Philipp Lüttke focuses on a scientific approach that relates diffuse descriptions of consumers to shopping centers, selective customer surveys, changing market participants and concepts, as well as the effects of a changing society. The author demonstrates that a thorough analysis of current and anticipated consumer structures and needs, along with the mechanisms influencing consumers, is essential. The aim of making soft factors measurable is narrowed down through causal dependencies. The objective of this evaluation tool is to develop a transparent, pragmatic, and as comprehensive as possible decision-making aid.