Introducing Qualitative Creative Testing with HeatMap


With our questionnaire module you can ask people open-ended and close-ended questions and analyze the results in real-time. Today, we are adding a new, question type: HeatMap. It’s a powerful qualitative research method that can help you user test creative elements.

They say a picture is worth a thousand words, so using visuals in your research can be a powerful tool for gathering insights. It’s also way more inspiring for people to interact with visuals than only have dull text conversations. So whenever you have the chance to use photos or videos you should definitely do it.

Various Creative Testing Applications

Heat mapping works great for qualitative testing. Like product concept testing and point-of-sale goods where shelf placement, webshop design, branding and packaging impacts a buyer’s decision. Using a heat map you can better understand where people are focusing their attention on and in what order. Some applications include:

  • Creative concept testing
  • Design testing
  • Shelf placement testing
  • Brand testing for finding you competitive advantage
  • Advertising testing for finding winning ads
  • Packaging testing
  • User experience (UX research) and usability testing

Visual Feedback Quantified

Our new HeatMap question type was designed to assist you with a broad kind of visual testing. The general idea is to find what people find visually appealing (and what not). So using HeatMap, you can ask respondents to review images while you quantify the data and can visualize what comes in, in real-time.

Placing Markers

Using the HeatMap question type, users can click an area on an image and place a Positive or Negative marker on it. In the following example, we are asking people feedback on the design of a new gift box.

Heatmap markers
Placing a marker with a comment

As you can see, one community member liked the cut out area of the box, so they placed a Positive marker there. They also used the optional comment placement, which they can use to indicate why they placed a Positive or Negative marker in that particular area.

Marker Analysis

Your testing results will be available right inside CMNTY Pulse, your central insights and moderation hub. With multiple respondents placing a marker, you can see which area had the most Positive and most Negative markers placed by all respondents together. This is how that looks:

Heatmap analysis
Analyzing HeatMap responses

HeatMap helps you get an instant feel for an area by displaying the marker density visually. The brighter the color is, the higher the density of markers. Using Adjust Blur you can vary the intensity of the colors to help you see the heat maps better on different kinds of images.

Comment Analysis

By using Comment Filtering you can switch from heat map view to comment view. This gives you a complete overview of all the comments placed together with Positive or Negative markers.

Heatmap comment analysis
Comment filtering

HeatMap is Now Available

By the time you read this, your platform has already been updated with HeatMap. To start, create a new survey, choose the HeatMap question and upload your images for review. If you have any questions or suggestions, please reach out to our team here.