Overview of Heat Map¶
Access Heat Map
- To reach the Heat Map, click on the four square icon on the toolbar on the left hand side of the application, and it will load the Heat Map page.
Pivot Function: The Pivot function in the Heat Map gives you the ability to rotate the entire Heat Map into landscape mode. This function is very handy with growth cases where you have many choice factors and very few competitors.
Sorting the Heat Map by Segment order of importance
- By default the Heat Map loads in the choice factors in the order they were created.
- To sort the Heat Map by the order of importance of the choice factors by segment, click on the sort button next to the intended competitor label. Once the Heat Map is sorted by the order of importance of a segment, the competitor label will grayed out signify its sorted according to that competitor.
- You also have the ability to sort the Heat Map by a segment’s order of importance in ascending or descending manner. Just click on the arrow again and it will sort the same competitor again in the decreasing order of importance.
Ability to Drop and Drag in Heat Map
- To change the order of competitors or choice factors, simply drag and drop the column or row by clicking on the ellipse icon.
Highlight a column or row in the Heat Map
- To highlight a particular competitor or choice factors, just click on the competitor or choice factor label. This will grey-out all the other rows/column and highlight the one you intended to show.
- You also highlight specific cells in the Heat Map by combination of certain competitors and specific choice factors. Once the desired competitors are selected, just click on the choice factors labels and only those competitor’s choice factors values will be highlighted.
- You can also go ahead and sort/pivot the Heat Map while the selections are still on. This is great to explain specific insights from the Heat Map and it gets the viewer’s attention to those specific choice factor & competitor combinations.
- To un-highlight the Heat Map, simply click again on the choice factor or competitor labels and the highlights get turned off.
- On the Heat Map page, by default the Heat Map is loaded in the Competitive Analysis mode.
- The Competitive Analysis mode of the Heat Map gives you Everyone’s view of the one product/service offering versus all of the other competitors. In short, Competitor Analysis slices the data among multiple competitors.
- To access the Segment Analysis mode within the Heat Map, expand the drop down and select “Segment Analysis”.
- The Segment Analysis mode of the Heat Map gives you the ability to compare individual slices of the respondent pool against one competitor. In the above screenshot, you can see the Heat Map has loaded all the different “Preset Customers” data by choice factors.
- In the Segment Analysis mode, you will only be able to compare between two product/service offering at any given time. In the Segment Analysis mode, under the Filter Menu, Respondents Tab, you will able to change the 2 competitors that you wish to compare.
Heat Map Meaning¶
Please find an explanation of the different attributes in the Heat Map below:
The Importance of the Choice Factor
In the Heat Map, the importance of each factor is denoted by 3 letters:
Each of these letters denote the perception of how important the choice factors are for the respondent pool. Choice factors are rated as High/Medium/Low regardless of the competitor.
Each cell of the Heat Map displays the Importance of the choice factor (H/M/L).
- The Importance Ranking of the Choice Factor
In the Heat Map, the importance ranking of a choice factor is denoted by a superscript above the Importance letter denoted as H, M or L.
The Importance numbers are ranked from higher to lower in ascending order. Hence, a superscript 1 denotes the choice factor was ranked the highest among that importance level.
In the above screenshot, you can see among High Importance choice factors, the superscript 1 for “Easy to find what I needed” is the ranked the highest and conveys the meaning that “Easy to find what I needed” is the choice factor that was highest ranked among the all other High Importance choice factors.
The Importance Ranking also gets shared to signify the fact that the choice factor was similarly ranked in Importance by the respondent pool. In the above screenshot, the choice factors “Special Holiday promotions and sales” and “Large product selection” share the same Importance ranking #4 under the High Importance. Signifying that the respondent pool ranked those two choice factors as equally highly important at rank #4.
- The vLens Zones (indicated by the different colors)
In the Heat Map, consists of differently colored cells where each color represents the vLens Zones the choice factors are pinned on.
Choice Factor & Demographics¶
The Heat Map also gives you the ability to see more detailed information of how each choice factor was scored by the respondent pool and also the overall Demographics of the respondent pool.
Choice Factor Info in Competitive Analysis Mode:
To access more information about any choice factors, simply click on the cell corresponding to the choice factor (regardless of which competitor the cell belongs to in Competitive analysis).
This will display more information about how the choice factor was evaluated by the respondent.
You find information on the percentage of respondents who said this choice factor was important, and the percentage of respondents who attributed each choice factor to each of the competitive offerings. Additionally, you’ll be able to see how many people rated importance and each competitive offering.
You can see a detailed view of the percentage of respondent along with the n=value in the parentheses on the right hand side of the page (the bar charts next to all response choices for our 5 point Likert scale).
Choice Factor Info in Segment Analysis Mode:
To access more information about any choice factors for a Preset Customer, simply click on the cell corresponding to the choice factor by the Preset Customer.
In the above screenshot, if we want to know more information on the choice factor “Special Holiday promotions and sales” by customer preset “Last Minute Shoppers” then click on the corresponding cell (i.e. the first cell containing value “H” superscript by value 4).
This will display more information about how the choice factor was evaluated by the specified respondent pool.
Then, you can find information on the percentage of respondents in this segment who thought a choice factor was important, and the percentage of people who attributed the choice factor to each competitive offering(in this case: Customer Preset is “Last Minute Shoppers”).
You can see a detailed view of the percentage of respondents who responded to each answer choice in our 5pt Likert Scale along with the n=value in the parentheses.
Full Survey Demographics Information:
To access more information about the overall Demographics of the respondent, simply click on any cell in the Heat Map (regardless of which competitor or choice factor the cell belongs to in Competitive analysis OR which in Segment Analysis or choice factor the cell belongs to).
This will display more information and by default take you to the Choice Factor tab. Select Demographics here.
All demographic details of the respondent pool can be accessed here across all Familiarity, Ownership, Intent and by individual Additional Questions. In the n=value of respondents that select the answer can be seen within the parenthesis value.