CoolTool
Market research SaaS combining surveys with nonconscious measurement tools.
Available information varies by company and source.
Profile record updated:
Company facts
- Official name
- CoolTool Inc.
- Entity type
- COMPANY
- Founded
- 2011
- Headquarters
- United States
- Company size
- <10
- Market role
- MarTech Vendor
- Official website
- cooltool.com
What CoolTool does
CoolTool creates value by giving research and marketing teams a single cloud platform to design studies, gather both self-reported and behavioural feedback, source respondents, and generate reports. This reduces the need to stitch together separate survey, panel, eye-tracking and analytics tools. Revenue is generated from software access, paid use of specialised research modules, and sample or respondent-related charges tied to research execution.
Category differentiation
CoolTool is a B2B market research and consumer insights platform, not a general-purpose productivity app or consumer software brand. It is distinct from basic survey tools because it also includes implicit testing, eye tracking and emotion measurement.
Strategic context
AI-supported assessment from the existing company research; distinguish interpretation from sourced facts.
CoolTool is a B2B market research software platform used by market researchers, brand teams, UX researchers and enterprise marketing teams. Its core product combines conventional survey tools with nonconscious measurement methods including implicit testing, camera-based eye tracking and emotion measurement, alongside automated reporting and respondent sourcing. The platform is designed to help research teams run studies, capture behavioural and attitudinal data, and analyse results in one system. The company monetises through paid platform access and project-based research usage, with extra revenue likely tied to respondent panel access and premium modules. Financial evidence indicates that RIWI Corp. acquired the majority of CoolTool Inc. assets in 2024, so the platform should be understood as an active research software asset operating within a parent-owned structure rather than a clearly independent standalone company.
Business model & monetisation
CoolTool uses a B2B SaaS monetisation model with custom commercial terms rather than transparent self-serve pricing. The available product evidence indicates a hybrid model: software licensing for platform access, usage- or project-based fees for specialised modules such as eye tracking, implicit testing and emotion measurement, and additional respondent or sample charges for integrated panel access. Reporting and export are bundled as platform functionality rather than a standalone paid product.
- Platform access and core survey software
- SaaS subscription or licence
- Specialised research modules
- Usage-based or project-based fees
- Respondent panel access and sample sourcing
- Pass-through plus margin or project fees
- Reporting and data export functionality
- Bundled platform value
Products & capabilities
No products with linked sources are available in this view.
Products & market categories
Recent recorded signals
Dates refer to the source publication. Older entries are historical context, not evidence of a new event.
No sufficiently sourced and dated signals are available for this view.
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Questions about CoolTool
What is CoolTool?
CoolTool is a market research software platform that combines surveys with nonconscious measurement methods such as implicit testing, eye tracking and emotion analysis.
Who uses CoolTool?
It is used by market researchers, brand teams, UX researchers and enterprise marketing teams running consumer insight and testing projects.
How does CoolTool make money?
It makes money through paid software access, specialised research module fees, and respondent or sample-related charges tied to study execution.
Sources & coverage
This profile uses public, official and technically observable information. Missing information does not prove that a product or relationship does not exist. The list below does not imply that every profile statement has been verified.
15 publicly documented primary sources and citations linked across the market graph.
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