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2017 Customer Research
Explore results ↓
What 1,242 families told us about better sleep
We asked real parents who use Swaddle UP™ to share their honest experiences. Here's what they said.
1,242
Families surveyed
82%
Reported more total sleep
99%
Would recommend Love to Dream™
Does it actually increase total sleep time?
We asked parents to estimate their baby's total sleep across the whole night — before using Swaddle UP™ and when using it. These are their reported averages. Here's what they told us.
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Before Swaddle UP™
3:45
est. avg hrs / night
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When using Swaddle UP™
7:25
est. avg hrs / night
+3h 40m
more total sleep per night on average, among the 82% of parents who reported an increase in total nightly sleep time when using Swaddle UP™.
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How these averages were calculated: Parents selected from time ranges (e.g. "less than 4 hours", "5–6 hours") rather than entering exact hours. The figures above are estimated averages calculated from those reported ranges. Individual experiences vary significantly.
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What does "total sleep time" mean? These figures reflect the total hours of sleep parents estimated their baby getting across the whole night — not a single uninterrupted stretch. Babies, especially newborns, naturally wake for feeds and comfort. A higher total sleep time means more cumulative rest for baby and parent, even if that sleep comes in shorter periods. The baby's age and stage will naturally affect sleep duration — this survey did not control for age. Always follow your healthcare professional's guidance on safe sleep and feeding frequency for your baby's age and stage.
What parents told us
99%
would recommend Swaddle UP™ to friends and family
1,228 of 1,241 respondents
84%
love Love to Dream™ "to the moon and back"
A further 16% said they liked the brand positively. Zero parents expressed a negative view.
84%
consider Swaddle UP™ a "must-have" product — not just nice to have
1,039 of 1,241 respondents
All figures sourced from a single Love to Dream™ customer survey conducted July–August 2017 (n=1,242). Respondents were existing Swaddle UP™ customers. Results are parent-reported and have not been independently clinically verified.
Straight from our customers
"I would be lost without your products. I have used Love To Dream swaddles, transition bag, sleeping bag and now the sleep suit all through my child's life. She's 2.5 years old. I love this brand."
Eloise M. — 2017 survey respondent
"Your product is absolutely phenomenal. I have used it since 4 weeks old and still use it 9 months later. I recommend and buy it for all family and friends who are expecting or have babies."
Samantha M. — 2017 survey respondent
"One of the best parts about Love To Dream was the better sleep I got knowing my baby was safe with no risk of suffocation. This point alone makes it a must-have."
Breanna E. — 2017 survey respondent
Parents recommend it regardless
222 parents in our research said their baby's total sleep time didn't increase. Here's what those same parents had to say.
95%
of parents whose baby's sleep didn't improve still recommended Swaddle UP™ to others.
- Safety comes firstParents repeatedly cited peace of mind and safe sleep positioning as reasons to recommend, even independently of sleep duration outcomes.
- Comfort they can seeThe arms-up position that Swaddle UP™ enables is a natural self-soothing posture. Parents noticed their babies were calmer and more settled, regardless of hours slept.
- Worth recommending regardlessSafety, comfort and the arms-up position were the reasons most often mentioned by parents who didn't see a sleep duration improvement but still chose to recommend.
How this data was collected
The surveyAll figures on this page are sourced from a single Love To Dream™ customer survey conducted in July and August 2017 via Typeform (n=1,242 Swaddle UP™ users). The survey included structured multiple-choice questions about sleep duration and brand sentiment, as well as an open free-text field where participants could leave additional comments.
Who respondedEvery respondent was an existing Swaddle UP™ customer at the time of the survey. This is not a random sample of all parents — it reflects the experiences of parents who were already using the product. This is an important limitation to keep in mind when reading the results.
How sleep figures were calculatedSleep duration figures (3hrs 45mins before; 7hrs 25mins when using) are estimated averages calculated from parent-selected ranges — parents chose from brackets such as "less than 4 hours" or "5–6 hours" rather than entering exact times. These figures are based on parent recall, not clinical sleep measurement, and individual outcomes will always vary. The survey did not capture the ages of babies at the time of participation, which is a relevant factor as sleep duration naturally increases as babies develop.
The non-improvers figureThe 95% recommendation rate among the 222 parents who did not report a sleep improvement is derived from cross-referencing individual responses in the raw survey data.
Our commitment to honestyWe share this data because we believe parents deserve real information, not just the best-case story. These results are meaningful to us — and we want you to be able to read them with full context.