Survey Finds Americans Ill-Prepared for Disasters

Data Dump Index: 68/100

We question the demographic composition of the 1,005 adults in the sample since the phone survey could have skewed toward respondents whose domiciles are more prone to natural disasters. Otherwise, marketers might find a maelstrom of good data to pick from when creating targeted campaigns to risk averse consumers.

Marketing

Sleepy Data in Sleep Survey

Data Dump Index: 52/100

The National Sleep Foundation, commissioned by Procter & Gamble, has garnered loads of exposure for these data on sleeplessness among children. P&G's Pampers brand has lots to gain from bloodshot-eyed parents who "absorb" this information since insomniac kids are more likely to stay in diapers longer. But marketers to the Gen-Y segment need only dream that more credible data lie out there somewhere.

Marketing

Workers Stressed Over Stress

Data Dump Index: 63/100

Wire services and syndicated columnists freely cited this poll of 259 customers of LifeCare, a life-work benefits provider. Marketers of lifestyle products, however, should not stress over these data points since the sample is inherently biased.