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Heatmap image testing & highlighting click tracking for market research and science

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Image test in market research: With QuestionPro's innovative question tools, you can simplify your market research projects considerably.

Image tests: Conduct image tests with the QuestionPro market research platform

Survey and test procedures, which in earlier times were only possible in the actual physical presence of test persons and were associated with considerable financial expenditure, are nowadays simplified and made cheaper almost exclusively by web-based and digital procedures. No matter whether we are talking about conjoint analyses, focus group discussions or visual tests. Everything can be done online today. Today's blog article is about image testing, i.e. image tests in the form of heat maps and highlightings, which are used, for example, to work out certain design preferences of customers in the development of packaging, advertising material and product designs. Image tests, which involve the selection and assessment of selective image areas, also play a major role in psychological diagnostics. QuestionPro has functions that enable visual feedback. We show you here how easy it is!

Image test & visual feedback:

VARIANT 1: Use HeatMap to select image areas and weight them

With the HeatMap picture test, you can give your test subjects the opportunity to select certain areas of the picture. This means: You enter a picture or a graphic and the test subjects mark certain areas of the picture that they find particularly exciting or aesthetic. And it's very easy to do: by holding down the mouse button, the test subjects draw a rectangle over a certain area of a picture or graphic. It then looks like this:

Image Test Heatmap Image Testing Preview


This is how quickly and easily you can create image testing in the form of HeatMap image tests with the QuestionPro survey software

Heatmap Image Testing - perform image test

STEP 1: Create a new survey and select "Add question". Then select the "Advanced Questions" tab and then "HeatMap - Image Test".


Heatmap Image Testing 2

STEP 2: Next, formulate your question, select an image or graphic from the media library.


Heatmap Image Testing 4

STEP 3: Then use SETTINGS to define rules for your subjects, such as how many image areas may be selected and whether this is the drag & drop type of area marking or click tracking, which function we will describe below. Finally, you define the colour that the frame of the marker should have.


Heatmap image testing evaluation

The evaluation finally shows a heatmap image in which you can see which image areas were most often marked by your test subjects, namely the red selection areas. You can simply access the evaluation by navigating to ANALYSIS.


VARIANT 2: Image testing in the form of a highlighting click tracking image test via mouse click or fingertips

Highlight click tracking means the following: You ask your test persons or survey participants, for example, which areas of the image particularly catch their eye. With a mouse click or a fingertip, up to 20 markers can be selected. It then looks like this (the green arrows show you the clicks):

Heatmap Image Testing Image Test Highlighting Clicks


This is how quickly and easily you can create the image testing “Highlighting Clicks” with the survey software QuestionPro

Heatmap Image Testing

Proceed exactly the same way up to step 3 of the previous Heatmap Image Testing function, only here instead of DRAG & DROP, select the “ON CLICK” selection point and also select how many image areas your test subjects are allowed to click on.


Heatmap image testing evaluation

In the report, you will then see the selected image areas in the form of coloured markers.

Example of heatmap image testing

And here you will find an example with a report

Do you have any questions about this top feature for market research and science? Simply contact us using the contact form. We look forward to the dialogue!


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