Don't Build Out a Super Luxurious Space to Get Credible Data

You don't need to build out a super luxurious space to learn that nobody's going to come up there. There's a really cheap and scrappy way to do it and get what we call high credibility data. Do something small that's high trustworthiness rather than doing something big. You can commission a survey. A thousand people, 800 of them said they'd come. But the problem is it's not believable data. What you need is believable data. And if you just put a bunch of flyers on the first floor and all you have to do is count how many times does that fourth floor button get hit? That's the only thing we're measuring.