Candidates and campaigns at all levels can succeed by learning more about the voter types in their electoral areas. People with similar backgrounds, demographics and lifestyles tend to support the same types of candidates because they agree on issues and have the same beliefs. Campaigns can use demographic and lifestyle data to locate supporters and drum up more support. In Los Angeles, mayoral candidates Eric Garcetti and Wendy Greuel have a bit of a challenge because many of their supporters come from the same types of neighborhoods. Differentiating themselves at both ends of the support base may be the key to winning the election.