Whether or not they're trends, they're certainly micro — marketing studies gussied up as social science.
In the micro market, Echo offers a tiny umbrella with bright blue and green latitudinal lines and a brushed steel handle (above right, $30 at Saks Fifth Avenue).
But detailed analyses of micro market data, such as Mr Jensen's study, demonstrate that phones really do make people better off.
For example, he wouldn't buy more than five hats of the same print from a supplier such as Babtunde, because once he's sold five of the same cap, demand within his given micro market will plummet.
"While London is a micro market of its own, other parts of the country are seeing far less activity and demand, which is keeping a lid on prices, although house price growth is beginning to increase elsewhere," said Mark Harris, chief executive of mortgage broker SPF Private Clients.
Big companies moved in to the new micro market.
By parsing the landscape into micro-markets, Qlika lets marketers run thousands of differentiated, targeted campaigns, which, in aggregate, provide access to a larger audience while ensuring that messaging remains specific to each individual market.
There are as many micro-markets as there are categories in art and they do not follow the same patterns.
Cowden is happy with empowering ambitious young entrepreneurs such as Mfula and would like to have more of them filling micro-markets in Johannesburg and elsewhere.
