Voter Outreach in the Digital Age
How much can a candidate know about their supporters?
Ted Cruz’s presidential campaign recently achieved success in Iowa thanks to an outreach approach based on data analysis and psychographic modeling. As the Washington Post reports, the Texas senator’s team of strategists and statisticians scored voters in more than 150,000 households on five personality traits: “openness, conscientiousness, extraversion, agreeableness and neuroticism.” Cruz’s campaigners are now adapting their messages to fit certain profiles developed within these criteria. How much do the campaigns know about you? How much should they?