Topic Breakdown / Heatmap

Compare topics across segments, brands, or regions to identify trends and significant differences.

The Topic Breakdown / Heatmap is a powerful visualization tool that helps you compare brands, segments, or regions across key topics. With color intensity and significance indicators, it makes spotting trends in large datasets simple and effective.

Key Components

1. Rows — Represent topics (e.g., Customer Service, Pricing)
2. Columns — Represent segments, brands, or regions (e.g., Brand One, Germany, USA)
3. Cell values — Show the % of responses that mention a specific topic
4. Color intensity — Light blue = lower mention %, dark blue = higher mention %

Statistically Significant Differences

One of the most valuable features of the Heatmap is its ability to highlight statistically significant differences using yellow boxes — these flag where a topic is mentioned significantly more or less in one segment versus others.

For example, if Customer Service is mentioned by 39.6% of respondents in Brazil but 80.4% in the USA, that difference is flagged as significant because it’s unlikely to be due to chance.

For clearer side-by-side comparison, you can switch to a bar chart view — each bar shows topic frequency per segment, and a ★ star indicates a statistically significant difference (equivalent to the yellow boxes in the heatmap).

Add Sentiment to Your Heatmap

Toggle sentiment filters to explore positive, neutral, or negative sentiment per topic and segment.

• Spot strengths — Topics with high positive sentiment
• Identify weaknesses — Topics with high negative sentiment
• Compare across regions — See how brand perception shifts by location

Example: Customer Service in Germany is mentioned in 12% of responses, mostly with negative sentiment — suggesting potential service issues in that region.

Video Walkthrough