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Here’s perhaps the most common question in business: What do people want? But there’s a bigger, better, and meatier question to ask: Why do people want what they want? If you can answer that, you know what’s driving people’s spending — and you can understand where they might be spending next. That’s what we at Entrepreneur endeavored to do, by looking at four of the hottest trends in franchising today. See more insights to get started in your journey as a franchise owner on entrerpeneur.com.