The Role of Cambridge Analytica in Elections

Cambridge Analytica claimed to revolutionize political marketing by utilizing psychographics, which analyze personality traits to tailor ads to individual voters. This approach goes beyond traditional methods of segmenting audiences based on demographics, aiming instead to connect with voters on a deeper emotional level. However, investigations revealed that despite their bold claims, they did not significantly impact Donald Trump's campaign, as their techniques were not thoroughly applied. Ultimately, the firm’s supposed influence stems more from narrative than from proven effectiveness in swaying the election results.