Toluna Resources

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!

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Premium Features in QuickSurveys

As you wander around the QuickSurveys tool, you might notice a little diamond icon next to some of the features within the platform. This diamond indicates that this is a premium feature, included when you upgrade your account to a subscription.


WHAT IS IT?   You get all standard free features plus all of these:

Piping & Masking:

    • How to use it: Refer to this post
    • Why you need it:
        • For those of you new to the terminology, piping is used to transfer data 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 used to transfer data 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.
      • These features offer more ways to customize the survey experience for your respondents! It makes it easy for respondents to answer follow-up questions based on answer selections they’ve made by reminding them of what those answers were. This way, only relevant information is displayed.
      • Use Masking with More Question Types:  You can now mask from Matrix, Rating, and Ranking Questions (previously you could only mask from Choice and Tile questions). and also users can mask TO Choice, Tile, Matrix, Rating and Ranking questions.
      • Chained masking – Have multiple masking rules for one question: Users can set up multiple masking rules for each question they choose to mask with.  Previously, users were unable to have more than one rule associated with each question. When attempting to mask an answer list from Q1 into Q2 into Q3, an error message would appear when trying to mask a rule on Q3. This is no longer the case, so mask away!
    • Takeaway:  Customize the survey experience for respondents, making it easy for them to answer questions based on their previous answer selections.
    • Example:
            • Piping: You ask the multiple choice question “Which of the following electronic devices do you own?” and you want to pipe in their answers into the next question “You mentioned you own ___. How often do you use your ___”
            • Masking: You ask a multiple choice question, “You mentioned you purchased the following in the last 6 months. Which of these items did you most recently purchase?” . You can mask the answers into this question from another page.

Secure Video Hosting:

  • How to use it: Refer to this post
  • Why you need it: Secure video hosting enables users to safely upload video to their surveys, with the peace of mind that their content is protected and respondents are required to watch each video from beginning to end before proceeding.
  • Takeaway: This feature forces users to watch the entirety of a video, instead of them skimming through the video, as well as securing your video so content is protected.
  • Example: Perhaps you have a 60-second advertisement video that you want respondents to watch. Using secure video hosting will make sure respondents view the ENTIRE video securely before answering questions.

Unlimited Email Invites:

  • How to use it: When on the Launch page, click on the Email icon. A pop-up window will appear where you can upload your list, logo, and email content right there.
  • Why you need it: E-mail your surveys to your own list of contacts right through the QuickSurveys platform. You can send unlimited surveys to unlimited lists. Without the premium feature, you are not able to send your survey to your own list.
  • Example: You are a company with a large email subscription list and want to send this survey to these customers. You will only be able to do this with an upgrade to premium.

Advanced Analytics

  • How to use it: Refer to this post
  • Why you need it: Upgrade your reports for advanced analysis and data visualization options. Create custom subpopulations and cross-tabulations; apply filters and weights; conduct significance testing; upload customized PPT templates for export – and more!
  • TakeawayOur analytics dashboard provides an advanced analysis and visualization tool that empowers you to conduct a more sophisticated analysis of your QuickSurveys data.
  • Example: Sub-populations give you an advantage when you want an in-depth look at your respondents. Many users will cut data for demographics like Females, Age 18-34 or People who live in the Northeast.

Operational Quotas:

  • How to use it: Refer to this post
  • Why you need it: Easily set limits on answer options, ensuring a balanced sample representative of your target audience. Quotas refer to the maximum number of respondents that can answer a specific answer for a specific question.
  • Takeaway: These are used mainly to qualify a number of respondents or percentage of respondents who answer a question a certain way. This does not help with overall targeting.
  • Example: Say you launch a survey about potato chips. One of the multiple choice questions is about snack purchasing habits and you want to make sure that there is a minimum of 30% who “occasionally buy salty snacks” and a minimum of 30% who “always buy salty snacks”.

Custom-End pages

  • How to use it: Refer to this post
  • Why you need it: Custom end-pages give you the option to redirect your own respondents at the end of a survey to a landing page of your choice.
  • Example: You can use custom-end pages to direct respondents to your website once they have completed the survey.

Random Assignment: 

  • How to use it: Refer to this post
  • Why you need it: With Random Assignment, users can easily execute a multitude of studies within QuickSurveys, including concept testing, ad and messaging testing, iterations and more. Users can now test multiple versions of a concept with their target audience and rest assured that any changes observed after comparing the data are due to the concepts themselves — not the characteristics of the audience.
  • Conduct concept tests without bias by randomly displaying blocks of concepts (including text, videos or images) and/or questions.
  • Takeaway: It’s an easy way to get feedback fast on a new product or concept.
  • Example: Use this feature to randomly expose 1 or many concept

Do Not Ask Question/Page:

  • How to use it: Refer to this post
  • Why you need itDo Not Ask is an advanced filter logic that enables users to simply flag questions and/or pages within their survey they do not want to be shown to respondents based on their answers within the survey. What previously required more complex logic programming now only takes a few clicks!
  • Takeaway: Use  the Do Not Ask feature to add conditional logic to your survey without having to spend extra time creating complex filters
  • Example: You have a survey about personal care products and you ask the question in the screenshot below. This question has a list of hair products including “at home hair color”. There is a follow up question on Page 2 “What brand of at-home hair color do you buy?” So you set up a rule for page 1 that says if the respondent didn’t answer “at home hair color” for page 1, then do not ask page 2.

Advanced Customization:

Further customize your question and answer text for Choice Questions, Rating Questions, Matrix Questions, and Ranking Questions with these features:

  • Apply advanced styling to question text such as colors, bolditalic, custom alignment, font size and the separation of question titles in a few lines.
  • Apply basic custom styling to answer texts including the ability to highlight parts of answers as bolditalic and underline, as well as adding HTML code to the answer text
  • Add custom JavaScript to a survey page to enhance questionnaire with ad-hoc logic. (For example, prefill responses with parameters from the survey URL or auto-populate questions based on previous responses. JavaScript is available to add on the Introduction page as well. You can ask support ( for programming assistance with this if needed.


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Toluna Launches Transformative DIY Community Product

QuickCommunities is the Latest Addition to Toluna’s Insight Platform

Taps into Millions of Influencers for On-Demand Real-Time Access to Qualitative and Quantitative Insight

WILTON, Conn.Aug. 7, 2017 /PRNewswire/  Toluna, industry pioneer and leading provider of on-demand, real-time digital consumer insights, announces the launch of QuickCommunities.  This ground-breaking, do-it-yourself (DIY) product enables you to build, create and recruit your target consumers into a custom community experience for real-time discussions, events and/or focus groups.  QuickCommunities is the latest addition to Toluna’s real-time digital insights platform, QuickSurveys.  This unique combination of quantitative and qualitative tools allows you to build upon survey feedback and obtain deeper insights, in real-time, allowing you to make better business decisions faster.

The platform integrates with, the world’s largest social voting community.  It’s this integrated digital approach that delivers true real-time consumer insight.

Toluna is a longstanding provider of community-based research approaches, and powers more than 200 custom TolunaCommunities globally.  Now in addition to this long-term community offering, Toluna provides customers with the ability to quickly engage with hyper-targeted consumer audiences via real-time surveys or leverage QuickCommunities to engage in surveys in addition to on-site discussions.

“Toluna is transforming how insights are generated by making it easy for any company to garner actionable insights on demand about consumers – anywhere in the world – most important to their business,” said Frédéric-Charles Petit, CEO, Toluna. “We have designed our real-time, DIY research platform to provide a full suite of tools that made market and customer intelligence more accessible, accurate and affordable so businesses can confidently engage with precisely targeted consumers as they wish, and obtain actionable information that informs important and ever-more real-time brand decisions.”

Toluna leads in technology innovation that reduces cost while increasing speed, easily scaling to global, qualified audiences with insights delivered in just hours. With Toluna, companies can power agile research programs to deepen consumer knowledge to improve business decisions.

QuickCommunities capabilities are:

  • Build. A web-based community portal is created using Toluna’s intuitive wizard that provides an array of customization options to ensure compliance with a company’s brand guidelines.
  • Target and Launch. Businesses precisely target community members directly from Toluna’s global consumer panel of 13.4+ of active members in 68 countries , selecting from more than 200 demographic and behavioral profiles – and then launch the community and invite members with a single click.
  • Engage. Businesses connect directly with community members in real-time with discussion topics, integrated surveys and managed incentive programs to garner the insights they need.

“Toluna QuickCommunities creates an instant brand advisory board for businesses to gain a deeper understanding into customers and prospects,” said Phil Ahad, SVP, Digital Products, Toluna. “It eliminates budget and time-to-launch barriers that companies often face in adding the richness of qualitative insights to research programs. QuickCommunities helps them to go beyond the transaction and learn the ‘why’ behind consumer sentiment and action.”


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When To Use Alphabetization, Randomization, and Numeric Order in QuickSurveys

Survey pros know the strategies to create a survey that is engaging to the respondent, yet also produces the most accurate and unbiased results. The following strategies are used across the board by survey pros. Read on to find out when to randomize, alphabetize, and use numerical order.


Randomization is one of the best ways to combat some of the downsides of survey research; bias, and speeders (people who complete surveys as quickly as possible). Think of it as shuffling a playlist. When you randomize, you are shuffling the choices so that each respondent sees the list of responses in a different order. This strategy forces the respondent to actually read through all options to select an honest answer, and in addition ensures that bias is spread randomly. When you want to randomize, all you need to do is click on “Randomize Answers” on the top right corner when creating a question.

Randomization is most useful when creating a single choice or grid question. For example: when asking a question about something widely recognized, like a set of popular foods or beverages randomization is very useful.

While randomization is helpful in efforts to remove biases in your data, it is not always applicable, and there are other types of response lists when randomizing is not the best option. For example,  avoid randomization when creating a rating scale question, like frequency or importance (not important, slightly important, very important). You’ll want these options to stay in a logistical order.

Along with rating scales, some other lists that should be given a second thought to when randomizing are:

Extensive Response Lists: Some brands lists, depending on the category, can feature a tremendous amount of item choices. For example, the category “Chocolate Candy Bars” can contain enough items that would make it difficult on respondents who are trying to find and select their favorite among a randomized list. In this case, leaving the list in alphabetical order is best.

Chronological Style Response Lists: Similar to scales, some response options that are also best left unrandomized are lists that have a chronological order or flow to the different selections. While we tend to see these more commonly in demographic questions such as “How old are you?” which may contain age ranges such as “18-25” and so on, it is also best to not randomize response lists that appear in questions such as “What time of day would you use this product?” that include response options such as “As soon as I wake up” and “The middle of my day” among other options.


Essentially, alphabetizing provides an organized display of answer options that can reduce confusion for participants. Alphabetization is an additional way to keep choices unbiased as well. Use alphabetization when you have a list of brand names, or a list of options twice “Target Brand Art Supplies, Target Brand Soap, Target Brand Toilet Paper.”  See how visually pleasing alphabetization can be:

Numerical Order

Response options in numerical order have a number of important uses in survey research. Use numerical order when asking the respondent to write an exact number.

Another use for numerical order is for a ranking question. If you want your respondents to rank or compare a number of items from their most to least favorites (for example: Please rank the following types of soda from 1-5, #1 being your favorite).


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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