“We are producing ads specifically designed for voters of a certain personality and demographic profile. So if you’re a young woman in New Hampshire with a specific kind of personality and a particular set of issues that you care about, our research allows us to connect with that voter in a way that truly resonates with her.”
…The political action committee founded by John R. Bolton, President Trump’s incoming national security adviser, was one of the earliest customers of Cambridge Analytica, which it hired specifically to develop psychological profiles of voters with data harvested from tens of millions of Facebook profiles, according to former Cambridge employees and company documents.
…In the two years that followed, Mr. Bolton’s super PAC spent nearly $1.2 million primarily for “survey research,” which is a term that campaigns use for polling, according to campaign finance records.
…The contract broadly describes the services to be delivered by Cambridge as “behavioral microtargeting with psychographic messaging.”
…“The Bolton PAC was obsessed with how America was becoming limp wristed and spineless and it wanted research and messaging for national security issues,” Mr. Wylie said.
“That really meant making people more militaristic in their worldview,” he added. “That’s what they said they wanted, anyway.”
Using the psychographic models, Cambridge helped design concepts for advertisements for candidates supported by Mr. Bolton’s PAC, including the 2014 campaign of Thom Tillis, the Republican senator from North Carolina.
…The firm took the psychographic profiles it was building off the Facebook data at the time and combined them with voter databases and other sets of data.
…The profiles would be used to “identify the personality traits of individuals” in states to be targeted by the Bolton PAC.