How well can a company know us -- and sway us -- through psychographic profiling?

Cambridge Analytica developed psychographic profiling through the data it collected on 50 million Facebook users. It’s a strategy that uses people’s “likes” -- and their friends’ ‘likes” -- to learn the most effective ways to reach them, and target them where they’re most vulnerable. Does it actually work?

Credits

Guest:

Host:

Madeleine Brand

Producers:

Gina Pollack, Sarah Sweeney, Michell Eloy, Amy Ta, Christian Bordal, Quinn O'Toole, Yael Even Or, Devan Schwartz