SURVEY AND FOCUS GROUP SET UP

Presented by: Michelle Connor

Date: April 1, 2020

PART 1

Objective

The objective of this survey is to understand the demographic of Sleep Number’s

sleeping pad. The survey will be distributed to individuals aged 21-34 and will
help us, Sleep Number researchers, understand if this age demographic are
familiar/use sleep technology. This survey will offer perspective about the target
audience, and if Sleep Number should advertise to young professionals or
towards an older demographic. The survey will ideally provide insight to know if
our secondary research is leading us in the right direction in the understanding
of who the demographic of the sleep pad should be.

Some questions the survey is hopefully going to answer for Sleep Number:

- How much are individuals able to spend on sleep technology?

- Is sleep technology appealing for a certain gender?
- Do young professionals even care about their sleep?

Introduction

Sleep Number is an innovative business that focuses on the individual’s sleep

experience. Sleep Number uses sleep technology to optimize sleep by focusing
on the consumer’s individual wants and needs. This modern approach to sleep is
unique for Sleep Number and is appealing to consumers.
 Survey

Screener demographic questions:

Are you between the ages of 21-34?

o Yes
o No

Rationale: This is the opening screening question because the survey is targeting young
professionals. If the respondent answers yes then I know this demographic (21-34) feelings
towards sleep and sleep technology. If they answer no then I will disregard their responses
because they are not the demographic that I am researching.

Do you consider yourself a male or female?

o Male
o Female
o Prefer not to answer

Rationale: This is another screening question because I want to know if my data will be
gendered. This question will provide me insight if those who consider themselves male gravitate
towards sleep technology or if females use sleep technology more.

Have you used sleep technology before?

o Yes
o No

Rationale: This screening question gives me insight if the respondent is familiar with sleep
technology. I think it is important to understand if our target audience already uses competitors’
sleep technology. If the data shows a high percentage of ‘yes’ answers then it will be important
for Sleep Number to establish uniqueness and offer something different than the existing sleep
technology.
Main Body Questions:

How many hours of sleep do you regularly get a night?

o Between 2-4 hours

o Between 4-6 hours
o Between 6-8 hours
o 8+ hours

Rationale: This question gives me insight if the respondents usually get the recommended
amount of sleep a night. If the answer is less than 8 hours then I know Sleep Number needs to
advertise the importance of the proper amount of sleep.

How would you describe your annual income?

o Less than $30,000

o $30,000 - $45,000
o $45,000 - $60,000
o $60,000 – $75,000
o $75,000 - $100,000
o $100,000+

Rationale: This question gives insight about how affordable Sleep Number’s sleeping pad should
be based on the demographic’s income.

Fill in the bubble of all those presented below you have used:

o Fitbit
o Apple Watch
o Samsung Galaxy Watch
o Samsung Gear Fit2 Pro
o Garmin vivosport
o Moov Now
o I have not used any of those presented above

Rationale: This question gives Sleep Number an understanding if the respondents already use
wellness technology, and it will also provide insight about who the top competitors (in the sleep
technology marketplace) are.
Please explain below what your sleep mattress means to you? Does a mattress
change your sleep experience?

Rationale: This question will provide insight if this demographic cares about their mattress, and
how mattresses effect their sleep experience. I think it is important to have this question be open-
ended because sleep is such an individual experience, and Sleep Number’s mission is to value
every individual sleep experience.

Check the box that you resonate with the most:

o Sleep technology helps my overall wellbeing.

o Sleep technology could help my overall wellbeing.
o Sleep technology does not help my overall wellbeing.
o Sleep technology is useless.
o Other

Rationale: This (Likert) question will gage feelings towards sleep technology.

Do you consider proper sleep an essential factor for a health life?

o Yes
o No

If you answered yes, please explain below why it is essential:

Rationale: This question will help Sleep Number understand respondent’s emotions towards
sleep, and if the response is negative then Sleep Number may have to reconsider their target
audience.
On a scale from 1-5 rank the importance of the following:

_ Working out regularly

_ Eating a balanced diet

_ Proper Sleep

_ A busy social life

_ Productivity at work

Rationale: This question attempts to understand how important sleep is to the individual in
relation to other aspects of one’s life. It also gives insight if Sleep Number should advertise their
sleeping pad with other factors that contribute to a healthy lifestyle. Hypothetical Ex. A proper
night’s sleep and a well-balanced diet will optimize cognitive thought processes at work.

Please draw what sleep technology looks like to you

Rationale: This unique question format will give insight about what comes to mind when one
thinks about sleep technology. It may be a drawing of someone on their phone looking at an
app, or someone hooked up to a sleep machine etc. This will help Sleep Number decide what
they’re sleeping pad should look like.

Conclusion:

Thank you for answering these questions. Your responses will provide Sleep
Number insight to further develop their company.
PART 2

Objective

This focus group will provide insight about the subconscious and conscious
thoughts that they associate Sleep Number, sleep and sleep technology with.
This 45-minute focus group goal is to obtain deeper understandings about what
this demographic’s (individuals ages 18 -34) emotional connection (if any) with
Sleep Number’s brand, sleep technology and sleep in general. This focus group
will, ideally, give Sleep Number insight for future advertising strategies.

Introduction & Ice – Breaker (5-10 minutes):

o Hello all! Welcome to this focus group! Thank you for coming and
participating in this valuable research process. Take a seat wherever you
would like and let’s start!
o Let’s first begin with an ice-breaker. Would you all turn to your neighbor on
your right and introduce yourself. Say your name, age, and your favorite
part of the day thus far.

Rationale: This ice - breaker aims to get the participants engaged and loosen up before the
moderators ask the real questions. Socializing with the participant’s neighbor will create a
welcoming and easy-going environment.

Projective Exercises:

1. Thought Bubble (15 minutes)

Please look at the photo projected on the screen

As you can see, this man fell asleep during a work meeting. Please take a few
minutes to discuss with your neighbor what you believe the women in the
background of the photo are thinking.

Now, let’s go around in a circle and discuss what you and your partner talked
about.

Rationale: The responses to this projective exercise will help uncover the connections with sleep
and work and if/how they relate. This exercise will lead the respondents to further discuss how
productivity at work relates to sleep, however the moderator should not interfere with
conversation, just let the group discuss and explain their initial thoughts when seeing this
photograph.

2. Personification (15 minutes)

Please hand the individual a piece of blank paper and a pen.

Now say,

o If your sleeping habits were a person what personality characteristics

would it have?

Note for moderator: Wait 3 minutes for the individuals to write down their
answer

Next question,
 o If the company Sleep Number was a character from your favorite T.V.
show who would it be? Please note personality traits that resonate with
this character.

Note for moderator: Wait 3 minutes for the individuals to write down
their answers

Next question,

o If sleep technology could give you advice what advice would it

give you? Be specific!

Note for moderator: Wait 3 minutes for the individuals to write down
their answers

Now, let’s go around in a circle and discuss what you all wrote down.

Rationale: This projective exercise will give insight in the individuals’ inner feelings towards Sleep
Number, sleep technology and overall sleep. They will have to form these non-human things into
humans, and subconsciously decide if they like, dislike, or indifferent about sleep, Sleep Number
and sleep technology.

Conclusion:

Thank you for volunteering and spending your time with us today! It was a
pleasure to meet you all and your responses are very valuable to us. Have a
great day!
 Sources:

Lecture Notes