MotivBase’s microculture algorithm gives insights and innovation teams a clearer line of sight on how microcultures are growing in relation to the macroculture we're studying. In other words, microcultures are a subset of conversations contained within a macroculture, centered on a shared belief. You can think of them as niche sub-cultures of the overall culture of study.

When determining the maturity of a microculture, we zoom in on the overlap between the consumer culture identified by the macroculture and the one identified by the microculture. We do this so we know which microcultures are the largest, growing the fastest, and showing the most room for innovation, disruption, or stability relative to the macroculture we care about.

That’s why the current and predicted microculture maturity are always less than the predicted macroculture maturity: they are relative to it. In the above example, the microculture of natural remedies is growing within the macroculture of gut health, so the role of natural remedies in the context of gut health cannot surpass the culture of gut health itself.

Microculture populations are similarly as a subset of the macroculture’s population.

In the above example, we can see that over 31M of 52M consumers expected to be involved in the gut health conversation over the next 1-2 years are particularly interested in healing their gut health naturally. This tells us that natural remedies play an oversized role in the broader conversation on gut health, capturing over half of the total addressable population.

Prioritizing microcultures is now incredibly easy.

First, is the macroculture growing?

We can now better answer questions of prioritization, offering a clear way forward in terms of pinpointing short to long term innovation opportunities and responding to the future of a trend.