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How Trump Used Psychometrics to Win

By Shlomo Maital

 

   My friend Einar Tangen drew my attention to this article:

https://motherboard.vice.com/en_us/article/how-our-likes-helped-trump-win

     Here is the jist of it.

  • A psychologist named Michael Kosinski developed a method to analyze people in minute detail, based on their Facebook activity. The technique is known in general as psychometrics: Measuring psychological characteristics from available data.
  • The company behind Trump’s online campaign (a key part of his win) was Cambridge Analytica, a Big Data company, which also worked on the LeaveEU campaign for the pro-Brexit group.   Cambridge Analytica apparently used Kosinski’s findings…
  • How does it work?       Cambridge Analytica “buys personal data from a range of sources”… aggregates it with the electoral rolls of the Republican party, and calculates a Big Five personality profile… digital footprints “suddenly become real people with fears, needs, interests and residential addresses.” Motherboard was told: “We (Cambridge Analytica) have profiled the personality of every adult in the U.S. – 220 million people!”.  
  • An example:   Design an ad based on gun rights.   An image on the left: an intruder smashing a window.       On the right: a man and a child standing in a field, at sunset, both holding guns, clearly shooting ducks.       Tradition, habits, security, family.
  •    “Pretty much every message that Trump put out was data-driven”.         E.g., on the day of the 3rd presidential debate (the one Trump did well at),   Trump’s team tested 175,000 different ad variations for his arguments, to find the right versions above all, via Facebook.       They found what resonated most.       “We can address villages or apartment blocks in a targeted way. Even individuals”.
  • One goal was to “suppress” Hillary voters. How?       Keep left winters, blacks, etc. away from the polls, by (in Miami’s Little Haiti) stressing how the Clinton Foundation failed in its efforts to help, after the Haiti earthquake. These dark posts “can only be seen by users with specific profiles…”.  

 

   Amazing that Trump, who lacks even a computer on his desk, was elected by some very very advanced Big Data methods. Thank Steve Bannon, who is not to be underestimated…ever!

Blog entries written by Prof. Shlomo Maital

Shlomo Maital
March 2017
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