A contrastive heatmap study lets you see how two different AI communities respond to the same creative asset — useful for understanding whether the same visual lands differently across audience segments, regions, or demographics.
Note: Attention Heatmap is the only tool that supports selecting two target audiences.
To run a contrastive heatmap study:
During research setup, the Target Audiences section shows (1/2) indicating you can select up to two communities.
Click the Target Audiences row to open the audience modal and select your first community.
Once selected, click the Target Audiences row again to add a second community.
The hint below the selected audience confirms: "Click above to add a second audience for comparison (max 2)."
With two communities selected, click Kick Off Research.
What you'll see in the report:
In the platform report view, you can switch between communities using the community toggle buttons at the top. For each community you can switch between the Attention Heatmap and Gaze Map tabs.
The downloaded PDF report includes heatmaps and gaze maps for each community, followed by a comparative Executive Summary, a Hotspots & Viewer Attention table comparing both segments, and Specific Insights per segment.
