Catchment Area Analysis

Objective

To determine the size and geographic shape of the overall catchment area of the centre and the geodemographic profile of all visitors.

Coverage

• The total catchment area size

• The size and composition of primary, secondary, tertiary and outer catchment areas

• The geodemographic profile of visitors to the centre

• The profile of visitors compared with the overall catchment area profile and the UK as a whole

• The level of penetration within specific sectors of the catchment area

Methodology

The individual postcodes of a large and representative sample of some 3,000 visitors to the centre comprise the basis of eliciting this type of information. These are obtained by exit interviews at carefully selected locations throughout the centre across a ‘typical’ week.

Data Presentation

Detailed computer tabulations based upon geodemographic profile and a series of colour coded catchment area maps displaying size and penetration by area.

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