By analyzing a heatmap, you can see which visuals, text, or product features resonate with your audience. This helps you optimize creative, improve engagement, and adjust messaging for different audience segments.
Color coding:
Red (high attention) — areas viewers notice first and focus on the longest
Yellow (medium attention) — areas that get noticed but less strongly; useful for supporting information or secondary messaging
Blue (low attention) — areas largely ignored; may need redesign, repositioning, or simplification
Navigating the Report
In the platform view, the report has two tabs at the top of the image area:
Attention Heatmap — color-coded overlay showing attention intensity across the creative
Gaze Map — numbered fixation points showing the order the eye moves across the creative
For contrastive heatmap studies (two communities), community toggle buttons appear next to the tabs. Click between communities to see how each one responded to the same asset and compare their attention patterns.
Report Sections
The report structure is the same for both single community and contrastive heatmap studies, with some sections appearing only in contrastive studies.
Objective Your original research objective, preserved verbatim.
Audiences The community or communities used in the study, with name and description.
Attention Heatmap The heatmap image
Gaze Map The gaze sequence image
For contrastive heatmap studies, both the Attention Heatmap and Gaze Map repeat for each community.
Executive Summary An AI-generated summary of the key findings — what captured attention, what the attention patterns mean strategically, and recommended actions. For contrastive heatmap studies, the summary highlights how the two communities differ and what those differences mean.
Hotspots & Viewer Attention A table breaking down attention by region of the creative.
Single community — columns are Region, Heat Level, and Interpretation. Heat levels use descriptive labels: Very Hot, Hot, Warm, Mild Warm, Cool.
Contrastive heatmap study — columns are Region, attention level per community, and Interpretation, comparing how each segment responded to the same element.
Specific Insights Actionable observations per segment explaining why certain elements capture more or less attention and what it means for design and messaging decisions.
About Your Gaze Sequences Important context for interpreting gaze maps:
Natural Variation — results may differ slightly across runs, reflecting simulation variance and natural diversity in human eye-tracking
Representative Paths — the displayed sequence is chosen from multiple gaze patterns; different runs may highlight different but equally valid paths
Best Use — most useful for understanding overall attention flow and key focal points, not for expecting identical sequences across runs
Gaze sequence data is directional and should be used alongside other signals to guide decisions.