Spotlight Analysis, a democratic consultancy, used political microtargeting to analyze neighborhood details, family sizes, and spending patterns to categorize every American of voting age --- 175 million of us--- into 10 "values tribes". Individual tribe members do not necessarily share the same race, religion, or income bracket, but they have common mind-sets about political issue: God, community, responsibility, opportunity. Spotlight identified a particular morally guided ( but not necessarily religious) tribes of some 14 million voters that it dubbed "Barn Raisers" Barn Raisers comprise many races, religions, and ethnic groups and around 40 percent of Barn Raisers favor Democrats and 27 percent favor Republicans. Barn raisers are slightly less likely to have a college education than spotlight's other swing groups. They are active in community organizations are ambivalent about government, and care deeply about "playing by the rules" and "keeping promisses", to use Spotlight's definitions. Spotlight believed that the Barn Raisers held the key to the race between Obama and his Republican challenger, Arizona Senator John McCain