In any given campaign (be it business or political), only a small percentage of the general population will actually determine the outcome.  Figuring out who these people are and what messages will work with particular sub-groups is what we call micro-targeting.  Strategic Planning’s founder, Michael Dawidziak, was one of the innovators in this field (in the 1970’s) combining demography with computer technology.  Targeting the majority of resources to the “swing cells” is a vital ingredient to victory.