The Wednesday-morning keynote audience at the 2008 Institute for International Research's annual The Marketing Event was filled with self-confessed Archery Moms (they like hiking and backpacking), Old New Dads (men who fathered a child after the age of 40), Pet Parents (they love their dogs and cats like a kid), and Uptown Tattoos (businesstypes who've graphically illustrated their skins).

Kinney Zalesne, co-author of Microtrends, The Small Forces Behind Tomorrow's Big Changes (Twelve, 2007), came to the grand ballroom of the Disneyland Hotel to talk about the way clusters of people behave.

Microtrends are a bit like salted peanuts – they're tasty, and once you start, it's difficult to stop. Zalesne and her co-author

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