Uniroyal Tire Survey Finds Increased Attention to Tire Air Pressure

Data Dump Index: 44/100

Uniroyal's attempt to optimize publicity during a U.S. fuel price crisis by spinning tire safety data makes these survey data unreliable. Marketers to safety-conscious consumers, particularly those targeting automobile buyers, should steer clear of this tired report.

Survey Finds Most Americans Have Sleep Trouble

Survey Finds Most Americans Have Sleep Trouble

Data Dump Index: 57/100

Media Reach: 8
Sample Frame: 3
Interview Bias: 5
Chronology of Interviews: 2
How does the media interpret the results: 5
How does the media present the results to the public: 5
PR factor: 6
Public perception: 10
Weighting of data: 6
Sponsored survey: 5
Survey method: 2

Gobs of pertinent data lie behind the drowsy coverage of this sleep study. Marketers should click over to the Sleep Foundation site where they can digest details on various sleeper/buyer segments.