One of the major challenges of modern political campaigning is to identify and address the predominant issues that a constituency is focused on. Telephone surveys and focus groups are expensive, restricted in scope and are pre-structured to quantify sentiment towards known issues and contenders, with limited capability to identify the “dark horses” of politics, the “unknown unknowns” that may have a critical effect on the political scene and local issues of attention of particular communities that can be leveraged to swing the vote in those sectors. The ability of a campaign to tailor messages to different communities and social sectors and to project a sense that the candidate knows what is "on their minds", is "talking to them" and "listening to them" can have a decisive influence.