The project combined datasets from SafeGraph Patterns, which captures block groups that people come from to visit home improvement stores, and Spatial.ai Geosocial, which captures people's dominant social media interests in block groups. By combining these datasets, researchers were able to segment home improvement stores by their customers' top interests on social media and understand how new customer interests rise or fall post-COVID. The analysis revealed that younger urban consumers and knowledge workers are taking on DIY projects, with segments such as Youth & Urbanicity, Higher Income Urban, and Nightlife showing a strong affinity for these activities. To capitalize on this trend, home improvement retailers can personalize their shopping experiences, communicate with new customers, and launch long-term strategies such as site selection, co-tenancy, merchandising, and advertising that resonate with these emerging segments of behavior.