Figures close to Donald Trump, such as his chief strategist Steve Bannon and the Silicon Valley billionaire Peter Thiel, are closely acquainted with cutting-edge data analytics techniques, via companies such as Cambridge Analytica, on whose board Bannon sits. During the presidential election campaign, Cambridge Analytica drew on various data sources to develop psychological profiles of millions of Americans, which it then used to help Trump target voters with tailored messaging.
This ability to develop and refine psychological insights across large populations is one of the most innovative and controversial features of the new data analysis. As techniques of “_____ _____”, which detect the mood of large numbers of people by tracking indicators such as word usage on social media, become incorporated into political campaigns, the emotional allure of figures such as Trump will become amenable to scientific scrutiny. In a world where the political feelings of the general public are becoming this traceable, who needs pollsters?