Map the real routes

Study access, nearby destinations, visit timing and why shoppers are in the area. A radius is a starting boundary, not a complete explanation.

Choose the sample and times

Include relevant weekday and weekend periods and people who did not buy. Explain what the sample can and cannot represent.

Keep measures distinct

Record direction requests, measured entry events, bills and identified customer panels separately. Do not infer visits from clicks.

Select the next decision

Turn the findings into a testable discovery, assortment or experience recommendation. Keep new-store expansion outside a same-store comparison.

THE NEXT CALL IS YOURS

Bring a real question.
Be ready to challenge the plan.

Put the customer need, the evidence and the commercial outcome on the table. A recommendation should be able to defend its place.

Put your brief forward

An original strategic framework. No completed client study or measured brand result is claimed.