Heat maps are a powerful data visualization tool that uses color to represent the density or intensity of data points in a given area. They are commonly used in various fields, including marketing, healthcare, and urban planning, to identify patterns and trends in complex datasets. By displaying data in a visually intuitive format, heat maps allow users to quickly grasp information that might be difficult to interpret in traditional charts or graphs. They can highlight areas of high activity or concern, making them invaluable for decision-making processes and strategic planning.