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Psychographic/Personality Tests
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United Kingdom
2 Items

Global Science Research


Created psychological profiles for marketing purposes. They offered three main products/services- BrandAnalyzer, BrandAnalyzer API, and custom analytics. BrandAnalyzer shows psychological profiles of customers of over 15,000 brands. The BrandAnalyzer API provides similar psychological analysis using social media data from clients. The custom analytics are custom psychological profiling studies, likely similar to what they offered Cambridge Analytica.<br />Global Science Research collected data on over 50 million people via a Facebook application for personality tests called thisyourdigitallife. They then gave this data to Cambridge Analytica.

Cambridge Analytica


A data-driven political marketing company that worked on many different campaigns around the world. Cambridge Analytica uses data from a variety of sources combined with psychological profiles and surveys to target advertisements. It has been at the center of recent scandals due to the misuse of Facebook data when working on the Trump campaign.<br />An undercover investigation revealed that in some cases they may conceal their involvement in elections with front companies/partner companies or use more dubious tactics such as bribery and honey traps. Cambridge Analytica was also working on a cryptocurrency to enable people to sell their data to advertisers.<br />Due to a series of scandals, Cambridge Analytica and many of its associated companies were closed. However, Cambridge Analytica is far from unique and many other companies use similar techniques and data.


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