Choose the spatial unit deliberately
Counties, ZIP codes, service areas, and travel-time catchments answer different questions. A convenient boundary is not automatically the correct analytical unit. Define the decision first, then determine the geographic resolution the source can actually support.
Do not manufacture precision
A state-level total cannot be redistributed across counties without an additional model and defensible allocation inputs. If geographic attribution is absent, state that limitation rather than presenting an apparently precise map.
Normalize before comparing
Absolute counts often reflect population size or market volume. Rates require a denominator aligned with the question, the period, and the population represented in the numerator. Small denominators can produce unstable comparisons.
Test boundary sensitivity
Aggregated patterns can change when boundaries change. Check whether the conclusion survives reasonable alternatives and avoid inferring individual behavior from area-level relationships.
What evidence would change the preferred option?
Explore the Quantara Decision Stack™