Results of our Foundry sleep experiment and lessons learnt… (2 of 2)

Sleep is big business, with companies trying to sell us everything from pillow sprays to massage machines in pursuit of some shut-eye. We recently tested some of the most popular techniques and the results reminded us of some simple behavioural change tips to make sure you wake up the category, rather than making it nod off.

THE VER­DICT

1. Keep it simple

Some peo­ple, (ehem, Priya and Sarah) gave up on their tasks alto­geth­er and were dis­qual­i­fied. Excus­es includ­ed, it’s impos­si­ble”, I some­times couldn’t be both­ered” and I’m sor­ry, I failed in doing my home­work”.

If you’re ask­ing peo­ple to tri­al your sleep aid, make sure it feels like some­thing they can eas­i­ly fit into their dai­ly rou­tine. Reduce the has­sle fac­tor” of using the prod­uct and keep mes­sages simple.

2. Make it attractive

Every­one had a rea­son­able amount of rest thanks, in part, to their sleep aid. But, in most cas­es, the dif­fer­ence was so min­i­mal that most peo­ple have already gone back to their usu­al bed­time routine.

We’re great believ­ers in reg­u­lar prompts to remind peo­ple about the ben­e­fits of prod­ucts or ser­vices. Whether it’s a piece of engag­ing con­tent, tes­ti­mo­ni­al or a spe­cial offer, it pays to keep the con­ver­sa­tion going and offer rewards for success.

3. Share success

The major­i­ty also said they wouldn’t con­tin­ue with their sleep aids, for one rea­son or anoth­er. Mark seemed to notice the biggest dif­fer­ence and tried to stick to his caf­feine-free after­noons, but it wasn’t long before he was back on the jit­ter juice.

Regard­less of the results, the exper­i­ment got the whole office talk­ing. Brands can use the pow­er of people’s social net­works to spread behav­iour change from peer-to-peer and encour­age oth­ers to do the same.

4. Choose your timing

When we began this exper­i­ment, very few peo­ple in the office were expe­ri­enc­ing sleep prob­lems. Prompt poten­tial cus­tomers when there is an actu­al phys­i­cal or emo­tion­al need and they’re more like­ly to be recep­tive. For instance, two staff mem­bers were on mater­ni­ty leave at the time. They would have been the per­fect can­di­dates for lack of sleep.

AVER­AGE HOURS OF SLEEP PER MONTH

Wor­ry-free Kev had the most amount of sleep, with a total of 9 hours a night. Tracey and Stu had the least, but who knows if this is direct­ly relat­ed to their sleep aid?

Sleep graphs average hours

EASE OF FALLING ASLEEP

Every­one seemed to find it easy to get to sleep, with Kate and Kev top­ping the charts in the tri­al month.

Sleep graphs ease

QUAL­I­TY OF SLEEP

Elaine and Stu said they both slept bet­ter, and above aver­age qual­i­ty of sleep was record­ed by everyone.

Sleep graphs quality

WELL­BE­ING

Very few peo­ple record­ed feel­ing lethar­gic on wak­ing, with most say­ing they felt fine in the morning.

Sleep graphs wellbeing

To sum up…

It’s dif­fi­cult to mea­sure the exact effect of sleep aids. There so many fac­tors that play a part in how we sleep, from rest­less part­ners to wak­ing chil­dren, we can’t say if our efforts helped, or not. But, it was good to be remind­ed of a few fun­da­men­tals of behav­iour change that can help peo­ple engage with new prod­ucts and ser­vices, what­ev­er the industry.