Turley Associates

Spatial analysis of survey results reveals new insights

Planning consultancy Turley Associates asked Geofutures to analyse the results of a retail survey of Newcastle-upon-Tyne city centre.

The residential locations of the survey respondents were analysed to discover deeper insights into their geo-demographic profile and the influence of geography on their shopping preferences.

Analysis of the respondent sample against residential densities across the catchment area showed significant variations, suggesting the Tyne forms an important physical and/or cultural barrier to residents around Sunderland and that competition from the Metro Centre is significant: important insights which might otherwise be missing from the survey conclusions.

The geo-demographic profile of the survey respondents was also added to the mix, allowing identification of the likeliest household types to be found shopping in the city centre – valuable information in planning urban attractions.

The impact of regional transport links was also identified, and survey results of this kind can be further explored, using techniques such as geographically weighted regression to analyse the influence of modes of transport, congestion and other factors on residents’ retail choices.

Insights of this kind add layers of intelligence to basic survey findings, helping retail and urban planners to fine-tune policy and implementation in future.