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Residual spatial autocorrelation is a situation frequently encountered in regression analysis of spatial data. The statistical problems arising due to this phenomenon are well‐understood. Original developments in the field of statistical analysis of spatial data were meant to detect spatial pattern, in order to assess whether corrective measures were required. An early development was the use of residual autocorrelation as an exploratory tool to improve regression analysis of spatial data. In this note, we propose the use of spatial filtering and exploratory data analysis as a way to identify omitted but potentially relevant independent variables. We use an example of blood donation patterns in Toronto, Canada, to demonstrate the proposed approach. In particular, we show how an initial filter used to rectify autocorrelation problems can be progressively replaced by substantive variables. In the present case, the variables so retrieved reveal the impact of urban form, travel habits, and demographic and socio‐economic attributes on donation rates. The approach is particularly appealing for model formulations that do not easily accommodate positive spatial autocorrelation, but should be of interest as well for the case of continuous variables in linear regression. [ABSTRACT FROM AUTHOR]