About Heat Map Questions
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 Create a New Question.
- From the Change Question Type dropdown, select Heat Map.
- Click Choose Graphic.
- 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.
Editing region shapes is the same with a Hot Spot as it is with a Heat Map. See the instructions on the Hot Spot support page for more information.
Once your responses have been collected, Qualtrics offers various ways you can analyze your response data. From the Reports tab, you can view aggregate data in pre-made reports as well as create your own reports from scratch. From the Data & Analysis tab, you can view and manage individual respondents’ data.
In the Results section of the Reports tab, there is one visualization type available for Heat Map questions: the Heat Map plot. For more information on this visualization please visit the linked visualization support page.
In the Reports section of the Reports tab, the visualizations available for the Heat Map are similar. The Heat Map will display the most to least clicked areas. If you added regions, you can use the Data Table, Results Table, Bar Chart, Line Chart, Pie Chart, or Breakdown Bar visualization type.
Downloaded Data Format
In the exported 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 to indicate the chosen region.