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AI Case Study

Cambridge Analytica claims to have targeted voters by modelling voter propensity to persuasion through a variety of emotional state approaches

The marketing claims by Cambridge Analytica to have developed an approach to influencing public opinion by driving individualised messaging targeting key emotional states and life approaches has been somewhat walked back in the face of media and, subsequent, regulatory investigation. The role of this in key recent political campaigns including the Cruz and Trump Presidential campaigns remains a matter of dispute.


Professional Services

Consultancy And Business Services

Project Overview

According to Wikipedia: "The company claimed to use 'data enhancement and audience segmentation techniques' providing 'psychographic analysis' for a 'deeper knowledge of the target audience. The company uses the Big Five model of personality. Using what it calls 'behavioral microtargeting' the company indicated that it can predict 'needs' of subjects and how these needs may change over time. Services then can be individually targeted for the benefit of its clients from the political arena, governments, and companies providing 'a better and more actionable view of their key audiences.' According to Sasha Issenberg [a journalist with extensive experience of political campaigning techniques], CA indicates that it can tell things about an individual he might not even know about himself."

Reported Results

Political scientists and campaigners have been highly sceptical about the actual effective impact of CA's online data tools in campaigns.




Data Science


Political campaigns are increasingly using micro-targeting of messages to individual (or heavily segmented) voters to persuade them to vote for their candidates - or not to turn out for opponents.



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