Do psychographics win elections?

Sam Peña-Taylor

This article explores some of the research behind the contentious claim that a sophisticated suite of data analytics helped Donald Trump to win the 2016 US election.

Not only did Donald Trump, a man with no political experience, win the US presidential election, he did so with little traditional media spend, compared to his opponent. While there are many factors involved in winning an election, in this case one was...

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