Leading bed manufacturer Silentnight has teamed up with the University of Leeds to commission academic research around the value of sleep in Britain.
The research found that people in Britain lose more than 15 days’ worth of sleep a year, and more than a quarter of the British public suffer from low levels of sleep.
These first findings were presented at the British Sleep Society Conference last month, and featured heavily in the national press.
The company, which prides itself on being a sleep expert, already employs a neurophysiologist, Dr Nerina Ramlakhan, who specialises in sleep, as its sleep doctor. Her expertise and the health benefits of sleep has become an integral part of its marketing, PR and digital activity.
Silentnight has now expanded this activity by partnering with the University of Leeds’ School of Psychology to conduct an in-depth piece of academic research, using its experience of sleep and sleep products in the UK.
Nick Booth, marketing director at Silentnight, says: “We have always invested significant resource into the science of sleep and this latest piece of work with the University of Leeds is another example of our commitment to helping everyone get a great night’s sleep. The research will form part of our ongoing product development and commitment to innovation and quality across all of our product range - supporting our vision to be the UK’s most trusted sleep brand.”
The second phase of the University of Leeds research will be published early 2016, supported by a national PR and social media campaign.