CoolTool

What CoolTool does

CoolTool Inc. is a private, US-incorporated SaaS company (Delaware, registered at 1390 Market Street, San Francisco) that operates an AI-powered neuromarketing research platform combining conscious (survey-based) and nonconscious (behavioral) measurement methodologies. The platform's core technology stack consists of proprietary computer-vision models that perform webcam-based eye tracking (heatmaps, gaze plots, AOI, fixation counts) and facial coding for seven emotion categories grounded in Dr. Paul Ekman's research on micro-expressions, alongside reaction-time-based Implicit Priming and Reaction Time Tests (IPT/RTT). These are delivered alongside an Enterprise Survey Platform with advanced logic, quota management, automated reporting with SPSS/Excel/PowerPoint export, and access to a 100m+ consumer panel network — exposed through a device-agnostic web application that runs on consumer desktops, laptops, tablets, and smartphones without dedicated hardware.

The company sells to brand managers, in-house marketing teams, marketing and advertising agencies, and insights/research professionals who use CoolTool for ad testing, package and shelf testing, implicit brand associations, product concept testing, brand performance research, and UX research. Its go-to-market is enterprise sales-led, anchored by a 'Request demo' conversion mechanism and supported by content marketing (blog, case studies, whitepapers) and organic social channels (Facebook, LinkedIn, Twitter). Revenue is generated via subscription contracts with multi-year terms, with payment via credit card, PayPal, or wire transfer and pricing determined per purchase order rather than via published tiers.

CoolTool maintains a dual-headquarters footprint — North America HQ in Connecticut and EMEA/APAC HQ in Kyiv, Ukraine — giving it operational reach across the US, EMEA, and APAC regions. The company is bootstrapped with no disclosed venture funding, has won MarTech and IIeX industry awards for marketing-technology innovation, and holds GDPR and CCPA compliance with biometric data deleted within two business days of processing. It operates with 11–50 employees and 27 visible client logos on its About page, with no named enterprise anchors, ARR disclosure, or patents in the public record.

Name

CoolTool

Legal name

CoolTool Inc.

Website

https://cooltool.com

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

CoolTool is an AI-powered SaaS platform that combines conscious (survey) and nonconscious (eye tracking, facial coding, implicit testing) consumer-insight tools, serving brand managers, marketing teams, and agencies with automated ad, packaging, brand, and UX research on webcam-enabled devices.

Ownership category

akta.pro rank

Headquarters

HQ city

San Francisco

HQ country

United States

HQ region

North America

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Technology or R&D, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Subscription-based SaaS: Services are billed on a subscription basis with definite expiration dates determined in the purchase order. Supports multiple payment methods including credit card, PayPal, and wire transfer. Users are responsible for applicable taxes or duties.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core offering

CoolTool is an AI-powered consumer insights SaaS platform that combines conscious (survey-based System 2) and nonconscious (System 1) measurement methodologies—including eye tracking, facial coding for emotion measurement, and implicit association tests—on a single integrated platform. It delivers automated research solutions for ad testing, package and shelf testing, brand performance, product performance, and user experience research, with real-time reporting and exportable data.

Product overview

CoolTool is an automated consumer insights platform that combines conscious (survey-based) and nonconscious (behavioral) measurement tools in a single platform. The core platform consists of the Enterprise Survey Platform, Implicit Associations module, and Respondent Access system. These integrate with specialized measurement tools including Eye Tracking (AI-powered webcam-based visual attention tracking) and Emotion Measurement (facial expression analysis technology) to capture what consumers think, see, and feel. The platform offers automated solutions for ad testing, package and shelf testing, brand performance research, product performance research, and user experience research, all supported by Automated Reporting that generates exportable data and visualizations. Implicit testing capabilities include Implicit Priming Test (IPT) and Reaction Time Test (RTT) for measuring nonconscious consumer attitudes.

Differentiator

Problem solved

Functional benefit

Products and services

• Enterprise Survey Platform Professional survey creation tool with advanced logic, quota management, real-time reporting, cross tabulations, and exportable raw and visualized data for consumer insights research. Targeted at brand managers, marketing teams, and insights professionals.
• Eye Tracking AI-powered webcam-based eye tracking technology that tracks respondents' visual attention and engagement with products, brand communications, websites, and mobile apps using built-in device cameras on desktops, laptops, tablets, and smartphones.
• Emotion Measurement Facial expression analysis technology that measures changes in facial expressions coded to emotions using advanced AI and device built-in cameras. Recognizes seven emotions (happiness, surprise, fear, negative, disgust, sadness, skepticism) independent of age, race, and gender.
• Implicit Associations Implicit tests including the Implicit Priming Test (IPT) and Reaction Time Test (RTT) that measure nonconscious associations consumers have toward brands, products, and marketing assets via reaction time analysis, excluding explicit responses to uncover true consumer attitudes.
• Automated Reporting Real-time automated reporting system that delivers raw data and visualizations, with customizable reports shareable online and exportable to SPSS, Excel, and PowerPoint.
• Respondent Access Access to global respondents via integrated panels covering 100m+ consumers worldwide across North America, EMEA, and APAC, or via bring-your-own respondents, sample partners, or proprietary databases.
• Ad Testing Automated solution for testing advertising effectiveness using combined survey data, eye tracking, and emotion measurement to understand what consumers see, think, and feel about ads.
• Package and Shelf Testing Automated solution for testing product packaging and shelf placement effectiveness using eye tracking to determine visual appeal and purchase likelihood.
• Brand Performance Research Automated research solution for evaluating brand perception and equity using implicit associations, emotion measurement, and survey data.
• User Experience Research Research solution combining click tracking, page views, and gaze tracking to understand user behavior and identify UI confusion points beyond traditional UX metrics.

Quantifiable outcome

• Research turnaround in hours or days instead of weeks

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability6 records

Feature7 records

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Dynata: Dynata operates one of the world's largest first-party data and panel networks for market research — comparable respondent access and brand/agency customer base, though a much broader services portfolio.
• Cint: Cint runs a global consumer insights exchange connecting buyers to large respondent panels — comparable in panel-network scale and the way respondents are sourced for ad and consumer research studies.
• Kantar: Kantar is a global insights and consulting firm offering brand tracking, ad testing, and neuromarketing services — competing for the same brand and agency budgets from a full-service incumbent position.
• Qualtrics: Qualtrics is an enterprise experience management platform with brand and product research capabilities — broader portfolio but overlapping use cases in ad testing, brand tracking, and consumer surveys.
• Ipsos: Ipsos is a global market research firm with deep ad testing, brand, and consumer insights practices — a broad incumbent overlapping with CoolTool's advertising effectiveness and brand research offerings.

Direct peers

• Zappi: Zappi provides automated consumer insights solutions for ad, concept, and product testing with integrated global panels — competing with CoolTool's automated solutions and integrated respondent access.
• Toluna: Toluna operates a global consumer insights platform combining DIY survey tools with a large managed panel network — comparable in panel scale (100m+ reach) and end-market focus on brands and agencies.
• Realeyes: Realeyes offers webcam-based emotion measurement and attention analytics for advertising effectiveness — directly overlapping with CoolTool's Emotion Measurement and Eye Tracking modules for brand and agency customers.
• System1: System1 (formerly BrainJuicer) is a creative effectiveness platform using emotion-led and implicit research to predict ad performance — competing head-to-head with CoolTool's automated ad testing and implicit association offerings.

Emerging players

• Remesh: Remesh uses AI to power live qualitative research and consumer insights at scale — an emerging AI-first market research platform serving similar brand and insights customers with partial workflow overlap.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/CoolToolMR
• Facebookfacebook.com/205085392933669
• LinkedInlinkedin.com/company/2540126

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about CoolTool