The Importance of Emotion in Site Selection

I like to lead with intuition, but I want it always to be backed up with data. At Eden's we probably lead first what we call thick data. That may be data that we've learned by being in the marketplace and interviewing people. And then we always work backwards to say, wait a second, what does the data look like? You'll think about a 17 minute trade time. So how long does it take somebody to walk here? We have the red line Metro. How long would it take someone to get on a Metro to get here? And then vehicular traffic. The design needs to be understood for that female customer.