PART OF RIWI • INSIGHTS BEYOND THE OBVIOUS

Research, From Question To Decision

Go beyond what people say and see what they think, feel and do. CoolTool is RIWI's study platform: capture the stated answer and the implicit truth beneath it, on verified-human data you can trust.

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BEYOND THE OBVIOUS

Capture The Said, And The Felt

Ordinary research stops at the first answer. CoolTool asks why with conversational AI interviews, and reads the gut reaction beneath the words with implicit and neuro measurement. The whole truth, not the polite version.

Split-second reaction-time tests capture gut perception before it is rationalized. Webcam eye-tracking shows where attention actually goes, and facial coding reads the emotional arc second by second.

Explore Implicit & Neuro

AI-FIRST

Built For AI, End To End

01. Question

Describe the goal in plain language. No survey scripting to learn first.

02. AI Builds The Study

Questions, logic, quotas and analysis plan, drafted and ready for you to adjust.

03. Agents Probe The Open-Ends

Conversational follow-ups ask why while the respondent is still in the moment.

04. AI Analyzes And Writes The Report

Verbatims coded into themes, significance tested, findings drafted.

05. Decision

One clear answer, with the reasoning underneath it when you need to defend it.

THE RIWI STACK

The Engine Room Of Insights Beyond The Obvious

CoolTool powers how you capture what people say and feel. Reach and verification come from the wider RIWI stack it plugs into: four layers, one clear answer.

Stated

Surveys and AI interviews. What people say, and why they say it.

Implicit

Reaction-time, eye-tracking and emotion. What people feel before they explain themselves.

Reach

Real, verified humans across 200+ countries, with no panel dependency.

How RIWI reaches them→

Synthesis

AI fuses the layers into one decision-ready finding.

THE BUSINESS MODEL

Stop Paying CPI

Traditional research bills you per complete, renting a panel one interview at a time. Costs climb with every question you dare to ask, so teams ask fewer.

CoolTool changes the economics: verified-human reach with no panel dependency, flat pricing, and no per-response tax.

See How The Model Works

AUTOMATION

Turn Any Study Into A Repeatable Methodology

Run a study once, then save it as a living blueprint with questions, logic, quotas, analysis and dashboards intact. Re-run it in minutes with new inputs.

Trackers and repeat waves go from weeks to a click.

See How Blueprints Work

FOR BUILDERS

Insight Your Systems Can Read

Machine-ready outputs and an API-first core, so your tools, your models and, soon via MCP, AI assistants can pull CoolTool insight directly.

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SEE IT IN ACTION

Built For The Studies You Actually Run

Every method, one platform. Here is what teams do with it, and what they get back.

Concept Testing

Which concept wins, and why? Test ideas monadically, then let AI interviews explain the score behind the score.

Brand And Ad Tracking

Track brand health wave over wave. Save the study as a blueprint and re-run every quarter, so trends update themselves.

Pricing And Product

Find the mix that wins the market. Real conjoint utilities power a simulator, so you can build a product and watch its share move.

Ad And Implicit

See what your creative makes people feel. Reaction-time and webcam attention read the gut response, before the polite one.

WHO IT IS FOR

An Answer Leaders Trust, And Specialists Respect

Decision-Makers

Brand, product, marketing and insights leads get the finding, and the reason behind it, fast. No data wrangling, no waiting on fieldwork.

Research Specialists

Rigorous design, implicit and neuro measurement, weighting-aware statistics and verified-human data. Depth you can defend in a methods section.

WHY IT MATTERS

The Truth Gap Is Expensive

Most research stops at the obvious answer, and the cost of being wrong is enormous. CoolTool and RIWI close the gap.

01 / 04

$80B

Research spend per year

Yet 80% of new products still fail.

02 / 04

31%

Fraudulent responses

Bots and bad actors in typical online data.

03 / 04

40-50%

The truth gap

Between what people say and what they do.

04 / 04

200+

Verified humans

Countries reached, with zero panel dependency.

GET STARTED

See Beyond The Obvious

Run a real study end to end, the said, the felt and the decision, on data you can trust.