To develop its psychographic models, Cambridge surveyed more than 150,000 households across the country and scored individuals using five basic traits: openness, conscientiousness, extraversion, agreeableness and neuroticism. A top Cambridge official didn’t respond to a request for comment, but Cruz campaign officials said the company developed its correlations in part by using data from Facebook that included subscribers’ likes. That data helped make the Cambridge data particularly powerful, campaign officials said.
The Cruz campaign modified the Cambridge template, renaming some psychological categories and adding subcategories to the list, such as “stoic traditionalist” and “true believer.” The campaign then did its own field surveys in battleground states to develop a more precise predictive model based on issue preferences.
The Cruz algorithm was then applied to what the campaign calls an “enhanced voter file,” which can contain as many as 50,000 data points gathered from voting records, popular websites and consumer information such as magazine subscriptions, car ownership and preferences for food and clothing.
Cambridge, which has staffers embedded in the Cruz for President headquarters in Houston, makes behavioral psychologists available for consultation as ads and scripts are drafted.
An email will be tweaked based on the personality of the recipient. If a respondent were a “stoic traditionalist,” the conversation would be very direct and to the point. If a potential supporter was labeled “temperamental,” the language and approach would change, according to Chris Wilson, the campaign’s director of research and analytics, who has taken a leave from the polling firm he leads, WPA Opinion Research. “The tone would be inspiring and become more and more positive as the conversation progresses,” he said.
Sunday, December 13, 2015
Ted Cruz has an awesome data operation
The guy is diligent and brilliant. Check out this article on Ted Cruz's data operation: