Data Methodology

Dataset	Tells you	Used by
Observed visits (Factori mobility data)	How many people come, when and where from	Visit trends, day-part, true trade area, Compare, Cannibalization
Resident demographics	Age, income, net worth, credit, education, tenure, household size	Demographics, Trade area, Audience fit
Points of interest	Category, brand, rating, reviews, price tier, hours, attributes	Area snapshot

A catchment selects hexagon cells, and every number is a total or share over them. Reports use aggregated data, so no individual is identifiable.
Total visits counts every visit including repeats. Unique visitors counts each person once in the time range.
True trade area: visitors' home neighbourhoods are ranked by contribution and added from the top until the coverage target is met, then merged into a smoothed outline.
Ratings reflect public reviews; attributes are recorded where businesses declared them, so a low share can mean "not declared".
Freshness: reports show "Data as of". When newer data is loaded, comparisons and assessments built on a preset window offer Refresh, which keeps the previous version. Custom date ranges are fixed.