CoolTool

The business operates a cloud-based research and measurement platform that enables customers to design, field and analyse studies combining survey data with behavioural and non-conscious metrics. Value is created by consolidating multiple tools—survey engine, implicit tests, webcam eye tracking, emotion measurement, respondent access and automated reporting—into one workflow, reducing time and cost versus bespoke lab-based or multi-vendor set-ups.

Revenue is generated predominantly via recurring SaaS subscriptions to the enterprise survey and analytics platform, supplemented by usage-based or per-project fees for turnkey testing products and integrated respondent/sample provision. API access allows integration into clients’ existing research or martech stacks, anchoring the product as an infrastructure layer for ongoing audience and creative testing.

CoolTool Inc. is a US-based market research software company acquired by RIWI Corp., offering an automated insights platform that combines traditional surveys with non-conscious measurement techniques. Its cloud platform integrates survey authoring, implicit association testing, webcam-based eye tracking, and facial-expression-based emotion measurement, along with automated reporting and respondent access.

The company generates revenue primarily through subscriptions to its enterprise survey platform and fees for standardised studies and respondent sampling. Its customers are market research teams at brands and agencies, research consultancies, behavioural and advertising researchers, and enterprise marketing and product teams that require fast, scalable testing of ads, branding, packaging, UX and other stimuli across global respondents.