The Heatmap question type allows you to do a detailed analysis of different areas of an image. Ask respondents to pin several labels of your choosing anywhere on the image to capture what they like/dislike, what draws their attention, or poses confusion.
Explore the Heatmap Question Type in further detail here!
Want to learn more about our question types? Enroll in our Question Types Overview course in the Lighthouse Academy!
- In the Survey Editor, click the Heatmap Icon in the question menu, or drag the icon into place.
- Type or paste your question/prompt into the Question field.
- Click Browse and choose an image file (PNG, JPEG, GIF, SVG, PDF, TIFF) under 30MB from your hard drive, or drag and drop the file from your hard drive over the Browse button.
- Type or paste up to seven pin type labels in the Pin label field, or click the drop-down menu to choose from the list of available presets.
Note: To combat respondent fatigue, we recommend using no more than five pins.
- Hover over a number and click the X to delete a Pin option.
- Activate the Randomize checkbox to shuffle the Pin type order for each respondent.
- Click the anchor icon to the right of an entity to lock the option in place on the list, despite randomization.
- Click the drop-down to generate automated image clusters
2. Analyzing a Heatmap Question
- Click on the View mode: drop-down to choose Heatmap by pins, Coldmap by pins, Overlay by pins, Spotlight by pins, Heatmap by clusters, Overlay by clusters, Pins, and Original.
- Heatmap by pins: heatmap data for all placed pins is displayed over the original picture.
- Coldmap by pins: same data as a heatmap view in a more neutral color palette.
- Overlay by pins: displays heatmap data on a grayscale image, allowing a clearer view of the original picture "under" heatmap data layer.
- Spotlight by pins: yellow in the areas of high click-density, dark blue for the rest of the image.
- Heatmap by clusters: heatmap data for all clusters is displayed over the original picture.
- Overlay by clusters: displays heatmap cluster data over a grayscale image, allowing a clearer view of the original picture.
- Pins: displays the exact placement of all pins, where the color of the dot equals the pin color.
- Original: displays the original picture without pins.
Note that the default view within your results is a heatmap overlay showing the density of all placed pins—it does not distinguish between the different pin types you set in your survey. The color of the original heatmap layers indicate the intensity of the overall pin density and does not reflect the colors of the pins used in the survey. You'll need to Filter by pin types, or select Pins as the View mode to view the heatmap for a specific pin type.
Learn more about Heatmap Question Analysis here!