Ukip had undertaken a survey on why people wanted to leave the E.U. or not, and they also had membership data. So we were able to build personas out of that. That was work that would normally be paid for.

To be honest, it's hard when you're knee-deep in the trenches of an industry to see it how others see it.

The bigger a data set that you have, the more polls, the more surveys that you have that people undertake, the more accurate your models are going to be. That's just a fact of data science.

I was like: the narrative should be that the work that we did was never paid for so Leave.E.U., by not registering that we did that work, are the ones that should be in trouble.

In order to create predictive algorithms, you need to have a training set. So, that training set is created through our quantitative surveys. Those surveys need to include either basic market research questions or basic political polling questions, which might be added to get your opinion on a brand or an issue or a candidate.