State the behavioral assumptions
Document how simulated shoppers choose destinations, move through aisles, and respond to queues. These are assumptions, not evidence of what real customers will do. Avoid interpreting simulated preference as proven purchase intent.
Use simulation to compare hypotheses
Compare alternative layouts under the same assumptions. Vary arrival patterns and movement rules to see whether a conclusion is stable. Investigate results that reverse when an uncertain input changes.
Validate with people
Use site observations, interviews, or a controlled trial to test the selected hypothesis. Compare observed behavior with the scenario. Keep simulation outputs separate from measured conversion, satisfaction, and sales results.