devil in the details: dunkin over starbucks?

now, if there's only one thing i learned in college about math--and i do believe there is only one thing i learned in college about math, actually--it's that numbers can be skewed to say preeeeetty much whatever you want. it was a class called Numeracy but instead of something out of Harry Potter, and though we did play with card decks, it was useful. analyzing statistics changed my world view.

something said in the commercial got me thinking: "hard working Americans." [disclosure: i fucking hate coffee. i can't drink it. i hate starbucks coffee and dunkin' donuts coffee. keep them both. so this is a completely impartial standpoint on the Coffee Wars. please hand me an Earl Grey.] in my head i'm already saying: this qualifier is interesting and where can i get the stats on the actual study?

surprisingly, NOT on the related web site, where the hoo-ha is the usual BS about south american beats and slow roasted whateverthefuck. after 5 mins of Googling, i came up with this link, which cites it was an independent double-blind involving "476 adults, each of whom had consumed regular, hot brewed coffee within the past week" in "10 cities."

honestly, if i cared a whole lot, the next questions i'd be asking are: what cities? what demographics? what are their jobs/income levels? what does 'city' mean? it's no secret that starfucks is more expensive and a status symbol. if you're polling New York City CEOs, i think your numbers will be skewed elsewhere. i'm not saying the study is fuxxor--i'm just saying having a study at all may be misleading unless this information is further qualified. i want to know there's an even split between people more likely to drink starbucks as those likely to drink DD.