I work as a (male) data scientist in a small company (around 10 people, all males). My job is to provide tools for my coworkers to quickly get the information they need from our data to do their jobs.
I have this coworker, lets call him Bob. Bob and I are both relatively young, around 30 years old. Bob is the type of guy who does not like changes. He knows what he is good at, and prefers to work the same way as he did yesterday. This obviously means he is reluctant to use my tools. Now, this does not really bother me, since I am not his boss so it is not really my problem that he is not as effective as he could be.
What does bother me is that everytime I talk to him, or another coworker in the same room, about one of my tools, he comes with these snarky jokes on how my tools are useless. He says them as a combination of him finding them funny, and having an excuse not to use them, I assume.
I have tried to stop these jokes by demonstrating several the tools to him, so get him to understand why they can actually help him. When that did not help, I did the exact opposite by never showing them to him, but that does not stop him from making the jokes, when I talk to a coworker in the same room about them.
Given I work more or less fulltime on these tools, I cannot help but taking it personally when constantly having to listen to these jokes. How can I address this situation, without sounding over sensitive?