Marketers have used similar differentiation and segmentation services services, such as PRIZM from Claritas , which creates 66 demographically and behaviorally distinct segments of consumers based on Census and other types of data. The election of President Obama was significant in many ways to many people. As marketers, it represented a continuing evolution of the use of market research data at the individual level. Political consultants have used survey statistics for a long time to help their candidate tailor campaign messages.