Sticks Kebob Shop (Sticks), a small restaurant chain headquartered in Charlottesville, Virginia, is interested in opening its fifth quick-service restaurant, and the executives have narrowed their search to four targets. But before selecting the site, they want to get a better sense of who Sticks’ customers are, which location will attract the best customers, and how best to connect with customers. Although they have a rough idea of their customer base from anecdotal evidence, they decide to collect survey data to confirm their hypotheses. Will the demographic and psychographic assumptions they gathered from talking to people in stores align with the survey answers? And what will the data tell them about where to locate their next store, and about which marketing channels and messages would be most effective in promoting it?