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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Heatmaps in PowerPack

We are excited to introduce “Heatmaps” on PowerPack.

Heatmaps provide a very clear way of understanding, in detail and with greater accuracy, how the concept/pack/image stimulus is capturing consumer attention. It will show which areas grab immediate attention and which appeal/don’t appeal to consumers.

PowerPack has an intuitive wizard where you can create a packaging test within 8 steps. You can find Heatmap on Step 4 under “Options” as well as Step 7 where you can select 4 new packaging statements that ask respondents questions about Like/Dislike, Confusion, New and Different, as well as Believability. See below:

Respondents in the survey will be shown a picture and asked questions about the packaging based on what you selected in the packaging concepts in Step 7.

Results display in real time on an infoboard on the reporting dashboard. The visual representation of data shows values represented as colors, indicating which areas of the stimuli grab immediate attention, and which areas appeal or don’t appeal to the audience.

Try this new feature today!


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

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