Heatmaps are created via the Data Library and are a useful way to visualise the differences across multiple individual comparisons.
In this article:
What is Heatmaps?
Heatmaps is a tool, accessible via the Data Library, for visualising which pairs of data sets in a group are most and least different. The feature allows you to understand and comment on high-level trends in your data and prioritise comparisons to explore further.
Creating a heatmap is especially useful when working with a large number of data sets as investigating each individual comparison is often impractical in such situations. Common uses include:
Competitor benchmarking (brand and product)
Geographic market comparisons
Creating a heatmap
Navigate to the Data Library and click the relevant project folder
Select the checkbox next to the data sets you want to include in the heatmap
Select the generate heatmap icon in the action menu at the top of your data list
Name your heatmap and click 'Save'
A heatmap must include a minimum of three and a maximum of twenty data sets.
All data sets must be contained within a single folder in the Data Library.
Using your heatmap
The colour of the tile represents the magnitude of difference for each comparison (read more about difference percentiles below). Yellow represents the most different pair of data sets while navy blue represents the least different pairing.
This can help you craft a high-level narrative about the competitors, products, customer segments or geographic markets.
Clicking into a specific tile will also present you with several options:
View - this will take you to the comparison explorer where you can see all of the detail of the analysis and build insight cards
Dismiss - this icon can be used to note that you are not interested in further analysis for a particular comparison
Pin - this icon can be used to note that you want to do further investigation for the comparison
Favourite - this icon can be used to note a comparison that you have looked at and contains interesting insights
The topical differences in a pair of data sets are compared to determine the difference percentile. The difference percentile values can be revealed by enabling the toggle at the bottom right of the heatmap.
What are difference percentiles?
The difference percentile represents the magnitude of the differences present in a pair of data sets in comparison to a benchmark sample - the higher the percentile the more different the two data sets are.
For example, a comparison scoring in the 80th percentile indicates that comparison is more different than 80% of all comparisons.
To view the difference percentile for each comparison, enable the toggle in the bottom-right of the heatmap.
How are difference percentiles calculated?
The difference percentile is derived from the correlation score between the linguistic features in your data sets.
This score for each pair of data sets is then compared against a benchmark distribution of difference scores generated from a sample of over 5,000 comparisons to understand how different a pair of data sets are.
Why do we use difference percentiles instead of raw scores?
The difference percentile is used rather than the raw correlation score because it provides a clearer understanding of the magnitude of differences between your two data sets. This approach helps you develop an understanding of the differences between your two data sets in the context of the wider landscape as represented by a sample of over 5,000 comparisons.
For example, knowing a pair of data sets is more different than 70% of all comparisons is more insightful than knowing that a pair of data sets returned a correlation score of 0.4578.