I think the key is independent research that isn't done by the leasing company or the person who owns the property or really anyone who has a stake in you purchasing that location. The exception might be financial records from the business that was there before you, if there is one.
I think a lot of the problem is that most people don't know how to do market research and, if they're committed to their project, they want to believe it will succeed. So they ignore the indications that it might not.
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