Eric Busboom.
An isochrone is the area of travel from a point in a constant time, which allows for more realistic analysis of retail cachment areas than a simple radius.
An isochrone ( meaning “equal time” ) is an area that encloses the points one can travel to in a fixed time. For a bird, an isochrone would be a circle, but humans usually have to follow roads, so human isochrones have shapes that mirror the road network. Despite the name, isochrones are most often computed using a fixed distance. For instance, a 5km isochrone would be all the points that are within 5km of a point, but using distances based on a road network, not the straight distance. So, instead of a 5km radius circle, a 5km isochrone will have a non-circular shape.