Comments on: Cold “cure” formula is just viral marketing

By: Milly

Milly — Fri, 02 Nov 2007 16:12:11 +0000

Love it. Love how you’ve taken the trouble to actually go through the formula, rather than just thinking “scientist+impressive looking formula x published in newspaper = FACT” like the majority of readers…

By: Poor Pothecary

Poor Pothecary — Thu, 01 Nov 2007 00:03:59 +0000

... and there's more (Google site:www.travelodge.co.uk Chris Idzikowski for a similar bunch of survey-based marketing).

By: Poor Pothecary

Poor Pothecary — Wed, 31 Oct 2007 23:55:00 +0000

Travelodge He forgot to include in the formula factors of irritation level from staff talking about astrology and distrubance by naked sleepwalkers (Dr Idzikowski was involved in the latter pseudo-survey too).

By: Frank the SciencePunk

Frank the SciencePunk — Tue, 30 Oct 2007 23:30:04 +0000

Appears this may be a development on his formula for Travelodge.

Chris Idzikowski has worked with Travelodge to develop a sleeping temperature formula in order to a good night sleep:

Air temperature + high/low tog duvet +/ – night clothes = good night’s sleep

(65F / 18C + 10 tog duvet + cotton PJ’s = good night’s sleep)

Then again, maybe he just has a new book to sell.

By: steve

steve — Tue, 30 Oct 2007 21:57:50 +0000

what a pile of shit. how did that ever get published? tight deadlines and a press release just uncritically rehashed I suspect.

you’d think there was nothing else going on in the world.

By: Frank the SciencePunk

Frank the SciencePunk — Tue, 30 Oct 2007 19:34:55 +0000

Dr Idzikowski seems a curious one. His credentials appear to be sound, but he indulges in some very flaky stuff…

By: Poor Pothecary

Poor Pothecary — Tue, 30 Oct 2007 16:32:52 +0000

Ooh, and a deal with Kerrygold: Dubliner Cheese - the answer to a good night's sleep?: "The truth to the myth has been unveiled by Kerrygold, manufacturer of Dubliner Irish Cheese, with the help of Dr Chris Idzikowski, director of The Sleep Advisory Service in Harley Street, London".

By: Poor Pothecary

Poor Pothecary — Tue, 30 Oct 2007 16:22:31 +0000

Also from Chris Idzikowski: Sleep position gives personality clue.

By: Frank the SciencePunk

Frank the SciencePunk — Tue, 30 Oct 2007 13:30:18 +0000

Brilliant.

By: jdc325

jdc325 — Tue, 30 Oct 2007 13:18:50 +0000

This is an incredibly trivial comment, but: The Indy seems to have a cool research tool at the bottom of the article: “Interesting? Click here to explore further”. I clicked. I’m still not sure how a wikipedia article on Norwegian Railcars can enhance your understanding of Dr Idzikowski’s formula though… Nice work Frank.