Many of the trends and movements that influence the country originate from small intense subgroups. It is not enough to look at a few large macrotrends. Conventional analysis involves analyzing major trends and averaging people into the lowest common denominator. Microtrends, by comparison, considers a greater level of individuality and the shared needs, wants, habits, and preferences among a comparatively small group of people. A microtrend is at least 1% of the population, but can be a leading indicator for future trends for the rest of the population.
A few example microtrends include extreme commuters, working retired, and people who have gone through personal bankruptcy. They are open and more receptive to relevant products and services that meet their special needs and wants. Each microtrend tends to be driven by a rational change or behavior. Finding them may involve identifying where they are pursuing common activities.