San Francisco-based consumer research and neuromarketing platform CoolTool has appointed UBMobile co-founder Craig Stevens as Chief Executive Officer. He replaces co-founder Dmitry Gaiduk, who has moved to the position of Chief Product Officer.
The company's platform combines survey (System 2) and behavioral (System 1) with nonconscious measurement tools, such as eye-tracking, emotion measurement, and implicit responses, to test marketing concepts and assets. This includes testing advertising, new product concepts, packaging, shelves, and UX research for web sites, apps, and other environments.
Stevens joins after co-founding mobile-based research tech and services company UBMobile, which was acquired by Reimagine Holdings-owned Critical Mix in 2018. Before establishing UBMobile and serving as the firm's CEO, he was MD, Americas at Research Now (now Dynata) where he spent a decade in leadership roles, and earlier served as the firm's Head of Global Sales & Marketing.
Commenting on the appointment, Gaiduk said: 'We are thrilled to have Craig join CoolTool as the company's new CEO, allowing me to focus on providing clients with the most valuable and innovative insights solutions. His experience leading companies through high-growth cycles, combined with his knowledge of the needs of marketers and researchers, will enable us to stay client-centered in every aspect of our business.'
Web site: www.cooltool.com .
All articles 2006-21 written and edited by Mel Crowther and/or Nick Thomas unless otherwise stated.