MRQual now offers packaging design and shelf testing with heatmaps as standard. But our heatmaps offer several insight-adding features compared with the usual heatmaps.
Heatmaps are created by respondents clicking on parts of an image. This could be a pack shot, shelf display or something else. The more respondents who click on a particular part of the image, the more prominent this will be on the heatmap.
We have given the basic heatmap a boost, by adding the features below.
Number of hotspots
Our heatmaps include a record of the number of clicks made by respondents. This means that two packaging designs can be compared more accurately in terms of the number of hotspots on each one.
First click heatmaps
We can restrict heatmaps to show just the first click by respondents, or the first 2, 3 or other number of clicks. Such heatmaps can show hotspots in order of their importance to respondents.
Heatmaps by demographic
Our heatmaps can distinguish between different demographic groups of respondent. This could be based on simple demographics, or, for example, on clients’ customer segments.
Implicit attitude heatmaps
As you may be aware, MRQual now offers implicit attitude testing. This essentially involves recording the speed at which respondents answer questions, in milliseconds. Typically, such questions give a binary choice, and involve respondents clicking on one or the other.
We have now added this to our Heatmapping functionality. Hence, if it takes respondents longer to make their first click on one pack design than it does on another, this gives an indication of the strength or weakness of their implicit attitude in each case. For example, on one pack they may see something they like straight away, whereas on the other they may have to hunt for it.