With this report we begin a new series that looks at some intriguing findings of a new poll conducted for the National Sleep Foundation. The poll looks at several important sleep issues.
We are a big fan of these Sleep in America polls, which are published by the NSF, a nonprofit that does important work to boost awareness of various sleep-related issues. The NSF says the poll findings are representative of the U.S. population, ages 23 to 60.
The NSF commissioned WB&A Market Research to conduct this national survey on Americans' sleep habits. The NSF has been publishing Sleep in America polls since 1991.
We share those survey basics with you to establish the framework for the Selling Sleep features you will be reading in this space in the next several months. The bottom line: This is good data, Marketers will find a rich vein of data to mine for sleep insights.
Applying the findings
This week we are establishing the baseline for sleep quality. It's the classic goods news-bad news scenario.
The poll finds that just over half of the poll respondents - 57% - report their overall sleep quality is "fairly good." And that's a fairly good total, but it shows plenty of room for improvement.
Just 19% of poll respondents rate their overall sleep quality as "very good." Those are the lucky ones.
On the other end of the spectrum, almost one-quarter of respondents rate their overall sleep quality as very bad or bad. And that's bad. But it does offer a big opportunity for the industry to help some of those consumers turn things around with a better mattress and a better night of sleep.
