- 01
Choose a learning area
Define the geographic question in plain language and record why it matters to the practice. Use the office’s actual location and aggregate relationships as the starting point. A convenient map shape is not enough justification.
- 02
Keep the test comparable
Identify the service, message, period, and outcome being studied. If everything changes between areas, it becomes harder to understand what the geographic comparison means. Record differences that cannot be controlled.
- 03
Evaluate the patient journey
Review suitable inquiries, booking, and access questions together. A cluster that produces interest but few completed visits may require a different explanation or may be impractical for that office. More exposure is not the only possible answer.
- 04
Expand with a reason
Use the findings to keep, adjust, or end the test. Document what evidence would justify adding another area. Expansion should preserve the ability to understand results rather than turn the plan into an undifferentiated reach target.
A planning exercise, not a client result
Put the idea to work
Planning exercise: two research clusters produce different booking patterns. Check the message, availability, and access experience before attributing the difference entirely to geography. Preserve the uncertainty and decide what additional observation would be useful.
What to watch for
- A cluster chosen only because it is easy to draw
- Several uncontrolled changes in one comparison
- Expansion without a learning objective