Problems surrounding the retail property market in a complex conurbation: the case of Stoke‐on‐Trent, UK

This paper examines the nature of property advice in fragmented local property investment markets using, as an exemplar, the retail sector in The Potteries conurbation. The views of major actors within the process, obtained from in‐depth interviews, are discussed and placed in context alongside the unique fragmentation to be found in The Potteries conurbation. The approaches to market analysis and understanding of locational decision making by local and national property agents are compared and contrasted. Evidence is found for the use of objective and detailed data gathering and modelling as well as the more traditional market empathy or “feel”. The potential role of a GIS for handling the information is also covered. The conclusion is that, while a GIS would improve awareness, knowledge and understanding of the retail locations vary and that this only strengthens the need for local experts.