Public Relations wise, Sleepy's definitely succeeded by distributing the sleeping research. Why wouldn't you? If at the very least, it could be asked how accurate it was, but it was a sampling. How accurate are any surveys? This surprisingly was a great move for them. It got people considering how much sleep they were getting and in turn how much sleep they wish they were getting.
If I were the New York Times PR person, I would suggest they do not run the research. It potentially could not be taken seriously, despite the fact that they analyzed data from the National Health Interview Survey. So I would give it to Sleepy's and let them take advantage of the research, but I wouldn't suggest for the NY Times to publish the data. Maybe a third-party could, but not the main branch.
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