What we are going to measure, and why

The problem with bed reviews

Almost everything you read online about expensive beds comes from one of three sources: the brand itself, a salesperson, or someone who lay on one for ten minutes. None of those three can tell you how you lie at four in the morning.

There is one source that could: a large group of people who slept a whole night on a specific model and then made a choice. That source doesn't exist yet. We are in a position to create it.

What we record

Per stay, and only with explicit consent: which model was slept on, for how long, how often the guest woke, how they felt in the morning on a fixed scale, and — if the guest tells us later — which model was ultimately bought and why.

Added to that is the context that shapes the night: whether the sauna was used, whether alcohol was drunk, and what time they went to bed. Without that context the measurement is worthless, because then you are measuring the evening and not the bed.

What we don't record is health data we don't need. Everything is anonymised before it appears in a publication, and taking part is never a condition of a stay.

What we do with it

Once a year we publish the outcomes here, with the numbers alongside so you can judge their weight yourself. If the conclusion is that the two models barely differ, that will say so too.

Fifty nights say nothing yet, two hundred begin to say something, and a thousand say enough. With every publication we will state where in that series we stand, rather than presenting a percentage as though it were a law.

Frequently asked questions