Consumer Code

In this LinkedIn Live event, Lyden is joined by Andrew Neelon, Ryan Redus, and Dale Goss to unpack how brands can make smart site selection decisions in a constrained 2026 market. They discuss how rising costs are reshaping site economics, why Class A retail looks different today, and how the best teams blend local knowledge with data and AI. You’ll hear how to navigate limited inventory, evaluate new builds, interpret conflicting data, and use predictive models to reduce risk while still pursuing growth.Chapters:(00:00) Introduction to Retail Site Selection Challenges(03:25) Navigating a Constrained Real Estate Market(09:38) Strategies for New Builds in Retail(15:36) Understanding Class A Retail Dynamics(18:57) The Importance of Data and Pattern Recognition(25:26) Surprising Key Performance Indicators in Site Selection(26:24) Rising Costs and Market Dynamics(31:11) Sales Forecasting and Risk Management(35:02) Data Discrepancies in Retail(40:06) Understanding Predictive Models(49:28) Leveraging AI in Retail Site SelectionLearn more about Lyden Foust on:➤ Twitter: https://twitter.com/lydenfoust➤ LinkedIn: https://linkedin.com/in/lydenfoustListen to Consumer Code on:➤ Spotify: https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz➤ Apple: https://podcasts.apple.com/us/podcast/consumer-code/id1772758327➤ YouTube: https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFAAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.Learn more or schedule a free 30-minute demo at https://spatial.ai

In this episode of Consumer Code, Lyden Foust sits down with Jan Kestle, president of Environics Analytics and a pioneer in geodemographics. Jan unpacks how “location, location—birds of a feather flock together” evolved into sophisticated segmentation systems that integrate demographics, behavior, and social values. She explains the history and evolution of geodemographic tools, how Environics’ platforms support privacy-first data collaboration, and the role AI plays in making analytics more powerful and more accountable. Along the way, Jan shares why women in STEM is a critical cause for her and how she stays grounded in a purpose-driven approach to data.Chapters:(00:00) Introduction to Geodemographics and Environics Analytics(03:05) Jan Kestle’s Early Career and the Birth of Geodemographics(05:57) The Evolution of Geodemographic Tools and Technologies(08:42) The Intersection of Geodemographics and CRM(11:26) The Role of AI in Modern Geodemographics(13:56) Combining Geodemographics with Social Values(16:35) Challenges and Opportunities in the Geodemographic Landscape(19:20) The Future of Geodemographics and Data Integration(34:08) The Roots of Social Purpose in Data(35:42) Collaboration Across Silos: The Key to Success(39:09) Building a Resilient Business Model(43:54) Developing Talent for Data-Driven Success(50:52) Innovations in Geodemographics and Data CollaborationLearn more about Jan Kestle:➤ LinkedIn: https://www.linkedin.com/in/jankestle/Resources mentioned:➤ Environics Analytics: https://environicsanalytics.com/➤ Envision Platform: https://environicsanalytics.com/envision➤ LiveRamp: https://liveramp.com/Listen to Consumer Code on:➤ Spotify: https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz➤ Apple: https://podcasts.apple.com/us/podcast/consumer-code/id1772758327➤ YouTube: https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFAFollow Lyden Foust on:➤ LinkedIn: https://www.linkedin.com/in/lydenfoust/➤ Instagram: https://www.instagram.com/lydenfoust/About Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.Learn more or schedule a free 30-minute demo at https://www.spatial.ai

In this episode, Lyden Foust is joined by Richard Leslie, president of Surface Agency, to explore a new playbook for multi-unit restaurant marketing. Richard breaks down how his team blends customer segmentation, unit-level economics, and geo-targeted media to build bottom‑up strategies that reflect the reality of each trade area. They talk through using mobile location data, k-means clustering, and predictive “next best action” models to identify high-value guests, optimize media spend across channels, and tailor creative to specific neighborhood clusters—ultimately closing the loop between data, local insights, and performance.Chapters:(00:00) Introduction to Surface Agency and Richard Leslie(03:30) The Evolution of Marketing Disciplines(06:36) Understanding Niche Audiences and Cultural Marketing(09:27) The Role of Influencer Marketing in Brand Strategy(12:25) Transitioning to Client-Side Marketing(15:25) The Birth of Surface Agency and Its Unique Approach(18:25) Leveraging Mobile Location Data for Marketing(21:15) Case Study: Red Robin’s Marketing Strategy(24:25) Building a Bottom-Up Marketing System(30:59) Understanding Customer Segmentation and Engagement(32:39) Data-Driven Insights for Actionable Strategies(36:07) Leveraging K-Means Clustering for Marketing Efficiency(39:32) Next Best Actions: Predictive Analytics in Action(42:52) Achieving Marketing Efficiency Through Local Insights(46:24) Optimizing Media Spend Across Channels(48:36) Tailoring Creative Strategies for Targeted Clusters(53:57) Closing the Loop: Integrating Data with Ground InsightsLearn more about Richard Leslie and Surface Agency: https://surfaceagency.coListen to Consumer Code on:Spotify: https://open.spotify.com/show/4JC25NQkp67rVuYpyuf9xz |Apple: https://podcasts.apple.com/us/podcast/consumer-code/id1772758327 |YouTube: https://www.youtube.com/playlist?list=PLxwr-W_NFC9Du0e3BpCpErLdW9Db4XsFAFollow Lyden Foust on:LinkedIn: https://www.linkedin.com/in/lydenfoust/ |Instagram: https://www.instagram.com/lydenfoust/About Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.Learn more or schedule a free 30-minute demo at https://www.spatial.ai

In this episode, Lyden Foust is joined by Ryan Redus, VP of Real Estate at Hopdoddy, to unpack how restaurant brands grow the right way, in the right places. Ryan walks through his path from restaurant marketing to real estate strategy, how his time at Buxton shaped his data-driven approach, and why great site selection is a mix of analytics, negotiation, and on-the-ground intuition. They discuss co-tenancy, visibility, off-premise dining, and how to evolve a brand without losing what made it special in the first place.Chapters:(00:00) Introduction to Ryan Redus and His Journey(03:28) Transitioning from Consulting to Client Side(06:16) Building Relationships and Understanding the Restaurant Industry(09:05) The Importance of Negotiation in Real Estate(11:53) Insights from Buxton: Data and Real Estate Strategy(14:58) Financial Considerations in Real Estate Decisions(17:53) Adapting to Market Changes and Brand Evolution(20:32) Choosing Locations: New vs. Second Generation(23:25) The Future of Hopdoddy and Brand Relevance(25:11) Understanding Consumer Segmentation(27:19) The Shift to Off-Premise Dining(30:07) The Role of Co-Tenancy in Restaurant Success(39:07) Balancing Data and Intuition in Site Selection(49:27) Strategic Growth: The Texas Plus ApproachLearn more about Ryan RedusListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Lyden interviews Gregg Katz, a seasoned expert in retail strategy and location data. Katz shares his journey from a family retail background to becoming a director and chief strategy officer in the commercial real estate sector. He discusses the importance of understanding nostalgic retail trends and how they can inform current business strategies. Katz emphasizes the lessons learned from past retail failures, such as the dangers of rapid expansion and losing sight of core values, while also highlighting the evolving landscape of competition in retail. The discussion delves into the significance of mobile data in retail analytics, the challenges posed by regulatory changes, and the need for businesses to adapt their strategies to meet the demands of an aging consumer base.Chapters:(00:30) Nostalgia in Retail: A Journey Through Time(03:24) Lessons from the Past: Retail Patterns and Insights(06:13) The Fast Expansion Trap: Sweetgreen and Beyond(09:09) The Don't Die Theory: Surviving in Retail(11:42) From Burritos to Real Estate: Greg's Career Transition(14:27) Building a Data-Driven Strategy in Retail(17:21) The Evolution of Mobile Data in Retail(20:10) Transformative Retail Insights: Case Studies(31:14) The Aging of America: A Retail Shift Ahead(32:27) The Overlooked Generation: Gen X's Role in Retail(35:21) Placemaking: Creating Community for All Generations(37:49) Understanding Customer Behavior Across Generations(40:08) Navigating the Data Deluge in Retail(48:49) The Future of Mobile Data Regulations(53:38) Retail Strategies for 2025 and BeyondFollow Gregg Katz on: LinkedInListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Thomas Paulson, head of market insights at Advan Research, shares his expertise on economic trends, retail dynamics, and consumer behavior. He discusses the K-shaped economy, the impact of private label brands, and insights from Black Friday shopping. Paulson emphasizes the importance of understanding market signals and the role of influencers in shaping consumer preferences. He also provides predictions for the retail landscape in 2026, highlighting the challenges and opportunities that lie ahead for retailers.Chapters:(00:00 Introduction(03:23) Thomas Paulson's Background and Wall Street Experience(06:11) Understanding Data Sources and Economic Trends(09:17) The K-Shaped Economy Explained(12:31) Navigating Stock Market Dynamics(15:26) Retailer Strategies in a Changing Economy(18:26) Consumer Behavior and Influencer Impact(21:30) The Future of Retail in a K-Shaped Economy(24:13) Private Label Trends and Market Dynamics(29:21) Understanding Secular and Cyclical Trends(30:22) Market Dynamics and Brand Preferences(31:33) The Shift Towards Healthier Choices(34:43) Analyzing Black Friday Trends(41:00) Post-Black Friday Insights(42:13) Retailers Adapting to Market Changes(46:20) The Impact of Influencers on Retail(50:14) Walmart's Strategic Innovations(51:35) Looking Ahead to 2026Learn more about Advan at advanresearch.comFollow Thomas Paulson on LinkedIn.Listen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Lyden interviews Erich Kahner, Senior Director of Strategy and Insights at Dunnhumby, about the Retailer Preference Index (RPI). The RPI measures the strength of a retailer's customer value proposition and its impact on market share growth. Kahner discusses the methodology behind the RPI study, which combines consumer surveys with financial metrics, and highlights the five pillars of customer value proposition: price promotions, quality, speed and convenience, digital experience, and operations. The conversation explores shifts in consumer preferences, the importance of savings in the current economic climate, and the implications of the RPI rankings for retailers. Kahner also shares insights from global RPI studies and best practices for retailers to optimize their strategies for long-term success.Chapters:(00:30) Introduction(03:20) Understanding the Retailer Preference Index (RPI)(06:16) The Five Pillars of Customer Value Proposition(09:24) Shifts in Consumer Preferences Over Time(12:13) The Impact of Economic Factors on Retail Strategies(15:25) Quantifying the Value Proposition and Financial Outcomes(18:28) Key Takeaways from the RPI Study(21:29) The Evolving Consumer Landscape(24:41) The Shift to Digital Shopping(28:12) Consumer Frustration and Control in Grocery Shopping(29:38) Top Retailers and Market Dynamics(34:24) Strategic Groupings of Retailers(37:39) Unicorns in Retail: Balancing Quality and Savings(39:58) Challenges for Quality First Non-Conventional Retailers(44:33) Comparative Insights: US vs. Global Retail Markets(47:25) Leveraging RPI for Retail StrategyLearn more about DunnhumbyFollow Erich Kahner on: LinkedIn⁠Listen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this conversation, Bryan Chandler, a partner and managing director at the Shopping Center Group (TSCG), discusses the intricacies of retail real estate, the importance of data analytics, and the evolving dynamics between retailers, brokers, and property owners. He shares insights on the significance of retail intelligence, the role of dark data, and how mobile and psychographic data are transforming site selection and consumer understanding. The discussion emphasizes the need for collaboration among stakeholders in the retail space to navigate the current market challenges and opportunities.Chapters(00:00) Intro(01:08) What is TSCG?(03:34) Retail Intelligence at TSCG(05:18) Bryan's Early Career in Retail(07:35) Bryan's Transition to GIS(10:27) The Spatial Retail Fabric(13:36) Dark Data & Brokers' Insider Knowledge(18:01) Understanding Property Owner Incentives(21:19) How Low Vacancy Rates Impact Retail(25:14) How to Align Retailer, Broker, and Owner(27:08) The Value of Mobile Data (Atlanta MSA Case Study)(32:00) The Value of Psychographic Data (Furniture Case Study)(38:16) Questions to Ask Data Providers(39:47) TSCG's New Dataset(43:56) Parting Advice: Bring Data Analysts to the ConversionFollow Bryan Chandler on: LinkedInListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

Welcome to Market Share Masterclass, a new Consumer Code series featuring rapid-fire, tactical interviews with retail’s boldest operators—unpacking the real strategies behind today’s fastest-growing brands.In this episode, Julian Gottlieb, Senior Analytics Lead at Patagonia, discusses the company's approach to market intelligence, emphasizing the importance of understanding customer insights and the shift towards circularity in retail. He highlights how Patagonia integrates these insights into their digital experience and the significance of mission-driven marketing in building brand integrity. The conversation also touches on the challenges and opportunities presented by the evolving consumer landscape, particularly among younger generations.Chapters(00:00) Introduction to Market Intelligence at Patagonia(03:03) Customer Insights and Circularity(10:22) Activating Insights through Digital Experience(14:39) Experiential Marketing and Brand IntegrityFollow Julian Gotliebb on: LinkedInListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Andy Moncla, President of BI Spatial, discusses the development and application of the Mobility Grid, a tool designed to analyze consumer behavior and site selection in retail. He shares insights from his extensive experience in the industry, highlighting the evolution of market research, the importance of mobile data, and the challenges associated with data accuracy and privacy. The discussion emphasizes the need for businesses to adapt to technological advancements in order to make informed decisions based on consumer demographics and movement patterns.Chapters:(00:00) Introduction(02:30) Early Experiences at Lowe's and Market Research(05:50) Transition to VF Corporation and Customer Data Insights(14:50) Discovery of Mobile Data and Its Impact(17:06) Harnessing Data for Precision and Privacy(17:30) The Evolution of Mobile Data in Retail(22:17) Understanding Mobile Data Sources and Accuracy(26:21) Demographics and Mobile Data: The New Approach(30:45) Navigating the Challenges of Mobile Data Usage(33:18) Introduction to the Mobility Grid(39:11) Understanding Data Processing and Segmentation(44:52) Real-World Applications and Case Studies(47:12) Future of Mobility Data and Trade AreasLearn more about Andy Moncla and BI SpatialListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

Welcome to Market Share Masterclass, a new Consumer Code series featuring rapid-fire, tactical interviews with retail’s boldest operators—unpacking the real strategies behind today’s fastest-growing brands.In this episode, Lyden Foust interviews Tony Tsonis, Senior Director of Digital Marketing at Pet Paradise. They discuss the growth of Pet Paradise, strategies for increasing market share, the importance of customer trust, and how demographic trends are influencing marketing strategies. Tony shares insights on reducing friction in customer interactions, the role of awareness media in building trust, and the significance of understanding customer demographics in shaping marketing approaches.Chapters(00:00) Introduction to Pet Paradise and Growth Journey(02:37) Strategies for Reducing Friction in Customer Experience(06:26) Increasing Market Share Through Awareness Media(14:05) Understanding Customer Insights and Demographics(19:19) Innovative Retail Strategies and Future DirectionsFollow Tony Tsonis on LinkedInLearn more about Pet ParadiseListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Doug Munson, former CEO of MTN Retail Advisors, discusses the intricacies of grocery retail site selection, emphasizing the importance of data collection, the evolution of tools, and the significance of boots-on-the-ground analysis. He shares insights from his career, including foundational moments that shaped his approach to the industry, and offers advice for retail site selectors navigating market saturation and consumer behavior changes.Chapters(00:00) Introduction and Doug Munson’s Background(04:07) The Evolution of Grocery Retail and Site Selection(15:30) Data Collection: From Casing Stores to Digital Tools(19:43) Analytical Tools and Models in Site Selection(26:44) Market Dynamics: Saturation, Cannibalization, and Competition(36:53) Consumer Behavior and Store Performance(48:05) The Future of Grocery Retail: AI, E-commerce, and Evolving FormatsFollow Doug Munson on LinkedInLearn more about RetailStatListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Karlyn Mattson, a merchandising expert, discusses the intricacies of retail merchandising, focusing on the importance of localization, data analysis, and effective communication. She emphasizes the need for retailers to understand their customers deeply and to adapt their strategies based on data insights. Karlyn also shares her experiences from various retail giants and highlights the future of merchandising in the context of technological advancements like AI.Chapters:(00:00) Introduction to Retail Merchandising & Localization(02:22) Key Challenges in Modern Merchandising(04:11) The Power of Communication(05:58) Localizing Product Mix & Strategy(09:36) Understanding Customers Through Data(13:32) Measuring & Iterating Localization Success(44:40) The Synergy of Merchandising and Marketing(57:20) The Future: AI, Data, and Customer ExperienceFollow Karlyn Mattson on LinkedInListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this conversation, Jack Thompson, former CEO of Tango Analytics, shares his unique journey from a developer's background to becoming a leader in retail analytics. He discusses the importance of understanding the retail ecosystem, the transition to analytics, and the innovative methodologies he developed, such as the 18-point survey for site selection. Jack emphasizes the significance of collaboration between operations and real estate, enhancing predictive models through teamwork, and the challenges of working with private equity-backed retailers. He also provides insights into geodemographics and consumer behavior, offering valuable advice for today's retail leaders.Chapters:(00:00) Intro(03:34) Early Influences and the Shift to Analytics(06:17) Site Selection For Taco Bell(09:03) Market Planning Algorithm For Boston Market(14:48) The Tension Between Marketing and Real Estate(16:59) Building Predictive Models for McDonald's(23:18) Better Decisions Through Collaboration(29:22) Consumer-Centric Thinking in Marketing(30:43) Transitioning to Management Consulting(35:22) Founding Tango: A New Era in Analytics(41:17) Building Tango's Unique Software Solution(47:20) PE Vs Privately Owned Retail(50:45) Site Selection: Avoiding Blunders(55:30) Advice for Modern Retail Real Estate LeadersLearn more about Jack ThompsonListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Gary Menger, founder of Applied Geographic Solutions, discusses the intersection of data, demographics, and retail strategy. He emphasizes the importance of understanding data limitations, the art of data interpretation, and the evolving role of site selection in the AI age. Menger shares insights on how retailers can better utilize data to inform their decisions and the necessity of embracing failure as a part of innovation.Chapters:(00:00) Intro(00:27) How AGS Is Going Beyond Census Data(05:06) The Future of Site Selection(14:23) Data Artistry & The Role of AI(21:21) Warning: Don't Get Lost In Data(25:35) Zellers: Your Customers Are Not What You Think(31:28) What Makes a Good Analyst?(33:03) The Genius of Walmart(34:34) Mobility Data's Proper Role(36:41) How Failure Can Be a Good ThingAbout AGS:Applied Geographic Solutions has been powering smarter market decisions for over two decades, always with a focus on providing and supporting the most accurate small area demographic data available, covering the broadest range of topics, and delivered with the maximum flexibility and cutting-edge tools.Learn more about Gary Menger and AGS at https://appliedgeographic.com/Listen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Gary Menger, founder of Applied Geographic Solutions, shares his journey from a young geography enthusiast to a pioneer in the field of demographics and market research. He discusses his early fascination with maps, his transition from academia to the industry, and the significant impact of CompuSearch on retail research. Gary elaborates on the evolution of demographic data, the importance of understanding trade areas, and his collaboration with Experian to build the Mosaic segmentation system. Throughout the conversation, he emphasizes the need for innovation in data analysis and the integration of human intuition with data-driven insights.Chapters:(00:00) Intro(01:24) Gary's Early Interest With Geography(03:45) CompuSearch(21:33) Meeting Richard Webber(25:47) GDSS(29:18) Urban Decision Systems(34:43) Applied Geographic Solutions(36:23) Building Mosaic segmentation system(40:56) Collaborating with ExperianAbout AGS:Applied Geographic Solutions has been powering smarter market decisions for over two decades, always with a focus on providing and supporting the most accurate small area demographic data available, covering the broadest range of topics, and delivered with the maximum flexibility and cutting-edge tools.Learn more about Gary Menger and AGS at https://appliedgeographic.com/Listen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Ashley Robinson, CEO of Seaker Group, discusses her extensive experience in retail real estate and the creation of the Seaker Group. She elaborates on the '10 Things' methodology for retail expansion, emphasizing the importance of a holistic approach that combines art and science in decision-making. The discussion covers various aspects of market strategy, including market build-out, customer pools, sequencing, multi-unit efficiencies, and more. Ashley shares insights on the significance of curiosity in business and personal relationships, highlighting the need for a proactive approach to learning from setbacks.Chapters:(00:00) Understanding Seaker's Methodology for Retail Expansion(06:22) The Importance of Market Build-Out and Sequencing(09:14) Determining Market Potential and Customer Pools(11:56) Sequencing Strategy in Market Expansion(15:54) Multi-Unit Efficiencies and Operational Considerations(20:00) Consumer Perception and Brand Alignment(24:05) Top Line Revenue and Its Challenges(29:58) Construction Costs and Market Indexing(32:57) Competition and Market Share Dynamics(34:02) Market Share and Competition Analysis(36:13) Identifying True Competitors(39:31) Understanding Labor and Business Climate(47:04) Occupancy Costs and Real Estate Decisions(48:54) Cost of Goods Sold (COGS) and Distribution(50:58) Profitability and Strategic Modeling(54:31) Learning from Setbacks and Philosophy of CuriosityLearn more about The Seeker Group.Follow Ashley Robinson on: LinkedInListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Lyden and Hannibal discuss the critical role of site selection in retail growth, particularly through the lens of Baldwin's experience with SiteZeus. They explore the journey from traditional retail to leveraging machine learning for predictive modeling in site selection, emphasizing the importance of understanding customer demographics and site characteristics. The discussion also covers strategies for emerging brands, the significance of proactive real estate processes, and the success stories of brands like Raising Canes and Culver's in navigating the post-COVID retail landscape.Chapters:(00:00) Introduction(06:18) The Journey to SiteZeus: From Yogurt to Software(12:14) Understanding Site Selection for Emerging Brands(18:35) Leveraging Machine Learning for Enterprise Brands(24:32) The Site Selection Process: Step by Step(30:23) Trade Areas and Machine Learning Insights(31:18) Navigating Data Science in Real Estate(35:20) Bridging Generational Gaps in Data Interpretation(38:05) Proactive Real Estate Planning with Machine Learning(41:34) Market Entry Strategies and Risk Assessment(46:24) Evaluating Site Viability Beyond Revenue(49:46) Indicators for Expanding Retail Locations(52:11) Success Stories: Brands Thriving Post-COVIDFollow Hannibal Baldwin on: ⁠LinkedIn⁠Learn more about SiteZeus: https://sitezeus.comListen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Michael Weiss shares his extensive experience in geodemographics, discussing its origins, key pioneers, and early applications in business and politics. He recounts his journey across America to meet various lifestyle segments, highlighting the importance of understanding consumer behavior through data. Weiss also reflects on his time at Environics, the evolution of segmentation, and the future of geodemographics in the age of AI.Chapters:(00:00) The Origins of Geodemographics(11:46) Pioneers of Geodemographics(18:33) Applications in Corporate and Political Worlds(22:20) The Journey of Discovery(26:55) The Evolution of Car Sales and Segmentation(27:40) Memorable Stories from the Field(32:52) The Importance of Ethnographic Research(35:24) Transitioning to Environics and PRIZM C2(37:03) The Role of Naming and Imaging Segments(40:32) Innovations in Geodemographic Segmentation(44:40) The Enduring Relevance of Geodemographics(50:24) Creative Applications of Geodemographics(53:10) Personal Reflections on Data-Driven InsightsFollow Michael Weiss on LinkedIn or contact him at [email protected] for more information.Listen to Consumer Code on: Spotify | Apple | YouTubeFollow Lyden Foust on: LinkedIn | InstagramAbout Spatial.ai:Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance. Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Jonathan Silver, CEO of Affinity Solutions, discusses the importance of behavioral data in understanding consumer spending patterns. He shares his journey from launching a potty training product to leading a company that provides valuable insights to retailers and financial institutions. The discussion covers the evolution of Affinity Solutions, its partnerships with organizations like the National Retail Federation, and the impact of economic indicators on retail trends. Silver emphasizes the need for retailers to adapt to changing consumer behaviors and the significance of data-driven decision-making in the retail landscape. Chapters: (00:00) Introduction (00:30) Intro To Affinity Solutions (03:10) From Potty Training to Retail Insights (11:41) Building Affinity Solutions (17:07) Partnership with NRF and Economic Insights (20:08) Data Applications in Retail Strategy (26:30) Understanding Competitive Insights Through Data (27:08) Unusual Consumer Spending Patterns (28:47) The Importance of Mobile Data in Retail (30:22) Innovative Segmentation in Consumer Behavior (31:18) Retail Trends and Predictions for 2025 (34:35) Economic Indicators Impacting Retail (37:25) Consumer Confidence and Spending Behavior (38:07) Diverse Economies and Consumer Spending (40:07) Balancing Inflation and Discretionary Spending (42:08) Leveraging Data for Customer Insights (44:49) Leadership Evolution in Retail (49:19) Key Questions for Retailers in 2025 (50:56) Conclusion Learn more about Affinity Solutions Follow Jonathan Silver on: ⁠LinkedIn⁠ Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.

In this episode, Nicole Larson, National Manager of Retail Research at Colliers, discusses the retail landscape for 2025, highlighting themes such as cautious optimism among retailers, the impact of consumer sentiment, and the importance of partnerships and alternative revenue streams. She emphasizes the need for retailers to adapt to changing consumer behaviors and the significance of technology and efficiency in driving growth. The discussion also touches on the role of social media influencers in rebuilding trust with consumers and the excitement surrounding innovative retail experiences. Chapters: (00:00) Introduction (01:12) Nicole's Journey Into Retail (03:54) Cautious Optimism in Retail for 2025 (13:41) Optimizing Retail Propositions (16:22) Driving Efficiency in Retail (18:11) Navigating Tariffs and Supply Chain Challenges (21:25) The Power of Partnerships in Retail (28:28) Looking Ahead: The Future of Retail Follow Nicole Larson on: LinkedIn⁠ | ⁠Instagram⁠ Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.

"Retailers that are able to have this blueprint and act quickly are going to be at an advantage for the next couple of years as space is probably going to continue to be very tight." In this episode, Lyden Foust, Brian Strickland, and Dave Huntoon discuss key aspects of market selection and site expansion in retail, focusing on trade areas, customer profiling, and competition. They share insights on using data analytics, including mobile data, to inform strategic decisions and highlight the importance of demographic and psychographic data in understanding customer behavior. The conversation explores retail location strategy, competitive positioning, and site characteristics, offering methods for analyzing trade areas and balancing data-driven insights with real-world observations. Chapters: (00:00) Introduction (07:12) The Site Selection Process (13:06) Understanding Trade Areas and Customer Profiling (24:14) The Role of Competition in Site Selection (30:36) Granular Analysis of Trade Areas (36:11) Evaluating Market Expansion Strategies (42:22) The Art of Location Decisions (50:18) Learning from Outliers Learn more about Kalibrate Follow Dave Huntoon on: LinkedIn⁠ Follow Brian Strickland on:⁠ LinkedIn⁠ Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.

"When you put data up against a gut feeling, the data wins more than 50% of the time." In this episode, Andrew Neelon, founder of 1REC and SVP of Development & Strategy at Elase Med Spas, discusses the intricacies of retail site expansion and market selection. He shares insights from his experience at Bonobos, highlighting the importance of data-driven decision-making in site selection, the unexpected successes and failures of various locations, and the contrasting dynamics of e-commerce and brick-and-mortar retail. Neelon emphasizes the need for DTC brands to understand unit economics, forecast ROI accurately, and navigate the complexities of staffing and lease agreements. He also challenges conventional wisdom in site selection and advocates for a nuanced approach to understanding customer demographics and market saturation. Chapters: (00:00) Introduction to Retail Site Expansion (03:27) The Evolution of Bonobos: From E-commerce to Brick-and-Mortar (06:31) The Power of E-commerce Data in Site Selection (09:15) Unexpected Successes: Case Study of the Shea in DC (12:27) Lessons from Failed Locations: The Walnut Street Experience (15:29) Understanding the Economics of E-commerce vs. Brick-and-Mortar (18:32) Strategies for DTC Brands Considering Brick-and-Mortar (21:32) Forecasting ROI for New Retail Locations (24:24) Step-by-Step Process for DTC Brands Entering Retail (29:04) Navigating the Chaos of Opening a New Store (29:41) Market Selection: Beyond E-commerce Data (32:03) Understanding Market Saturation and Competition (34:24) Scaling Store Locations: The Complexity of Expansion (38:28) Store Rationalization: Cost Management and Metrics (44:08) Lease Agreements: Understanding the Financial Implications (45:07) Operational Considerations in Site Selection (47:25) The Role of Pop-Up Shops in Market Testing (50:49) Marketing Strategies for New Store Openings (52:44) Challenging Conventional Retail Site Selection Methods Follow Andrew Neelon on: LinkedIn | 1REC | Substack (Clicks to Bricks) Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.

"Here's the beauty of demography: it's simple. It's not rocket science. Demographics is definitive." In this episode, Ken Gronbach discusses the profound impact of demographics on business and marketing strategies. He shares insights from his experiences in the advertising industry, particularly focusing on generational shifts and their implications for market dynamics. Gronbach emphasizes the importance of understanding population trends, labor market changes, and the role of immigration in shaping economic opportunities. He also highlights the significance of geography in market success and provides examples of how businesses can leverage demographic insights for growth. The discussion concludes with predictions for the future, particularly regarding Generation Z and the Americas' economic prospects. Chapters: (00:27) Introduction (06:22) The Impact of Generation X on Markets (13:01) Understanding Market Dynamics and Labor Needs (18:21) The Importance of Immigrant Labor in the Economy (21:36) Geography's Role in Market Success (23:24) Demographic Trends in Retail and E-commerce (27:48) Common Mistakes in Understanding Demographics (32:37) The Future of Generation Z and Market Opportunities (35:24) Looking Ahead: The Future of the Americas Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: LinkedIn | Instagram Follow Ken Gronbach on: Website | LinkedIn About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.

"Companies like Apple and Google have a clean simple feed for themselves while everyone else is working with the scraps of the data. But what we're able to do with those scraps can be really powerful." In this episode, Lyden Foust interviews Jack Schroder, Lead Data Scientist at Spatial.ai, to explore the intricacies of mobile location data. They discuss its definition, various use cases, the importance of customer segmentation, privacy concerns, and the sources of mobile data. Chapters:  (00:00) Introduction (01:29) Understanding Mobile Location Data (02:52) Use Cases of Mobile Data (06:37) Customer Segmentation and Insights (08:24) Privacy Concerns and Data Aggregation (10:49) Limitations of Mobile Data (15:06) Factors Affecting Data Accuracy (20:35) Evaluating Mobile Data Providers (26:03) Advice for Using Mobile Location Data Follow Jack Schroder on: LinkedIn Listen to Consumer Code on: ⁠Spotify⁠ | ⁠Apple⁠ | ⁠YouTube⁠ Follow Lyden Foust on: ⁠⁠LinkedIn⁠⁠ | ⁠⁠Instagram⁠ About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at ⁠spatial.ai⁠ or ⁠schedule a free 30-minute demo⁠.

"I want data to be in charge of us instead of us in charge of data. Let data speak for itself." In this episode, Richard Webber—founder of the Mosaic and Acorn geodemographic segmentation systems—shares how OriginsInfo (aka Origins) began. OriginsInfo is a consumer insights consultancy and analytics tool enabling applications and businesses to acquire valuable customer insights purely from a first or last name. Lyden and Richard discuss the role of cultural heritage in geodemographics and how AI could impact the future of the industry. Chapters:  (00:00) Introduction (00:45) What is Origins? (2:43) How Origins began (6:57) Targeting cosmetics to ethnic groups (7:53) Methods for finding the origin of surnames (11:16) How curiosity leads to innovation (12:25) Combining PersonaLive and Origins (13:19) Cultural heritages and professions (17:05) Data-driven vs theory-driven decisions (19:31) Letting data be in charge of us (20:28) Origins and AI (23:30) The benefits of travel (24:54) Lyden's journey into geodemographics (25:54) Conclusion Learn more about Richard Webber and Origins at ⁠https://originsinfo.com Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: ⁠LinkedIn⁠ | ⁠Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.

"We're here 50 years later and this same type of thinking is still used throughout marketing." In this episode, Lyden Foust is joined by Richard Webber, the originator of geodemographic segmentation systems, Mosaic and Acorn. They discuss the evolution of these systems, the importance of understanding both human behavior and computer data, and how these classifications have been applied in market research and social planning. Webber shares insights from his early work in Liverpool, the transition to commercial applications, and the role photography played in the development of these systems. Chapters: (00:27) Introduction (02:35) What is a geodemographic segmentation system (04:39) Classifying Liverpool neighborhoods (08:30) Appending service data (10:37) Demographics and behavioral data (11:43) Creating England's national classification (13:57) Commercialization of Acorn (18:41) Segment naming and imagery (21:14) The role of photography in classification (24:49) Validating classification systems (28:28) Geodemographics in political campaigns (31:27) Tennis players vs golfers (32:08) Polarization of neighborhoods Learn more about Richard Webber and Origins at ⁠https://originsinfo.com Listen to Consumer Code on: Spotify | Apple | YouTube Follow Lyden Foust on: ⁠LinkedIn⁠ | ⁠Instagram About Spatial.ai: Spatial.ai’s PersonaLive is an advanced consumer segmentation platform for developing data-driven marketing strategies. PersonaLive categorizes U.S. households into 17 groups and 80 segments using consumer behavior data from transactions, mobile visits, and social media activity, providing marketers with deep insights for effective audience targeting. From mid-sized retailers and agencies to Fortune 500 companies, hundreds of businesses use PersonaLive to drive strategic decisions and enhance marketing performance.  Learn more at spatial.ai or schedule a free 30-minute demo.