Consumers are faced with many options when shopping for goods and services making accurate performance measurement difficult. The first problem is that simple trade area definitions can't explain and quantify the complex nature of consumer purchase behavior where mobility means that consumer purchases are typically made across a wide variety of trade areas. Technically this means that demand rarely equals supply within a trade area, and the subsequent disequilibrium (S≠D) creates a major accuracy problem. This image shows the overlapping radii trade areas that are necessary to account for consumer purchase behavior. This creates analytical chaos making it virtually impossible to accurately calculate useful and comparable trade area metrics using conventional trade area definitions. Exceed uses a system of multiple trade area layers to solve the mobile consumer problem and calculate accurate S&D metrics. This allows us to compare and rank the market potential of individual trade areas.