CoolTool Launches Implicit Priming Test

US-based consumer research platform CoolTool has launched a tool called 'Implicit Priming Test' (IPT), to capture and identify unconscious reactions to external stimuli including people, brands and products.

Headquartered in San Francisco, CoolTool provides an online platform which can be used to create surveys and run biometric research. Its NeuroLab offers eye tracking, EEG, emotion measurement and mouse tracking solutions, and last year the firm launched a product called Emotions in Browser, which measures respondents' emotions without the need for them to install an app.

The new IPT tool is a fully automated test that allows even non-specialist users to analyse people's preferences, stereotypes and prejudices - and discover if consumers' perception of a brand is different from the company's positioning of it. According to the firm, it will help users create 'correct' messages for their audience and differentiate the product from competitors. It can also measure which feelings people have towards look-alike things: one candidate in comparison with others, a chocolate bar with sugar and one without, a local bank in comparison with an international one, etc.

In addition, IPT can be used to find out hidden attitudes towards politicians, celebrities, TV presenters, actors, brand names, logos, symbols, color patterns and product names. CoolTool adds that its new IPT allows users to find consumers insights at a 'deep, subconscious level', to predict their behavior more accurately than ever. Part of NeuroLab, it can be used in combination with other neuromarketing tools.

Web site: www.cooltool.com .