The idea of applying psychology or behavioural sciences to communication is not a new one. It's very old behavioural economics. If it gives you some additional insights - so be it.
Our job is not to dictate the policies of our candidates or even influence them but simply to articulate them in the most clear and meaningful way to the relevant audience.
I must emphatically state that Cambridge Analytica does not condone or engage in entrapment, bribes or so-called 'honeytraps', and nor does it use untrue material for any purpose.
The big mystery of Big Data is causation versus correlation.
The company started in the early 90s or late 80s. We were a behavioural science company. We didn't pivot into data analytics till 2012. So, all the data that we collected pre-2012, which was done by the British company SBL group, was collected through quantitive and qualitative research on the ground.
We are fundamentally politically agnostic and an apolitical organization.