Heatmaps & polarity charts

Make scale batteries and image profiles readable: as a polarity chart, radar or heatmap — with competitors as subcolumns. And in tables, in-cell heatmaps highlight strengths and weaknesses automatically.

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Polarity chart in DataLion comparing scale ratings of several brands

DataLion visualises scale batteries from Likert and matrix questions as polarity charts, radar or heatmaps — ideal for image profiles and brand comparisons where competitors sit side by side as subcolumns. In tables, in-cell heatmaps and conditional formatting make outliers jump out immediately.

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Polarity charts for image batteries

Likert and matrix questions turn into a clear line as a polarity chart: each scale gets its position between the poles, and you lay several objects — brands, products, audiences — over each other as lines.

That shows at a glance where your brand leads and where it falls behind. For multi-dimensional profiles, the radar chart is available too.

Polarity chart for scale batteries
Several brands or segments as lines
Radar for multi-dimensional image profiles
Labels and scale poles straight from the codebook

Polarity chart of several brands across multiple image dimensions in DataLion

Heatmaps for dense matrices

When many values are compared at once, switch on the heatmap (a chart type since release 2025.2.189): high and low values are colour-coded, so clusters and outliers in large matrices jump out immediately.

Ideal for image comparisons where many dimensions meet many brands — colour does the searching for you.

Heatmap as a toggleable chart type
Colour coding of high and low values
Clusters and outliers at a glance
Ideal for dense image and scale matrices

DataLion dashboard with a heatmap, time series and more charts in dark mode

In-cell heatmaps & conditional formatting

The heatmap principle is in the crosstab as well: with in-cell heatmaps and conditional formatting you colour cells by their value. For brand comparisons, place competitors side by side as subcolumns — and see instantly where the gap is widest.

In-cell heatmaps right in the table
Conditional formatting by threshold
Competitors as side-by-side subcolumns

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**Jens Falkenau**, Vice President of Market Research · Nielsen Sports

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Common questions about heatmaps & polarity charts

What is a polarity chart good for?

For scale batteries from Likert or matrix questions. Each scale gets its position between the poles, and you lay several brands, products or segments over each other as lines to compare image profiles directly.

Does DataLion have a heatmap chart type?

Yes. The heatmap is a toggleable chart type (since release 2025.2.189). High and low values are colour-coded, so clusters and outliers in dense matrices jump out immediately.

Can I colour table cells by their value?

Yes. In crosstabs, in-cell heatmaps and conditional formatting colour cells automatically by value or threshold — outliers are obvious at once.

How do I compare several brands in one profile?

You place the competitors side by side as subcolumns, or lay them over each other as lines in a polarity chart. That way your brand and the competition sit in one view.

Make your scales readable

Try DataLion free and show your image batteries as a polarity chart or heatmap — or get a demo.

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