• Microtrends

  • The Small Forces Behind Tomorrow's Big Changes
  • By: Mark J. Penn, E. Kinney Zalesne
  • Narrated by: Brett Barry
  • Length: 12 hrs and 31 mins
  • Unabridged Audiobook
  • Release date: 11-09-2007
  • Language: English
  • Publisher: Hachette Audio
  • 2.5 out of 5 stars 2.5 (2 ratings)

Publisher's Summary

Mark Penn argues that the biggest trends in America are the Microtrends, the smaller trends that go unnoticed or ignored. With years of experience as one of world's most highly regarded pollsters, Penn identifies the new microtrends sweeping the world, such as "Single Women by Choice" and "Sun Haters". Microtrends highlights everything from religion to politics, from leisure pursuits to relationships, and will take the listener into the worlds of polling, targeting, and psychographic analysis, reaching tantalizing conclusions through engaging analysis.
©2007 Mark Penn (P)2007 Hachette Audio
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Critic Reviews

"The ideas in his book will help you see the world in a new way." (Bill Clinton)
"Mark Penn has a keen mind and a fascinating sense of what makes America tick, and you see it on every page of Microtrends." (Bill Gates)
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Customer Reviews

Most Helpful
2 out of 5 stars
By Greg B on 15-10-2007

Interesting ideas, but fell asleep

I was very intrigued by the description of this book and all the "rave" reviews it has gotten, but once I got through 4 hours of it I couldn't stand it and turned the radio on. It started out well and I really enjoyed listening to how the demographics of the world has been changing, but it got stale after a while. It seemed like the same idea being expressed..... the world is changing.

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9 of 9 people found this review helpful

3 out of 5 stars
By Kaeli on 13-01-2008


This book alternates between facinating and infuriating. The author's thesis that America is hardly a melting pot, but a pointalism painting that must be examined on the small-scale to be appreciated as a whole is rivetting and enlightening. However, the slightest knowledge of statistics, research methods, or polling methods makes his use of numbers and polls down-right frustrating. He never really properly addresses the problems of bias, skewed results, or problems with the ways questions are formed. And while many of his assertions are interesting, some of them are too hastily made (and many are down-right silly), which distracts from the overall message. However, by ignoring his playing fast and loose with numbers and rush to hypothesis, it's a great book. In other words, if your looking for an interesting introduction to polling, go for this book. Most people can find themselves in at least one of the categories-I'm a bit of an oddball so I was suprised that I was only in the "Upscaled Tattoo" group (in which he makes NUMEROUS errors in assumptions-the Macdonaldization of tattooing is a terrible idea). This helps support his overall thesis-we can't insist everyone be "American," when there are so many ways to be American. Plus, he points out many things that are easy to overlook. For instance, railing against illegal immigrants may not be a great idea for politicians because, even though the aliens can't vote, chances are they have family and friends in country who CAN.

But if you want serious numbers and accounting of actual trends in America, this book will leave you wanting.

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7 of 7 people found this review helpful

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