Trendsetters can be identified as people who are cutting edge of a variety of areas such as technology, fashion, entertainment, and social issues. For example, when screening for young adult urban trendsetters, one market research firm asks about the subjects of recent conversations with a close friend. If the answer is "my boyfriend" or "my acne", they are discarded from the potential pool of trendsetters. Sometimes it is useful to engage people who are trendsetters in a particular area (e.g. music) while other times you may look for people who are forward thinking in many areas (e.g. music, fashion, social issues). Trendsetters are also identified by having large networks of friends and associates and are considered 'influencers' by their peers. In addition, trendsetters are generally screened for articulateness so that their attitudes and thoughts can be clearly conveyed and understood.