My response to the Conservative Chairman’s invitation to join the Conservative party

Politics and Insights

Image result for Tory psychographic profilingAn example of audience segmenting, according to a psychographics methodology. I wonder what category data analysts think that I fit into. Whichever it is, they most definitely got me wrong. Note the dehumanising labels (objectification: “the struggler, “the resigned”) and stereotyping. I struggle on little income, don’t consume junk food or very much alcohol, though I have an occasional glass of red wine with a meal. I’m not aimless, I have academic qualifications, but no physical skills as I am disabled because of an illness. I am certainly someone who fits with “the reformer” description but I am not “at the leading edge of society”.  

Psychology has always been used as a tool for political manipulation, particularly in authoritarian regimes. Psychographics uses ‘personality type’ to predict behaviour. The data is gathered from online activity, surveys and other sources. It is then analysed and segmented. Strategic communications are then tailored to fit with…

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