Right or wrong, I tend to rely on my gut for market research as well (coincidentally, I’m reading an excellent book on this topic, Gut Feelings). Although it’s worth mentioning I do perform traditional market research in conjunction.

I don’t know if we do, necessarily, a lot of deep analysis or market research, per se. We certainly do a certain level of research. But again, it is so nuanced and comes back to having your ear to the ground, and having a sense of kind of the ebb and flow of what’s going on out there, at least in terms of retail or restaurants or coffee, or whatever the particular area is. So it’s kind of a combination of, like I said, having your ear to the ground, instinct, and a certain level of research.

So it’s not like we went to a traditional retail-marketing firm and said like, “This is our demographic, and please come up with a list of [laughs] candidates that fit that.” It’s really so much more of a psychographic. It’s more nuanced than that.