How did a new breed of "precision pollsters" in 2012 markedly alter the way established firms conducted polling?

Question

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The new breed of "precision pollsters" in 2012 markedly altered the way established firms conducted polling by focusing on trends in various groups, especially in the swing states, to accurately predict an Obama win in both the popular vote and the Electoral College. This approach differed from the traditional polling methods of established firms that relied heavily on national surveys and did not account for localized differences in voting behavior. As a result, the precision pollsters' approach proved to be more accurate in predicting the election outcome.

How Did a New Breed of "Precision Pollsters" in 2012