Survey fatigue is a real problem. The days of the 15-plus minute survey have come to an end or are nearing their end rather quickly. People feel pressed for time and that is true at both ends of the survey spectrum, from respondents not having the time to take long surveys, to management not having the time to review findings from all of the questions covered in a survey.
Making surveys interactive by using heat maps, hot spots and images keeps respondents engaged and attentive. Images help recreate a consumer experience in market research and make the data more authentic. You get more quality data while having the respondent spend less time doing so.
So, what exactly is a heat map and how it can be used in online surveys for better insights?
A heat map or hot spot is a graphical representation of data where information is displayed in tiered zones or matrices. Heat mapping techniques, see a theoretical example below, work great for ads, flyers and text testing, so you can better understand where potential consumers are focusing their attention and in what order. The techniques help creating more powerful advertising campaigns and prioritize marketing messages. Other applications include new product concept testing and point-of-purchase goods where shelf placement, branding and packaging impact a buyer’s decision to consider a product.
A simple question can ask the respondents to click on the first area that catches their eye, second area, third area, etc. The colors show frequency of all clicks and order of selection. Additional follow-up questions can be asked to rank overall design, appeal, messaging, relevancy for the industry, purchase intent etc.
You can find additional examples of the approach and how it works on our website: http://www.macorr.com/heat-map-survey-research-tool.htm
The MaCorr Team