Alexander Nix, CEO of Cambridge Analytica, was also urbane and slippery on his company's activities for the Trump Campaign. He twisted Qs, and although I didn't transcribe the umms and ahhs there was a certain coyness before he actually named FB.
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Jamie Bartlett interview of Alexander Nix, CEO of Cambridge Analytica, Secrets of Silicon Valley.
Bartlett: I want to start with the Trump campaign. Did Cambridge Analytica ever use psychometric or psychographic methods in this campaign ?
Nix: We left the Cruz campaign in April after the nomination was over. We pivoted right across onto the Trump campaign. It was about five and a half months before polling and whilst on the Cruz campaign we were able to invest a lot more time into building psychographic models, into profiling using behavioural profiling to understand different personality groups and different personality drivers in order to inform out messaging and our creative. We simply didn't have the time to employ this level of rigorous methodology for Trump.
narration: For Cruz, Cambridge Analytica built computer models which could crunch huge amounts of data on each voter, including psychographic data predicting voters' personality types. When the firm transferred to the Trump campaign, they took data with them.
Nix: Now, there is clearly some legacy psychographics in the data because the data is model data, a lot of it's model data that we'd used across the last 14, 15 months of campaigning through the mid-terms and then through the primaries, but specifically did we build specific psychographic models for the Trump campaign, no we didn't.
Bartlett: . So you didn't build specific models for this campaign, but it sounds like you did use some element of psychographic modelling as an approach in the Trump campaign .
Nix: Only, only as a result of legacy data models. So the answer is, the answer you're looking for is no .
Bartlett: . The answer I'm looking for is the extent to which it was used. I mean leg- I don't know what that means, legacy data modelling. What does that mean, for the Trump campaign?
Nix: Well, so we were able to take models that we'd made previously over the last two or three years and integrate those into some of the work we were doing.
narration: Where did all the information to predict voters' personalities come from?
Nix: Very originally, we used a combination of telephone, telephone surveys and then we used a number of online platforms for gathering questions. As we started to gather more data, we started to look at other platforms such as Facebook, for instance.