The Science Of Sleep

For another sleep piece I recently wrote, a PR for a brand of luxury beds coordinated an interview with a sleep scientist for me. While affiliated with the brand, any recommendations provided were entirely objective; professionally she couldn’t be seen to promote individual products. Her commentary on the scientific evidence behind sleep product categories, as well as the science of sleep in general, was exactly what I wanted.

Working with unbiased experts is something we always strive to do and not only for reasons of journalistic integrity. It works for product sales, too. From top line ecommerce data, it appears readers buy into editorial suggestions – that align with expert commentary – more so than when we quote pros directly recommending something they’re clearly paid to.

Perhaps this is obvious, but it’s worth remembering when choosing and using expert ambassadors. Especially when taking on scientific subjects like sleep.

Once the weather chills out my next sleep feature is on power naps. Any (proven) insights welcome.