Heatmaps are produced from Eye-Tracking data and illustrate how the sample population engaged with the Stim.
Since we have many viewers, their gaze data is added together at each location in the Stim. “Hotter” colours indicate longer, more intense looks or more frequent looks (both appear the same).
The “temperature” also reduces as you move away from the measured point.
Heatmaps videos change over time, representing the spread of gaze samples in the previous 2 seconds.
Heatmaps are useful for answering questions about which features of content are driving emotional reactions.