1 Purple Pillow Research Report Abhishek Shetty Mian

1 Purple Pillow Research Report Abhishek Shetty Mian Li Puneet Gangrade Yao Xiao Yiwei Xiu 06 December 2016 © Duarte, Inc. 2014

TABLE OF CONTENTS Purple Pillow Research 01 Executive Summary 02 Problem Definition Page 3 Page 7 03 Survey Research Design, Method, and Analysis Page 14 04 Limitations Page 32 05 Conclusions and Recommendations 06 References 07 Appendices Page 37 Page 40 Page 34 © Duarte, Inc. 2014 2

EXECUTIVE SUMMARY This report was conducted to research customers’ sleep problems and needs with regard to pillow usage, aiming at launching the innovative Purple Pillow successfully. The result of the research analysis will provide more insights to what specific factors would impact consumer purchase decision and the underlying relationship among them. As for the first stage, our research team developed a clear problem definition and background research using secondary data. Second, we structurally designed a thorough questionnaire using Qualtrics software. We collected 174 responses from the survey and analyzed the data with the help of SPSS Software. During the analysis process, various statistical methods, such as descriptive, crosstab and correlation, were applied to determine some key findings. © Duarte, Inc. 2014 3

4 Executive Summary 01 © Duarte, Inc. 2014

EXECUTIVE SUMMARY Major Findings Below is a graphic illustration summarizing the key attributes and preferences of customer who are most likely to purchase purple pillow based on full research findings. Gender Age Marital Status Willing to Pay Shopping Channel Pillow Features Of the 174 respondents, 73% of them have positive first reaction to the purple pillow whereas only 23% have negative first reaction. 98% of the respondents are likely to buy the purchase pillow. Among these respondents 100% aged 18 -24 years and 94% of them aged 25 -34 years old. Given the surety of enhancement in sleep quality, 98% of Single respondents are likely to purchase the purple pillow 63% of the people are willing to spend less than $50 on purple pillow. Store visit is the most preferred channel to purchase the pillow and 45% people usually go to the store to buy pillows. Stretchy strong material, free air flow, pressure-releasing comfort, temperature neutral, and height adjustment booster - are significantly important to the purchase of the purple pillow. On average, 96% of the people with sleeping problems consider the Breathability, Durability, and Smell features of the pillow as important © Duarte, Inc. 2014 5

Executive Summary Conclusions & Recommendations Research shows that approximately 98% of the respondents have a positive intent to purchase the purple pillow. Our target market would be both men and women, aged 18 -34 who suffer some sleeping problems. Their purchase likelihood highly correlates with primary features such as smell, strong stretchy material, free air flow, pressure-releasing comfort, temperature neutral and height adjustment booster. Since the majority of the people usually change the pillow after a year or two, keep a warranty of one year for the product which is high compared to the current competitors and can help in building a loyal customer base. Since our target segment is the millennial generation, and they are quite active on several social media platforms. It’s crucial to initiate a creative and effective social media marketing campaign. As per the survey results, store visit is the most preferred source channel for consumers to purchase a pillow. It is beneficial to have an offline presence by partnering with some of the key retailers in the home furniture segment like Target, Home Depot, Lowe’s. © Duarte, Inc. 2014 6

7 Problem Definition 02 © Duarte, Inc. 2014

Secondary Data Background The main role of a pillow during sleep is to support the cervical spine in a neutral position. This prevents adoption of more ‘end-range’ cervical spine postures during sleep, which are believed to increase biomechanical stresses on cervical spine structures. This can compromise pain-sensitive structures and produce waking symptoms, such as cervical pain and stiffness, headache, arm and back pain. Recent research on the effect of different pillow types for subjects with chronic neck pain found that soft pillows which supported the cervical lordosis, and pillows with a sleeping neck support, provided effective relief for waking pain (Gordon, S. J. , Grimmer-Somers, K. A. , & Trott, P. H. 2010). However, there is scant research on the effect of different pillow types on the production of waking symptoms in healthy subjects. Consequently, different pillow types have proliferated in the market place over recent years, with accompanying but variably-evidenced claims that they produce symptom-free sleep, no waking symptoms, and/or high quality sleep experiences. In a recent survey conducted by the National Center for Biotechnology Information regarding the cervical problems. The results indicate a surprisingly high frequency of waking symptoms. At least once in a usual week, 27% reported waking with scapular or arm pain, 19% with a headache, and 17% with cervical pain and/or stiffness. Moreover, subjects commonly reported waking with more than one of these symptoms. The results show that single-pillow side-sleepers used a variety of pillows types, most commonly polyester regular pillows (approximately 40%), followed by foam pillows (approximately 19%) contour (approximately 12%) and regular (approximately 8%), rubber (latex) pillows (approximately 14%), and feather pillows (approximately 9%) (Gordon, S. J. , Grimmer-Somers, K. A. , & Trott, P. H. 2010). The average pillow age varied from a few months to over 5 years. © Duarte, Inc. 2014 8

Exploratory Research History of Problem About 75% of Americans do not believe they are getting enough sleep (Size, 2008). About nine in ten survey respondents— 91%—rated comfortable pillows as important to getting a good night’s sleep (Foundation, 2016). However, based on our research, many people are unsatisfied with the pillows available in the marketplace for various reasons such as the materials, size, and weight, resulting in irregular sleeping patterns, cervical pain, insomnia, back pain, and headache. Moreover, more than a quarter (28%) have no idea how often they replace their pillows (Better, n. d. ). Nearly two-thirds (64%) of the respondents are using a pillow that are more than two years old, which can result in losing their shape and cushion (Better, n. d. ). In addition, many pillows stuffed with polyurethane foam (cheap), releases chemicals slowly into the air over the long run, leading to nausea and allergies for some people. Washable pillows are crucial to prevent any dust mites which result in allergies. The study shows 52% of those with chronic pain indicate that sleeping difficulties interfere with their work. Thus, the pillow price is not a huge concern especially for the working professionals as long as they are satisfied (Foundation, 2016). In order to solve people’s sleeping problems, Purple Pillow is launching an innovative pillow to gain market share. To better understand customers’ needs, the research results will provide us a better idea about the target audience. The research will also give useful information on the important factors and features that should be incorporated in designing the pillow. © Duarte, Inc. 2014 9

Secondary data Purple Pillow After exploring the comments for the Purple Pillow on the Kickstarter website, we inferred that more than 90% of the comments are quite promising (Pearce, T. (n. d. ). Using the LWIC analysis, we understood that majority of the comments have a good social words score (6. 65) which denotes that people are happy and appreciating the product. High Positive emotion words score (3. 65) indicate that people are optimistic about the pillow and its features. People were very satisfied with the Purple Bed which was released last year and are willing to buy the pillow as they feel the pillow along with the Purple Bed could make their sleep even better. About 20% of the comments is about the quality attributes of the pillow. People who used this product have showered positive reviews and also recommended their families, friends to buy this pillow through a positive word of mouth. Around 5% of the comments revolve around the delivery options restricted to the USA only. A handful of the negative comments caters to the pillow weight, return policies and price range. Overall, the product has an enormous potential. The key findings from future qualitative and quantitative research will help in understanding the customer needs and requirements, ultimately designing the product to serve the customer in the best possible way. This word cloud clearly suggests that people are happy with the Purple Pillow (bulk of the highlighted words emphasizing positive feedback). © Duarte, Inc. 2014 10

Secondary Data Competitive Analysis Coop Home Goods - Memory Foam Pillow (Goods, 2016). Features - Elastic memory foam, perfect custom made pillow for all sleep positions, hypoallergenic and dust mite resistant, and machine washable. The Casper Pillow (Wanja, Fontenot, Tollefson, & Margaret, 2016) Features - The percale weave keeps fill fibers from escaping and maintains breathability, the cutting-edge and low-friction fibers (each thinner than a human hair) with an adaptive inner core creates a cushioning outer surface, and a 2” supportive gusset provides neck support and better spine alignment. As per the Choice Survey results, Dunlopillo, Downia, and Dentons were rated as the best pillow brands in the market on various factors such as overall satisfaction, probability of purchasing the same pillow brand again, comfort and quality(Mc. Cluskey, 2015) Dunlopillo Features - manufacturer of latex and memory foam pillows. The medium profile suits back and side sleepers with medium sized frames, and the firm feel provides maximum support with a degree of comfort. Dentons Features - machine washable and dryable pillows filled with polyester ball fibers, and encased in cotton ticking fabrics. © Duarte, Inc. 2014 11

Problem Audit History of the Problem: About 90% of the people in US use pillow as it allows them to relax and restore during their sleep. According to Expertrain research, 85% of the people keep pillows well past their use-by date resulting in acute back and neck pain, especially in the morning once they are awake. Many pillows stuffed with polyurethane foam, releases chemicals slowly into the air over the long run, leading to nausea, headaches and allergies for some people. Some feather or down pillows (and other bedding) are filled with bacteria-like organisms that could have originally grown in the feathers of live birds while other feather items can emit feather fragments that can cause respiratory problems. Alternative Courses of Action: The set of alternatives might be incomplete at this stage, and qualitative research might be needed to identify the problem in a much appropriate manner. There are certain alternatives that the management of Purple pillow can take into consideration such as competitive analysis, brand awareness, price strategy, distribution channels etc. Criteria for Evaluating Alternative Courses: The new product offering might be evaluated based on revenue, market share, sales, profitability, return on investment, and other aspects. Nature of Potential Actions Based on Research: The research results will provide us a better idea about the target audience. The research will also give useful information on the important factors and features that should be incorporated in designing the pillow. Information Needed to Answer the Decision Maker’s Questions: We need to review the marketing mix (product, price, place, promotion) to determine the strengths and weaknesses. Once we determine this, we can provide suggestions to the decision maker about how to potentially increase the sales of this product and create awareness. The manner in which the decision maker will use each item of information: We will come up with a marketing strategy based on the research, intuition, and key findings to develop sales and increase awareness. The corporate culture as it relates to the decision-making: We shall follow a committee approach as all the critical decisions are taken by the decision makers. © Duarte, Inc. 2014 12

RESEARCH OBJECTIVES The purpose of the research is to study customer needs and understand the important pillow features that matter to target market, and thus introduce the innovative Purple pillow to solve people’s sleeping problems and gain 25% market share over the next 2 years. Specific research objectives are listed in the following components. Demographics Which genders are more likely to buy Purple Pillow? Which age group of people are more concerned about quality of sleep? How much money are people willing to spend on pillow? Which genders suffer more from the sleeping problem because of a pillow? Physiological & Lifestyle Relationship with Purple Pillow How many hours do people sleep usually? What are people’s first impression of Purple Pillow? Do people feel tired and sore after waking up? What features and factors do people consider while purchasing a pillow? Do people suffer from any sleeping problems (insomnia, back pain, neck pain) due to improper sleep? When people decide to purchase a pillow, what information resource will they use? Competition Will people choose The Purple Pillow over other pillows in the market? What are the most popular pillow brands? Do the sizes or materials of the pillow matter? © Duarte, Inc. 2014 13

14 Survey Research Design, Method and Analysis 03 © Duarte, Inc. 2014

METHOD & DESIGN Our research team has strategically designed a survey aimed at understanding customer’s sleep habits and pillow preferences, as well as at obtaining essential information for the problem definition. We collected the primary data by creating the survey using the Qualtrics software and distributed it to people through e-mail and social media platforms such as Facebook and Twitter. Overall, we received a total of 174 responses. Psychological and Lifestyle Purple Pillow Questions Demographic There are four sections in the survey for easy and clear navigation Comment and Follow-up Link © Duarte, Inc. 2014 15

PSYCHOLOGICAL AND LIFESTYLE Question 1. Do you use a pillow while sleeping? Considering some people may not use a pillow when they sleep, the first question needs to filter out these participants. So, we have created a skip logic wherein the respondents will be redirected to the Purple Pillow section when they select the option “NO, ” to introduce them directly about our product and take respective feedback. Since most of the participants pay more attention to the first few questions, we decided to start with the sleeprelevant questions as “warm up” to guide the participants smoothly to think about their sleeping issues and prepare them for later sections in the survey. We decided to move the demographic questions to the end. Thus, we could get more reliable information on these important issues. Some questions in this section aim at understanding the pricing, purchase frequency, branding awareness, and information channel to get more details about the current pillow market. We have used likert scale for sleep quality and pillow features questions. For rest of the questions in this block, nominal and ordinal scales are used. Question 2 and 3. On an average, how many hours do you sleep per day? & how would you rate your overall quality of sleep? These two questions are designed to learn participants’ general sleep issues. The results will demonstrate whether pillow is an important factor. In the question “On a scale of 1 -5 (Extremely Bad to Extremely Good), how would you rate your overall quality of sleep? ”, we have added a display logic wherein if the respondent selects one of the options from 1 -4, the survey will present the next question as “Which of the following sleeping issue(s) do you suffer from? (Select all that apply)” to understand what sleeping problems they are facing. However, if the respondent selects 5, the survey will display this question “How important is a pillow to your quality of sleep? ”. We feel since the respondent is having a high quality of sleep the sleeping issue question might be considered as a less relevant question, as s/he is not suffering from any sleeping issues. © Duarte, Inc. 2014 16

PSYCHOLOGICAL AND LIFESTYLE Question 4. How important is pillow to your quality of Question 8. How often do you change your sleep? This question is designed as a transitional question pillow? This question highlights the investigation of customer lifestyle and purchase frequency. for the following pillow questions Question 5 and 6. How important are the below factors while purchasing a pillow? & how important are the following features of the pillow while purchasing? For those who consider pillow important in the last question, it is necessary to learn what specific factors and features that they care the most. Factors: comfort, material, price, quality, size, and weight Features: machine washability, breathability, durability, color, and smell Question 9. Which pillow brand(s) have you used? This question shows whether customers are brandconcerned when they make their purchase decision. In addition, the response can also indicate the brand awareness in the pillow market. Question 10. Which source(s) did you use while researching about a pillow? This question aims at learning which information sources do customer use. Question 7. How much did you spend on your current pillow? This question can indicate how much generally did customers spend on their pillow and the data from this question can show the purchasing power of different groups of customers as well. © Duarte, Inc. 2014 17

Purple Pillow Questions In this section, the questionnaire requires participants to answer specific questions regarding Purple Pillow. In this block, participants will be asked not only their opinions about Purple Pillow - such as a first impression, purchase inclination, and willingness to pay - but also their perceptions toward Purple Pillow’s features. The answers to these questions are paramount for Purple Pillow’s future marketing decision making. We placed this section after the introduction and psychographic questions, as lifestyle and psychographic section required more effort from the participants due to its complex questions. We applied interval scale for the first impression, Purple Pillow’s features, and purchasing inclination questions to get more insights and to understand the potential market for Purple Pillow. We used ordinal scale precisely for price to examine customer’s reference price. First Impressions Important Features of Purple Pillow Purchase Likelihood Expected Price Question 1. How positive or negative is your first reaction to Purple Pillow shown in the above picture? First Impression is crucial for customers to make the purchase decision. The answer to this question offers Purple Pillow more valuable feedback for future product development. Question 2. How important are the following features of Purple Pillow to you? This question not only learns how important the unique features of Purple Pillow are, but also introduces these features to participants. Question 3. If the Purple Pillow would be able to enhance your quality of sleep, how likely are you to purchase this pillow? Purchase likelihood is an important variable for our further analysis. Also, the descriptive result demonstrates how do customers react to Purple Pillow overall. Question 4. How much are you willing to pay for Purple Pillow? This question aims to determine the expected price for Purple Pillow from the customer’s point of view. The answer will be used for future pricing strategy. © Duarte, Inc. 2014 18

DEMOGRAPHICS Marital Status Age Occupation Gender Income The questionnaire ends with demographic questions. This section is designed to collect the participant’s personal information, including age, gender, marital status, occupation, and income. The questions from this section are relatively straightforward to answer. So we designed the survey by keeping this as the last part to retain participant’s attention. This approach gives us the ability to analyze the data using cross-tabulations, descriptive statistics, and correlation for identifying the target market to introduce the product and other important aspects of the purple pillow. We used nominal scale for gender, occupation, and marital status questions and ordinal scale for age and income in this section. © Duarte, Inc. 2014 19

COMMENTS, THANK-YOU NOTE, AND FOLLOW-UP LINK By introducing the questionnaire intent, participants are acutely aware of the types of questions and purpose of the survey. Additionally, by notifying the participants that the survey is anonymous and entirely voluntary, participants can feel at ease knowing their responses will not be shared with any sources. The questionnaire was broken down into four sections following a structured flow so that the participant is aware of the different questions asked. At the end of the survey, the participant can provide any comments or feedback about the survey or the product, so that we won’t miss anything important. The questionnaire ends with a thank you message to show the participants that their time was appreciated. The overall appearance and layout of the questionnaire are streamlined and easy for respondents to follow. Per the study by the Software Usability and Research Laboratory at 2002, Verdana font at 12 -point size was the most preferred font style for a visually appealing survey. With this standard of font and size, participants will be more likely to finish the survey correctly. We selected purple as our theme color to fit our product’s appearance. We have used a progress bar to indicate the survey length to the respondents. We pretested the survey on a small sample of 20 respondents and identified some problems through personal and telephonic interviews. This helped us in framing the final survey draft in a much better way. © Duarte, Inc. 2014 20

DATA COLLECTION & ANALYSIS Data was collected using the online survey tool, Qualtrics and 174 people completed the survey. By using SPSS to analyze the data, various trends and themes were identified. Before conducting the analysis, the data is vetted to ensure high quality standards. Additionally, the data is scaled appropriately to ensure analysis would be consistent. We started by fetching frequency tables to see if any patterns or relationships emerged from the raw data. To understand these frequency tables further and uncover patterns within responses, we conducted crosstabulations. To understand which features significantly correlate with the purchase likelihood for the pillow, we performed correlation. © Duarte, Inc. 2014 21

DATA RESULTS & ANALYSIS The descriptives method for sleeping problems shows that 76% of the 174 respondents suffer from sleeping problems © Duarte, Inc. 2014 22

DATA RESULTS & ANALYSIS In order to understand which factors of pillow impact people’s purchase decision, we ran a frequency test for the pillow factors in the list. The result shows that comfort, material, and quality are the most important factors that people consider. © Duarte, Inc. 2014 23

DATA RESULTS & ANALYSIS Importance of Purple Pillow Features In order to understand which features of purple pillow impact people’s purchase decision, we ran a frequency test for the pillow factors in the list. The result shows that breathability, color, and smell are the most important features that people consider. © Duarte, Inc. 2014 24

DATA RESULTS & ANALYSIS We asked respondents to select the pillow brands they have used. Based on the survey results and frequency test, the result shows that IKEA is the mostly purchased brand. © Duarte, Inc. 2014 25

DATA RESULTS & ANALYSIS We conducted descriptives on the shopping channel and we found that store visit is the most preferred channel either when people look for product information or when make the purchase. The outcome indicates that 45% of the people go to the store to buy a pillow. © Duarte, Inc. 2014 26

PURPLE PILLOW RESULT ANALYSIS To test the first impression specifically for those with sleeping problems, we conducted a crosstab analysis between the sleep problems and first reaction of Purple Pillow. The result indicates that 69% of the respondents who have sleeping problems have positive reaction towards the purple pillow. © Duarte, Inc. 2014 27

PURPLE PILLOW RESULT ANALYSIS Likely to Purchase The descriptive result demonstrates that the purple pillow has a bright future as 66% of the respondents are likely to buy the Purple Pillow. More specifically, 65% of the respondents belonging to the age group of 18 -24 years, which is largest segment, shows a great purchase inclination for Purple Pillow. © Duarte, Inc. 2014 28

PURPLE PILLOW RESULT ANALYSIS In order to learn the significance level of each of the Purple Pillow features for customers, we ran crosstab analysis between sleep problems and Purple Pillow features. The result shows, on average, 79% of the people with sleeping problems and 75% of the people without sleeping problems consider the purple pillow features as important. © Duarte, Inc. 2014 29

PURPLE PILLOW RESULT ANALYSIS The figure is created with the help of the results achieved by cross-tab analysis performed using age of the respondents and the price they are willing to pay. This shows that people are willing less than $50 Count of people © Duarte, Inc. 2014 30

PURPLE PILLOW RESULT ANALYSIS With the help of correlations we have found that all the features of purple pillow - stretchy strong material, free air flow, pressure-releasing comfort, temperature neutral, and height adjustment booster - are significantly important to the purchase of the purple pillow (given the surety of enhancement in sleep quality) as the p-values for all these factors are less than 0. 05. For the above mentioned features, Height-Adjustment Booster and Pressure-Releasing Comfort are rated the highest. © Duarte, Inc. 2014 31

32 Limitations 04 © Duarte, Inc. 2014

LIMITATIONS External threats Internal threats The main internal threat comes from our platform of distributing our survey. By using the Qualtrics, we spread out the survey via online platforms, such as E-mail, social media platforms. It indicates that we had only accessed the respondents who have the electronic devices to fill out the survey. In other words, we had not accessed a diverse group of respondent, and the truth is that, out of 172 respondents, more than half of the respondents’ age located in the 18 -24 range. We acknowledge the diversification of age is not enough to explain the general conclusion of our dependent variable, which is the likelihood to make a purchase of Purple pillow. We mainly used methods “descriptive” and “crosstabs” to analysis our respondents’ data. However, these two methods only provide simple means or percentages of the variables. The relationship between each independent variable can be developed deeper in the further analysis. In terms of the regression model, we did not generate a perfect model for prediction due to the lack of profound knowledge on handling dummy variables and the scale of questions may not be accurate enough to explain the dependent variables. Another external threat comes from the quantity our respondents. We have only 172 respondents, within which merely one tenth of the respondents did not finish the survey. The conclusions based on those amount of respondents may not have enough validity. What’s more, the wording of the questions may not be clear enough to gain the correct answers from the respondents. For example, in the question making towards our dependent variable- “If the Purple Pillow would be able to enhance your quality of sleep, how likely are you to purchase this pillow? ”, the word “quality” can be considered vary among respondents. The respondent with higher standard may responses more negatively, while the one with lower standard may responses more positively. © Duarte, Inc. 2014 33

34 Conclusions and Recommendations 05 © Duarte, Inc. 2014

CONCLUSIONS According to our analysis result, our target market would be both men and women, aged 18 -34 who suffer some sleeping problems. Approximately 98% of the respondents have a positive intent to purchase the purple pillow. Millennials RECOMMENDATIONS Our target segment, millennial generation, has a greater purchasing power than other groups. They use technology very often (smartphones) and are active on social network platforms such as Facebook, Instagram, Twitter, etc. Therefore, sharing certainly is an pivotal approach to expose our product to the market. . Based on this truth, Purple Pillow should consider to initiate a creative and effective social media marketing campaign to launch the product. Data analysis demonstrates that purchase likelihood is highly correlated with primary features such as smell, strong stretchy material, free air flow, pressure-releasing comfort, temperature neutral, and height adjustment booster. All these particular features and factors should be emphasized when promoting the product to customer. The promotions should consider offer customers liveexperience with all these benefits. © Duarte, Inc. 2014 35

CONCLUSIONS RECOMMENDATIONS From the analysis, the majority of the people usually change the pillow after a year or two. We recommend Purple Pillow to keep a product warranty for one year. As a result, Purple Pillow will earn more trust as a new player in pillow market. Our analysis indicates that price is one of the important factor affect customer’s purchase decision. As the result shows, the majority of respondents will show more inclination if the price of pillow is less than $50. Therefore, Purple pillow should refer this data for pricing strategy. Store visit is the most preferred channel for consumers to either obtain information or purchase a pillow. It will be beneficial to have an offline presence by partnering with some of the retailers like Target, Home Depot, Lowe’s. Top 3 factors considered: Comfort, Material, and Quality The company should focus on comfort, material, and quality in the advertising campaign as these are the most important factors considered at the time of pillow purchase. The advertisement should be designed in such a way wherein all three factors are highlighted significantly. For example, the ad should clearly revolve around a person who is suffering from some sleeping issues and how the above-specified factors in the pillow helped the person overcome the problems. These scenarios can therefore evoke an emotional appeal from the audience and stimulate the potential needs. © Duarte, Inc. 2014 36

REFERENCES Better, S. Surveys: Most of you have really old pillows. Retrieved October 12, 2016, from http: //sleepbetter. org/surveys-most-ofyou-have-really-old-pillows/ Foundation, N. S. (2016). What makes A good night’s sleep? Retrieved October 12, 2016, from https: //sleepfoundation. org/healthy -sleep-tips Goods, C. H. (2016). King adjustable shredded memory foam pillow with Viscose rayon cover derived from bamboo - removable case coop home goods made in USA. Retrieved October 12, 2016, from https: //coophomegoods. com/collections/pillows/products/copy-of-adjustable-shredded-memory-foam-pillow-with-viscose-rayoncover-derived-from-bamboo-removable-case-coop-home-goods-made-in-usa Pearce, T. (n. d. ). Purple® Pillow: The World's First No-Pressure Head Bed. Retrieved October 12, 2016, from https: //www. kickstarter. com/projects/227992716/purple-pillow-the-worlds-first-no-pressure-head-be? ref=nav_search Size, F. (2008, September 15). New sleep survey reveals finances, family & health keeping Americans up at night. Retrieved from http: //www. businesswire. com/news/home/20080915005320/en/Sleep-Survey-Reveals-Finances-Family-Health-Keeping Wanja, J. , Fontenot, J. , tollefson, C. , & Margaret. (2016, October 6). The Casper pillow. Retrieved October 12, 2016, from https: //casper. com/pillows? utm_source=google&utm_medium=cpc&utm_campaign=S. US-6 -Brand-Casper-Pillows. Exact&utm_content=1 -Brand-Casper-Pillows-Exact&utm_term=casperpillow&cvosrc=ppc. google. casper%20 pillow&cvo_campaign=S. US-6 -Brand-Casper-Pillows. Exact&cvo_crid=106963433883&Matchtype=e&cvo_device=c&cvo_position=1 t 1&cvo_network=g&cvo_adgroup=22428817203 © Duarte, Inc. 2014 38

REFERENCES Gordon, S. J. , Grimmer-Somers, K. A. , & Trott, P. H. (2010). Pillow use: The behavior of cervical stiffness, headache and scapular/arm pain. Retrieved December 05, 2016, from https: //www. ncbi. nlm. nih. gov/pmc/articles/PMC 3004642/ Mc. Cluskey, E. (2015, January 28). Pillow satisfaction survey results - bedroom. Retrieved December 5, 2016, from Home and living, https: //www. choice. com. au/home-and-living/bedroom/pillows/articles/satisfaction-survey © Duarte, Inc. 2014 39

How positive or negative is your first reaction to Purple Pillow shown in the above picture? Frequency Valid Missing Total Extremely negative Somewhat negative Neither positive nor negative Somewhat positive Extremely positive Total System 4 38 51 50 14 157 17 174 Percent 2. 3 21. 8 29. 3 28. 7 8. 0 90. 2 9. 8 100. 0 Valid Percent 2. 5 24. 2 32. 5 31. 8 8. 9 100. 0 Cumulative Percent 2. 5 26. 8 59. 2 91. 1 100. 0 © Duarte, Inc. 2014 47