WORKING WITH IMAGES

Online questionnaires are the method of choice if you want to evaluate visual stimuli. You can show ads, mock-ups, photos etc. to the respondent and evaluate their thoughts about them. Images can also be used as an illustration to help the participant to better understand the question. In this section, we’d like to outline some typical use cases with images.

Magnifying Glass

The Magnifying Glass is a useful tool which may be used in surveys where respondents should get a general impression of the picture, but are also enabled to explore the details of the image and read the fine print. This tool does not collect data from the respondent.

Illustrations

Illustrations can help the respondent to find the right answer and enhance the overall experience of a survey. In motivating the participants, they contribute to the data quality.

Image Map / Heatmap

The image map enables respondents to mark areas of a picture that they like or dislike. By analyzing the aggregated heat-map you can identify design elements that call the attention of your audience and contribute positively or negatively to the overall impression.

Screenshot Commentator

Our screenshot commentator goes a step further. It does not only help you to identify favorable and not so favorable areas on a picture, but to gather open feedback for each of these areas. To keep the data analysis manageable, you can pre