CoolTool releases browser emotion tool

The company said the product gives more accurate research data than in controlled tests because respondents are in more normal, comfortable settings that better replicated how they see standard advertising.

By measuring emotions in a browser it means extra equipment isn't needed, just a webcam, and the measurements can also be done on mobile devices. Clients just create a survey, upload the required materials and start collecting data.

The technology is free to CoolTool clients and can be used with Chrome, Opera, Microsoft Edge and Firefox browsers.

The company is currently working on an eye-tracking tool for browsers.