent will view a heatmap question:

Heatmap Reporting

First it’s important to understand what happens behind the scenes on a heatmap question.

The image you upload is divided into a set of predefined areas within a 10×10 grid overlay. Each of these area represents an answer option and can be clicked by a respondent during the survey (100 cells = 100 answer options).

When a respondent clicks on an area of your image, that click is captured as an answer from each respondent and will be visible within your reporting page.

The key output of a heatmap question is the color coded output, where the colors are indicative of how many clicks a particular area has received from your respondents. The ‘hotter’ the color (i.e. red or orange), the higher the number of aggregated clicks.

The other viewing option from your reporting page is the grid view. In this view, the number within each cell indicates the number of respondents who have clicked that particular part of the image. Hovering your mouse over an individual cell will show the percentage of respondents overall who have clicked there.

Ready to give it a try? Log in to your TolunaInsights account now to get started.

Stay tuned for more heatmap tips and tricks, and more on reporting!


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Using Heatmaps in QuickSurveys

Great news! As a QuickSurveys user you now have the ability to add heatmaps to your surveys. Heatmaps will help you to uncover exactly what captures consumer attention on product packaging, concepts and communications, and this insight empowers you to quickly and easily enhance your content and minimize areas that detract from its appeal.

This new feature makes fine tuning your content a breeze! Respondents will click on your uploaded image(s) to indicate which parts they like, dislike or find confusing. With a simple, color-coded visual output, you can then quickly and easily interpret the points of interest selected by your target audience, as well as any areas that detract from its appeal.

Read below to find out how to easily add heatmaps to your surveys!


Adding Heatmaps To A Survey

Once in the Build screen of your survey, click to open the ‘Add Widget’ menu and select Heatmap. Then click and drag the heatmap icon into the build space to add it to your survey. (shown below)

Next, type in your question text that will indicate to respondents what you would like them to do. You may decide to either limit respondents to clicking on the image only once, or ask them to click up to X times on the image to indicate what they like/dislike/find confusing. See the examples below.

Single Choice

When selecting multiple choice, you will need to define a minimum and maximum number of clicks for respondents. For example, if you’d like for respondents to be able to click on up to 8 parts of the image, you will set your minimum to 2 and your maximum to 8 (shown below).

Here is how a respondent will view a heatmap question:

Heatmap Reporting

First it’s important to understand what happens behind the scenes on a heatmap question.

The image you upload is divided into a set of predefined areas within a 10×10 grid overlay. Each of these area represents an answer option and can be clicked by a respondent during the survey (100 cells = 100 answer options).

When a respondent clicks on an area of your image, that click is captured as an answer from each respondent and will be visible within your reporting page.

The key output of a heatmap question is the color coded output, where the colors are indicative of how many clicks a particular area has received from your respondents. The ‘hotter’ the color (i.e. red or orange), the higher the number of aggregated clicks.

The other viewing option from your reporting page is the grid view. In this view, the number within each cell indicates the number of respondents who have clicked that particular part of the image. Hovering your mouse over an individual cell will show the percentage of respondents overall who have clicked there.

Ready to give it a try? Log in to your QuickSurveys account now to get started.

Stay tuned for more heatmap tips and tricks, and more on reporting!


Don’t have time to become a survey pro? Enlist ours.

Upgrade your account to Premium.

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Getting to Know the QuickSurveys Dashboard

If you want to learn the basics of navigating your account in QuickSurveys, then you’ve found the right post.

Once you’ve registered and logged into your account, you’ll find a few things.


A top navigation with:

  • (A) QuickSurveys logo: Click this anytime to get back to the main dashboard
  • (B) Create: Click here to start creating your survey. A drop-down menu will appear where you can choose which solution works best for you. Each option is explained in detail in the next section.
  • (C) Premium Subscription: Click here to upgrade your account. Becoming a premium member allows access to features including advanced reporting, operational quotas, secure video hosting, piping and masking, email invites and advanced customization.


When you click “Create”, you are presented with a few options to choose from:

  • (E) Custom Survey: Here is where you can build your survey questionnaire using QuickSurveys. First, you will need to (H) select your audience (read this post for help with that)
  • (F) Automated Survey: Otherwise known as the PowerSuite: This is a collection of fully-automated insight solutions designed to guide you from ideation to understanding in just hours. These options enable you to conduct package, concept, shelf, positioning and attitudinal studies through intuitive solutions. More information here.
  • (G) Create Community: This allows you to use QuickCommunities, a revolutionary DIY solution enabling you to create a highly-engaging, branded, an online community in minutes, then recruit your precisely targeted audience from the global Toluna community (or from any survey) — all in real-time. More information QuickCommunities here.

(D) Your name with a drop down includes these:

  • Your credit balance: This is the number of credits you currently have in your account.
  • Add credits: Is your credit balance low? Click this button to add more to your account so you can launch a survey.
  • Account: This page gives you all the information you need about your profile including your transactions, current balance, and account details. To edit your account details, click on the pencil icon in the top right of that section. You can also buy more credits on this page.
  • Sign out: This is where you can sign out of your account.

Under the main dashboard header, is a subheader where you can view all your projects within the 3 categories: Surveys, PowerSuite, and Communities.

  • (I) Surveys: All your current and past surveys will display here in reverse chronological order according to date.
  • (J) PowerSuite: All PowerSuite projects will display here in reverse chronological order according to date. Under each project name, will be the solution such as “PowerConcept” or “PowerPack“.
  • (K) Communities: All your QuickCommunities will display here in reverse chronological order according to date.
  • (L) Search box: Enter words to search for your survey name here

Within each category dashboard, you have another sub-header with labels that can be used to sort all your projects.

  • (M) Status: You will either see “Closed” “Pending” “Paused” or “Open” here, indicating the status of your survey.
  • (N) Name: This is where you’ll see the name of your survey in the large, bold text, and underneath in gray, smaller text is your internal survey name. You can search for these terms in the search box.
  • (O) Total Respondents: This number indicates the total number of respondents that started the survey. Respondents can come from all sample sources including Toluna’s sample, your own sample, and quota fulls.
  • (P) Paid Respondents: This shows the number of Toluna participants you paid for via AskToluna or AskToluna Pro.
  • (Q) Reports: Here you’ll see two icons. The bar graph will take you to your report. The arrow will upgrade your account to premium.
  • (R) Created: This is the date that you first created your survey. The star icon indicated how many credits were used for the survey.
  • (S) Country: This is the country that you targeted your survey to. If you send to your own list, this will be marked “Global”.

By clicking on the text, or the arrow next to each article, you can reorder alphabetically or by date.


Need more instruction? Navigate back to the main page, and select your category.

Don’t have time to become a survey pro? Enlist ours.

Upgrade your account to Premium.

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Using Reverse Masking

Helpful posts:

For those new to the terminology, piping is used to transfer answers between a source question and a target question, where selected answers in the source question will be added to the question text of the target questionMasking is then used to transfer answers between a source question and a target question, where selected answers in the source question will be added as answer options in the target question. Refer to this post if you need more basics on piping and masking.

Reverse masking will carry forward answers that are NOT selected in a question to then appear as the answers in a subsequent question. In this post, we will show you how to use the reverse masking function.

When would I use this? Reverse masking is a great way to gather more metrics on choices that were not selected. A common application would be for a “Brand Awareness” question – If you ask in the first question “Which of these brands have you purchased in the past 6 months”, the respondent may choose 3 out of 6 choices. For the 3 choices the respondent DID NOT choose, you can use reverse masking to mask those answers into a subsequent question asking “Thinking of the brands you have not purchased in the past 6 months, which of these brands have you heard of?”. For this example, you can then gather data on respondents that have purchased and have no purchased but recognize certain brands, as well as gather information on which brands are not as recognizable.

Here is how you would program this in QuickSurveys:

Enter Question 1 and then Question 2 on different pages.

On Question 2, go to the Piping and Masking feature.


Click on ‘REVERSE MASKING’. Select Question 1.

Now answers that are NOT selected in Question 1 will automatically pipe into Question 2.

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Need more instruction? Navigate back to the main page, and select your category.

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Upgrade your account to Premium.

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Naming Your Survey

Naming your survey is a very simple task, but we have some suggestions on how you can optimize it within QuickSurveys.

When you are building your survey, there are two places to fill in a survey name: Survey Title and Internal Survey Name. Let’s go through each one:

The Survey Title is the one that will be seen by respondents.

As a general rule, we recommend you keep the main survey title to a few words, and very generic. If you are running a survey about avocados, and only wish to have those who like avocados take this survey, you will not want to give away the subject of the survey in the title. This creates a bias and can invite unwanted or false responses. Instead, we recommend you name the survey “Food”. You can use a filter when building your questionnaire to screen out those who don’t like avocados.

The internal survey name is useful for getting organized. You can fill in this section with anything because the respondents will not see this. For example, maybe you want to run the same survey named “Food”, with 6 different audiences. You can use the internal survey name feature to get more detailed and organized so you can spot the differences easier:

  • Food_Survey_1_Women18-25
  • Food_Survey_1_Women26-45
  • Food_Survey_1_Women55+
  • Food_Survey_1_Men18-25
  • Food_Survey_1_Men26-45
  • Food_Survey_1_Men55+

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Need more instruction? Navigate back to the main page, and select your category.

Don’t have time to become a survey pro? Enlist ours.

Upgrade your account to Premium

Read More