The Heat Map question type is used to gather feedback on images. The respondent is presented with an image and invited to click anywhere on that image. Unlike the Hot Spot question, respondents are not limited to selecting pre-determined regions of the image. Hidden regions may, however, be added for reporting purposes.
Setting Up a Heat Map Question
- Click Choose Graphic and select a graphic you’ve already uploaded to your account (or upload a new one from your computer).
- Set the number of clicks each respondent may make on the image (“1” is the default). If the respondent clicks more than the allowed number of times, their oldest click will be replaced with the newest one.
- If desired, click Add Region.
Qtip: Regions are not required for a Heat Map question, but they can make reporting easier. Rather than reporting just the coordinates of each click, Qualtrics can report the number of respondents who click in each defined region.
- Click and drag the region to move it, or click and drag the corners to resize it.
- Click the text box beneath the region to type a region name (this name will not display to respondents, but will be used in your survey results).
- Repeat steps 3–5 to add all desired regions.
Custom Region Shapes
By default, all regions are rectangles. In certain scenarios, however, you may need different region shapes. For example, on a map, you may need a freeform region shape to cover a specific city or county.
To customize a region shape
Once your responses have been collected, Qualtrics offers various methods to create reports both in and out of the platform. From the Reports module, you can view aggregate data with pre-made reports as well as create your own. From the Data & Analysis module, you can view and manipulate your survey responses on an individual basis.
There is one visualization type available for Heat Map questions: the Heat Map visualization. For more information on this visualization please visit the linked visualization support page.
Downloaded Data Format
In the downloaded data set, two columns will be provided for each click participants were allowed to make on the image. One column will include the x-coordinates of each click (from the top-left of the image), and the other will include the y-coordinates of each click (from the top-left of the image), both measured in pixels.
If regions were added on the Heat Map question, an additional column will be included for each region with a “1” if the participant clicked within that region, and a “0” if they didn’t.