4 Ways to Use Heatmaps for Concept Testing

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Posted Oct 16, 2020
Tiffany Mullin

Wouldn't it be amazing if you had a way to quickly see how consumers engage with your images? Well, you’re in luck, my friend, because Heatmaps can do just that.

A Heatmap is a data visualization tool where information is displayed in tiered zones using color. When used in a survey, respondents are presented with an image and invited to click anywhere on that image, providing feedback or reactions. 

Heatmapping gives you a better understanding of where potential consumers are focusing their attention and in what order, ultimately, allowing you to iterate faster and conduct more agile research.

Below are four scenarios where having Heatmap data handy can help you quickly make better business recommendations:

  1. Product Testing with Heatmaps

Heatmaps are an excellent way to get feedback on new products early and often. This ensures you go to market with something that will appeal to consumers. Simply upload images of your product or prototype into your market research platform's Heatmap question type, and let the consumer do the rest. They'll fill you in on what they like most and least about your product and give you direction on what needs to change or stay the same. These insights help your product team pivot when necessary, saving the time and money associated with seeing an ineffective idea through to the end. 

  1. Package Testing with Heatmaps

As an insights professional, I don't have to tell you how crucial a product's packaging is. Or how important it is to test it before you launch. But you may not have considered utilizing a Heatmap question to uncover the data you need. 

With Heatmaps, consumers can pin-point exactly what parts of your packaging they like and don't like, the best way to display the product on the package, and what information should be included or omitted. This valuable info can lead millions of consumers to choose your product over a competitor's, and Heatmaps can help give you that edge. 

  1. Ad Testing with Heatmaps

Advertising is expensive. But, if you get it right, it can provide a significant boost to your brand. Get it wrong, and it can cause serious harm to your reputation. Just ask H&M. Heatmaps are a great way to get some valuable feedback on your ads directly from consumers before making it (and your missteps) available to the masses. 

Use Heatmap survey questions to get a feel for what consumers think of your ad’s images. The marketing team can use this feedback for creative direction. Heatmaps can give you insight into which version of your ad is most effective and which image evokes the desired emotion. They can even help you catch an attribute of your ad that comes off as tone-deaf in the current climate, saving you a ton of money and reputational damage all before your ad is published.  

  1. Logo Testing with Heatmaps

Whether you're refreshing your logo or creating a new one from scratch, it's a good idea to have consumers, customers, employees, and partners weigh-in on your design choices. Using a Heatmap question in your survey is an easy and effective way to do just that. Their feedback can help you narrow down your logo options, refine the design, provide creative direction, and highlight any confusion about its underlying meaning. 

There you have it, four practical ways to add Heatmaps into your research strategy. 

Not only do Heatmaps look pretty darn cool, but they can also be a powerful tool in your concept testing arsenal. Heatmaps help make your data both comprehensive and actionable by giving you a clear indication of what consumers like and dislike about your images, allowing you to be more agile and interactive throughout your research process. 

Want to see Heatmaps in action? Check out our live demo!

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