Seeking Deep Neighborhood Data

In Progressive Grocer:   what we often discovered, data is not complete enough to effectively leverage.  Its not only about siting, as covered here.  Answer is to integrate other kinds of data.    So the 'Big' here is not volume, but appropriate variety of data.

" ... Grocery retailers selecting sites for new stores should gather information using a process called the neighborhood deep dive, which delves further into neighborhood dynamics than traditional research methods, writes Peter Infante, president of media and communications agency Butler/Till. The method includes secondary research using ZIP-code-level consumer shopping data, social media monitoring and neighborhood visits. ... "